I am a passionate and results-driven Executive Producer and Creative Director with an award-winning track record in content strategy and execution - delivering long-term, exponential business and audience growth. I have extensive global experience across Digital Publishing, Broadcast TV, Marketing, Advertising and Film Production with industry leading companies and brands.

 

Whether leading cross-functional and multi-disciplinary teams, launching first-of-a-kind initiatives, sharing know-how, or streamlining processes for efficiency, I am passionate about transforming ideas into tangible and measurable successes. My commitment to continuous improvement and my entrepreneurial mindset ensures I bring fresh perspectives and innovative approaches to every challenge. I thrive on collaboration, creativity and driving change that contributes to long-term business success.

 

PROFESSIONAL EXPERIENCE

AMAZON | London, UK                                                                                                                      2022 – Present

Head of Creative Studio, Premium Content Production - Europe & Canada

• Strategic Planning: Developed and oversaw a multi-country content and production strategy that resulted in 800% business growth driving £100M+ in revenue annually.

• Business Impact: Negotiated first-of-a-kind content partnerships with industry leading brands including LEGO (DE, UK), Google (IT), Netflix (DE), Samsung (UK), L’Oreal (FR) and Nissan (Global) among others.

• Leadership, Coaching & Mentorship: Hired and led a high performing and inclusive Creative Studios team based across multiple locations (US, EU) producing original, groundbreaking premium content that pushed the boundaries of creative and technology. 

• Creative and Production Excellence: Content distributed across all Amazon properties incl. Prime Video, Fire TV, Amazon Live Sports, Twitch, Freevee, ecommerce and social channels.

• Product Expansion: Spear-headed the branding and global launch of the Amazon Prime Video Sponsorships programme enabling brands top billing in the sponsorship of Amazon Originals like Rings of Power, The Boys, Fall Out and Clarkson’s Farm. 

• Delivering Results: Launched scalable production incentives for small and medium size brands that enabled them greater accessibility of premium ad products across China, UK, Germany, France, Spain and Italy.

 

YAHOO! | London, UK                                                                                                                           2019 – 2022

Head of Video & Podcasts

• Winner of Lovie Awards in the News & Politics and Diversity, Equity & Inclusion series categories. 

• Content Strategy: Launched multiple original, innovative and award-winning video and podcast series across Yahoo News, Sports, Lifestyle, Finance and Entertainment, as well as on social and podcast platforms. 

• Business Strategy & Growth: Drove 30% YoY increase in video engagement metrics surpassing global targets -  improving monetization, diversifying revenue streams and allowing greater content sales and sponsorship opportunities. 

• Customer Experience: Partnered with global tech and product teams to improve UX across mobile and desktop including testing and launching new interactive shoppable, on-demand and live video players.

• Community & Brand Building: Partnered with Live Nation to turn successful podcasts series into ticketed live events at the Leicester Square Theatre and appearances at the world's largest philosophy and music festival How The Light Gets In.

• Sales & Brand Partnerships: Created and delivered successful pitches to global brands, content licence holders, distribution platforms, media agencies and affiliate partners like Skimlinks, M&S and John Lewis.

• Production & Creative Excellence: Newly launched series featured emerging content creators, established Influencers and high profile global talent that tapped into cultural zeitgeist moments - engaging existing subscribers as well as attracting new audience demographics including young adults (18-25), marginalised communities as well as fans of emerging niche hobbies and sports.

• Design and Branding: Oversaw the creative development and delivery of branding, formats and artwork for new series (video, podcasts and live shows), global events (elections, olympics and awareness months) and important Corporate Social Responsibility initiatives.

• Production Excellence: Created and implemented global ‘best-practices’ for efficient and scalable workflows on location, studio and remote production while maintaining high output and delivery standards.

• Strategic Partnerships & Content Providers: Worked with and maintained valuable relationships with strategic business partners including leading broadcasters (Incl. BBC, Sky, ITN) agencies (Incl. Jungle Creations, WME, UM) and global media rights holders (Incl. NFL, NBA, MLB).

• Leadership, Coaching & Mentorship: Hired and led a team of in-house Producers, Editors, Designers and Directors. Mentored high-performing teams that shared ideas and skills globally in a creative and collaborative environment.

 

REFINERY29, Inc. (VICE Media) | London, UK                                                                                      2018 – 2019 Executive Producer

• International Expansion: Scaled Refinery29’s video Production footprint internationally for premium programming. 

• Content Development: Originated and piloted new short and long-form formats that were produced, franchised and sold globally to strategic brand partners and distributors including TNT, FX and Meta.

• Multi-country Strategy: Led and collaborated with US, UK and German channels to align global video and social strategy.

• Licencing and Localisation: re-formatted video and branding for use in international markets to maximize content ROI and attract new audiences globally.

• Production Management: Expanded the global production resources by building valuable and efficient partnerships with vendors, freelancers and agencies including sustainable, remote and virtual production capabilities.

• Marketing & Communications: Produced marketing and comms strategies for global expansion including writing press releases, launch announcements and in-person marketing events.

• Branding & Identity: Owned and maintained the design and brand creative guidelines across global video and social channels.

 

REFINERY29, Inc. (VICE Media) | New York, USA                                                                                 2016 – 2018

Director of Creative Services 

• Leadership: Built and managed teams of Producers, Editors and Designers responsible for the production and development of company marketing content including promotional sizzles, proof-of-performance case-studies for brand partnerships, content development pitches for original video series and multiple award-winning video entries (Clios, Digiday, AdWeek, Cannes Lions).

• Experiential Events & Marketing: Produced and led the creative direction and delivery of the company's NewFronts presentations to International press, agencies and media buyers resulting in $20M company investments (incl. Time Warner, Smirnoff, Snap Inc. Meta) and increased brand exposure.

• Live Events: Oversaw the production and delivery of live events content in New York and LA including collaborations with Margot Robbie, Lizzo and Jake Gyllenhaal with content amassing millions of views.

• Branded Content: Directed and produced broadcast and social media content for brand partners including Google, Toyota, Dunkin’ Donuts, TNT & Marc Jacobs.

 

AL JAZEERA AMERICA | New York, USA                                                                                              2013 – 2016

Sr. Producer, On-Air Promos 

• Winner of PromaxBDA North America Promotion, Marketing and Design Award for Special Documentary Series Campaign.

• Branding & Identity: Channel brand guardian and part of the TV network launch leadership team.

• Integrated Marketing: Conceived and implemented pre-launch marketing strategy including Times Square billboards, full page print ads (incl. New York Times) and TV spots within an aggressive 7 month launch timeline. 

• Production Excellence: Conceptualized and Produced multiple network launch promos, show branding packages, behind-the-scenes content as well as social and VOD content.

• Stakeholder Management: Collaborated with C-Level leadership, marketing and production executives, as well as third party agencies and consultants to execute successful and innovative projects.

 

AL JAZEERA ENGLISH | Doha, State of Qatar                                                                                      2008 – 2013

Sr. Producer, On-Air Promos 

• Winner of PromaxBDA Global Excellence and PromaxBDA Arabia best promotional campaign awards.

• Creative Content Creation: Led projects from conception to creative execution at the International headquarters of Al Jazeera Media Network.

• Digital and Integrated Marketing: Wrote, Produced, and edited on-air promos, marketing and executive presentation material for distribution across the TV Network.

• Video Production: Filmed original creative content for promos, branding, and marketing of the channel.

 

DISCOVERY CHANNEL | UK | Argentina | Russia                                                                                 2007 – 2008

First Assistant Director, “Man Vs Wild With Bear Grylls”

• Leadership: Managed and led the Production, Budgeting, shoot logistics as well as the on-location filming of survival documentary series with adventurer Bear Grylls. 

• Team Management: Led Production team in challenging and dangerous conditions including filming underwater, in hostile environments, from helicopters, skydiving, roped-stunts and dynamic action sequences in Siberia and Patagonia.

• Health & Safety: Performed risk assessments to ensure all production staff and high-profile talent were safe while on location.

 

FREELANCE FIRST ASSISTANT DIRECTOR | UK                                                                                 2003 – 2007

• Production Excellence: Led Production teams (50+) during the filming of studio and location based Feature Films, Music Videos, Live Television, Documentaries, and Corporate Videos.

• Content Delivery: Managed daily on-set operational logistics including script breakdowns, shot lists, crew, talent, schedule, location scouting, and client relations.

• Worked with Hollywood A-List, Grammy and Brit Award winning musical artists as well as the who’s who of Reality TV and Social Media.

EDUCATION

 

British Film Institute | London, UK

MA Cert, Media Education

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University of Westminster | London, UK

BA, Mixed Media Fine Arts, First Class Honours

 

ORGANISATIONS AND SPECIALTY SKILLS

 

Royal Society of Arts, Manufactures and Commerce | Fellow (FRSA)

 

Hostile Environments and Emergency First Aid Training | Completed Centurion intensive safety course that covers skills and subjects appropriate to working in unstable and risk-laden environments.

 

Awards Judge - The Global Entertainment Marketing Academy of Arts & Sciences | Part of a group of entertainment and marketing experts judging digital and broadcast promotional campaigns on creativity, strategy and marketing tactics for the PromaxBDA Awards in Asia, Australia, New Zealand, and Africa.

 

Mentor - Careers and Employability Service (CES) | I am part of the Future Ready Career Mentoring Programme at the University of Westminster. I aim to empower and inspire the next generation and facilitate personal and professional growth by sharing the knowledge and insights that I have learned through the years.

Fundraiser - British Heart Foundation | I have run three back-to-back London marathons to raise money for lifesaving research into cutting-edge heart treatment with the power to rebuild, regrow and repair damaged tissue after heart failure.