Empowered to lead the overall commercial and marketing strategy of a roster of artists signed to Island Records.- Leadership- Marketing and Content Strategy- Commercial and Brand Strategy- Audience Growth and Ownership

Empowered to lead the overall commercial and marketing strategy of a roster of artists signed to Island Records.- Leadership- Marketing and Content Strategy- Commercial and Brand Strategy- Audience Growth and Ownership

Strategy and Marketing lead on all UK, European + ROW (ex-US) Repertoire, for both priority established and breaking development artists. e.g. artist projects included Florence + the Machine, Avicii, Snow Patrol, Ellie Goulding, The Rolling Stones, U2, Lewis Capaldi, Tove Lo, Mabel and many others + an Australian Artist Roster

Strategy and Marketing lead on all priority U.S. releases from Interscope, Geffen and A&M labels.Example artists has included Lady Gaga, Kendrick Lamar, Imagine Dragons, Selena Gomez, Madonna, Gwen Stefani, Sting, DJ Snake, ScHoolboy Q & OneRepublic + Australian Artist Roster

• Leading the MOS Marketing team across all releases – in Australia.• Full budget responsibility • Digital Strategy across all releases• Commercial + Brand partnerships across all MOS brands + associated labels• Tour Strategy and Marketing

Overseeing the Music Partnership & Product output for the X Factor TV series, involving:Commercial Contract Negotiation (Music Partners)Project ManagementThe X Factor App - Digital Strategy to deliver on the music partnerships - #1 Entertainment App in the world.Marketing Strategy & Project P&LInternational Operations and Release Strategy - UK, IE & USA.Marketing Strategy for The X Factor Tour 2015

Managing the Digital Integration and Digital Strategy across CMG (Commercial Music Group), including the management of the team and the agencies involved.Most Notably: Dolly Parton's 'Blue Smoke - The Best Of' & her headline performance at Glastonbury Music Festival. Blue Smoke spent 11 weeks in the UK Official Top 10 - my work included the digital strategy & integration to maximise on a Headline Glastonbury moment, album release and touring. Campaigns included: BBC Radio 1 Live Lounge, #HolidayAnthems, Kisstory, The Grandmaster Flash Collection, Ibiza The Album and Barbra Streisand - 'Partners'.

Marketing strategy and Project Management - ‘I Can’t Sing! – The X Factor Musical’- Working directly with CEO, CFO & Executive Board within Syco and partner companies.- Overseeing the Syco interest and decisions relating to the marketing activities and budget.- Managing all communications, campaign reporting and activity relating to the musical- Restructuring marketing budget spends to represent the interests of Syco, in partnership with Stage Entertainment.The X Factor 2014 - Television Series• Digital Commercial Strategy for the Music and Digital partnerships of The X Factor brand.

The X Factor 2013Set up technical base at studio in collaboration with partners to ensure successful delivery of downloads and to oversee successful download activation and marketing strategy, logistics to include:- Project management - to deliver on the Syco contractual obligations.- Working directly with the CFO, Head of Commercial & Commercial Director of Syco.- Overseeing the Syco interest and decisions relating to the marketing activities and budget. Fremantle/ITV Digital: to work with the digital teams, negotiate and deliver on the agreed digital strategy across the series. - Developing marketing opportunities with each artist, with the goal of increasing engagement with The X Factor content and brand. - To ensure in-show marketing is delivered against pre-agreed strategy- Download partner: To identify and oversee partner marketing obligations to support music downloads and drive revenue during the season.

At the time Believe Digital was Europe’s leading independent digital distribution and label services company in Europe. Zimbalam (now Tunecore) was a digital distribution platform for independent artists and bands. My role within the company was to develop the UK territory and increase the business revenue, with a core focus of Marketing Strategy and Brand Positioning.Key Responsibilities:• Manage the UK Brand Strategy of the Zimbalam (now Tunecore), reporting to the Marketing Director of Believe Digital in France and SVP of the UK.• Marketing Strategy and Brand Positioning• Define and implement new services and products through market insight analysis.• Strategic Partnerships for key international releases. • Be the face of and spokesperson for the Zimbalam brand in the UK at conferences across the UK, which also helped to stay informed of new technological advances and to target key partnerships.

A development Record Label, Distribution and Artist Management company• Artist Management• Overall Commercial and Marketing Strategy of the Evolution Media brands and associated label, reporting to the CEO• Overall budget and financial target responsibility• International growth and sub-label partnerships

A Digital Music Download Store/ Technology Build - with a Social network, video and editorial. It was the first online social media site which incorporated video, audio, editorial and a unique algorithmic recommendation engine used for the "discovery" of new music. I was solely responsible for building relationships with all of the content providers, advertisers and digital supply chain. Digital content deals included Warner Music, Universal, EMI, Sony Music & The Orchard.• Manage Commercial agreements and partnerships, in conjunction with the CEO• Negotiation of digital audio and visual content agreements with major record labels, independent labels and content aggregators.• Identify and negotiate strategic partnerships.• Work with the research and insight team to develop to create viable commercial frameworks for projects and products, using market analysis.

Television Production - Documentary and Music formats

Live Events - Worked with artists including Coldplay, Destiny's Child, Elton John, Enrique Iglesias & Westlife