Eliza Ferguson

Campaign Manager (Marketing)

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  • LocationLondon, 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.

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

Work history

Currently

Campaign Manager

Channel 5

Mar 2013
  • • 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

2016

Campaign Manager

Channel 5

Mar 2013 - Mar 2016
  • • 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

2013

Campaign Producer

Channel 5

Dec 2011 - Mar 2013
  • • Day-to-day management of mixed media campaigns • Briefing, planning and delivering on and off air campaigns across Channel 5, 5* and 5USA • Facilitating delivery of brand assets, style guides and on-air material for internal and external business requirements • Responsibility for planning, briefing, approving and delivering daily press ads • Being part of Team USA and Team Australia, looking at marketing and editorial opportunities for current acquisitions • Maintaining and developing relationships with Channel affiliates, maximising opportunities and coverage • Managing the launch of Demand 5 on several different platforms, this included brand and asset management and ensuring comms were aligned • Managing, brainstorming and idea generation for special projects for Channel 5, 5* and 5USA

2011

Junior Campaign Producer

Channel 5

Jul 2011 - Dec 2011
  • • Working with the Campaign Producer in a support capacity across campaigns and other major projects (including delivering campaign elements, project timelines, budget sheets, WIP reports, meeting facilitation) • Managing weekly internal communication to summarise marketing department output • Building and developing relationships across Northern and Shell press titles, including daily ad delivery • Facilitating delivery of brand assets, style guides and on-air material for internal and external business requirements • Working with the press department to improve the quality of print images supplied for promotion • Responsibility of updating the campaign budget tracker, raising POs and handling invoice queries as and when necessary • Managing internal/special projects as briefed by Campaign Producer, including ad hoc requests and research • Executive support to Head of Marketing; assisting with presentations, organisation and preparation for large meetings

2011

Team Assistant TO Four Directors & Departments

Channel 5

Mar 2011 - Aug 2011
  • • Organising and managing VIP hospitality at large scale events such as Celebrity/Big Brother and sales events • Devising and maintaining office systems including data management and filing • Organising and maintaining diaries • Carrying out ad hoc projects and research • Producing sales support materials, such as PowerPoint and Keynote presentations • Managing and processing incoming invoices

2011

Post Production Coordinator

Bubble TV

Jun 2008 - Mar 2011
  • • Project managing the post production process for both long and short form TV • Generating job orders and booking internal studios; audio, offline, online, duplication, hiring all audio & video equipment • Preparing quotes/ negotiating costs with clients, costing client studio sessions and generating invoices • Being first point of contact for clients and talent, developing existing and new client relationships, building trust and rapport • Arranging various client hospitality and travel arrangements • Being responsible for recruiting freelance staff • Maintaining petty cash spreadsheets • Logging incoming and outgoing tapes

Education

2007

Film and Television

York St John University

Aug 2004 - Mar 2007