Lane Cameron Email & Phone Number

London, England, United Kingdom

London, United Kingdom

Positioned within the Regional European team leading Franchise Marketing for Universal Brand Development, my role focuses on activating franchise ecosystems with the goal of establishing evergreen status across EMEA for key properties, Minions, Jurassic World, Spirit: Riding Free and more. Working alongside regional and global franchise marketing leads and category teams, I develop and manage pan-territory marketing activity including paid social campaigns, and influencer marketing programmes during bridge periods to sustain franchises between content moments, emphasising licensed product and leveraging consumer touchpoints. I am responsible for pitching franchise opportunities and plans to master licensees and partners across Food, Beauty and Care, Lifestyle, and Hardlines with the goal of expanding business and driving earned revenue. In partnership with the Franchise Director, I developed annual strategies for EMEA across DreamWorks Animation, Illumination Studios, and Live-Action properties, identifying brand affinity to inform audience engagement tactics, and test-case opportunities. I am a brand guardian and champion internally and externally, liaising with cross-business divisions such as TV, Theatrical, Gaming, Digital and Live entertainment, ensuring strategies are aligned to drive increased brand fanship in-market.

Toronto, Ontario, Canada

I worked alongside senior marketing leads to develop all aspects of the media and event marketing strategy for Canada. I oversaw all aspects of media planning and social media strategy across multiple platforms and film brands, resulting in high engagement, reach and impressions. I provided leadership to supporting media team members to ensure creative was delivered within timeline and budget for all ad placements (TV, outdoor, digital, social, print, radio, sponsorships, etc.), and directed the media agency to achieve key campaign launch dates, and exceed benchmarks for success. I managed and tracked budgets for paid advertising campaigns and event production.I led event planning and execution including press and convention presentations, fan events, red carpet premieres with talent for films like "Star Wars: The Last Jedi", "Avengers: Infinity War" and "Black Panther", always delivering well-executed events exceeding Disney standards of hospitality and guest experience

Toronto

I managed all aspects of local promotions and experiential marketing campaigns, building media partner relationships to deliver ~$400K added promotional value for each campaign through constructive negotiation and prize exchanges. I directed the experiential marketing agency on program development, including strategy, creative development, budget management and pursued publicity opportunities to achieve incremental ROI.  "Beauty and the Beast" costume display event at Canada’s castle, Casa Loma, garnered record-attendance for the venue, and helped result in the film overperforming at the Canadian box office. "Cars 3" cross-Canada tour stopped at retail partner stores in eight cities, that resulted in 22.5 million impressions and $40K value promotional exposure through top-rated morning show segments in each city.

Toronto, Canada Area

In-Cinema, Media and Experiential Marketing - In this role, I collaborated frequently with the Director of Marketing with the goal of creating the best possible content opportunities to incite consumer intent to see the film, through paid media. I managed all communications with key Canadian exhibitors to secure optimal placement of in-cinema content and displays. I also led localisation efforts of key marketing materials for Quebec.  Assisted in the development of a first-of-its-kind TV stunt event that performed >80% projections, driving "Guardians of the Galaxy" to be the largest August opening ever (at the time).

Toronto, Canada Area

Supported Marketing Managers in all digital campaigns for wide and limited release titles such as "The Hunger Games", "The Woman in Black" and "Cabin in the Woods". I managed the creation, approval and trafficking of digital campaign elements to ensure timely launch and briefed agencies on digital marketing plans (ex. budget, flight and placement) to reach the demographic through the most successful and cost-effective channels, providing feedback and approving proposals.

Toronto, Canada Area

Assisted in the grassroots theatrical marketing campaigns by spearheading national screening program, including targeting groups, inciting interest and distributing tickets to fill screenings, for films like Emilio Estevez's "The Way" and Roman Polanski's "Carnage". Also created and disseminated grassroots marketing tools such as theatrical newsletters, announcements of release dates and contests via social media and email marketing tools.

Toronto, Canada Area

Responsibilities included updating and managing key clients’ social platforms daily with inventive and relevant brand content and writing press releases and blog posts to promote corporate and client publicity on agency website. Also assisted in the organization of client launch events.