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Senior marketing executive with an extensive track record of product, consumer and subscription marketing delivering outstanding revenue growth with key focus on acquisition & retention programmes within entertainment and sports. Strong expertise in strategic digital marketing and innovations complemented by robust experience of leading large-scale execution teams for Fortune 100 companies and digital media start-up. Most recently led European digital marketing team that launched PlayStation Store, PlayStation Video and PlayStation Music featuring Spotify across PS4 and PS3 consoles as well as Dugout, new digital platform created with all the world’s clubs and players to connect football fans via delivering original behind-the-scenes content.
Executive marketing lead for Dugout, new digital football platform created for 3.5bln fans to deliver original behind-the-scenes content and access to every club and player in the world. Partially owned by top leading international league clubs, it monetizes content created by clubs and players and offers exclusive opportunity for fans to engage with their idols • Responsible for building and defining the brand from the inside out delivering the brand proposition, mission statement, messaging and benefits ladder (both B2B and consumer), tone of voice, creative strategy and validating it all via audience insights from around the world • Led global launch of Dugout via innovative marketing campaign reaching over billions of users by leveraging each club and player consumer touch point such as social media channels, websites, CRM, perimeter boards, mega screens in the stadiums as well as influencer engagement programmes and celebrity endorsements via partnership negotiations with minimum marketing investment • In charge of design and execution of overall marketing strategy including building CRM systems to drive user engagement and retention on the platform that allows for automated and predictive communications with millions of Dugout users • Accountable for user acquisition activities beyond co-marketing campaigns with clubs and players such as paid media campaigns via programmatic, social and incentivized channels. Provide on-going analysis and optimize the investment based on user behavior and response across each territory, content engagement, format and channels while maintaining competitive CPA • Support ad sales and partnership teams to secure new investments and partners on-boarding by creating bespoke marketing programmes and opportunities to engage with our diverse audience • Responsible for PR & Comms across key announcement events, grow awareness and maintain positive sentiment for Dugout among press and consumers • Manage multi-million dollars marketing budget and lead agencies relationship • Built the team of 5 professionals to support me across paid acquisitions, CRM, PR and ad sales
In charge of international marketing for PSN’s digital entertainment services (PlayStation Store, PlayStation Video, PlayStation Music featuring Spotify) across Sony’s Internet-enabled devices such as PS4, PS3, Sony Mobile, Bravia TV and to non-Sony platforms, PC, iOS, Android • Responsible for all aspects of EU & ANZ strategic digital marketing focused on acquisition & retention strategy, brand development, programmatic & traditional paid media and search, product development, 3rd party partnerships, eCRM, social media as well as ownership of multi- million dollar marketing budget • Led the international launch of PlayStation’s new music streaming platform, PlayStation Music featuring Spotify, across 35 markets with key focus on acquisition to Premium Trial, conversion to Paid, retention of existing users and upsell from Freemium • Drive digital adoption and establish PlayStation Store as the premium retail destination via innovative programmatic paid media tactics across 46 markets • Built a team to support aggressive growth goals in Digital Consumer Marketing
• Relocated to oversee Catalogue and Family portfolio across Europe & ANZ following Paramount acquisition of DreamWorks Animation (DWA) in 2006 • Defined and implemented product marketing strategy for DWA, Hasbro, MTV, Nickelodeon, Lucasfilm and CBS (pricing, targets, retail execution, 3rd party promotions) • Led retail launch campaigns for leading Paramount franchises i.e. The Godfather, Indiana Jones, Madagascar and Shrek Responsible for marketing, promotions and release schedule for Family category across Europe, LatAm and AsiaPac • Defined DVD distribution strategy for Nickelodeon and Hasbro’s key franchises i.e. Transformers, SpongeBob, Dora the Explorer • Negotiated partnerships with consumer product licensees, Fisher Price, Mattel, THQ, for co- promotions and on-air tentpole events