Curriculum Vitae

2019 - Current

TikTok

Head of Music Content Strategy & Operations, UK & EU

• Leading overarching Music Content, Playlisting & Operational strategy for TikTok across Europe.
• Hiring and managing a team of 5x Music Content Managers & Analysts in multiple markets (UK, FR, IT, ES, SE).
• Setting, reviewing and measuring EU Music OKRs at team, department and country level.
• Owned the creation of Music Content playbooks & best practises to drive EU wide alignment & performance.
• Delivered a broader increase in Music creations and Music video views in 2021 within Europe.
• Driving international expansion of music operations within new markets including Israel, Greece, Kazakhstan.
• Strategising & launching global XFN music initiatives incl. #Rap an evergreen content series driving
• Developed new ‘Local Viral Chart’ methodology to uncover and promote more local music artists & genres in EU. Resulted in a vast increase in the number of local artist music trends on TikTok in 2021.
• Driving processes with EU regions to identify P0 local music trends suitable for user growth Mktg. campaigns.
• Project management of Music LIVE streams featuring top artists incl. Anne-Marie, KSI, Ellie Goulding.
• Represent EU Music in cross-function workstreams and forums with Product, Marketing, Strategy & Data teams.
• Lead consultant from Europe on the launch of ByteDance (parent company) products incl. SoundOn and Resso.

2013 - 2019

Vevo

Head of Music Programming, UK & EU

• Leading EU music programming and content strategies for Vevo’s vast video platforms, including YouTube, CTV, OTT, Mobile Apps & Social Channels.
• Managing, curating and optimising official Music Artist channels, driving over 26BN views per month
• Delivered +40% increase in performance of owned and operated music channels, +300M video views.
• Managing a team of 7x Content Programming Managers (UK, DE, FR, IT, ES, PL) in producing music programming & social content.
• Launching new YouTube Channels, gaining over 1.5M subscribers via audience development strategies.
• Collaborating with Product/Engineering to develop features/tools to delight users & improve staff efficiencies.
• Planning successful multi-territory campaigns (EU, US & LATAM) e.g. Vevo DSCVR Artists to Watch reaching new audiences across time zones, languages and cultures.

2008 - 2013

Pearl & Dean

Web & Social Media Editor, UK

• Leading the editorial and content output across the consumer & B2B websites of this iconic cinema company.
• Copywriting of original content for P&D’s website via CMS, e-newsletter via CRM and printed B2B materials.
• Launching and growing P&D’s social media including Twitter, Facebook, YouTube and Blogger.
• Creating content calendars to plan and deliver editorial for big cultural moments and trending topics.
• Improving SEO and CTRs +11% through fresh content, use of Keywords, Meta tags and optimised imagery.
• Managing YouTube channel with new content, writing titles, descriptions, metadata & community management