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? 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