Description

So this is my attempt to summarise myself, both as a person and a marketer.

I learned leadership from the ground up, at early stages in my career I was leading a team of 90+ creatives from 14 different nationalities. As an acting CMO, I led a 150+ marketing function across 8 markets. I've set up teams, managed hires and led redundancy processes. Today, I stand as a seasoned senior leader, consistently scoring highest on company-wide engagement surveys.

As VP of Brand at the European streaming platform Viaplay, I set up a new central brand marketing team and we boosted sender recall by 26% and reduced bleed-over to Netflix from 30% to single digits through strategic visual identity tweaks.

As SVP of Marketing for the UK and North America, I delved deep into my second passion: digital and social media marketing. I launched a new niche D2C/B2C brand in North America that required fast brand-building and customer base development, which we did through clever PR and Social Media marketing.

I’m, accustomed to speaking at industry events, addressing the C-suite, and engaging in discussions with COOs and CEOs on strategy.

As CMO, I led a multicultural PR & Communications team and collaborated with multiple agencies for regular outreach, newsletters, and events. Orchestrating premieres for films and series, along with launch events in new markets. When we expanded into new markets I recruited staff, establishing processes, crisis management protocols, market tracking, and onboarding new PR agencies.

I have an international mindset, having lived as an expat throughout my adult life, working and leading multicultural teams in 4 countries. I thrive in these types of organisations and have, over the years, gained a deep understanding of cultural differences, both as a leader and marketer.

As my CV reveals, I'm a driven, adaptable marketing leader. Colleagues highlight I'm easy to work with, collaborative, open, warm, and friendly, yet tough when needed.

Industry field of expertise

Languages

English
Native or bilingual

Workplace preferences

Can work on-site

London (up to 50km)

Viaplay Group
SVP Marketing & Communications
PRESS AND MEDIA
January 2023 - February 2024 (1 year and 2 months)
London, England, United Kingdom
Responsibili3es
• Reported in to Global CMO, with a do<ed line to the EVP of North America and EVP of UK.
• Developed and set the integrated mul= channel marke=ng strategy for entry into the North American and UK markets, me=culously shaping it to align with overarching business objec=ves and strategies.
• Spearheaded the recruitment and development of a skilled team in North America, found and managed Media and PR agency partners
• Lead the marke=ng team in designing, execu=ng and managing all marke=ng ac=vi=es
• Executed targeted paid digital marke=ng campaigns to establish and promote a category-defining product through compelling storytelling on social media plaZorms.
• Monitor and analysed key performance indicators (KPIs) to measure the efec=veness of marke=ng campaigns and ini=a=ves, and make data-driven recommenda=ons for op=misa=on and improvement
• Built and maintained rela=onships with key stakeholders, including external partners, agencies, local partners, influencers, and media outlets to amplify brand presence in the markets
• Responsible for media buys and execu=on of digital campaigns across plaZorms including META, Goggle, Youtube Amazon and Roku.
Achievements
• Successfully rebranded a sports streamer post-acquisi=on, resul=ng in a 21% aided awareness within 4 months through strategic event planning, leveraging own channels, and implemen=ng efec=ve PR strategies despite limited media investment.
• Iden=fied and implemented new marke=ng channels, to expand the reach and visibility of the brand.
• Successfully sought out and established partnerships with digital marke=ng experts capable of execu=ng precise targe=ng strategies, resul=ng in a significant reduc=on in cost per acquisi=on (CPA).
• Established a brand from scratch through the implementa=on of an efec=ve brand posi=oning and strategic u=lisa=on of social media.
Viaplay Group
Acting CMO
PRESS AND MEDIA
January 2022 - January 2023 (1 year)
London, UK
• Steered the comprehensive marke=ng func=on as a direct report to the CEO, overseeing a robust team of 200+ professionals.
• Drove the marke=ng strategy and execu=on of the overarching marke=ng and public rela=ons strategy for the en=re group, ensuring seamless integra=on and alignment with strategic goals.
• Collaborate with cross-func=onal teams, including content acquisi=on, product development, and data analy=cs to develop and execute marke=ng ini=a=ves that drive customer acquisi=on, engagement, and reten=on
• Tracked market trends, compe==ve landscape and consumer insights to inform the marke=ng strategy
• Orchestrated a strategic redundancy process across four markets, ensuring regulatory compliance and fostering equitable consulta=ons, ul=mately yielding successful outcomes.
• Spearheaded a high-impact Premier League launch campaign spanning eight markets, achieving objec=ves such as heightened sender recall. Notably, this ini=a=ve produced unprecedented results in the Dutch market, sejng a new benchmark.

Achievements
• Spearheaded a 40% surge in Viaplay's paying subscribers, surpassing 7 million, by implemen=ng highly efec=ve marke=ng strategies across eight diverse markets.
• Alained unprecedented levels of brand recall, afinity, subscrip=on intent, and audience engagement during a sports campaign across key markets such as Poland, the Netherlands, and Norway.
• Elevated key performance indicators (KPIs) across the board in the employee engagement survey, with a pronounced enhancement in collabora=on. Fostered an inclusive environment where team members felt empowered to express their opinions, cul=va=ng mutual respect within the team.
Viaplay
VP of Brand Marketing
ENTERTAINMENT AND LEISURE
January 2018 - January 2019 (1 year)
London, UK
Responsibili3es
• Repor=ng to the SVP of Content, responsible for shaping and delivering the crea=ve strategy for the group.
• Mo=va=ng and influencing the crea=ve team to constantly strive for excellence in performance.
• Managing and coordina=ng the sharing of knowledge and the facilita=on of learning within the team and marke=ng teams, to improve business prac=ces, refine processes and promote the development of breakthrough crea=ve ideas.

Achievements
• As a result of my crea=ve team's achievements: consistently winning interna=onal crea=ve awards, high employee sa=sfac=on ra=ngs and clear resource tracking, our streaming service's crea=ve studio of 10, based in Stockholm, was moved to my crea=ve team in London.
• Keynote speaker at the leading industry event Promax Europe 2019, my topic was 'The state of our art'.
• Successfully, completed a Master's in Digital Strategy, wri=ng an industry research paper on "A framework of innova=on & collabora=on for Nordic Entertainment Group".
• Implemented new collabora=ve tools like SLACK and Airtable throughout the crea=ve and marke=ng team, in order to further increase eficiency and collabora=on across teams and regions.