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Work Background
Sony Music EntertainmentMarketing Director
Jan. 2020 - May. 2024Sydney, NSW, AustraliaIn this position, I have the privilege of steering international marketing efforts and bringing global artists into the Australian music scene. My role here is a thrilling blend of creativity and strategy, where I lead a dedicated team of marketing professionals. Together, we've successfully launched and led high-impact campaigns for icons like Beyonce, Adele, and P!nk. Our focus on innovative advertising and tailored artist promotions has not only increased our market share but also deepened the connection between artists and fans. This role challenges me daily to balance strategic foresight with rapid execution, ensuring that our campaigns resonate in a diverse and dynamic market. The opportunity to shape the musical landscape in Australia and witness firsthand the joy our work brings to music lovers is incredibly fulfilling.
Sony Music EntertainmentSenior Marketing Manager (RCA)
Sep. 2013 - Jan. 2020london, united kingdomAs a Senior Marketing Manager in the UK, I piloted the convolutions of the British music market, fostering the growth and visibility of various international artists. This role required a hands-on approach, managing a team of creative professionals and overseeing projects from inception to execution. We tailored our strategies to not only meet but anticipate market trends, ensuring that our artists received the attention they deserved. Our collaborative projects, like the industry-nominated campaign featuring Britney Spears, were benchmarks of innovation and engagement. Throughout my tenure, I learned the art of adapting quickly to changing market dynamics, which sharpened my strategic planning skills and deepened my understanding of global marketing. The role was a perfect amalgamation of my love for music and my passion for marketing, allowing me to contribute meaningfully to the artists' success and the company's growth.
EMI MusicProduct Development & Marketing Manager
Jan. 2012 - Sep. 2013London, United KingdomTo develop and implement product suites, creative marketing plans, strategies, tools and campaigns strongly based on Insight
Agree, prepare and maintain budgets for releases, ensuring projects adhere to financial constraints
Maximise the full range of marketing opportunities available
Act as a central co-ordination point for projects from initial conception through to release date
Develop retail strategies in conjunction with sales
Maintain overall project plans for key releases which include product and marketing plans
Arrange for content clearance in a timely manner – in consultation with Catalogue Manager and local market resources as appropriate
Initiate local campaigns
Ensure correct product setup (article data, keywording, pricing etc. ) in local systems in cooperation with music services
Lead for UK releases, and support on International releases the following tasks:
o Identify and negotiate new deals with creative business partners (design companies, photographers, film makers, copy writers).
o Manage relationships with EMI Classics frontline artists for creative processes (photoshoots, videos, photo and cover approvals
o To direct and manage the timely delivery to the highest standard of product packaging, photoshoots, videos, POS and editorial product content
o Work with consumer insight leads to develop international profiles
Work with Release Co-ordinator (Hub) to confirm international release schedule and drive planning and forecast processes, including responding to international canvasses
Demon Music GroupProduct Manager
Jun. 2011 - Dec. 2011London, United Kingdom• To manage the day-to-day running of the Music Club Deluxe Label at Demon Music Group ensuring that all albums are released in line with the release schedule, on deadline and in budget. • Responsibility for accuracy of proof reading and quality control of artwork and product packaging. • Sourcing and initiating ideas and concepts, collating tracklistings and artwork for all releases. • Liaise with sales department to create promotional materials and opportunities to drive label sales. • Maintaining the P&L accounts for the label to ensure that each release is viable.
Sony Music EntertainmentJunior Product Manager
Aug. 2007 - Jun. 2011The main function of my current role is to effectively and creatively product manage all aspects of marketing campaigns for UK and international releases, establishing myself as a central point of contact for those releases. Whilst a lot of the work done is based on artist projects both front line & catalogue there is also a large proportion of origination work. This involves liaising closely with sales & retail to create ranges of compilations/series and involves the creation of artwork and masters. Working on artist campaigns I am responsible for communicating information to management and artists where applicable on a regular basis, addressing any concerns, managing expectations and generally maintaining relationships. Alongside this I maintain & coordinate artist diaries with internal promotions teams as well as agents and repertoire owner where relevant, another important aspect of my current role is being aware of changes and developments in the music market with particular emphasis on retail needs (low, mid and full price product) and competitor activity in the Catalogue arena. This involves maintain regular relationships with key retailers to establish the wants & needs of their consumers. This combined with ongoing consumer insight session allows for an understanding into the buying habits of consumers in difficult times.
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