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Strategic marketing leader with strong digital and brand experience.
Lauren Paton
,
London, United Kingdom
Experience
Other titles
Skills
I'm offering
Creative, customer obsessed senior marketer with international experience across EU, Australia and Japan. Talented at building brands and delivering improved growth and engagement through strategic campaigns. Data driven with a proven track record of exceeding performance and efficiency goals. Able to establish, motivate and lead high performing marketing teams.
Markets
United Kingdom
Links for more
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Language
English
Fluently
Ready for
Larger project
Ongoing relation / part-time
Full time contractor
Available
My experience
2019 - ?
freelance
Strategic Marketing Consultant
L Paton Consulting Ltd.
Consulting with start-ups, scale-ups and new businesses to create brands, devise marketing strategies and understand the market to help drive growth and meet objectives.
Marketing, Consulting, Strategic Marketing, Growth
2016 - 2018
job
Head of Launch Marketing
Prime Video.
Promoted to lead newly created team of three, managing strategy and creative for all major TV show campaigns across EU.
● Successfully launched campaigns for 120+ new TV shows/movies across UK, DE, FR, IT and ES. Met target of 25% of shows achieving >10% total viewership, managed budget exceeding £16M.
● Developed and delivered campaign for PV EU's first ever live sports venture (Bundesliga), increasing new subscribers by 37%.
● Drove worldwide marketing efforts for multiple successful show launches including American Gods, The Purge, Marvelous Mrs Maisel and Marvel's Cloak and Dagger. Core part of marketing launch team for PV's most successful global show launch (Jack Ryan).
● Led Prime Video's most efficient ATL show campaign, targeted at F18-24, which delivered positive ROI +15% above target.
● Managed strategic planning, acquisition, engagement and retention of Prime Video's youth audience, exceeding growth and efficiency targets by 20%.
● Successfully launched campaigns for 120+ new TV shows/movies across UK, DE, FR, IT and ES. Met target of 25% of shows achieving >10% total viewership, managed budget exceeding £16M.
● Developed and delivered campaign for PV EU's first ever live sports venture (Bundesliga), increasing new subscribers by 37%.
● Drove worldwide marketing efforts for multiple successful show launches including American Gods, The Purge, Marvelous Mrs Maisel and Marvel's Cloak and Dagger. Core part of marketing launch team for PV's most successful global show launch (Jack Ryan).
● Led Prime Video's most efficient ATL show campaign, targeted at F18-24, which delivered positive ROI +15% above target.
● Managed strategic planning, acquisition, engagement and retention of Prime Video's youth audience, exceeding growth and efficiency targets by 20%.
Marketing, Video, Budget, Strategic Planning, TV, It, ROI, Growth, Retention, Campaign, That you, LED
2014 - 2016
job
Head of Marketing
Amazon (Audible).
The third member of the AU launch team and the first marketing hire in place for 12 months. Led all marketing efforts to exceed ambitious targets, which resulted in Audible AU becoming the fastest-growing locale in <12 months, with acquisition and revenue 3x that of UK and DE in equivalent timeframes.
● Drove the marketing function to improved efficiency and monthly uplift on acquisition growth, which resulted in +25% performance against target in year 1 and +58% in year 2.
● Owned strategy and implementation for all marketing channels online (SEM, mobile, paid display and SEO) and offline (ATL, PR, and Social), with budget of $5.8M AUD.
● Identified new marketplace opportunity in NZ and executed go-to-market plan, resulting in incremental gains in acquisitions and exceeding CPA targets by 40%.
● Ongoing analysis of performance results, implementation of improvements and reporting up to SVP level.
● Seconded to Tokyo to work with JP team on improving performance within marketing channels, identifying areas for short term gains and creating a long-term plan to meet full year KPIs.
● Drove the marketing function to improved efficiency and monthly uplift on acquisition growth, which resulted in +25% performance against target in year 1 and +58% in year 2.
● Owned strategy and implementation for all marketing channels online (SEM, mobile, paid display and SEO) and offline (ATL, PR, and Social), with budget of $5.8M AUD.
● Identified new marketplace opportunity in NZ and executed go-to-market plan, resulting in incremental gains in acquisitions and exceeding CPA targets by 40%.
● Ongoing analysis of performance results, implementation of improvements and reporting up to SVP level.
● Seconded to Tokyo to work with JP team on improving performance within marketing channels, identifying areas for short term gains and creating a long-term plan to meet full year KPIs.
Seo, Marketing, SEM, Budget, Pr, Growth, Implementation, Online, That you, UP, LED, Go, Social, SEM
2014 - 2014
job
Head of Marketing (FTC)
Dendy/Icon Group.
Launched Australian cinema industry's first digital video on demand service.
● Developed and executed go-to-market plan for Dendy Direct, exceeding member acquisition targets by +300%.
● Devised brand strategy for the new product (brand identity, positioning, tone of voice and guidelines).
● Led marketing communications across all channels including social media, PR, CRM, direct mail and in-cinema advertising.
● Developed and executed go-to-market plan for Dendy Direct, exceeding member acquisition targets by +300%.
● Devised brand strategy for the new product (brand identity, positioning, tone of voice and guidelines).
● Led marketing communications across all channels including social media, PR, CRM, direct mail and in-cinema advertising.
Social Media, Marketing, Video, Advertising, CRM, Pr, Service, LED, Go, Social, Brand identity
2013 - 2014
job
Director of Marketing Partnerships (FTC)
The Walt Disney Company.
Responsible for the account management of key partners, exhibitors and local marketing teams. Helping tentpole releases including Maleficent, Muppets Most Wanted and Need for Speed achieve box office revenues by delivering widespread brand visibility through strategic partnerships.
● Negotiated financial terms, contra deals and contracts with key partners including EA Games, MAC Cosmetics, Devondale, Accor and Coty.
● Developed strategies to achieve additional coverage and revenue from both existing and newly created partnerships.
● Negotiated financial terms, contra deals and contracts with key partners including EA Games, MAC Cosmetics, Devondale, Accor and Coty.
● Developed strategies to achieve additional coverage and revenue from both existing and newly created partnerships.
Marketing, Account management, Management, Contracts, Mac, Office, Contracts
2012 - 2013
job
Head of Marketing and Operations
Wishgenie.
Commercially-focused role at a startup seeking VC funding pre-launch.
● Formulation and delivery of business model (customer behaviour, trading metrics, P&L and cash flow), and associated business plan. Modelled viability for all commercial agreements and negotiated terms with retailers and strategic partners.
● Conducted pitch meetings with investors (VC and high-net worth) and advisors and produced associated documentation to secure funding.
● Formulation and delivery of business model (customer behaviour, trading metrics, P&L and cash flow), and associated business plan. Modelled viability for all commercial agreements and negotiated terms with retailers and strategic partners.
● Conducted pitch meetings with investors (VC and high-net worth) and advisors and produced associated documentation to secure funding.
Marketing, Net, Formulation
2010 - 2012
job
Marketing Manager
Cocosa.
Marketing strategy ownership and full P&L responsibility. Devised and implemented marketing plan and KPIs to increase brand awareness, acquisition, conversion, retention and engagement.
● Developed successful go-to-market strategies for new categories (beauty, childrenswear and home).
● Developed brand proposition, personality, positioning and tone of voice.
● Improved existing results of online marketing and PR, introduced new CRM programme.
● Developed successful go-to-market strategies for new categories (beauty, childrenswear and home).
● Developed brand proposition, personality, positioning and tone of voice.
● Improved existing results of online marketing and PR, introduced new CRM programme.
Marketing, Online Marketing, MArketing Strategy, CRM, Pr, Retention, Online, Manager, Go
My education
University of Reading
Bachelors, N/a
Bachelors, N/a
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