Director, Partner Marketing – Television And Originals
CurrentDirector, Partner Marketing – Television and Originals (Dec. 2020-Present)Director, Global Trade Marketing – Originals, Family & Animation (Oct. 2018-Nov. 2020)Director, Trade Marketing – Family & Animation (July 2015-Sept. 2018)• Lead six team members while working closely with sales and marketing executives to roadmap strategy for executing an entire release slate across the US and Canada, including creating executive dashboards.Accomplishments:• Led Originals from No. 3 industry market share ranking in July 2015 to No. 1 today. • Honored with an award in 2019 from the divisional sales team for stellar strategic insight and performance. • Improved annual new release performance at DirecTV by 867% after persuading DirecTV to drop by-title co-op demands and replace with an annualized media plan that targets high efficacy media and merchandising tactics.• Boosted annual digital market share by 941 basis points (bps) after initiating and implementing the company’s first data-driven lifecycle strategy in 2018.• Increased operating contribution last several years at least 3.7% while industry competitors have steadily declined.• Achieved 74% revenue uplift across Electronic Sell Thru (EST) and Video on Demand (VOD) within eight weeks of market activation for four original films after leading Go-to-Market (GTM) strategy via simulation.• Increased catalog sales 62% and Family and Animation market share 12% in 2020 after leading inter-departmental machine learning initiative to identify key variables for determining pricing combinations to maximize revenue across transactional business.• Leveraged dozens of financial models to deliver Pro Forma income statements to senior leadership for determining where to invest across different new release product catalog lifecycles.• Achieved 120%-280% ROI from 2017-2020 while managing a $55M trade budget.• Served as a key global TV liaison with leading distribution partners such as WWE, LEGO, and VIZ (Pokemon).
