Marcel Swagers

Business Development Director


About me

An award winning creative, versatile, innovative, multi talented and multilingual entertainment professional with international Marketing, PR/Communications & Sales experience, gained with e.g. Universal, SonyBMG, Way to Blue & KPMG Management Consultancy. Experience includes strong understanding of Online/Digital, Social Media, Business Development, creative, program sales & acquisition, digital PR/marketing/research, content development, brand management in Music, TV & Film. Persuasive, I cement relationships, can open, negotiate and close top level deals, influence change, motivate and win sponsorship. Passionate about tv, music, film and technology. Huge network. Extensive experience working abroad, comfortable in different cultures, languages and environments.


  • Events
  • Marketing PR
  • Presenting
  • Brand Management
  • Business Development
  • Internet Marketing
  • Management
  • Problem Solving
  • Communications
  • Client Service
  • Budgeting Forecasting
  • Negotiation Skills
  • Strategic Decision Making
  • Financial Planning
  • Sales Negotiations

Work history


Business Development Consultant Theatrical

Diagonal Film GMBH

Mar 2016
  • Major Studios and Service Provider liaison Digital Distribution for Diagonal - London, UK


Business Development Director


Sep 2013
  • - Creating sales and business growth opportunities across the Holding (online entertainment retail site and artist and label services community - Brokering deals and partnerships with Brands, Labels, Artists, and content providers cross-media. - Social Media Strategy - Engineered Partnership with music crowd funding company MusicRaiser - Redevelopment Tunetribe to 360° digital retailer. Added eBooks, Books, CDs, DVDs, Vinyl, Games Store. Hardware and Kids in progress. - Strategy, redesign, development, social analytics.


Project Manager Social Media Monitoring

Digital Media Services UK Ltd

Mar 2015 - Oct 2015
  • Brief: Can DMS provide Social Media Monitoring? • Established DMS’ Social Media Monitoring capability • Outlined delivery of service to existing clients • Profiled existing and potential clients Social Media Monitoring needs •Competitive and Value analysis •Reviewed, shortlisted Social Media Monitoring Tools (Crimson Hexagon) • Strategic recommendations plus Strategic plan, incl. pricing, monitoring report and staff requirements, financial projections • Developed full implementation procedure • Delivered 3 year business & launch plan • Developed New Business beyond filmed entertainment


Regional Director Benelux & Developing Markets

Way To Blue

Sep 2010 - Feb 2013
  • • Overall responsibility for P&L, strategy, business development, sales for Nordic, Russia, Italy, GSA, Benelux. • Developing, managing and delivering of complex PR/Marketing, Research/Analytics and Social Media strategies across multiple countries including UK. • Pitched, Developed, Managed successful Social Media & Community Development Strategies and platforms including Facebook, Twitter, Pinterest, YouTube, Tumblr, Instagram. • Identify and establish business opportunities in new or developing markets • Client Servicing and Relationships Management • Team management of 15+ members • Maintain relationships with all major and independent clients across the Region (Walt Disney, Warner Bros., 20TH Century Fox, Universal Pictures, Sony Releasing, etc. • Maintain relationship with key consumer and trade journalists, stakeholders, actors and industry players • Continuous Market Research and gathering territory and trend information, Social Analytics • Forecasting, Budgeting, Planning, P&L responsibility. • Incorporation of local offices (Rome, Amsterdam, Berlin • Main senior contact for studios, creative agencies, design houses, media agencies, and post production • Development of Strategic Alliances, Sponsorships and Partnerships


Head of Marketing, Communications Benelux Syfy Universal and 13th Street

NBC Universal Global Networks

Mar 2007 - Aug 2010
  • • Day to day marketing and PR, incl. creative direction for Syfy, crime & thriller channel 13TH STREET & Hallmark • Managing and delivering of complex media plans, marketing and communications plans • Develop brand, marketing & ad-sales strategy for the channel brands • Identify and establish cross promotional & contra opportunities in Benelux • Develop multimedia campaigns supporting territory premieres of e.g. Dexter, The Wire, Stargate Universe, and Battlestar Galactica • Project managing Syfy rebrand & 13TH STREET refresh in Benelux • Maintain relationships with key platform operators in Benelux • Maintain relationship with key consumer and trade journalists, actors and industry players • Continuous Market research and gathering territory and trend information • Forecasting, Budgeting, Planning, P&L • Overseeing (on air) creative mediaplanning, pres scheduling, promo production, listings, high lights. • Main Marketing/PR contact, content providers, creative & design agencies, local press office, media agencies, and post production units • Development of Strategic Alliances, Sponsorships and Partnerships





  • Awarded ADCN (Art Directors Club Netherlands) Lamp '07 in Interactive category for 13TH STREET and SYFY channel launch & marketing & comms in Benelux