Eliza Ferguson

Eliza Ferguson

Campaign Manager (Marketing)London, United Kingdom
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Eliza Ferguson

Eliza Ferguson

Campaign Manager (Marketing)London, United Kingdom
About me
A highly motivated, enthusiastic and dedicated professional, with extensive experience in marketing and project management across TV, brand, digital, VOD, print, social media, experiential, merchandise and events. Currently working at Channel 5 as Campaign Manager, I have a proven track record of delivering ambitious and successful multi- media campaigns with expertise in stakeholder management, production processes, media planning, creative thinking and reporting. A strong communicator able to influence, negotiate, prioritise and react effectively to time critical tasks.
Work history
    Campaign Manager
    • Managing multiple 360 marketing campaigns for key programming across Channel 5, My5, 5USA, Spike and 5STAR including Gotham, 10,000 BC, Celebrity Big Brother, Ben Fogle series, The X- Files, Cricket and Football League highlight programmes, Neighbours and many more • Responsible for idea generation, briefing, planning, budgeting, creative development, media planning and execution, ensuring all campaigns are delivered on time • Analysing and reporting on each campaign, outlining key insights and best practices • Setting strategy for individual campaigns • Writing both media and creative briefs in a manner that is consistent with strategic ambition • Managing and overseeing creative output on a day to day basis, ensuring maximum creative excellence, on brief and on brand • Ensuring a clear message throughout each campaign, delivering successfully against KPIs, ultimately increasing commercial impacts and share • Responsible for developing and maintaining relationships with channel affiliates (being linear and VoD platforms), ensuring all content priorities are briefed out to maximise opportunities • A key representative and point of contact for senior internal and external stakeholders, presenting campaign development and post campaign results and ensuring all areas of the business are aligned (Creative, PR, Digital, Social, Commissioners, Research) • Managing all brand related queries and approvals • Managing and communicating all rights, music, compliance and legal ramifications KEY ACHIEVEMENTS • Managing the largest 360-campaign Channel 5 has delivered in the past four years, Gotham. Responsible for planning and delivering the entire mixed media campaign including: On air, OOH, DOOH, digital, print, social media, experiential and Comic Con London. Launching with 3.8 million viewers and a 13.6% share, Channel 5’s highest rating show of that year, successfully growing our target audience, delivering against commercial impacts • Playing a key role in launching The X-Files, which included planning the launch strategy and managing digital and radio activity from end to end. The first episode consolidated at 5.1 million and a 19% share, making it the highest rating drama to ever air on the channel • Successfully launching and establishing new social experiment series, 10,000 BC. Research showed people considered the marketing attention grabbing and distinctive, whilst clearly communicating what the show was about. Performing strongly amongst the campaigns target audience 10,000 BC proved most popular with 16-34 viewers, who delivered a 10.1% share overall, 4 share points above slot average • Launching Big Brother and Celebrity Big Brother series, through a range of mixed media campaigns, ever building on findings from each campaign to further strengthen and best engage existing, light, lapsed and potential viewers, bringing in a younger audience over each series. Successfully launching the latest series with 2.2 million viewers, a 12.6% share, up 126% versus slot and 23.7% share of 16-34s, up 207% versus slot. Over the different series here are some of the key headlines - Most popular channel for 16-34s, second most popular channel, number one most tweeted about show on TV • Driving to Neighbours 30th: The Stars Reunite special, with an innovative digital campaign, which included commissioning bespoke content. The campaign delivered significantly against our KPIs
    Channel 5 logo
    Channel 5 logo
    Campaign ManagerChannel 5
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    • Managing multiple 360 marketing campaigns for key programming across Channel 5, My5, 5USA, Spike and 5STAR including Gotham, 10,000 BC, Celebrity Big Brother, Ben Fogle series, The X- Files, Cricket and Football League highlight programmes, Neighbours and many more • Responsible for idea generation, briefing, planning, budgeting, creative development, media planning and execution, ensuring all campaigns are delivered on time • Analysing and reporting on each campaign, outlining key insights and best practices • Setting strategy for individual campaigns • Writing both media and creative briefs in a manner that is consistent with strategic ambition • Managing and overseeing creative output on a day to day basis, ensuring maximum creative excellence, on brief and on brand • Ensuring a clear message throughout each campaign, delivering successfully against KPIs, ultimately increasing commercial impacts and share • Responsible for developing and maintaining relationships with channel affiliates (being linear and VoD platforms), ensuring all content priorities are briefed out to maximise opportunities • A key representative and point of contact for senior internal and external stakeholders, presenting campaign development and post campaign results and ensuring all areas of the business are aligned (Creative, PR, Digital, Social, Commissioners, Research) • Managing all brand related queries and approvals • Managing and communicating all rights, music, compliance and legal ramifications KEY ACHIEVEMENTS • Managing the largest 360-campaign Channel 5 has delivered in the past four years, Gotham. Responsible for planning and delivering the entire mixed media campaign including: On air, OOH, DOOH, digital, print, social media, experiential and Comic Con London. Launching with 3.8 million viewers and a 13.6% share, Channel 5’s highest rating show of that year, successfully growing our target audience, delivering against commercial impacts • Playing a key role in launching The X-Files, which included planning the launch strategy and managing digital and radio activity from end to end. The first episode consolidated at 5.1 million and a 19% share, making it the highest rating drama to ever air on the channel • Successfully launching and establishing new social experiment series, 10,000 BC. Research showed people considered the marketing attention grabbing and distinctive, whilst clearly communicating what the show was about. Performing strongly amongst the campaigns target audience 10,000 BC proved most popular with 16-34 viewers, who delivered a 10.1% share overall, 4 share points above slot average • Launching Big Brother and Celebrity Big Brother series, through a range of mixed media campaigns, ever building on findings from each campaign to further strengthen and best engage existing, light, lapsed and potential viewers, bringing in a younger audience over each series. Successfully launching the latest series with 2.2 million viewers, a 12.6% share, up 126% versus slot and 23.7% share of 16-34s, up 207% versus slot. Over the different series here are some of the key headlines - Most popular channel for 16-34s, second most popular channel, number one most tweeted about show on TV • Driving to Neighbours 30th: The Stars Reunite special, with an innovative digital campaign, which included commissioning bespoke content. The campaign delivered significantly against our KPIs
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Skills
  • Advertising
  • Events
  • Marketing PR
  • TV
  • Planning Strategy
  • Creative Thinking
  • Powerpoint
  • Brand
  • Project Management and Multi-tasking
  • VOD
  • Communcation
  • Stakeholder and Client Liaison
  • Social Digital Marketing
  • 360 Marketing Campaigns
  • Analysis Insights
Education
    Film and Television
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