Vice President Branded Content Resume Example
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winning, results-focused leader with a unique combination of creative,
strategic and entrepreneurial skills. Builds high-performing teams with an eye for innovative,
entertaining and commercially driven opportunities. A dynamic media
executive with a track record of success in both the US and international
marketplace. Excels at pitching "impossible dreams" and making them
reality.
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Img College – Fort Worth , TX
I've established BBC America's Branded Content & Integrated Marketing team as an independent in-house creative agency within AMC Networks. Key to our success has been the start-up/entrepreneurial spirit that enables us to excel at idea generation, pitches, executions and post analysis for our clients while remaining nimble when new opportunities arise. We've created many industry firsts and our success stories range from custom commercials, story-led integrations, on-the-ground events and cross platform innovations where we specialize in monetizing social. One of my personal key strengths is working with showrunners to create shoulder content that expands the universe of their show; content that continues the narrative for fans on every platform and offers advertisers a unique opportunity to engage organically with their pure passion.I work very closely with my EVP of Ad Sales (Todd Schwartzman) and in only three years we've used Branded Content to increase CPMs by 51% and drive double digit ad sales growth in an incredibly competitive market. We have recently created additional revenue streams through our on-the-ground partnerships with Bonnaroo, OutsideLands, Comic Con and New York's Guggenheim Museum.
Global Firsts for BBC America:
BBC Worldwide – City , STATE
BBC America's president (Herb Scannell) admired my work and created a role to keep me in New York. His vision was to create a Branded Content division – a first for the BBC – that would straddle Programming, Ad Sales and give me some revenue generating experience "in the trenches". I was sent on an entrepreneurial commando mission full of doubters, internal hurdles and very few resources. My eventual success was built on goodwill, diplomacy, creating virtual teams, innovation and pushing the BBC outside their comfort zone. We were selling amazing ideas that didn't exist and then making them happen - while appealing to our unique "Educated & Affluent" fans, delivering for advertisers and remaining true to the BBC brand. Our ad sales team developed a reputation as the go-to network for exciting, innovative "added value". Our successful branded content results would turn buyers and planners into heroes,made CMOs cheer and grew our media budgets exponentially.Within four years we grew our annual ad sales billings from $30M to $50M.
BBC Worldwide – City , STATE
EMEA became the fastest growing, biggest revenue generating region within BBC Worldwide's portfolio, but success in America was seen as the real prize. I was part of the “change management” team that moved to New York to turn BBC America around after the Boston Consulting Group identified it as a "underutilized asset". My role was a mix of content strategy and multi-platform franchise development and we built the case for a massive programming investment to jumpstart the network. It paid off. There was a dramatic uptick in ratings & ad sales revenue and that pattern continued for 7 years and led to AMCN's acquisition interest.
As a side note, I also Exec Produced the first ever "Men In Blazers" with Michael Davies (Embassy Row) and Rog Bennett for the Six Nations Rugby on BBCA.
BBC Worldwide – City , STATE
In 2007, BBC Worldwide embarked on a rapid global roll-out of their branded channels. They hired me as VP of Programming for EMEA (Europe, Middle East, Africa) where I recruited and led a team of 35. I created the bespoke programming strategy for each region, pitched the channels with our affiliate teams, built business plans and board reports with my GM (Dean Possenniskie), set up our local ad-sales businesses, represented the networks in the press and upfront presentations and managed our $15M acquisitions budget.
We launched 12 channels in 12 months and Digital TV
named me one of Europe's Top 50 TV Executives in 2009.
MTV Networks – City , STATE
My parents are English and I grew up in London, so I jumped a the chance to work in the UK. MTV Networks offered me an amazing opportunity and within five years, I had risen from the Schedule Manager of MTV:UK to Head of Scheduling & Acquisitions for their nine MTV & VH1 branded channels. In that time, we achieved unprecedented ratings growth, Affiliate & Ad Sales success and won Channel of the Year. I worked directly with the US programming & development teams (Paul DeBenedittis & Brian Graden), MTV International (Bob Backish) and drove our localized commissioning/stunting strategy. I also consulted for a number of international MTV channel launches which led BBC Worldwide to come calling.
TV3 & TV4 Networks – City , STATE
My television apprenticeship began at TV3 in New Zealand. They acquired and broadcast my student documentary about Flying Nun Records and I worked with them for the next six years, gaining experience in studio production (1st AD), on-air presenting (reporter/director - Nightline), promo directing/post production and eventually worked my way up to Network Programming & Studio Acquisitions. UK & US market analysis became a core strength and I quickly developed an instinct for identifying hit programming for key audiences to maximize ratings.
Promax Global Excellence (2017)
Promax Global Excellence Gold (2015)
BBC "Brandie" Award for Brand Innovation (2014)
First Ex-UK Pro-Social "Sport Relief" -£10M for African Childrens Charities (2010)
Digital TV - Top 50 European Media Executives (2009)
Trans-Atlantic Breakthrough Award with David & Victoria Beckham (2004 MTV Movie Awards)
Channel of the Year (MTV) - Edinburgh Television Festival (2003)
Member of British Academy of Film & Television (BAFTA)
Member of American Television Academy (Emmys)
Global Member of Soho House
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Resume Overview
School Attended
- Auckland University of Technology
Job Titles Held:
- Vice President Branded Content
- Vice President Branded Entertainment & Ad Sales Solutions
- Vice President Programming Strategy & Multiplatform
- Vice President Programming
- Director of Scheduling & Acquisitions
- Programming & Acquisitions
Degrees
- Bachelor of Arts : Communication Studies - Television Major
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