About me
Expert in growing audiences for the biggest brands and broadcasters in the world such as Red Bull, The BRIT Awards, BBC Radio 1 and more, through the design and distribution of content to engage, delight and inspire.
With local and global strategy remits, I’ve led and enjoyed success through all stages of marketing campaigns from ideation to development, programming and execution - delivering results including channel growth around communities and passions, content performance, sales and acquisitions to build brands.
I’m proud my work in Audio Content as well as Social Media has been recognised throughout my career as progressing the industry externally with two Sony Radio Academy Gold Awards and one Silver, plus inclusion in The Drum’s Social Buzz Top 50; as well as trust and permission from internal management to grow my role and direct team to reflect the successful work produced under my responsibility.
@WillGilgrass
Projects credited in
- Red Bull Music OdysseyFanatic were involved in photographing Red Bull’s first of a kind party on water. Fifty artists on six boats representing six UK music scenes, set sail on the Thames for a truly unique maritime rave. London’s waterways have played host to all manner of amazing musical performances over the years, but they’ve never seen anything quite like Red Bull Music Odyssey. Nine Fanatic photographers were involved in capturing every stage of this event; including Danny from a helicopter, Andrew from a spee29
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Work history
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Head of Social Media & Managed ChannelseSkootr Championship
- London, United KingdomFull Time
Established a strategy, direction and team to launch a brand new sport with innovative tactics based around creative and educational content ⚡️🛴
* Developed team structure, hired full time staff and appointed agency
* Launched new channels. Established their purpose to reach our target audience in the most effective and engaging way (B2C, B2B and B2G)
* Developed a tone of voice
* Contributed to broader company strategy meetings (sporting direction, rider selection, run of broadcast show and so on)
* Established social media strategy/guidelines for riders, teams and partners
* Briefed, ran pitching process, appointed partners and oversaw the development and creation of content formats across all channels
* 475k likes on TikTok within two months of channel launching; and 60m organic Instagram impressions during the Championship’s first month
Global Head of Audio ContentRed Bull
- London, United KingdomFull Time
Established a new department responsible for audio content strategy across the global business
* Consolidated and streamlined global audio output with new strategy and direction across podcasting, playlists and voice skills
* Led the development of Red Bull Audio’s brand identify (sonic and visual)
* Identified innovation opportunities (eg spatial audio and text-to-speech)
* Managed third party agency, platform and partner relationships
* Executed commercial and content deals with brands and partners
* Created and deployed owned audio player and associated reporting
* Established audio benchmarking and reported to global C-Level management on performance and insights
* Educated audience specific-network, country and sports teams through collaboration on strategy and shared best practices
* Oversaw the development of new global and local podcasts, while evolving existing series
* Grew Red Bull podcast consumption in Year One by 144% and time spent on RedBull.com by 100% on pages with owned audio player
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Skills
- Content Creation
- Channel Strategy
- Content Strategy
- Social Strategy
- Strategic Partnerships
- Team Management
Education
Awards
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BBC Radio 1 Review Show - Sony Gold for Best Use of MultiplatformBBC Radio 1
The Radio 1 Review Show was described by the judges of the Sony Radio Academy Award judges as “using all the tools they have at their disposal to make better-sounding radio, this entry was clearly designed for digital natives that know their music.”
It won Gold for Best Use of Multiplatform and was my second Award in this category in my first two years working in radio.
Within a year we took a forty year old, roundtable radio format and transformed it into a multiplatform proposition. It now lives on a number of online services throughout the week which are natural to the Facebook Generation, and culminates in a one hour radio broadcast where the audiences' thoughts and opinions shape the show and its editorial output. It engages key music influencers and brings their audiences to Radio 1 making it a hub for discussion around the best, most interesting and talked about music of the past seven days.
For more information - http://www.somethinelse.com/content/projects/case-study-bbc-radio-1s-review-show/B
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Now Playing @6Music - Sony Gold for Best Use of Multiplatform/Social MediaBBC Radio 6 Music
Now Playing @6Music was the project I was bought into Somethin' Else to work on and in it's first year won a Sony Gold award for Best Use of Multiplatform/Social Media.
In my role as Content Producer, I helped develop the online strategies in line with BBC 6 Music's wishes to make the programme - and in turn the network - the most social radio in the world.
By working with record labels, artist's management and my strong network of influential bloggers from Pitchfork to Hype Machine, The 405 and The Line of Best Fit for instance, BBC 6 Music's online presence grew as we developed a show which created an opportunity for music fans to engage deeply with BBC 6 Music, musicians and each other with formats such as Tweet Ins - where artists control the entire two hour show by picking the music based on suggestions which the audience Tweet them.
For more information - http://www.somethinelse.com/content/projects/case-study-now-playing-6music/.