Anna M.

• Defined and executed brand growth strategy across UK and North America, integrating earned, paid and owned media to support customer acquisition and market expansion.

• Increased UK revenue per user by 25% by prioritising direct-to-consumer acquisition strategies driven by audience segmentation, content marketing and performance optimisation.

• Boosted aided brand awareness in the UK by 21% in just four months through lean, high-impact digital storytelling, community engagement and smart channel prioritisation.

• Launched Viaplay Select, a B2B content brand, growing awareness and commercial traction through thought leadership, earned media, industry events, sponsorships and targeted digital campaigns.

• Secured branded placements for Viaplay with platform partners including Roku and Crave, enhancing brand visibility and reach in key North American markets.

• Delivered integrated brand campaigns in London and New York to support awareness, product launches and premium positioning, combining OOH, digital, PR and social.

• Partnered cross-functionally with commercial, CX and product teams to align brand strategy with revenue goals, customer journeys and roadmap delivery.

• Built and led a lean, high-performing marketing team across PR, content, CRM, partnerships and social, fostering agility, collaboration and accountability.

• Directed a cross-European marketing function across brand, media, PR, performance, corporate comms and creative, creating a unified and outcome-driven team structure.

• Delivered 3.3 million new subscribers and 20% organic revenue growth in 2022 by aligning go-to-market plans with sports, content and commercial strategies across eight markets.

• Led a strategic rebrand of Nordic Entertainment Group into Viaplay Group, repositioning it as a premium, digital-first challenger and boosting stakeholder confidence and internal alignment.

• Designed and embedded a data-led audience segmentation model across marketing, product and customer experience teams, improving campaign precision and reducing CPA.

• Oversaw the award-winning launch in the Netherlands, combining high-impact brand positioning with a partnership with Max Verstappen to drive 1M+ new subscribers.

• Unified promotional inventory across sports, radio, product and digital to create new cross-channel opportunities, increasing marketing efficiency and campaign impact.

• Led pan-European brand activations, content launches and co-branded campaigns with telcos and global partners, ensuring brand consistency across retail, digital and event channels.

• Navigated multiple rounds of organisational change, stabilising brand function and maintaining delivery during restructure.

Led the strategic deployment of the Smartly.io Creative Automation platform, successfully implementing Dynamic Creative Optimisation (DCO). This initiative leveraged data-driven product feeds to enable personalisation at scale across cross-channel social advertising, drastically reducing creative production time and accelerating time-to-market.

• lised brand identity through a transformative brand refresh, increasing brand recall by 34% and driving campaign efficiency across key European markets.

• Shaped Viaplay's positioning as a global challenger brand, creating a unified tone of voice and agile brand platform adaptable to market nuances.

• Forged a strategic partnership with Max Verstappen, delivering a 67% uplift in brand awareness and driving prestige and cultural relevance in a new market.

• Orchestrated an audience-focused go-to-market campaign in Poland, earning an Effie Award for "Most Effective Market Entry".

• Transformed legacy brand tracking into an insight-led, actionable atribution framework, enabling smarter brand investment, real-time optimisation and measurable impact across European markets.

• Created and embedded "Hit Play" EVP across Nordic Entertainment Group, aligning internal culture with brand identity to atract, engage and retain top talent.

• Implemented brand governance at scale, introducing tools, approval processes and cross-market training to ensure consistency and protect equity across a multi-brand, multi-market structure.

• Worked cross-functionally with content, creative and marketing teams to ensure brand consistency and resonance across campaigns, platforms and touchpoints.

• Analysed audience insight and competitor landscape to continuously evolve brand strategy and deepen audience connection.

• Built and scaled the brand team from one to four, growing in-house capability and reducing dependency on external agencies.

Orchestrated the successful implementation of a Digital Asset Management (DAM) solution specifically for global brand assets and marketing content, driving content automation and governance to ensure brand consistency and accelerate campaign delivery.