Integrated Content Director
Branding, Communication and Engagement
Key Skills
- Multi award winning executive creative/content director and brand specialist.
- High-level strategist and business transformation agent with in-house and client side experience and Board level engagement.
- Versatile self-starter, new business winner and revenue generator.
- Audience engager across all content channels: Broadcast, digital, off air, tablet, experiential, social, in store and product.
- Regular public speaker and contributor.
- Led and created high profile content, branding, campaigns and partnerships for world leading broadcasters (BBC, SKY, STAR) consumer brands (Jack Wills, Fever Tree, Orange) and Talent (Aloe Blacc, Andy Murray, David Beckham and numerous others.)
Specialities
- Integrated TV branding, content, digital, events and experiential promotion.
- Digital/Social engagement, monitoring and conversion.
- Visionary ideas person, director and content/campaigns creator.
- Building lasting partnerships and collaborations.
- Innovating and learning new skills fast.
- Brand creation/direction/productionPR/Marketing.
- Strong brand awareness/strategic thinking/ideas generation
- New business generator and creative business transformation agent.
- Campaign conceptualisation/pitching/production
- Creative partnerships
- Creative leadership
- Mentor, coach and people person
Personality Style
Brave, forthright people person. A visionary future focused creative pioneer and leader of people who quickly wins trust and respect; forging lasting and fruitful partnerships.
Management experience
Over 25 years international in-house, client side and agency across the Private, Public and Third Sector’s.
Budget Management
Internal: £5 million + and generate up to £3 million more. External: Directly £5 million plus In-directly: played part in leveraging £2.5 billion government commitment.
Board Experience
Board level and multi sector experience, interaction and engagement.
Innovative and effective
Award winning executive creative/brand leader and content strategist.
Compelling storyteller
Who creates and disseminates the stories that connect brands with their target audiences and customers.
Expert audience engager
Customer finder and engager across all content channels: broadcast, off-air, tablet, social, experiential, in-store and product.
Business transformation agent
Revenue generator with outstanding emotional intelligence, leadership attributes and people management skills.
Finest Moments
Launching some of the BBC’s biggest ever channel and programme brands
Launching some of the BBC’s biggest ever channel and programme brands by effectively creating, influencing and inspiring multiple partners and stakeholders to create and buy brave cut-through work. Reaching and engaging new and existing audiences. Includes Walking with Dinosaurs, Little Britain, Casanova (which launched David Tennant) first ever fully integrated re-brand and campaign for CBBC and launched CBeebies.
Numerous BBC Three brands that then migrated to mainstream channels and audiences.
Identifying and mentoring raw creative talent
Identifying and mentoring raw creative talent who have gone on to excel in their respective fields. Examples include Richard Senior who has now directed Dr Who and Tony Pipes who is now Executive Creative Director at ITV.
Challenging the traditional model of charity communications
Challenging the traditional model of charity communications by launching a fictitious vampire movie campaign for a malaria charity which brought a non traditional audience to a third sector cause, inspired global support and won a Creative Circle Bronze Award for best multi media campaign beating high cost campaigns by Renault Megane and Walkers Crisps.
Creating opportunities
Creating an opportunity where the President of HBO, Richard Curtis, a UN Special Envoy, herself and a mum from Leighton Buzzard met President Obama’s top advisors in the White House, leading to commitments from both the US and UK governments to become the worlds leading funders and champions of the malaria fight.
Marrying brands with audiences
Marrying brands with audiences, consumers and individuals for Private Sector Partners including Orange, GSK, Jack Wills, Fever Tree, Sumitomo, Deutsche Bank.
Working with numerous Influencers
Working with numerous Influencers across business, government, talent and their agents to create and effect tangible impact.
Testimonials
Head of Promos at Maori TV
Sheila Byrne
``If you want somebody who works hard, thinks outside the square and finds a way around tight budgets and deadlines, Arabella is your person!``
July 14, 2013, Sheila managed Arabella indirectly at BSkyB
Consulting COO
Paul Smith
``Arabella's BBC achievements should explain that she delivered all this at a time of MONUMENTAL change for the business. Having worked with her during this period I can say that her profile is honest if somewhat understated; she is a great colleague and a great asset to an organisation.``
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October 2, 2007, Paul worked with Arabella at Red Bee Media formerly BBC Broadcast
Creative Director at Acorn Productions Ltd
Basi Akpabio
``Arabella is a terrific Creative Director. Great creative vision, strategic head and boundless energy and enthusiasm. It was a pleasure to work with her.``
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April 4, 2008, Basi worked with Arabella at Red Bee Media formerly BBC Broadcast
Creative Director SB3 Digital
Sally Bowness
``Arabella and I have known each other professionally for many years in our respective roles at the BBC, Red Bee Media and most recently during our collaboration on our film for Malaria No More UK. I have always found Arabella to be a great creative leader and collaborator, bringing invaluable brand marketing experience to each project and a determination to deliver the best creative result, despite often having to manage challenging budgets.``
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April 29, 2014, Sally worked directly with Arabella at Red Bee Media formerly BBC Broadcast
Former Director of Marketing at TVNZ
Jason Paris
``Arabella is an outstanding creative strategist. In just 12 months she has transformed our creative and design area into an award winning, revenue generating market leader. A transformation agent and a pragmatic systems improver, her ability to build relationships quickly and secure the confidence from the senior executive is second to none.``
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February 23, 2009, Jason managed Arabella indirectly at TVNZ
Director at Harris Hill Executive Search
Alexandra Kurn
``I first came into contact with Arabella when recruiting the role of Director of Communications for Malaria No More UK. Her extensive communications experience and expertise gained within the private sector were highly desired and transferable into the charity sector. As a result, she has had, and continues to have, an absolutely invaluable impact in a very exciting charity with ambitious aims.``
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February 18, 2011, Alexandra was with another company when working with Arabella at Malaria No More UK
Freelance Producer Editor
Selso Xisto
``I worked with Arabella on the hugely successful Malaria no More 'beat the mozzy' campaign. As a creative myself, I long to work with people like Arabella and was sad that the experience was over so soon; she really knows how to bring the best out of a creative team by empowering you and focusing ideas to get a better result. She is creative and understands completely the creative process; when showing her storyboards and discussing ideas, she was always on the same page and gave valuable and incisive feedback that made the final product better. Everything a creative wants from a client/manager/creative director type!``
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December 6, 2011, Selso was with another company when working with Arabella at Malaria No More UK
Independent Music Professional
Billy Mowbray
`Arabella commissioned me to compose two music tracks to accompany an extraordinarily successful cross-media marketing campaign for CBBC. Often these commissions can be frustrating, with the client not knowing what they want until they hear it. Arabella's vision, however, was crystal clear from the outset. Her direction was precise but inspiring. By allowing me a freedom of expression within the parameters required, the creative process was every bit as rewarding for me as the end product was successful. My lasting impression of the experience is that Arabella recognises the link between the two. I cannot recommend her highly enough.``
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May 18, 2007, Billy reported to Arabella at Red Bee Media formerly BBC Broadcast
