Part of Dish Network, Sling TV is a digital, app-based live TV streaming subscription service. Reported to the CMO, I was recruited to set the channel strategies, deliver growth goals and manage spend investments to drive subscriber growth within cost efficiency targets.Led test and learn agenda across Email, Search, Social, Online Display, Website, Direct Mail, Print and on-device advertising (Roku, Amazon Fire TV, Xbox). Key Achievements:• Rapid growth of the subscriber base, resulting in Sling TV becoming America’s number 1 live TV streaming subscription service with over 2 million subscribers, within 3 years • Increased paid subscribers by 67% while reducing subscriber acquisition cost by 32% year-over-year

Part of Liberty Global, the world’s largest international cable company, Virgin Media was the UK’s first quad-play provider of consumer broadband, TV, mobile and home phone services. Managed all aspects of UK-wide acquisition marketing campaigns from planning, execution, evaluation and optimisation. Leveraged consumer insight to define marketing strategies, including creative approach, targeting methodology, incentive programmes and contact strategy.Led a team of 8 people to deliver large-scale, integrated direct marketing campaigns across DRTV, Direct Mail, Door Drops, Email, Press, Media Inserts, Outdoor, Radio, SMS and website landing pages to drive paid broadband, TV, mobile and home phone subscriptions. Led marketing strategy for Virgin Media’s biggest ever £3bn fibre network expansion project.Responsible for £40m+ annual marketing budget, setting direction for external agencies and presenting quarterly marketing plans to COO and other senior stakeholders across sales, product, legal, finance, commercial and research insight.Key Achievements:• Led a company-wide project that transformed the acquisition marketing strategy - reducing early life churn, improving quality of sales enquiries, and increasing net customer margin by over £4m annually• Launched company’s first Refer-a-Friend scheme, now delivering 8% of total sales• Led presentations on best practice direct marketing strategy to senior executives across Liberty Global European markets including Netherlands, Germany, Ireland and Poland• Reduced postage costs by £792k annually through creative optimisation and data accuracy improvements• Managed transition to new Print Supplier, saving £547k in print costs annually• Awarded Gold for Best Print Advertising –Direct Marketing Association Awards 2013• Selected to be a Member of the DMA Awards Judging Panel in 2014 and 2015

Launched Virgin Media into UK market with national ATL and BTL campaigns, including PR stunt with Richard Branson, following merger of NTL, Telewest, Virgin Net and Virgin Mobile. Managed advertising campaigns across TV, Outdoor, Radio, Press, Door Drops and Direct Mail.Planned and delivered the UK’s largest direct mail programme, controlling a £20m annual budget, managing a team of 3 people, external agencies and internal stakeholders.Key Achievements:• Launched Virgin Media, the biggest Virgin branded company in the world, achieving 80% brand awareness within 3 months and turning Virgin Media into the UK’s 6th most loved brand • Managed the award-winning “Mother of all Broadband” campaign featuring Samuel L Jackson, which introduced the first fibre broadband services to the UK • Consistently exceeded annual growth targets, generating record-breaking sales months• Built and implemented large-scale A/B testing programme to deliver continuous improvements in performance, running over 350 different tests in a year• Awarded Best Responsive Press Initiative – Precision Marketing Response Awards 2008

Managed marketing campaigns for the UK’s largest cable TV and broadband company. Analysed sales metrics, package mix and communicated results to sales teams. Developed product briefs, monitored competitor products and marketing activities.Key Achievements:• Consolidated marketing team functions following merger with challenger cable company Telewest• Led creation of the first nationwide NTL:Telewest marketing campaign “Cable. If you can, you should” • Awarded the ‘Elite’ Director’s Discretionary Prize for Outstanding Performance