Experience

FRTYFVE

• United Kingdom
• Musicians
• 1 - 100 Employee

• Director of Label

  • Jun 2018 - Present

  Co-founder and Director of label at frtyfve. frtyfve is an independent record label which specialises in working with social influencers and celebrities. Achievements - Developed and oversee brand strategy, design, website, strategic partnerships, artist partnerships and marketing to create an established brand in the music industry. - Develop marketing campaign for the 4x UK number 1s with social influencer LadBaby with a focus across Press, TV, Radio, Streaming, Influencer Marketing, Digital Advertising, social media marketing - Developed a global brand in 'frtyfve' with key focus in UK, USA, Australia, Germany & LaTAM. - Developed a sales process via Hubspot, oversee all commercial agreements with artists of deals up to £1.2M - Oversee and run paid media strategy across Facebook, Instagram & TikTok to deliver a global playlist network on Spotify with over 2M followers. - Digital content strategies for our artists which have delivered 3billion+ streams to our label, 800k+ downloads, 4x UK number 1s and 50M+ social followers - Commercial partnerships formed and run with brands such as SnapChat, Instagram, Movember, AWAL, ITV Studios, Lime Pictures. - Line Managed a team of 15 direct reports & I have built the brand from a team of 2 to a team of 35 in 3 years. - Business has secured investment from Tencent. - LadBaby 2021 Don't Stop Me Eatin is the fastest selling single in week one (with 157k week 1 UK units) since Artist's for Grenfell - Guinness world record for only act& label ever in UK to score 4 back-to-back Christmas No.1s in the UK, - Launched an app with 1,000+ users for our artist community - Development of female empowerment brand 'Turn Her Up' which brought together 60 fast rising female identifying creatives with 200M+ social reach, each releasing a record and supporting a digital campaign to raise awareness of the gender imbalance in the music industry



the LEGO Group

• Denmark
• Manufacturing
• 700 & Above Employee

• Influencer Manager

  • Oct 2017 - May 2018

  Global influencer lead at the LEGO Group. Achievements: - First person to be hired specifically to lead Influencer Marketing at the LEGO Group globally. - Created an Influencer network of 100+ Influencers for use across the LEGO Brand and franchises - Developed influencer strategies for key franchises such as Star Wars, Harry Potter & Marvel Global influencer lead at the LEGO Group. Achievements: - First person to be hired specifically to lead Influencer Marketing at the LEGO Group globally. - Created an Influencer network of 100+ Influencers for use across the LEGO Brand and franchises - Developed influencer strategies for key franchises such as Star Wars, Harry Potter & Marvel



Instrumental

• United Kingdom
• Musicians
• 1 - 100 Employee

• Head of Audience Development

  • May 2017 - Oct 2017

  Instrumental was previously an influencer and artist discovery business. We developed technology which monitored Spotify, YouTube, Twitter, Facebook & Instagram data to unearth fast rising talent, partnered with that talent to rapidlly grow their socials and we then matched that talent with global brands for influencer and artist activations. We also offered Audience Development as a client service for brands such as Warner Music Group (Warner Japan, Rhino, Atlantic) and Universal Music Group. Achievements: - Discovered, pitched & secured retained contracts with Warner Music Group (Warner Japan, Rhino, Atlantic) and Universal Music (Capitol). Developed - Grew Audience Development department to a team of 5 and day to day managed - Lead partnerships with social networks Twitter, Snapchat, Facebook, Instagram, YouTube and Musical.ly. - Supported the Brand Services Manager on campaigns with Pepsico, Bic, BBC for BBC . - YouTube Partnership Management: Own the relationship between Instrumental and YouTube as well as Instrumental’s MCN partnership with Warner Music Group.

• Head of A&R & Influencer Discovery

  • Jul 2015 - May 2017

  Achievements: - Signed the biggest deal in the companies history, a single with Calum Scott called Dancing On My Own which went on to achieve 3M+ downloads and 800M+ streams- Built relationships with & created a network of over 600 influencers & artists- Developed a sales team of 5 and a business development strategy to sign artists and influencers to Instrumental - Formed strategic partnerships with all the major social platforms: YouTube, Musical.ly, Snapchat, Facebook & Instagram.

• Talent Manager

  • Jan 2015 - Jul 2015

  - Scout and manage a roster of 20 artists with duties such as: diary management, setting up writing and recording sessions at studios for the artists, setting up video shoots, facilitating relationships between the artist and our in-house digital marketing, design, brands and label team. - Pitching our artists to publishers for songwriting sessions. - Create artist development strategies based on all social media platforms for each of my artists - Assess analytics from YouTube CMS to evaluate an artists performance across social media platforms and then create a strategy to continually improve upon their performance

• Assistant Talent Manager

  • Oct 2014 - Jan 2015



Captured

• London, United Kingdom

• Community Manager

  • Jan 2014 - Oct 2014

  Captured provides personal learning platform for athletes and coaches. Main roles and responsibilities: - Plan and create communication strategies with our key business-to-business clients such as The PGA, The FA and Sainsbury's. - Pitch Captured to potential clients & manage relationships with partnerships - Create engagement strategies to gain and maintain users - Analyse data usage on the too, report back to the Captured team & clients Develop processes -Work social media presence - write tweets and develop social media platforms - Train new apprentices to undertake community management