Georgia Hull

My Services

I am a Solution-oriented marketing and digital veteran with 10+ years experience managing teams in the digitla marketing, B2B, retail and entertainment. With a proven track record of achieving unprecedented growth, increasing both revenue and profit to record levels. My focus is on ROI, best practice, benchmarking, analysis and consistently using learnings from every campaign to drive better results. From the largest to the smallest budgets, my specialty is to increase the effieincy and effectiveness of your marketing activities, essentially spend less, but reach more. In one recent 2016 campaign, I cut the marketing budget by 75% (from 2015) but achieved 48% higher sales year on year to become the #1 performing world territory. As a result I was asked to put together a best practise case study as a training document for the other world territories. I have extensive experience in training marketers and teams focusing on delivering consistent KPI outcomes and identifying potential eciencies to increase revenue, protability and engagement. I lead teams to deliver innovative integrated marketing campaigns, and was nominated for an OOH innovation award this year. I have extensive experience in the full spectrum of marketing from idea to strategic planning to full implementation of integrated marketing campaigns in a short space of time. My specialties include strategy planning and KPI development, content and social marketing, media buying, marketing team process, digital campaign builds, experiential and eCRM engagement and of course acquisition.

Advisory type

Advertising, Sales, Marketing & PR

Service line

Generalist, Advertising, Advertising Online, Analytics & Measurement, Branding, Design & Identity, Business to Business Marketing, Content Marketing, Customer Acquisition, Digital Marketing, Digital Strategy, Direct Marketing, Email Marketing, Marketing, Marketing - Digital, Product Marketing, PR & Communications, Social Media Marketing & Strategy, Strategy and Consulting for Marketing

Expertise

Digital Marketing CustomerAquisition & Engagement Social Media Content Marketing eCRM Email MArketing Digital Marketing Social Media Customer Acquisition & Engagement Content Marketing eCRM Email Marketing Strategy Planning

Industry Specialization

Advertising, Entertainment, Hospitality & Leisure, Internet Services & Retail, Retail & Wholesale

Previous Employers

ROADSHOW ENTERTAINMENT Head of TV Marketing: HBO, Warner Bros, BBC, ABC, Shine-Endemol, ITV, Fremantle and Roadshow RESPONSIBILITIES - Managed a high performing team of Marketing Managers and Product Manager - Introduced new TV strategy and corresponding measurable team KPIs to increase market share, profitability, innovation, efficiency and marketing effectiveness - Stakeholder management - Accountable for P and L for TV portfolio - Accountable for marketing strategy and implementation of integrated campaigns across ATL and BTL - Deal negotiations with partners, media and clients ACHIEVEMENTS - Increased to FY16 Gross Profit to 72% share of business income (FY15 48%) - Established new process and media agency KPIs resulting in increased reach by 1000% on average - Led restructure and integration of Warner Bros TV and HBO to the TV portfolio 130% YTD Financial Year 2016 budget achieved - Achieved #1 worldwide performance result for Game of Thrones Season 5 - Re-designed and implemented new reporting processes to track in real time business KPIs, identify opportunities and threats to lead business decisions critical to profitability BBC BRAND MANAGER RESPONSIBILITIES - Managed a high performing team of Product Manager & Product Development Managers - Responsible for development and implementation of new marketing, digital and business strategy to maximise profit and process efficiency - Implement eCRM acquisition and engagement strategy to increase customer acquisition and engagement, create new owned channels to connect customers with content to achieve business outcomes. - Accountable for BBC Worldwide P and L for Home Entertainment - Accountable for marketing strategy and implementation of integrated campaigns across ATL and BTL - Negotiations with partners, media and clients ACHIEVEMENTS - 28% increase in Net sales from previous year, despite DVD market decline of 10% - 18% increase in Gross Profit - 2.4% increase in Profit Margin - 121% Financial Year 2015 budget achieved - 870% increase in database in 9 months through Redesign of BBC digital strategy - 10% Increase in consumer engagement in social and database communications - Increased BBC market share in the Aus Home Ent TV Series market SONY MUSIC AUSTRALIA RESPONSIBILITIES - Managed a team of Content Managers and Marketing Co-ordinators - Strategic marketing role focusing on launching new Australian and International artists in the market. Managing Sony’s top tier artists, partnership development and P and L management - Heading the international marketing team responsible for tier 1 artists inc. P!nk, Christina Aguilera, Bruce Springsteen, Rod Stewart, Celine Dion, Barbara Streisand, MGMT, The Strokes, Jack White. - Selected as part of a core innovation committee to generate new sustainable revenue streams via traditional and non-traditional channels ACHIEVEMENTS - Achieved record breaking 30x Platinum DVD sales and #1 worldwide sales result for P!nk - #1 highest selling album of the year in Australia as reported by ARIA - P!nk - Achieved record breaking 11x Platinum album sales - Susan Boyle - #1 worldwide sales and fastest territory growth for breaking artist Foster The People - Achieved 3 x Platinum sales from a base of zero awareness in 9 months - Foster The People ROADRUNNER SNR DIRECTOR NEW MEDIA & DIGITAL BUSINESS DEVELOPMENT RESPONSIBILITIES - Selected by Roadrunner international to develop, product manage and implement the a new web development strategy and websites for all international territories (ex US) - eCRM strategy for all international Roadrunner Records territories (ex US) - Oversaw combined physical and digital D2C operation - International territory Stakeholder Management ACHIEVEMENTS - Achieved increases of traffic of 100%, time on site up 50%, referral traffic up 250% - Increased ROI on CRM by 440% - Increased digital revenue by over 130% - Increased brand recognition and placement of Roadrunner digital product on digital platforms - Created viral content which increased traffic by over 800%

College / University Degrees

Master

University of Melbourne