Lucinda Allen

Campaign Specialist, EMEA Marketing

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  • LocationAmsterdam, Netherlands

About me

 

Talented and creative communications professional with 6 years of experience developing world-class integrated marketing plans and turning brands into cultural icons—both within the agency world and client side at Sonos. Hands-on collaborator with a proven track record of driving projects forwards, managing cross-functional teams and multiple stakeholders across 7 EMEA markets whilst being the gateway between Global, EMEA and regions. Media strategist with strong digital background spanning everything from bespoke media partnerships, big above-the-line campaigns, acquisition marketing and content-led plays. Looking for new marketing gigs to work on a fast-growth brand or company, especially in the tech, music or lifestyle space

Skills

 

  • Events Planning
  • Content Marketing
  • Localisation
  • Digital Social Media
  • Creative Production
  • Media Communication
  • Brand Building
  • Strategy and Insight
  • Brand Campaigns
  • Campaign Activation

Work history

Currently

Campaign Specialist & EMEA Marketing

Sonos

Jul 2014
  • Becoming part of the marketing team at Sonos marked not only a transition from agency to client-side, a relocation from London to Amsterdam, but also an evolution from local (UK) to International planning—across 7 markets in Europe. The move has given me the opportunity to apply my wealth of communications experience to the context and business realities of a fast-growth company: being commercially-minded, solution-orientated and to able to throw myself into any initiative and run with it at top speed is a must. As Campaign Specialist, I am responsible for developing Sonos’ biggest and highest profile integrated brand campaigns (with budgets in double digit million-dollar range) across all channels and consumer touch points—and collaborating with and influencing local Marketing Directors and complex cross-functional teams to make it happen. The role requires a balance between possessing solid strategic thinking and water-tight execution skills: a large part is translating Global concepts into locally relevant stories and activation plans, ensuring everything we do is rooted in consumer insight and our brand strategy whilst showing up in a premium and iconic way. Sonos aspires to be a cultural symbol, so staying ahead of cultural trends, being immersed in our digital music-loving audience, and bringing innovative ideas to the table is crucial. Media planning and managing our media agency of record is my primary area of ownership; however, I also project manage a range of brand activation initiatives from events, partnerships to content creation; have a solid understanding of the creative development process; and have extensive experience producing and localising creative assets. Highlights: • EMEA lead on media planning for our flagship annual holiday campaigns in FY15, FY16 and FY17 (budgets $XXM range), from briefing to final delivery. Both FY15 and FY16 drove significant uplift in key brand metrics. • Acted in place of the UK Marketing Manager for the FY16 holiday campaign in addition to my EMEA role, delivering one of the most innovative local market plans and significant shifts in brand metrics. • Developed EMEA comms architecture & roll out for our biggest ever partner campaign with Apple Music (#MusicMakesItHome). Also managed the localisation for paid and owned assets (60+) and bespoke website landing pages in three languages. • Developed a London-focused launch campaign (both media and creative) for our first permanent arts & culture space, Sonos Studio London and drove high traffic levels to the opening weekend and exhibitions despite a very small spend. • Project lead for ORIGINS, a long-term content partnership with Resident Advisor. Produced 4 x 20-30min documentary films which attracted significant recognition within the electronic music industry and over 500,000 organic views. Planned and executed influencer events—taking the series from Berghain to Amsterdam Dance Event!

2014

Communications Planning Manager Mcdonald’s

OMD UK

Aug 2012 - Jul 2014
  • McDonald’s has some of the biggest budgets in the advertising industry, is OMD UK’s flagship account and frequently wins Cannes and IPA Effectiveness awards in recognition of its consistency in marketing excellence. With a client team of 30 and 3-5 campaigns live at any one time, it required advanced project management skills, solid teamwork and a tenacious work ethic. I joined OMD UK as a Communications Planning Manager on the McDonald’s account and was responsible for building client relationships at Brand Manager and Senior Brand Manager level, and for developing and delivering all ATL campaigns for the ‘young adults’ market (approximately 8 x multimillion pound campaigns a year, ranging from 6 week promos to always on activity and branded content). I collaborated very closely with McDonald’s roster of creative, PR and retail agencies to develop consumer insights, comms architectures and campaign concepts for each and every brief. Not only did McDonald’s give one briefing to its agencies, but we would present our work back as one single entity rather than working in-silo, which meant that I had a very central role in shaping the creative and strategic building blocks of each campaign. The account demanded a detailed and science-based planning approach, using the breadth of industry planning and forecasting tools at my disposal. My recommendations were held to the highest degree of accountability and every detail scrutinised: all activity was media audited by PwC and tracked using sophisticated econometric modelling to yield a ROI, which was then used to make business decisions on budget levels, in-store promotions and communication priorities. As a result, I am highly knowledgeable about effective media planning across all media channels, with a particular focus on TV, Outdoor and Digital.

2012

Communications Planner

Initiative

Mar 2011 - Jun 2012
  • I cut my teeth on digital reporting and tracking as an intern in the agency’s digital team, and quickly progressed to a Planner (in the Comms Strategy team) within one year. Despite my junior level, I was given a high degree of responsibility in recognition of my talent for client service and brand & media strategy. Due to the agency’s smaller size, I quickly learnt the A-Z of media planning and formed close working relationships with specialist activation teams and benefitted from their many years of experience.

Education

2009

BA English (first

University of Southampton

Aug 2006 - Jun 2009
  • BA English - First Class Honours

Awards

2012

Young Lions Media Competition - Cannes Lions (Shortlist)

Cannes Lions

  • Each year Guardian News and Media holds a national competition giving the UK's up-and-coming creative and media professionals the opportunity to compete in the prestigious Young Lions competition in Cannes in June. For the UK competition we were given a brief by a charity and had 48 hours to respond to it. Shortlisted / runner up.

2011

Young Comms Planning Team of the Year