London, England, United Kingdom
I've spent 18 years in broadcast media + entertainment across marketing, communications and events - with one consistent measure of success: marketing that fills the sales pipeline and proves its ROI. As Head of Partnerships + Marketing at Base Media Cloud, I lead the marketing function and our strategic partner ecosystem - AWS, IBM and others - driving lead generation for cloud native media services. Recent work includes negotiating a three-year OEM agreement with a key technology partner, delivering Base's first stand presence at IBC (including speaking slots on the Future Stage and AWS Innovation Stage), a full GTM messaging refresh, and hiring a new marketing team. Before Base Media Cloud, I relocated to Sydney and delivered global event + digital campaigns at Telstra Broadcast Services generating hundreds of sales-qualified leads, with tradeshow ROI documented in the thousands of percent, and ran the global marketing function at Pebble, owning a £477k budget across brand, demand generation and PR. I'm a longstanding advocate for diversity in the sector: former board member of Rise, ex-IABM UK Council member, and host of The Diversity of Me: Keeping It Real - a podcast that reached listeners in 27 countries within 7 months. I was shortlisted as one of the Top 60 B2B Marketers in media + entertainment, have judged at the Broadcast Sports Awards, chaired judging panels at the Rise Awards, and delivered public speaking engagements for SMPTE, IABM, Rise, UK Screen Alliance and Wildscreen. Career highlight: bringing Sir David Attenborough and Greta Thunberg together in conversation at Wildscreen Festival 2020. CIM Level 6 Diploma in Professional Marketing.
Grow strategic partnerships to scale the business, overseeing partner marketing activity as well as general marketing activity. - Lead marketing strategy and the strategic partner ecosystem (AWS, IBM, Backlight, LucidLink), aligning both to sales and business objectives and owning lead generation for the pipeline. - Negotiated and now govern a three-year OEM agreement with a key strategic partner, covering pricing, renewals, discounts, customer deployments and technology roadmap; led legal and cross-functional stakeholders through to signature. - Led strategic resets with cloud platform partners and the sales team, sharpening co-sell motions to win new business and grow existing accounts; streamlined partner deal registration and finance operations. - Delivered the company’s first stand presence at IBC - stand design and artwork, speaking slots on the Future Stage and AWS Innovation Stage, and a private customer dinner in central Amsterdam. - Led a GTM messaging refresh with executive stakeholders, finalising positioning and target verticals; currently rolling the new messaging across all channels with an SEO/GEO-optimised website rebuild. - Hired and lead the marketing team (Digital Marketing Manager, Event Marketing Manager); partner with sales on AI-enabled outbound multichannel campaigns, enriching prospect data to drive meetings at events.
The Role: - Leading base's marketing function. Line managing a Content Marketing Executive, Digital Analytics Executive, and a Brand and Graphics Design Manager to deliver marketing activity that generates good quality leads to fill the sales pipeline. - Leading on defining and documenting marketing strategy against sales and business objectives - Work in alignment with the Sales team to identify opportunities for good quality lead generation with impactful ROI - Managing and executing delivery of base events (including the creation of briefing packs for key stakeholders) and identifying industry events per vertical for the Sales team to attend/where base can sponsor (GDC, Creative Operations Summit, NAB, IBC, MPTS, MAD//Fest and more!) - Overseeing the delivery of social media and blog content to enhance SEO on the website - Delivery of sales enablement collateral - Production of base-branded merchandise - Working with strategic partners to generate leads at events. These include AWS, IBM, Backlight, LucidLink, Hiscale and Adobe. Impact - New messaging introducing three-step digital transformation process into all marketing communications - Delivery of new base promo video with new messaging - Delivery of base booklet with new messaging (printed and gated content on website) - Delivery of base event with key partners (29 MQLs that reached the intended target hitlist) - Delivery of partner events with AWS to drive lead gen with their Account Managers (Paris + London) - Delivery of PR comms (new customer announcements, strategic hires and partnerships) - Implemented new process for monitoring leads and lead status together with overseeing creation of new marketing dashboards in CRM - Confirmed the business's definitions of Lead, MQL, SQL - Updating Confluence to include Marketing Playbook info and assist with onboarding of new starters to explain base's Marketing function and deliverables - Delivery of pod presence at The Media Production and Technology Show
Info about base: Cloud Native Media Services | Reimagining workflows in the cloud for digital media professionals. Helping you securely manage your content at scale, step by step: 1. Migrate to the Cloud 2. Create your Content Hub 3. Transform your Workflows One Provider. One Contract. One base. What we do: We help digital media professionals store, process and manage content at scale with integrated online media solutions. We consolidate media assets that are saved disparately on hard drives and/or shared online storage and a variety of legacy formats. We then help migrate it all in secure cloud storage, index the files with metadata, and design media workflows to include third party software integrations. This is wrapped up with our professional services as part of our one-provider model. Each solution includes tailored support, strengthened with ISO27001 certified security practices at every layer. We enable our customers to centralize, secure and efficiently index media files in one content hub. This offers affordable cloud storage, media asset management and media workflow integrations. Professional Services: Guiding large-scale digital transformation in the cloud with software integration, workflow automation and AI solutions. Our specialist Professional Services team provides analysis, design, software integration, and implementation, to create your tailored enterprise cloud solution. Visit www.base-mc.com to find out more and watch our 2025 promo video 👀🎥▶️
Telstra Broadcast Services (TBS) provide solutions for contribution, distribution via fibre, satellite, and subsea cables, 24/7 broadcast operations, remote production and virtual advertising. It offers managed services to major broadcasters utilising Telstra’s Global Media Network. The role - Planning and execution of event and digital campaigns to generate leads that support the sales function with proven ROI and growing sales pipeline. - Increasing employee engagement through new TBS Colleague Spotlight feature in monthly newsletter. - Working with internal Design teams to clearly brief in designs of print ads and digital gif and static web banner ads in media publications with UTM links to monitor CTRs. - Creation of social media and email campaigns to support tradeshow presence with CTA to book appointments on stand. - Working with global marketing teams in Americas and EMEA to deliver multi-channel marketing campaigns. - Organise events to increase partner engagement driving lead generation from same customer base. Impact - Australia Summit in partnership with Sports Video Group. Attendance of 200+ key decision makers in sports broadcast industry. - Tech Night and tour of cloud playout centre in partnership with Society of Motion Picture Television Engineers. Attendance of 30 influencers in broadcast technology sector. Customer retention piece. - 5 x major broadcast tradeshows - delivery of stand presence at IBC 2023, Sportel Monaco 2023, SMPTE METexpo 2024, NAB 2024, Broadcast Asia 2024, ensuring that events are delivered against set KPIs and continually monitoring ROI.
In addition to being a board member, I produced and hosted their 'In Conversation With' Webinar Series throughout 2020 and early 2021. You can find them on their YouTube Channel: https://www.youtube.com/channel/UCwuUr4DdVLGM1aw0iRPzSHQ As producer and host I: - Sourced speakers who have all been women in senior leadership roles working within broadcast media and technology. Speakers sourced and subqeuently interviewed: Bethan Wilkin - Head of Content Delivery at ITV, Cait O'Riordan - Chief Product and Information Officer at The Financial Times, Sarah Wells - Technical Director for Operations and Reliability at The Financial Times, Nayana Shetty - Tech Lead Enterprise Service also from The Financial Times and Aradhna Tayal and Ann Charles who run Radio TechCon, which is the UK radio and audio industry’s technical and engineering conference. Feedback on my role as a public speaker, my interviewing style and content covered: "When I heard Tanya presenting I was shocked to learn that was her first public speaking session. She came across so relaxed and confident and made her fellow panellist feel at ease." - Sonny Hanley, Controller of Content Operations at ITV, referring to the interview I had with Bethan Wilkin. "Brilliant and insightful" "You smashed that Tanya, amazing talk, I feel sooooo inspired" "I loved how honest you both were" "You're such a natural interviewer" "Great job Tanya! It's always amazing and inspiring listening to views from women in our industry" I am passionate about advocating diversity within the broadcast, media and technology sector. It has been a privilege to assist Rise in this way and to have the opportunity to get to know and talk to so many inspirational women in the industry is amazing. Rise 2019 Mentee on an award winning mentoring programme. Joined Rise advisory board in 2020 as a result of producing/ marketing high profile events. Sourced industry sponsors: BBC, Amazon Web Services and others.
Pebble designs and installs software to play out linear TV channels to air for major broadcasters and service providers worldwide. - Implement global marketing & comms strategy to achieve the company's annual goals focusing on: Lead Generation, Customer Retention, Brand Awareness in line with key messaging strands. - Responsible for delivering strategic as well as tactical campaigns to generate and convert quality leads, whilst developing an engaging voice for the brand across all marketing channels. - Seek out new opportunities and managing the marketing budget to make strategic decisions to advance the business. - Support professional development of sales and marketing co-ordinator. Impact: - 291 pieces of coverage > total of 5.14bn website visits - LinkedIn: following increased by 15%, Page views up by 1310%, Unique visitors up by 1190%, custom clicks up by 785% - x8 global tradeshows (x1 online x7 in person), x3 webinars, x4 sponsored events (350+ Sales Qualified leads) - Implemented email marketing automation platform to monitor lead journey across different market segments - Introduced scheduling platform and online graphic design tool to create engaging social media posts - Developed ad and editorial strategy for global trade publications - Worked with leadership team to write submission for the Remote Team of The Year category at UK Company Culture Awards 2022 - Pebble won! - Wrote award submission for Digital Media World's IP Broadcast Solution category: Won the Gold Award - Maintenance of website - writing solution briefs, added solutions builder tool, updating menus, footers for industry badges, uploading press releases and case studies - Launched self-service portal to enable users to download freemium version of Pebble's IP connection management tool - Delivery of Channel Partner Hub, eBooks (gated content) and corporate videos ahead of tradeshows - Created Go To Market Strategy and Project Plan to promote solutions
A short term contract creating valuable experiences for our Network Members and helping to grow this brilliant community of wildllife filmmakers, photographers and conservationists. My role also included developing outreach programmes to connect with emerging talent in the natural history/wildlife filmmaking industry.