Stephen Mai

Stephen Mai

CEO/ Founder - WooLondon, United Kingdom
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Gili Goldberg
07800 Management
Bradley Steptoe
Stephen Mai

Stephen Mai

CEO/ Founder - WooLondon, United Kingdom
About me
Stephen is a senior creative and strategic marketing professional armed with an unparalleled track record of creating engaging 360 degree entertainment campaigns that truly resonate with global youth audiences. Stephen started at the LAD Bible 10 months ago and has been personally responsible for crafting the newly formed marketing and design team. His recent content-led campaigns have revolved around driving real social change and youth movements, focusing on the EU referendum with Knowing Me, Knowing EU, environmental impact with Climate Change and mental health with UOKM8? Beyond campaigns, Stephen has developed content franchises and unique live programming disrupting broadcast models and redefining the way people consume content across digital platforms. He comes with over 10 years experience working for international brands such as MTV, VICE Media, I-D, ASOS and beyond. Prior to LAD Bible, he led the audience development and brand strategy for VICE UK and i-D which saw quadruple digit audience growth year on year.
Projects
  • THE TRASH ISLES - LADbible creates a country to drive a movement around plastic pollution
    THE TRASH ISLES - LADbible creates a country to drive a movement around plastic pollutionAn area of accumulative plastic trash the size of France is polluting the Pacific Ocean. In some places, it is so dense that it’s begun creating landmasses. The situation has reached such epidemic proportions that it is predicted that by 2050, there will be more plastic in our oceans than fish. Against this backdrop, LADbible Group and creative agency AMV BBDO launched The Trash Isles, a major social responsibility campaign to empower young people to lobby the United Nations to acknowledge the p
  • UOKM8? - Multiple Award Winning
    UOKM8? - Multiple Award WinningUOKM8? Is an ongoing commitment to destigmatise mental health issues Destigmatising Anxiety We created a 360 content driven campaign to drive the conversation around mental health amongst young people. UOKM8? launched with a series of films ‘Everyday Heroes’ directed by filmmaker Mollie Mills.  The shorts focused on influential men such as Olympian Louis Smith and their struggle with anxiety. We also featured stories ranging from body dysmorphia to PTSD amongst soldiers; used to showcase that t
  • LADbible Group Rebrand
    LADbible Group RebrandLed the brand, marketing and creative direciton for one of LADbible's most ambitious projects, our rebrand.
  • Climate Change
    Climate ChangeIn partnership with National Geographic, we challenged our audience to think about Climate Change in a different way. The campaign launched with a series of editorial pieces driving conversations about the threats facing our planet. We then launched a Facebook Live clock showcasing the volume of carbon emissions being put into the planet every second in real time. All content drove our audience to a Facebook Live broadcast of the full 90-minute documentary ‘Before The Flood’, produced by Leonard
  • LADbible Live  with Craid David
    LADbible Live with Craid DavidCraig David Live Lead the production and marketing of our broadcast disrupting initiative 'Craig David’s live from the O2 arena' . The two-hour live stream amassed over 5.1M streams and reaching over 9 million people worldwide. Watch the stream on Facebook here
  • Award Nominated: We Built This House
    Award Nominated: We Built This HouseLADbible and All 4 partnered up to create the world’s first Instagram Stories premium music documentary, ‘We Built This House’. The series is inspired by I Was There When: House Took Over The World, a two-part series for Channel 4’s online service All 4. The documentary charted the birth of House Music, from its origins in Chicago through to its takeover of the UK club scene and pop charts. It stars music icon Nile Rodgers and house music legends Marshall Jefferson, Jesse Saunders, Chip E, Ste
Projects credited in
  • Migrant Sound - WE ARE Pi x Boiler Room
    Migrant Sound - WE ARE Pi x Boiler RoomAt Hooton PR Agency, I lead the launch of the Migrant Sound music documentary series for our client WE ARE Pi, made in collaboration with Boiler Room. The Migrant Sound series spotlights the incredible contributions made by the Windrush generation on the UK music scene, covering genres from Punk to Dancehall. To amplify the launch of the series, we curated a private screening event as part of the ADE (Amsterdam Dance Event) programming at a club called melkweg, followed by a Q&A with Executive
  • More Than A Game
    More Than A Game
  • LADbible Lock In
    LADbible Lock In The Party Our late night Facebook Live party broadcast showcased some of the the best , S.G Lewis and Gorgon City. We racked up a record-breaking 1.5 million views in the first two hours of the stream. The Results·    5.8M+ reach 1.2M Facebook Live views  35K engagement  2M views on Instagram Stories
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Work history
    Boiler Room logo
    Boiler Room logo
    Chier Content Officer Boiler Room
    London, United KingdomFull Time
    Leading a newly formed division of Boiler Room with teams across Marketing, Communications, Film, Broadcast, Music, Programming and Editorial.
    LADbible Group logo
    LADbible Group logo
    Head of Marketing, Brand and DesignLADbible Group
    London, United KingdomFull Time
    As the first Head of Marketing for the LAD Bible, I am personally responsible for crafting the newly formed marketing and design team. My recent content-led campaigns have revolved around driving real social change and youth movements, focusing on the EU referendum with Knowing Me, Knowing EU, environmental impact with Climate Change and mental health with UOKM8? Beyond campaigns, I have developed content franchises and unique live programming disrupting broadcast models and redefining the way people consume content across digital platforms. As well as leading the rebrand that will set LADbible up as a one in a generation youth media brand. Responsible for: MARKETING AND BRAND Brand Marketing Editorial + Video Led Content and Campaigns Paid Social and Digital Marketing Platform Partnerships Events CONTENT DEVELOPMENT AND ARTIST RELATIONS Content and Franchise Development Talent and Artist Relations DESIGN Visual Identity Creative Direction The LAD Bible facts: Number 1 youth publisher in the UK Number 2 media publisher in the UK behind the BBC Bigger website audience than Twitter More than half of all young people 18-30 follow us on social 5.2 billion video views a month
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Skills
  • Advertising
  • Digital Media
  • Events
  • Marketing PR
  • Branding
  • Promotions
  • Brand Management
  • Internet Marketing
  • Marketing Strategy
  • Social Media Marketing