UCLA

University of Georgia - Terry College of Business

Creative Innovation Director at Universal Pictures

Los Angeles County, California, United States

Support film business unit by identifying new strategies for creative innovation and content expansion across established and emerging media.

Oversee and operate the Universal Filmed Entertainment Group’s in-house think tank and incubator program (“the Lab”).

Develop and cross-promote relationships with key internal and external partners across creative, technology and business sectors of the industry.

Leverage studio resources to support key filmmakers in producing 360-degree content offerings across Universal Filmed Entertainment Group’s various verticals.

Apply entrepreneurial and critical analysis to enable creative risk-taking and create the premier destination for industry talent.

UNIVERSAL PICTURES

Creative Innovation Director

Unify the strategic positioning and approach to Universal's DreamWorks Animation Franchise slate during theatrical release and throughout the IP's lifecycle to ensure brand consistency and success.

-  Ideate and manage execution of Symphony campaigns for Universal's DreamWorks Animation slate across Comcast NBCUniversal which includes 20+ cable networks, 40+digital platforms, Universal Parks & Resorts and Comcast.

-  Partner across key business units, Universal Brand Development, Universal Parks & Resorts, Games & Digital Platforms, Home Entertainment, International TV Distribution, Promotions to support a robust development of projects and oversee brand assurance, marketing amplification and approvals by providing specialized IP expertise to support their objectives.

-  Oversee franchise property brand guides including demographics, psychographics, brand pillars and communication guardrails.

-  Develop sales materials including presentations, reels and collateral utilized studio-wide as well as for annual trade show events (Licensing Show, Toy Fair, Hong Kong Toy Fair, Brand Licensing Show and International Summits).

-  Manage the collections and procurement of film production assets working directly with production to secure and distribute for product development and sales materials.

-  Develop worldwide custom CG content for Symphony initiatives (toolkits and co-branded custom animation content) managing budget and navigate company wide requests.

-  Develop creative strategy briefs for external agencies and provide creative direction for development of activations and all creative materials.

-  Work across multiple divisions including partnering with the International Regional Franchise leads based internationally in APAC, EMEA, LATAM.

-  Oversee creation and execution of Executive Presentations.

Director, Brand Marketing

Managed and served as brand advocate for a successful portfolio of properties including DreamWorks titles The Boss Baby: Family Business, The Croods: A New Age, Trolls World Tour, How To Train Your Dragon: The Hidden World, Queen & Slim, Us, Halloween, The First Purge, Little, Night School, Skyscraper, and Pacific Rim Uprising.

-  In partnership with the SVP of Brand Marketing, initiated and supported early marketing strategy/positioning for franchise films; ensured all day-to-day campaign elements align with overarching campaign goals.

-  Oversaw creation and maintenance of key campaign strategy documents and presentations for updates to various internal and external groups (filmmakers, cross-company kick-offs, alignment meetings, weekly department meetings, etc.).

-  Collaborated with all divisions of global marketing and distribution on the development of 360º marketing strategies and launch materials leveraging film and creative advertising assets including media, creative & custom content, publicity, digital, promotions, & affiliate marketing.

-  Communicated clear and concise guidelines to global teams for custom content placement based on legal guidelines.

-  Created compelling filmmaker presentations & executive showcase presentations

-  Developed and pitched creative ideas for co-branded marketing partnership opportunities with Comcast stakeholders and managed execution.

-  Managed the development, production and distribution of cross-channel campaigns, communications material, creative assets, and film specific sales reels.

-  Built partnerships with and managed creative vendors for campaign development, digital marketing and creative execution.

-  Organized and empowered marketing teams to ideate and collaborate on innovative marketing campaigns that span publicity, digital marketing, partnerships/promotions, and events.
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Manager, Brand Marketing

- Pursued and pitched third party partnership opportunities to numerous potential brand partners including Fortune 500 companies for theatrical releases of films (Almost Christmas, SING, Despicable Me 3, Girls Trip, The Grinch)
- Negotiated partnership deal points successfully addressing client questions & concerns.
- Identified & Cultivated relationships w/ new and existing brands & agencies.
- Created compelling presentations and briefs for use in pitching films to prospective partners.
- Developed strategies, promotional tactics and innovative creative ideas for domestic partnerships on assigned films.
- Developed program overviews outlining key promotional program elements for partners to facilitate development of contracts.
- Drafted initial legal contracts and work with legal team to ensure compliance.
- Prepared and updated multiple domestic and worldwide reports as needed including but not limited to weekly partner status reports, marketing calendar, and budget reports for senior management.
- Managed budgets on all films and provide Senior Management with budget status updates.
- Monitored competitive activities and advertising trends in marketplace and provide insights to team.
- Managed relationship with Partnership Execution Team to ensure successful execution of deal points.
- Managed hiring and daily workload of interns.
- Managed all team activities for all major trade shows including Toy Fair and Licensing Expo.

Coordinator, Partnership Marketing

- Production Coordinator for HBO First Look pieces (Lone Survivor, Neighbors, Get On Up, Dracula, Unbroken, & Furious 7)
-  Produced film favorites reel for internal Universal Executive Retreat
-  Reviewed behind the scenes/EPK creative content pieces and provide notes to executive producers
-  Managed Creative Content budgets for all films, process invoices and expense reports
-  Assisted in managing, trafficking and facilitation of materials for vendors and other Universal divisions
-  Maintained/Organized completed assets binders & records on all films in pre-production, production & post
-  Distributed production info (one-liners, DOODs, & cast/crew lists) to vendors
-  Served as a liaison with vendors and high profile international & domestic producers / directors
-  Cultivated relationships, coordinate meetings, and assist in booking space for talent interviews
-  Managed schedule & heavy travel booking for vendors
-  Read scripts & other materials, conducted research & contributed ideas to strategy for Marketing Creative Content

Coordinator, Creative Content

- Developed concept, managed budget, organized programmers, advisory board, judges and sponsors
-  Interfaced with high level film prod execs, & agents (Charles King, DeVon Franklin, Seith Mann & Ezra Swerdlow)
-  Supervised marketing development & updates
-  Reviewed all films submitted
-  Planned and coordinated event including securing venue and supervision of over 50 staff personnel
-  Organized all post-event activities

One Lens Film Festival

FILM FESTIVAL DIRECTOR

SHORT FILM PRODUCTION:
Films produced:  SOMEBODY'S MOTHER, PATIENT ZERO, & AN ACTOR PREPARES
- Various Other Projects in Development

-  Interviewed & hired crew, auditioned cast, negotiated with vendors and facilitated payroll
-  Prepared and submitted all necessary paperwork to SAG, FilmLA and film festivals
-  Scouted and coordinated locations, cast & prod office trailers, transportation, & catering
-  Coordinated & organized all cast and crew contact lists and sent necessary communications
-  Performed as a liaison between crew and the production office & Supervised all office PAs
-  Negotiated/Obtained distribution on iTunes (PATIENT ZERO only)

Candice Afia

Producer/Film Production Professional

- Facilitated overall strategy of the content team to satisfy customer needs and fuel content usage & growth by end users
- Acted as a key liaison between executives and project teams
- Conducted research to support and understand issues
- Shaped strategy and created presentations for new products/services and processes
- Cultivated and Maintained databases of analytical reports and projects, managed budgets & reported spending
- Worked closely with clients to gather their requirements and drive development of new processes & solutions
- Worked cross-functionally to manage bottlenecks, provide escalation management, anticipate & make trade-offs, balance business & creative needs versus technical constraints, and maximize business benefit while building great consumer experiences.
- Identified and resolved issues that may impair the team’s ability to meet timelines &/or technical goals
- Worked with customers to create complete and detailed requirements and SLAs ensuring clear communication between the client and product development teams
- Led several initiatives to improve customer satisfaction, personnel performance & job satisfaction
- Hired & Managed personnel both onshore (US) and offshore (UK/India)
- Provided Career Counseling/Mentoring for personnel