I have over 21 years of international strategic marketing experience, both client and agency side. The majority of my experience is based in London, UK where I worked in the entertainment industry for many years including PlayStation, Universal Pictures, Paramount Pictures and Red Bull. I have been freelance now for years in strategy & consultancy with my own company in the UK and now I work for an agency with global clients based in NZ and New York.
Highlights Client Side: At Universal and Paramount I ran major ATL campaigns, including Fast and Furious 6 and Despicable Me. I won a screen award in 2011 for my work launching the documentary film SENNA. Whilst at PlayStation, I managed an annual budget of £20m across hardware and software launches, both ATL and BTL. At Red Bull I was responsible for the global roll out of Red Bull TV and all strategic media partnerships. At Turner I launched US TV channel AdultSwim in four markets throughout EMEA.
Highlights Agency: Defining BAFTAs global digital content strategy. Winning the £23M Homebase creative account at Atomic London. Being the key Digital Content Strategist for FCB, working across all clients including VW. Most recently working on global clients for SweeneyVesty including government clients and assisting All is for All with their growth in leading change for those with disabilities.
I love leading with empathy and have over fifteen years experience managing teams which gives me the opportunity to do something I truly enjoy, mentoring a younger generation and developing a positive work environment. In my free time I love health and fitness as well as spending time with friends and family, our two cats and our three legged dog Willis.
Projects
- The Swim ReaperYoung men disproportionately make up more than a third of preventable drownings in New Zealand. That’s because they love doing dumb stuff. Give them a high cliff to jump off and they’re as happy as can be. But it’s this kind of behaviour that’s killing them. These men were an obvious target for Water Safety New Zealand’s summer campaign. But engaging them is easier said than done. We needed to cut through the noise and engage with this group in a relevant way. Then we could start a conversation with them and even get them to spread our message for us – especially important, given the modest budget. Once we had our audience engaged we could convince them to modify their behaviour and make smarter decisions around water. But to get through to them the media and tone would be all important. Our audience of New Zealand Males 15-24 is notoriously hard to reach with decreasing media usage across all traditional platforms and a lower dominance on local content. According to Global Web Index (GWI) 61.1% watch less than an hour of TV a day, half of which don’t watch it at all! However, 64.1% of young NZ males use Instagram on a regular basis. We know this cynical audience reacts badly to being told what to do. Positive safety messaging simply doesn’t resonate with them. Instead, we took up a darkly comedic standpoint, under the creative position “Swim dumb and you’re done.” Introducing the Swim Reaper… The Swim Reaper looked to claim as many lives as he could by openly encouraging young people to be dumb around water. However, in doing so, he ironically points out the stupid behaviours that can lead to fatalities. Results Over the peak summer period, drownings of young men totaled zero. Increased awareness of Water Safety with the Swim Reaper campaign reaching over 82% of the Men 15 -24 in NZ Strong in engagement by target audience with one in three people commenting on Swim Reaper content and 10% of all people under 25 in NZ following @iamswimreaper It won Facebook Awards and has been covered on Buzzfeed and in other global media.
Work history
F
F
Social and Digital Content StrategistFCB Auckland
- Auckland, New ZealandFreelance
For FCB currently I work across key clients including Mitre 10, Westpac, VW, Vodafone, Noel Leeming, Greggs, Cerebos, The NZ Government and Air New Zealand developing high level digital and content strategies and plans for social media and other channels. This includes working closely with the integrated agency teams to deep dive into the business objectives of each client and tailoring a content and marketing strategy to best fit their needs.
• Overseeing all content strategy for key clients and social channel strategy.
• Leading a team of 6 social media Account Directors and Managers to create social strategies, create content, create content calendars and post across all social media platforms.
• I am the go-to Social Strategist for the agency in regards to new trends, changes on social platforms and run regular workshops for agency and clients.
• Leveraging all the latest data sources, provide in depth reporting and insights for clients.
• Ensure all our content produced in the production team has maximum chance of success and be a champion of content effectiveness.
RESULTS
• Within 4 months, reviewed and adapted Mitre 10’s content and social strategy to meet new KPIs of high levels of engagement. Increased average Facebook post engagement from 1% to 7%. Over the last 4 months have increased this further to 10%.
• Defined a tone of voice and social strategy for VW, Health Promotion Agency and several retailers in the New Zealand market.
• Launched Swim Reaper’s second campaign for 2017/18 on Instagram, an award-winning (Facebook Awards globally) campaign for Water Safety New Zealand.
• Worked across multiple campaigns and pitches giving digital and social insight and contributing to new business wins.
Red Bull TV Channel Marketing and Partnerships Manager UKRed Bull
- London, United KingdomFull Time
As the head of Red Bull TV marketing in the UK I was responsible for all growth and viewership of Red Bull TV content across all digital and commercial touchpoints. Red Bull TV is a channel with live events, action sports, new music and entertainment. This consists of VOD and original programming, created in Red Bull Media House and also acquired globally. It is available via web on Redbull.tv and via apps on IOS, Android, Apple TV, Amazon Fire TV, Chromecast and X-Box.
• Overseeing all marketing campaigns and content strategy for the channel, including 360 marketing campaigns across all the media channels of Red Bull
• Heading up all 3rd party partnerships with distribution partners such as Amazon, X-Box, PlayStation, Apple and mobile providers.
• Creating and executing major commercial brand partnership opportunities with relevant partners in the UK for Red Bull TV i.e. GoPro
• Defining the digital marketing strategy for Red Bull TV in the UK. Presenting this strategy to International Head office in Austria and the US.
• Driving awareness and direct views via ATL campaigns with a heavy emphasis on digital, programmatic and social retargeting campaigns.
• Aligning campaigns with social and editorial, managing a team of 7 freelance editors for Redbull.com and 2 social media managers.
RESULTS
• Within 2 months, established marketing campaigns for RBTV programming with Amazon, Now TV, Sky, X-Box, GoPro and Uber.
• September, October and November 2016 resulted in the highest view figures ever for RBTV due to marketing activation campaigns I implemented.
• Devised new editorial and content strategy including duel viewing on RBTV and Facebook live.
+ Show more
Skills
- Advertising
- Digital Media
- Film
- Marketing PR
- TV
- Branding
- Promotions
- Presenting
- Brand Management
- Marketing Strategy
- Project Management
- Social Media Marketing
- Communications
- Consumer Behavior
- Creative Thinking
- Social Advertising
- Content Strategy
Education
U
U
Bachelor in Commerce (marketing and Advertising ManagementUniversity of Auckland
- Auckland, New Zealand
AWARDS: Senior Prize for Marketing
Marketing Component of Degree:
Marketing Research 202 A-
Marketing Management 201 A-
Marketing Strategy 301 A-
Marketing Buyer Behaviour 303 A
Marketing Advertising and Promotion A +
S
S
(hons) high school diplomaSt. Paul's School
- Hamilton, New Zealand
1999 NZQA – A Bursary English A, Biology A, Graphics A, Statistics A, Maths with Calculus B
Awards
Screen International Marketing and Distribution Awards winner 2011Sony Pictures Entertainment
SCREEN International Marketing & Distribution Awards Winner 2011
UK PR Campaign of the Year and UK Best Documentary Release of the Year 2011