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APPLE TV
Project Type
Creative Production | Digital | Social | Programmatic | A/B Testing | Localization | Change Management | Operations
Role
Creative Producer / Operations | Best practices, creative concepts, A/B testing, localization, audio and font clearing.
MEDIA ARTS LAB | TV+ PERFORMANCE MARKETING
The objective:
Creating and optimizing digital assets across performance marketing initiatives for TV+ Originals.
My role:
I managed the creative production and testing of programmatic and social media digital advertising for movies and shows such as Ted Lasso, Servant, On the Rocks, The Morning Show, Bruce Springsteen's Letters To You, and the Oscar-nominated Wolfwalkers.
My scope of work covered the United States, Canada, Australia, and some of Europe across theatrical releases, online launches, awards/FYC, sustain, critics, and finale campaigns. I worked with dynamic creative optimization (DCO) specialists to define KPIs and A/B testing strategies for promotional entertainment content.
I also introduced several continuous improvement initiatives to onboard new and junior employees more seamlessly, streamline workflows, and provide more consistency in team production processes.
The outcome:
5-15 TV and film projects per week for Apple TV+ performance marketing across programmatic and social advertising using agile project management methodology.
From an operational and change management perspective, I authored training and best practice documentation on asset management, file naming conventions, sunsetting campaigns, localization, and production.
