Gemma E. Email & Phone Number

London, England, Gb

Billund, Dk

As the content management lead for Global Social, I am responsible for leveraging the wider strategy to craft content guidance for output across the LEGO Group's global social media platforms. This includes providing content and platform recommendations to aid campaign development; writing briefs that guide always-on creative workstreams; and working alongside editorial planning strategy, platform innovation and performance specialists to maximise opportunities for reaching key audiences.

London, England, Gb

As manager of the Social Media Strategy and Planning team, I led the organic social media strategies for the ITVX and ITV brands, and devised and oversaw responses to brief for a breadth of campaigns, working with marketing stakeholders to identify and prioritise opportunities for our target audiences. This included translating business objectives into outcome-led approaches for social media, setting appropriate KPIs and targets, regularly presenting responses to brief to key stakeholders, and working cross functionally with owned and paid media teams to ensure cohesion and deliver maximum impact. With a particular focus on top-of-funnel activity, under my direction, a strategic shift in 2023 campaign prioritisation resulted in significant uplifts to quarterly reach targets to deliver against awareness-driving objectives, simultaneously achieving platform engagement rates above the industry average.

London, England, Gb

Leading on organic social media strategy for programme and brand campaigns, I was responsible for responding to marketing and commercial briefs, and delivering post-campaign analysis on behalf of the wider Digital Content team, as well as line management of two Production Coordinators. Taking a data-driven approach, accountabilities included setting objectives, KPIs and targets for campaign priorities; determining the overarching strategic principles and channel mix recommendations; and establishing working groups to facilitate collaboration between Innovation, Campaigns, Always On and Viewer Engagement teams to align on campaign activation.I was part of the cross-functional team nominated for Best Use of Media for the launch of ITVX at The Drum Awards for Marketing 2023, contributing social media platform, community management and individual show campaign strategies as part of the relaunch of ITV's streaming service.

London, England, Gb

Following a strategic refresh, I was responsible for reviewing and making recommendations on the Digital Content channel mix, and initiating processes to support new ways of working. I collaborated with key stakeholders to determine H2 campaign priorities, based on an audience-first approach, and led the initial development of ITV brand and programme campaigns by delivering strategic responses to brief on behalf of Digital Content to the wider Marketing team.Accountable for overarching objectives, KPIs and targets, I worked collaboratively with Campaigns, Innovation and Always On teams to provide a strategic framework for the subsequent ideation and activation of campaigns.I additionally worked with ITV's partners, to ensure all digital activity was consistent with our strategic objectives, and third-party platform managers, to support opportunities for ongoing innovation.

London, England, Gb

Leading the Digital Producers responsible for ITV, ITV2 and ITVBe paid and organic digital content, I worked collaboratively as part of the wider Media team to deliver strategic and activation responses-to-brief for high profile brand and programme campaigns, using data and insight to inform recommendations, identify creative opportunities and present to key stakeholders.I owned the strategy for ITV’s 2020 Hub Summer campaign for Digital Content, to support relicensed VOD programming and deliver year-on-year increases in key metrics across all platforms, including improving average Facebook post impressions by 118%, engagements by 162% and video views by 194%.I was also involved in the digital response to ITV Social Purpose campaigns including Britain Get Talking, and activating support for company statements around Black Lives Matter and Diversity on Britain’s Got Talent, earning recognition from senior management.

London, England, Gb

As editorial lead for the BBC Masterbrand (@BBC) social media accounts, I was responsible for the team creating, commissioning and curating content, to deliver a consistent experience for under-35 audiences. As part of Masterbrand's support for BBC Daytime, I worked closely with Commissioning Editors to identify opportunities to reach underserved audiences on social, achieving median Facebook views per video 58% above the page average.I also oversaw the introduction of the Community Management function into BBC’s Content Social division, recruiting, on-boarding and line managing remote staff working across key channel brands, delivering an average of 1000 responses per month.

London, London, Gb

With responsibility for five direct reports, freelancers and third-party content providers, I devised and implemented social media strategy to consistently deliver growth across the portfolio, with a focus on campaigns, community and commercial pillars.I successfully transformed social video output to implement a mobile-first approach, generating increases of 923% and 229% in organic video views on Facebook and Twitter in fiscal year 2017-8. I also optimised use of a five-figure annual paid social budget to support audience retention, achieving campaign results above industry benchmarks.I was a stakeholder in the digital strategy for Big Brother, working with internal teams and Endemol Shine Digital to collectively win Best Digital Programme Support at the Broadcast Digital Awards 2017 and 2018.

Master Of Science - Msc, Clinical Animal Behaviour

Brand Management

Marketing

Ba (Hons), English