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Sam Williams

Digital Marketing Manager

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  • LevelMid Level
  • LocationLondon, United Kingdom
  • AvailabilityLocked Pro Plan feature
  • ProfessionsDigital Marketing Manager


  • Digital Marketing
  • Paid Advertising
  • Photoshop
  • Google Adwords
  • Social Media Management
  • Creative Arts
  • Music Advertising

Work history


Digital Marketing Manager

Kobalt Music Recordings

Apr 2015
  • London, United Kingdom
  • Full Time
  • Kobalt Music Recordings (KMR) is an industry leading provider of music label services to some of the world’s biggest artists, subcultural icons and trending figures. I am the sole Digital Marketing Manager across every KMR artist for the UK and International (exc US and CA), coordinating multiple campaigns simultaneously. Recent campaigns include Nick Cave & The Bad Seeds ‘One More Time With Feeling / Skeleton Tree’, Pet Shop Boys ‘Super’, Frank Carter & The Rattlesnakes ‘Blossom’ and ‘Modern Ruin’ and Laura Marling ‘Semper Femina’. My roles, responsibilities and skills include, but are not limited to; Generate creative and innovative marketing campaigns by developing exceptional marketing plans, initiatives and assets. This is accomplished by supplying artists, management and product managers with actioned or recommended formulation and implementation of; Social Media - Composition, coordination and growth of all major channels. Optimisation - Advance all foundational and front-facing social media and web components to the highest of platform-defined standards. Assigned as Facebook Media Partner and Youtube Certified in Audience Growth Published Content - Analytically informed Strategy, Goals, Timeline and Format type. Creative - Influenced contextually by the artist’s wider campaign, identity and aesthetic. Digital Initiatives - Development of larger assets that encompass advanced, trending or unique digital mechanisms and tools. Examples include; world premiere, live concert and building projections via Facebook Live API, 8-bit video game, music-as-colour online app, fan video submission website gallery and guerilla-style anonymous marketing. Website - Components, Design and Structure Construct, implement and execute an artist’s Online Advertising campaign strategy and goals via PPC, Programmatic Display and Social Media Advertising; Construction - Research the artist’s cultural background and online presence, as well as current technological opportunities within the digital marketing sector, in order to compose a well-suited and efficient online advertising campaign strategy and set of goals. Implementation - Setup of Campaigns, Ad Groups and Adverts settings within Google Adwords (GDN and Youtube), Facebook and Twitter to correlate with the findings from the construction process. Targeting via a detailed and granular framework (through use of Demographic, Keyword, Placement and Retargeting) is applied for maximum CPC and eCPM efficiency. Generate and distribute advanced strategies across all artist real estate and smartURLs, create rule-based and tag-based retargeting lists within Adwords and connect Youtube channels. Execute - Achieve the campaign goals by monitoring, analysing and editing via RTB on a daily basis. Analyse - Provide a deep yet easily understood analysis of a campaign’s Online Advertising activity. Reporting includes highlights, new findings and future opportunities. Maintain a cross functional role by liaising with UK and International product teams, artist management, technology startups, media partners and global advertising agencies to develop and fully illustrate all elements of a campaign. Host meetings and educational forums where colleagues’ and clients’ understanding of digital marketing best practices, technological advancements and data analysis is enhanced to modern industry standards. Update HTML and CSS of an artist’s website splash page via Adobe Dreamweaver. Compose HTML templates for artists’ mailers, manage their mailing lists and analyse report data to optimise sends.


Digital Marketing Assistant

Universal Music UK

Apr 2014 - Apr 2015
  • London, United Kingdom
  • Full Time
  • Sitting within the world’s largest music label, Universal Music Catalogue is home to some of the most famous musical artists in history, ranging from the likes of The Beatles to Nirvana. As a member of the Digital Marketing team I undertook tasks including but not limited to; Managing digital marketing campaigns for heritage acts and their latest releases. This involved working closely with product and marketing managers to compose and implement innovative marketing initiatives. Creating a variety of advertising assets for artists’ digital campaigns through exceptional design work in Adobe Photoshop. These spanned platforms such as Google Adwords, Spotify, iTunes, Amazon, Facebook, Twitter and more. Managing a priority 1 artists’ eCRM campaigns by composing and updating detailed HTML e-mail newsletter templates via Adobe Dreamweaver. This was furthered by utilizing UMG’s eCRM system to manage databases, distributing mailers, composing and regulating web forms/competitions, exporting of data, creating detailed summaries of digital activity through UMG’s own Artist Portal, analyzing data for optimization for marketing purposes and liaising with outside labels to request access to their artists’ e-mail databases/compiling eCRM ‘carves’. Publishing, managing and regulating several Universal-owned social media genre channels and artist pages. This also involved creating marketing strategies to increase engagement and audience size and optimizing profiles on Facebook, Youtube, Twitter etc in accordance with current SEO meta data practices. Updating and organizing a release schedule for meetings with all members of Digital Marketing and Marketing teams. Being fully competent with UMG’s smartURL database and providing links for managers to implement them into their digital campaigns. Liaising with artist managers, label heads and some of the most prominent tech industry individuals (Facebook, Instagram, Vevo, Spotify etc) to create and continue lasting working relationships. Researching, writing and distributing a digital marketing focused newsletter that was circulated internally to all of UMC.



MA Online Journalism

Atrium - Creative & Cultural Industries - University of Glamorgan

Sep 2011 - Jan 2013
  • Cardiff, United Kingdom
  • Held position of Editor in Chief, Copy Editor, Social Media Strategist and Investigative Journalist for Exposure Radio; an online/campus-broadcast radio station and website that issued new material from 10 a.m. to 4 p.m. daily for three weeks. Resourced and composed news bulletins, articles and footage for the radio and online blog daily. As the Head of Social Media I formulated strategies and guidelines to direct the creation of posts and engagement with followers. This involved advanced growth techniques via Hootsuite and to be fluent in creation, maintenance and publication of news/blog/features through Wordpress CMS and Storify. Awarded Most Valuable Player (MVP) award out of 50+ students., 1st Class in PhD Research Methods - Online Ethnography, Researched and produced original Investigative Journalism features.


BA(Hons) Popular Music and Recording 2.1

Atrium - Creative & Cultural Arts - University of Glamorgan

Sep 2008 - Jul 2011
  • Cardiff, United Kingdom
  • Planned, researched and authored an original 10,000 word thesis - Focussed upon the online realm, the dissertation is concentrated as a qualitative investigation into music blog use and its subsequent influence on individuals' social and subcultural identity. Research of 21st century information and communication technologies, identity formation and community construction based theories and the evolution of the subcultural 'hipster' movement. Creation of classification paradigm through implementation of Online Ethnography and its extended data gathering tools. Data analysis aligned in correspondence to psychological case studies' findings and hypotheses, with triangulated coding finalising and designating the results. Original and tailored data collection tools and analytical conventions Concludes by portraying the relationship between blog use motivations, identity, community and ultimately, subcultural acceptance.