Kristen R.

Mayple Vetted

expert

The Challenge

Client Leadership on Facebook, leading Facebook, WhatsApp and Facebook Reality Labs (Portal & Oculus) across international markets (outside of US) for all on and offline media channels

• Develop global strategies with multi-million-dollar budgets for Facebook, WhatsApp, Portal, Oculus and FRL projects.

• Collaborate with markets and the Facebook international marketing team to ensure that local nuances and cut through are achieved, whilst retaining a strong overarching global strategy.

• Responsible for ensuring flawless activation of world class cross-media campaigns. Multi market management of full-cycle campaign delivery, including management of quality control, timelines (between media teams, client and creatives), deliverables and basic campaign execution principles such as screengrabs, delivery checks, mid-campaign optimisations, reporting and PCA delivery, whilst driving best-in-market media procurement and savings.

• Drive and execute quick-thinking, reactive campaigns within key moments:



  • Successfully delivered tactical Portal AV plan throughout lockdown, resulting in record sales, exceeding annual sales target within H2 alone, and a surge in brand attributes (exceeding FY 2020 awareness goals by 8% by May) due to adapting the strategy to meet shifting pandemic behaviours, creating synergy with timing and context.
  • “Megxit” tactical Portal print activation (“Moving abroad? Keep Grandma close”) delivered within 48 hours and placed next to Royal content to engage with current affairs and drive message cut-through. FRL Global Comms Planning Lead: “Thank for turning around a print ad in less than 48 hours. The adjacency to the royals coverage is EXCEPTIONAL. The entire AR/VR team has been really thrilled in a separate thread all the way to our CMO. Really amazing work”.

• Develop quick, accurate global annual budget projections using competitor analysis, market cost indexes, in-depth market insights and past learnings.

• Work collaboratively with multiple teams across Facebook (International Marketing, Centre of Excellence, creative, product etc) across various time zones to develop successful sell-in strategies and influence senior stakeholders. Managing multiple markets and teams internally to ensure consistent high standard of deliverables.

• I developed a bespoke Facebook Data Bank to uncover trends across campaigns, countries and between apps to drive actionable insights and understand the true incremental impact of our media investments. Allows multiple data points to be overlaid with FB’s owned data to create personalised FB benchmarks, easily identify optimisations and enable data driven decision making. The use and success achieved has led to this being rolled out globally.

• Leading brand safety, viewability, measurement, media savings and gaming thought-leadership pieces for internal Facebook distribution to educate wider teams on core media principles, expanding their knowledge base and aiding cohesive work.

• Developed best in class audience insights for the WhatsApp DE Privacy campaign which uncovered key market learnings that were leveraged by both media and creative to drive the combined strategy.

• Co-led WhatsApp innovation sessions in Hamburg with WA clients and creative agency to develop a robust bank of collaborative ideas that enabled strong synergies between media and creative from the start, allowing for a truly integrated approach. Resulted in 120 ideas presented & a remarkable 15% ‘love it’ hit rate.

• Manage a positive and productive team of 3, focussing greatly on their development and growth within the team. Proven track history of turning around and excelling team members by understanding their true motivations and providing the right environment for them to thrive.

The Process

The Solution

Skills Used

Marketing Strategy

Industry

Nonprofit & Government

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