Lauren Paton

• Consulted with startups, scaleups, and new businesses to create brands, devise marketing strategies, and understand the market to help drive growth and meet objectives.
• Provided growth marketing mentorship and online marketing courses.

• Led a newly created team of three, managing strategy and creative for all major TV show campaigns across EU. 
• Successfully launched campaigns for over 120 new TV shows and movies across the UK, DE, FR, IT, and ES. Met target of 25% of shows achieving more than 10% total viewership and managed budget exceeding £16 million.
• Developed and delivered a 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 the 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 over 15% above target.
• Managed strategic planning, acquisition, engagement, and retention of Prime Video’s youth audience, exceeding growth and efficiency targets by 20%.

• Worked as 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 less than 12 months, with acquisition and revenue 3x that of the UK and DE in equivalent timeframes.
• Drove the marketing function to improved efficiency and monthly uplift on acquisition growth, which resulted in over 25% performance against the target in year 1 and over 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 a budget of AUD5.8 million.
• Identified new marketplace opportunities in NZ and executed the go-to-market plan, resulting in incremental gains in acquisitions and exceeding CPA targets by 40%.
• Managed ongoing analysis of performance results, implementation of improvements, and reporting up to SVP level.
• Seconded to Tokyo to work with the 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.

• Managed the accounts of key partners, exhibitors, and local marketing teams. 
• Helped 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.

Dendy is an independent cinema chain in Australia, acquired by the film distributor Icon in 2008.

• Launched the Australian cinema industry’s first digital video-on-demand service.
• Developed and executed a go-to-market plan for Dendy Direct, exceeding member acquisition targets by more than 300%.
• Devised brand strategy for the new product, including 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. 

• Maximized the revenue potential of the Disney Store database and social media channels.
• Conducted in-depth analysis of database metrics and customer behavior and defined key customer segments.
• Developed and delivered a long-term strategic retention and CRM strategy, implementation of behavioral segments, targeted communications, and an ongoing test and learn approach. This resulted in over 150% increase in revenue and increase in email KPIs including increased open rate from 18% to 23% and increased click-through rate from 4% to 7%.