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overview
Who’s Next is HOT 97’s new artist initiative and platform that combines technology with hip hop culture. in 2019, my campaigns drove user activity with more than 43,000 tracks submitted by new artists and 3.2M track ratings by curators.
title: digital brand manager, HOT 97 & WBLS
roles: product marketing manager, talent & influencer relations, creative director, producer
measured on: contest revenue, original content creation, client success
software: Airtable, Facebook Ads Manager, Google Analytics, Hubspot, Stripe
brand marketing
contesting
we needed to give artists a greater incentive to pay the submission fee. i felt a personal obligation to make sure these payoffs were valuable to an artist and their career. a few opportunities offered were:
open at HOT 97 tentpole concerts like Summer Jam
free admission to artist development programs like Steel Sessions
digital promotion & features on HOT 97 accounts
1-on-1 sessions with HOT 97 talent, DJs, industry vets, & music executives
content creation
i led creative direction for our in-house design, video, and social teams in producing thoughtful and engaging content that helped establish an online footprint while promoting the web platform.
6M organic YT impressions & 70+ episodes
Leaderboard Live: lead producer for the YouTube live streamed series that featured emerging artists, industry insiders, and established artists.
My Grind: imagined the concept and was lead producer of this original series that served as a resource for new artists and video highlighting emerging artists.
facebook ads
working with our sr. director of digital operations, i led goal setting, strategy, and creative direction for our Facebook ad campaigns. we conducted evaluations throughout campaigns to adjust creative, copy, and CTA for optimal CTR and CPA.
acquired 70k new users
generated $355,000 in direct revenue in 2019
new app development
in 2020, we transitioned the Who's Next music submission platform from a Facebook Messenger chatbot to an independent web app.
collaborated with Heir Apparent's engineering team & the director of digital technology to establish initial product requirements
prioritized features for launch
planned launch marketing strategy
weekly status calls and biweekly sprints with Heir
oversaw Who's Next coordinator for day-to-day marketing and contest execution
worked with senior director of technology to integrate Hubspot user tracking and contact nurturing
Martell sponsorship fulfillment
Martell 2020 Renewal Final.mp4Martell became Who's Next's first title sponsorship in 2019.
ensured all contractual obligations were fulfilled, such as logo inclusion, protocol for social mentions, and on-site product placement
approved final assets, per Martell & Who's Next brand guidelines
reached the highest number of Martell brand mentions in a day nationally
found creative ways for added value, including organizing an invite-only live broadcast of Leaderboard Live from the Pernod Ricard USA headquarters featuring notable guests like Jim Jones, Tuma Basa (YouTube), Casanova, and Flipp Dinero.
shoutout to my coworkers 🙋🏽♀️
Mic Fox, vp of digital
Jon Truitt, senior director of ad operations
Stephanie Boylan, senior director of digital technology & strategy
Rita Winieki, strategic campaign manager
Melissa Gabriel, Who's Next coordinator
Summer Watson, co-founder, Heir Apparent
Lynette Perkins, founder, Bohemian Innovation
🙋🏽♀️ let's connect.
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