Work history
L
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Influencer ManagerLEGO Group Store
London, United KingdomFull Time
Part of a newly created and specialist YouTube ‘Lab’ team, which has been set up to continually grow our 4.3M reach of the LEGO YouTube channel and diversify our YouTube offering by launching brand new channels which can be scaled globally to target our diverse audience base.
Main roles and responsibilities:
• As the first person at the LEGO Group to work on Influencer Marketing, my role is to develop and launch a global Influencer Marketing process and strategy which can be used on YouTube and replicated on our wider social platforms.
• Launch a global Creator Programme which allows the LEGO Group to create long term relationships with key influencers, networks and management companies in the space.
• Manage the day to day relationships with Influencers, management companies and Multi-channel networks
• Identify key influencers for the LEGO brand and create an influencer database
• Identify and develop key revenue and collaborative opportunities between Influencers and The LEGO Group, such as product ranges and live events etc.
• Create and maintain influencer materials and briefing documents, as well as organising and planning the logistics for the influencer
• Develop creative marketing campaigns and ideas for working with influencers.
• Following up and collecting insights on campaign performance, evaluating and measuring trends and adapting influencer behaviours accordingly for future content development
• Attend key influencer events and run influencer workshops and events at the LEGO Group.
• Manage relationships with internal and external stakeholders in the LEGO Group to market our own brands and franchises such as LEGO Minecraft and LEGO Disney etc.
I
I
Head of Audience DevelopmentInstrumental
- London, United KingdomFull Time
In my role as Head of Audience Development I worked with a range of clients from Universal Music Group, Warner Music Group, BBC and Pepsi Co.
Main roles and responsibilities:
• Own the relationship between Instrumental and YouTube as well as Instrumental’s MCN partnership with Warner Music Group.
• Lead partnerships with social networks and look to maximise the audience growth potential of our artists with Twitter, Snapchat, Facebook, Instagram, YouTube and Musical.ly.
• Signed and developed Calum Scott, where I worked on the development and release strategy for ‘Dancing On My Own’ which went on to chart at number 2 in the UK and had 1M+ downloads. I worked with Calum for 6 months on a digital engagement strategy, building his fan base across key social platforms (YouTube, Facebook, Instagram, Twitter) in preparation for the release of his music.
• Development of audience growth and content strategies for the artists and influencers signed to instrumental for management and retained consultancy/brand clients.
• Build relationships and lead partnerships with label clients and brand clients
• Develop sales process, pitch assets and undertake meetings to win new business with labels, management companies and brands.
• Provide all clients with weekly analytics reviews with suggested strategy changes as appropriate
• Provide content strategy support for the Brand team in their work with book publishing, TV production and consumer brand marketing clients.
• Awareness of the financial targets for the business and develop strategy to ensure month on month delivery.
• Clients included; Warner Brothers, Atlantic Records, Capitol Records, Warner Japan, East West, BBC, Pepsi (Naked), and BIC.
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Skills
- Digital Media
- Social Media
- Youtube
- Team Leadership
- Social Media Management
- Audience Development
- Account Management
- Artist Relations
- Building Relationships
- Campaign Strategy