About me
GLOBAL MARKETING DIRECTOR | BUSINESS TRANSFORMATION | DIGITAL & AV SPECIALIST
20+ years experience as Marketing Director working at Board level in the FMCG, Music, Media and Entertainment sectors. Leading teams to deliver world class marketing strategies and brand management, creating engaging and memorable campaigns that drive revenue growth and ROI. Strategy design and hands-on execution, working across the full spectrum of marketing activity, focussing on digital channels and global brand development.
Leadership of multiple projects in a fast-paced environment, building solid and productive relationships with global superstar talent (such as The Rolling Stones, Katy Perry, U2, Madonna, Take That, Abba, Muse, Metallica, Amy Winehouse and Oasis) and their teams.
KEY ACHIEVEMENTS
- Designed content strategy to grow YouTube channel subscriptions by +100% (to over 1.2M).
- Led digital strategy to drive both ad revenue and direct sales by building subscribers and increasing engagement. Ran audit and strategy implementation across Facebook, Instagram, Twitter and ensured presence on Spotify, Apple Music, Apple TV, Amazon Music and Google Play were optimised globally.
- Developed D2C offering through deluxe and bespoke products, both in order to drive value, own the consumer relationship and build an audience for other artist projects.
- Recent experience in global livestream events, leading my team’s work with talent and both internal and external stakeholders.
- Created lockdown YouTube event for superstar band which broke many of their channel records, added +100k subscribers, and delivered incremental sales of merchandise, live activations and physical retail.
- Awards include YouTube Gold Award (1M subscribers), and BASE Award for Best British TV Title of the Year (2012) for David Attenborough’s Frozen Planet.
- Have controlled budgets from six figures into the multiple millions.
Work history
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Senior Director, AV Content MarketingUniversal Music Group
- London, United KingdomFull Time
Part of the senior management team, recruited to globally lead, transform and drive growth of audio-visual content in a recently acquired business unit, across multiple platforms and formats. Introduced pivot to digital, both in terms of platforms (Apple TV and Amazon Prime Video being the largest) and marketing, in a traditionally physical business. Rationalised the release slate to focus on commercially viable projects, and created efficiencies in marketing spends and a team of 8 staff. Challenged the team to create deluxe products and experiences to create added value and deliver higher margins, with a specific focus on eComms.
Targetted global superstar artists and their teams to develop new business, including recent global livestream events. Recently I was operating more as unofficial GM, whilst retaining responsibility for the Marketing team.
Marketing DirectorMetropolis Studios
- London, United KingdomFull Time
Approached to run a record label and market the facility’s services, experiences and location. Before I arrived, the Content business had never been in profit, and the core business was operating in extremely challenging conditions. Following my audit of the business, I led a restructure, rebrand and relaunch, galvanised resources and delivered against aggressive KPIs. Reported directly to the CEO as a member of the Senior Management team, with three direct reports.
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Skills
- Advertising
- Digital Media
- Marketing PR
- Branding
- Brand Management
- Email Marketing
- Internet Marketing
- Market Research
- Marketing Strategy
- Social Media Marketing
- Creative Direction
- Communications
- Team Leadership
- Conflict Resolution
- Commercial Acumen
Education
Music Industry Management
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Business course specialising in Entertainment practises