? Oversaw all global longform content operations across multiple platforms and formats. ? Drove content and channel optimization, brand consistency, segmentation and localisation, analytics and meaningful measurement to ensure ER hit agreed targets, whilst also growing UMG’s overall audio-visual proposition. ? Forged strong working relationships with Artist Management, ER colleagues and other departments across the UMG business. ? Identified new content opportunities across the priority roster, deep catalogue and third party artists for new product lines and landmark project opportunities, with responsibility for converting these opportunities into revenue. ? Mapped out content strategies that supported and extended marketing initiatives, both short- and long-term, determining which methods worked for Eagle and why. Ensured that content strategy was constantly evolved. ? Approved and oversaw implementation of strategic plans on key artists, focussing on both short term and long term repertoire objectives. ? Approved release plans from the international markets on priority projects by creating full release strategies with the team across all media avenues; and general communication with major international partners concerning Legal, Finance, Supply Chain, Digital, Sales, Licensing, etc. to ensure consistent global experience and appropriate implementation of localisation / translation strategies. ? Monitored and supported major markets to encourage new content opportunities for local artists, and ensure that global strategy was executed locally. ? Collaborated closely with the central New Business and Digital teams to develop bespoke projects for third party brand partners, with a view to contra-funding content for the Group. ? Ensured all digital opportunities were optimised, and championed the development of new opportunities afforded by emerging technology. ? Provided leadership and focus to accelerate Eagle Rock’s full integration of people, systems, processes and workflows into UMG to deliver on agreed targets. ? Oversaw regular competitive audits, and presented key takeaways to senior Marketing and A&R personnel within the Group. ? Monitored project progress and provided regular detailed written reports, as required, by evaluating and measuring the effectiveness of content across all touch-points. ? Restructured a team of eight direct reports to focus the company on future challenges and opportunities.
? Reported directly to CEO and obtained rights for new frontline and catalogue releases by leading negotiations, financial analysis and legal drafting. ? Ongoing analysis of content strategy, in partnership with various distributors to build the business and extract maximum ROI. ? Approved through the line marketing plans for all Label releases, focussing on creativity and cost efficiency, and provided creative oversight on all key projects, working across all stakeholders. ? Managed agency, third party consultant and creative relationships to deliver on all aspects of our campaigns through development, planning, delivery and reporting. ? Lead, managed and mentored the Label / Marketing team (three direct reports) ensuring they worked cohesively, and identified areas for development, rewarding and challenging individuals as appropriate. ? Developed campaign and creative frameworks that were applied across developing products in multiple territories, and grew market expertise in the team, researching each product on individual merits and using this to roll out efficient plans. ? Established core campaign metrics and oversaw tracking and reporting, feeding into monthly Board reports. ? Directed the design, build and delivery of a comprehensive new corporate website, and stimulated the creation of content across the business including video, photography, case studies, blogs, pitches and thought leadership pieces to underpin brand positioning and drive revenue (thisismetropolis.com). ? Simultaneously initiated and lead a rebrand to focus the company around its core services, ensuring the correct priority and consistency of branding and messaging through brand strategy management and direction. ? Lead a comprehensive analysis of the business, its processes and structures, to identify weaknesses in the organisation and made recommendations on efficiencies to the Board. This involved working across all departments, which ultimately refined operations and improved the effectiveness and profitability of the company.
? Planned and oversaw the UK marketing budget (£6.5M), being fully aware of the P&L implications of all activity on each release. ? Lead the Consumer Products strategy evaluation and execution for key franchise brands Doctor Who and Top Gear, and realigned both using commissioned research, market insight and fan interaction. ? Worked extensively to bring the respective Brand Teams together to focus on each property to develop better collaboration, and drive commercial opportunities for all. ? Owned the relationship with Aardman, and worked closely with their other licensees to formulate brand master plans, to ultimately optimise our home entertainment releases. ? Worked intensively with the MD on Stand-Up Comedy (particularly on John Bishop), and subsequently owned the relationships with both active and developing acts (and management). ? Managed other key external relationships with agents, licensors and BBC departments. ? Supported (and deputised for) the Head of Marketing in major decisions, including input at key meetings, presentations and live shows. I was also the Marketing lead in the Acquisitions group. ? Direct line management of four, including analysis of marketing plans in line with previously communicated strategy. Monitored campaign effectiveness, assessed whether key target demographic was delivered and ensured findings were acted upon. ? Worked closely with the Sales team to ensure our retail accounts were well informed and fully serviced, pursuing appropriate cross-category opportunities, whilst also maximising all trade marketing opportunities. Periodically reviewed pricing strategy with Sales and Commercial Affairs. ? Maximised profile with key partners through promotions, targeted initiatives and leverage of exclusives, including special events run with brand partners. ? Challenged individual product offering to drive innovation (based on research and insight). ? Directed the use of marketing collateral, and ensured all marcomms were appropriate to each product and channel. ? Championed strong and distinctive product packaging in order to communicate directly with the target demographic whilst delivering strong product differentiation instore. Ensured relationships with designers and media agencies delivered results on time and on budget. ? Became a primary source of information for internal and external stakeholders with full grasp of market dynamics including the consumer, retail, the market and our competition, and held a ready knowledge of developing brands and trends within the market.
Business course specialising in Entertainment practises