Ornela Tomas - Senior Manager Strategic Initiatives, FIFA

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Work Background

FIFA MuseumSenior Manager Strategic Initiatives

Jul. 2023Zurich, Switzerland

FIFA MuseumDeputy Head of Communications

Dec. 2021 - Jul. 2023Zurich, SwitzerlandResponsible for the design, development and execution of cultural programming concepts. Culturally relevant and socially compelling events and content that provide ROI by increasing brand awareness, driving audience growth, securing press and public relations, and manifesting the museum as a destination for football culture, history, community and hospitality. Unique and innovative programs that enhance the guest, member and team experience. Work closely with the Exhibitions, Marketing, Communications and Events departments to ensure maximum impact of all events. Manage external partnerships related to cultural programming. Support the Head of Communications in all communications topics.

Schranner Negotiation InstituteGlobal Director, Corporate Communications & Partnerships

Jan. 2020 - Jun. 2020Zurich, SwitzerlandKey responsibilities: • Conception and implementation of company presentations. • Acquisition of sponsors and preparation of sponsorship offers. • Global B2B marketing partnerships for the Schranner brand. • Media partnerships and collaborations for Schranner conferences. • Cross‐marketing for Schranner workshops and seminars. • Cross‐promotion for Schranner online courses and books. • CRM, online marketing and social media.

Berlin Travel FestivalHead Of Marketing Communications

Nov. 2017 - Mar. 2018Berlin Area, GermanyResponsible for planning, development and implementation of all of the Organization’s marketing strategies, marketing communications, and public relations activities, both external and internal. Overseeing development and implementation of support materials and services for chapters in the area of marketing, communications and public relations. Direct the efforts of the marketing, communications and public relations staff and coordinate at the strategic and tactical levels with the other functions of the Organization.

Zurich Film FestivalHead Of Marketing

May. 2016 - May. 2020Zürich Area, SwitzerlandResponsible for the Organization’s marketing activities. Development and delivery of a fully integrated marketing strategy for the business. Strategic campaign planning and execution. Leading initiatives across social media, search, partnerships, out‑of‑home and all appropriate marketing disciplines and channels. Key responsibilities: • ZFF campaign (conception, planning, execution). • ZFF advertising materials (conception, planning, execution). • ZFF marketing strategy (conception, planning, execution). • Media plan (print, digital, social, TV, cinema, radio, out-of-home). • ATL and BTL campaign (planning, administration, execution). • Media partners, national and international (acquire, manage negotiations and contract). • Marketing budgets including forecasting and cost controlling. Collaborating closely with: • Press and editorial team to ensure tightly integrated marketing and communications strategy and execution. • Sponsoring, design and event team to create campaigns for all marketing channels with sponsor integration. • Cooperation partners for strategic development and implementation of co-marketing and cross promotion campaigns. • Social media team to create compelling and engaging campaigns to drive awareness of the brand, to maximize the ticket sales and attendance of the festival. • Getty Images and supervise approx. 30 photographers to ensure we can create the best content during the festival. Supporting a range of marketing objectives by: • Partnering with international media to drive brand awareness globally. • Identify new and emerging media opportunities to support delivery of brand objectives. • Partnering with a range of stakeholders to evangelise the brand to potential clients, employees, strategic partners. • Exploring strategic brand partnerships.

Self-employedArtist Representative

Jan. 2014 - Dec. 2016Zurich, Berlin, Los AngelesServed as PR Manager and representative for Los Angeles based music artist Carlos Leal, providing career direction, marketing strategies and help with sponsorships. Developing and unlocking value for the artist; i.e. business development. Leveraging the brand equity to create direct revenue streams, as well as strategic partnerships to create visibility and revenue. Main contact and negotiation partner for media, sponsors, cooperation partners, event organizers and copyright collectives. http://www.imdb.com/name/nm1332454/

Self-employedArtist Representative

Feb. 2012 - Mar. 2014ZurichLeadership across all business activities and responsible for creating and implementing individual 360° media and marketing plans for multi-platinum selling music artist BLIGG. Key responsibilities: • Analyzing and evaluating existing brand relationships and building feedback presentations with business recommendations. • Identification and evaluation of potential partners through in-depth market research to expand the brand and business network. • Actively reaching out to brands including contract negotiation and formation to achieve aims and objectives set for the business. • Initiated and managed strategic national marketing cooperations with the renowned financial institute Credit Suisse, Walt Disney, Stimorol and VW. • Worked closely with the biggest publishing and media houses to ensure best practice and coverage for the artist’s brand. • Involved in artist booking and contracting, managed content production and individual budgets. • Main contact and negotiation partner for record label, media, sponsors, cooperation partners, event organizers and copyright collectives. • Managed negotiations and contracts in amounts of up to 7 figures. Achievements 2014: Triple platinum album, gold single, Swiss music awards for best album & best single. Largest and most successful tour with 40K tickets sold.

Sony Music EntertainmentLicensing Manager

Jun. 2010 - Sep. 2012ZurichOverall responsibility for international licensing enquiries relating to the entire Sony Music Entertainment catalogue. Key responsibilities: • Served as liaison for film & TV synchronization licensing. • Placed songs in film, television, corporate advertising, video games, etc. • Negotiated licensing fees including terms and conditions. • Worked closely and collaborated with masters operations and administration side of the business. • Setting up contracts and monitored of the agreed authorizations. • Copyright Administration, monitored and collected royalties from the licensee.

ZAS Film AGPR & Marketing Director

Jun. 2009 - Jun. 2010ZurichWorked closely with the film director & producer and supported the independent film distributor Rialto Film on research findings and strategic direction for the release of the documentary film “Breath Made Visible”. Key responsibilities: • Evaluated potential opportunities and challenges in the releasing territory. • Translated the research findings into actionable direction. • Initiated and managed strategic national marketing cooperations. • Media planning and budgeting of advertising campaigns. • Production and execution of communication and marketing content (online & offline). • International film festival canvassing. • Planned and managed national and international premiere events. • Art direction and project management for the documentary film web presentation. Achievements: most successful documentary film in Switzerland 2010, with a run of 38 weeks in theaters nationwide and releases in the USA, Canada, France and Germany. Nominated by the Art Directors Club for best entertainment website.

EMI MusicDirector International Marketing

Nov. 2005 - Dec. 2008BerlinReporting to the CEO, I worked directly with artist managers and partners, our network of International Marketing Managers, distribution partners and licensees. I was responsible to build and deliver successful and innovative international campaigns, to drive projects through the company worldwide. Key responsibilities: • Close collaboration with our roster of EMI Recordings artists and label clients to construct & implement global marketing plans & strategies. • Management of territorial budgets & set sales targets with international partners. • Working closely with and drive our global network of marketing managers and distribution partners to deliver top-grade results. • Bringing innovation and creativity to campaigns. • Communication of release information and pitching materials to the digital accounts team and set targets and strategies. • Generating campaign reports and analysed data to identify trends and opportunities. • Overseeing the collection of initial stock orders, promotional items, and sales figures from our international network. • Working with team to schedule promo trips and phoner schedules. • Build and maintain good working relationships with EMI International network of label managers, distribution partners, licensees, and promo companies. • Distribution of assets & tools to the international teams. Achievements: award-winning country-specific marketing and sales competence with global reach.

TVT Records, New YorkMarketing Manager

Sep. 2004 - Nov. 2005BerlinInternational Marketing, Strategic Marketing & Public Relations Planning, Communication & Media Projects, European Distribution, Manufacturing & Production, Music Licensing.

Tommy Boy Entertainment LLC, New YorkHead of European Operations

May. 2003 - Dec. 2003BerlinOverall business responsibility of Tommy Boy Entertainment in Europe and the UK.

Universal Music GroupDirector International Exploitation and Direct Export

Jan. 1999 - Dec. 2003BerlinKey responsibilities: • Overseeing catalogue exploitation and marketing for respresented master records globally. • Defined growth, acquisition, exploitation strategy; overseeing implementation. • Launched the consequent expansion of foreign markets to successfully establish artists and brands. • Identification and evaluation of future potential partners through in-depth market research to expand business network and build strong relationships. • Team leadership and staff management. • Developed and executed international strategies across product development, marketing, social media, advertising, sales, distribution, licensing etc. • Served as liaison for film & TV synchronization licensing. • Worked closely with master owners and operations, artist managers and administration side of the business. Achievements: award-winning country-specific marketing and sales competence with global reach. Developed Universal Music Germany to the most successful music export label in Germany and top 5 markets in the global music export business in 2 years.

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