Vanessa Hughes Email & Phone Number

Sydney, New South Wales, Australia

I manage the end-to-end strategy for both local and global titles which involves creative marketing, campaign strategy, media planning, and social amplification. AWARDS:I led the ANZ Campaign for the global launch of Stranger Things 4 which brought to life the Upside Down rift on Australia’s iconic Bondi Beach. This won multiple awards including a Clio Grand (global-led), Webby, Festival of Media APAC, and AdNews Australia. I led the reactive ANZ Squid Game S1 campaign drawing over 100k fans to visit the SG Doll at Sydney Harbour. This won two Webby’s. CREATIVE MARKETING: Leading the title positioning, creative platforms, and creative suite assets for Australia’s local titles for global releases, including Heartbreak High, Wellmania, and Boy Swallows Universe. This involved: • Leading brainstorms with x-functional teams for input into the title strategy. • Crafting innovative creative briefs for trailer houses and key art agencies for global creative assets.• Managing x-functional relationships across APAC, EMEA, North America, as well as the CMO, VP of Marketing APAC, and US Film & Series Directors to drive awareness and excitement. • Acting as the marketing contact for local creators, writers and producers.CREATIVE CAMPAIGNS: Launched over 20 campaigns to capture media and social buzz.• Squid Game S1: Launching the Squid Game Doll in front of Sydney Harbour during Halloween.• Stranger Things 4: Created breaking news of the Upside Down rift spotted on Bondi Beach. • Heartbreak High S1: A hyper targeted Gen Z campaign incl. a Uniform Shop worth lining up for.• Wellmania S1: Created a ‘Wellmania’ F45 workout feat. Celeste Barber - a global first. MEDIA CAMPAIGNS: Managing large media budgets to deliver both wide and hyper targeted media campaigns, through data and insights, informed briefs, identifying audiences, and planning/measuring performance KPIs. Campaigns include, Queen Charlotte, YA Brand Campaign, Matilda, and Wednesday S1.

Sydney, New South Wales, Australia

I was appointed as the Global Lead of Social Strategy and Creative across the global social channels, by the Head of Community. My goal was to deliver 80% of video content across all social platforms and grow subscribers within all entertainment channels - YouTube, TikTok, IGTV, and Facebook Watch. CREATIVE STRATEGY• Together with the Head of Community, we crafted the global social media playbook to define audiences, channel roles, creative guidelines, and repeatable formats etc. • I spearheaded education with the larger creative team to share social media guidance. • I ideated, produced, scripted, and directed the highest performing social video across all channels, to launch the most talked about product feature, “Curved Text”.• I managed relationships with client partners across Meta, TikTok, and YouTube. LEADERSHIPI hired and coached a team of talented creatives, including a social media manager, copywriter, and videographer/producer across APAC.

Sydney, New South Wales, Australia

At Tourism Australia I was appointed as the Global Creative Producer by the General Manager to support the team. My role was to drive a premium video-content strategy for the Tourism Australia global social channels, targeted at High Value Travellers both internationally and domestically.CAMPAIGNS I was part of the team that launched the “Live from Aus” campaign. This was a 12 hour programming schedule filled with Aussie talent to provide entertainment during Covid. This aired live on YouTube and Facebook. AWARDSWinner - AdNews Pivot of the Year campaign

Amsterdam Area, Netherlands

I was hired in Creative Marketing within EMEA. CREATIVE MARKETING: Part of the team who developed the title positioning, creative platforms, and full creative suite for Europe's local titles for global releases.TITLES:• Germany: Dark S2, The Wave S1, Holiday Secrets, Skylines• Denmark: The Rain S2• Turkey: Love 101, The Gift S1

Amsterdam Area, Netherlands

I was part of the Global Marketing Science and Communication team, leading social media. My approach was to invoke a scalable-editorial lens, and define an insights-led global social media strategy focusing on content, communication and community. The overall business objective was to drive incremental bookings across all every consumer touchpoint. SOCIAL STRATEGY:• Developed and maintained the global social media playbook which defined audiences, content pillars, messaging, and scalable/repeatable creative formats. • Rollout and trained teams on the social tone of voice. • Partnered with PR on influencer networks and social rollout.• Briefing, training, and approving content via the global social agency. • Implementing and onboarding local teams on global tooling and insights - Opal, Spredfast, Sprinklr.• Distributed a weekly social report with performance, learnings, and opporunities. • Managed relationships with client partners, including Twitter, Meta, X, Youtube, and Snap. PAID SOCIAL (GROWTH MARKETING): • Defined audience segmentation, creative formats, social platforms, and messaging for A/B testing. • Provided reports on performances, engagement, and overall bookings. • Leverage the tools to proactively launch tests and identify opportunities to shift budget within Ad Managers. • Developed a social testing framework brief for wider teams to submit.SOCIAL CARE & LEADERSHIP• Hired and coached a team of 10 international social care specialists and a team lead to be the voice of Booking.com across the social channels.• Collaborated on the Social Care Playbook which included crisis management, decision tree options, writing best practices, and training guidance. • Worked closely with Customer Service to integrate Spredfast tool into the CS systems to capture customer enquiries.

Sydney Area, Australia

As a Content Strategist, I managed a Community Manager and a Junior Consultant, working across the Moët-Hennessy portfolio as well as Not-For-Profit organisation, OzHarvest Australia.

Sydney, Australia

My experience at Avon began as a Campaign Planning Assistant supporting the Campaign Planning Manager on the 18 Avon catalogues in Australia and New Zealand. 3 months in this role led me to a promotion as an Assistant Category Manager on the Fashion & Home team.

Sydney, Australia

Starting out on the PR team, my fellow AE and I supported my Account Manager, Account Director, and PR Director on various brands within Australia. I was exposed to a range of different industries from FMCG, Finance, Government, Telco, Alcohol, and Mobile, and built relationships with various journalists and publishes within the media landscape in Australia. I choose to expand my skill set and try my hand at Account Service in Promotional marketing, where I also had my first taste of digital marketing working on Coca-Cola South Pacific, as well as international clients Sanitarium ANZ and HTC (Singapore). PR Clients: American Express Australia, Reckitt Benckiser, Nestle, Telstra, Lion Nathan, Keys2Drive, TheBestDayPromotion Clients: Coca-Cola South Pacific, Coca-Cola Amatil, HTC, Sanitarium ANZ

Sydney, Australia

I had the opportunity to break into the PR world in Sydney, Australia and work in an industry I have a huge passion for: music. Clients: Parklife Music Festival (National), Stanley Street Station (restaurant)

London, United Kingdom

Once graduating from the University of South Australia, I moved to London to pursue my love of beauty and PR to gain international experience with media houses. Clients: Lee Stafford, Trilogy, Ed Hardy, myface cosmetics, Wild Organics, BIONOVA