Indiana University Bloomington

Internationally-focused leader

Capital Department helps startup CEOs raise capital. $145M+ raised.

Capital Department

Senior Director

Startup Advisor

Career Break

Career transition

Universal Music Group is the world's leading music company. Germany is largest music market in Europe and the third largest in the world. 

I led the global strategic development and marketing for Germany's domestic products in 60+ markets. 

Under my leadership— my team increased the European and global market share for German products. I increased capacity and efficiencies that resulted in significant revenue increases. I oversaw a global marketing budget and earned revenue in the double-digit millions. In just two years, I was able to increase our revenue by 30%, our sync revenue by 200%+, and our certifications (sales awards) by 44% respectively.

— We launched hundreds of products every year. 
— We orchestrated thousands of multi-channel marketing campaigns.
— We broke many artists in new markets for the first time. 
— A handful of our records garnered over a billion streams globally. 
— Our records were consistently #1 on radio stations, Shazam charts, and Spotify charts around the world. 
— We even received a Grammy nomination!

Universal Music Group

Director of International Marketing

In 2019, N26 became a unicorn, being valued at €2.3M Euros (€7.7 Euro 2022). N26 is a fintech and mobile bank available in 24 countries across Europe. During my tenure, N26 was ranked #2 among banks on social media in Germany and #1 in France.

I was responsible for defining and overseeing the implementation of the global social media strategy across all markets. I co-led the creative vision for social media alongside Design. I worked cross-functionally with the internal design team and external agencies to conceptualize, produce and disseminate branded content across all paid and organic channels. I collaborated   closely with Comms, Employer Brand, Product and Data teams to increase conversions via social media.

Upon my departure we had a large team managing 20 profiles in five languages on Facebook, Instagram, Twitter, LinkedIn & YouTube. I was instrumental in their hiring, empowerment and development. I delivered keynotes highlighting our work and elevating our brand. 

I cooperated closely with C-Level and managed stakeholders of all levels.

Senior Global Social Media Lead

I was hired as the first and only social media manager. Alongside streamlining processes, I was instrumental in developing N26's brand and brand voice alongside the design, comms and video teams. I single-handedly planned and executed editorial calendars in five European languages, including, high performing video and image content for social media distribution. 

I was a member of our 3-person in-house creative team that developed #nobullshit 360 campaign in five languages and six markets. I spearheaded and art directed photoshoot for assets used across global paid, owned and earned channels. I developed relationships and negotiated aggressive rates for media planning/buying. I lead and conducted brand awareness surveys in Germany & France to influence media spend decision.

I led and created the TOV development for Customer Support, Security, PR and Operations, as well as  defined + implement crisis comms strategy.

I increased followers by 160%, drove millions of organic engagements and increased revenue.

Global Social Media Manager

I built and maintained online corporate identities. I reached over 26 million people organically and over 10 million through paid advertising. Managing social media accounts has been a job function for me since 2009 however social media was my sole focus. 

— Developed client’s tone of voice, community management, growth and engagement strategies
— Planned and managed editorial calendars  
— Defined best practices and oversaw implementation
— Created advertising with $100k+ USD monthly budget
— Analyzed social data and delivered detailed performance reports to identify new opportunities and demonstrate ROI.

Self Employed

Social Media Consultant

Open to opportunities. 

I've had the privilege of hosting + moderating conferences and delivering keynotes on stages across Berlin, Frankfurt, Hannover, Malmö, and New York. I've been a featured guest on podcasts as well. I love sharing learnings and making people laugh. 

— Content Creation Conference Berlin
— Women Authors of Achievement Podcast
— Universal Music Global Brands Podcast
— The Family 
— internet i fokus Digital Marketing Conference 
— Quadriga's Marketing Management Kongress
— Hannover Marketing Club 
— Quadriga’s 11th International Social Media Conference 
— Tech Open Air
— 44. Deutscher Marketing Tag 
— Zalando Online Marketing Camp 
— AIESEC ROKS

Keynote Speaker + Event Moderator 

I lead art and creative direction as well as marketing for artists. My territories included Dubai, Europe, and the USA. I served as end-to-end project lead for clients on 360 campaigns, art exhibitions, event production, operations, paid digital campaigns and social media. My clients included Nicole Moudaber (DJ), Kevin McHugh (fine artist) and GEIMSKOT (cultural music night in Reykjavik, Iceland).

Creative Consultant

Punkdafunk is an artist management firm with 25+ years in the music business. We worked closely with artists making strategic decisions to develop and manage their international careers. Clients included ARIA award winners, Grammy-nominated and Juno award winners.

— Implemented organic and paid social media to grow communities by 200% and web traffic by 34%
— Art-directed all assets around product release cycle (digital, offline, physical)
— Created innovative 360, digital, email and lead generation campaigns as well as OOH advertising
— Reviewed product marketing plans from agencies to give feedback and insure success
— Managed remote cross-functional teams and stakeholders on 4 continents to ensure projects were completed on time 
—  Motivated and developed clients as well as junior employees
—  Created new revenue streams through strategic brand partnerships and resource allocation
—  Reached $3.5M USD in ticket sales, $1M in merch sales and $575k USD in sponsorship for clients

Punkdafunk

Artist Manager

I worked on a project basis across many creative projects.                                       
                                                    
— Lead team of creatives (photographers, videographers, designers, models, stylists, etc) to produce brand activations, events, photoshoots and video
— Worked on a campaign-basis supporting clients with copywriting, email & online marketing, PR and social media 
— A selected client list includes Flavorpill, Grammy-nominated Gallant, Diplo’s Mad Decent Records, Hewlett-Packard, Microsoft, QuestLove’s OKAYFUTURE, Scion, Skype, Skrillex and WESC.

Freelance

DJ booking agency started by myself in conjunction with Trouble & Bass Recordings. We worked with both US and Europe based artists to secure live shows worldwide. I bootstrapped and grossed $100k+ USD in revenue in the first year of operation. I created efficient grassroots lead generation and data mining initiatives to develop customer database of over 10k.

Trouble & Bass Bookings

Entrepreneur

T&B was an independent electronic label showcasing and promoting UK and European artists in the US. We hosted events as well as produced merchandise and art exhibitions.

— Managed merchandise production creation to distribution 
— Pioneered using social media as a marketing tool for business, increasing local and global brand awareness 
— Led online and offline performance campaigns 
— Increased ticket sales, record sales and merchandise sales

Trouble & Bass Recordings

Marketing

While still in university, I led the promotions for the premiere concert venue in town that hosted national touring acts and nightly local entertainment. I implemented innovate burgeoning social media strategies to increase foot traffic and revenue.

— Supervised the marketing and advertising for all events at the establishment
— Created and maintained social media platforms, including website
— Oversaw media buying and media planning of $120k USD annually 
— Increased establishment patronage through targeted marketing and unique promotions

Kelley Franklin