Daniel Tobin
Los Angeles,CA
Summary
Experienced marketing leader with a passion for gaming and entertainment. Has over 10 years developing brand and comms strategies, launching campaigns and social content for global entertainment titles and franchises. Currently working at Netflix, Daniel has recently returned to Los Angeles after 3.5 year stint at Netflix EMEA HQ in Amsterdam.
Overview
8
8
years of professional experience
Work History
Creative Marketing, Animated Series
Netflix
Los Angeles, California
06.2021 - Current
- Lead brand strategy, global go-to-market plan and 360 marketing programs for high profile Animated Series with global media spend and reach.
- Key global series launches include: Arcane, The Cuphead Show, Kung Fu Panda.
- Work together with key external partners on campaign deployment and ensuring maximum efficiency on reach and spend. Partners include: Riot Games, Mattel, and Dreamworks.
- Partner with Insights team to gather research and data to inform strategy and effectively evaluate the campaign.
- Develop slate-based initiatives that reflect the larger Netflix catalog across key platforms such as Instagram, Youtube, Twitch, and Tiktok.
Lead of International Original Film Marketing
Netflix
Amsterdam, Netherlands
09.2019 - 06.2021
- Developed global brand strategy for Netflix international original films produced in Europe.
- Led a small team with cross-functional experts across matrix set-up. Develop team plan and work flow.
- Led creative 360 campaign development from conception to execution (e.g. marketing shoots, AV and key visuals, digital, OOH, social media strategy and content, managing external agency partners and asset delivery across all media channels) for individual title launches.
- Partnered with Insights team to gather research and data to inform strategy. Analyzed post-campaign marketing results via tools to interpret insights.
- Managed relations with key external stakeholders such as directors and producers to ensure marketing campaign was consistent with filmmaker vision.
Creative Marketing, Manager- EMEA Series
Netflix
Amsterdam, Netherlands
11.2017 - 08.2019
- Developed global branding strategy for Netflix original series titles from EMEA including Germany, Italy, Nordics, Spain, UK, and Poland. Examples include: The Rain, Dark, The Witcher.
- Led creative 360 campaign development from conception to execution (e.g. marketing shoots, AV and key visuals, digital, OOH, social media strategy and content) for individual title launches.
- Partnered closely internally with communications and social media teams, and EMEA regional marketing teams to deliver campaigns that are built on regional resonant insights and connect with local audiences.
- Launched corresponding social handles for each title with high-quality evergreen content and evolved social and digital strategy with each reoccurring season.
- Directed roster of international external agency partners to ensure quality campaign execution in line with established Netflix brand.
- Measured and analyzed results and impact to establish learnings for future campaigns.
Creative Marketing, Coordinator - Original Series
Netflix
Los Angeles, California
11.2016 - 11.2017
- Partnered with campaign managers to develop culturally relevant and impactful global campaigns for international titles.
- Led creation of breakthrough creative materials - including AV assets (trailers, social videos), digital and other mobile-optimized creative, print, OOH, etc.
- Formulated social media evergreen content calendars for individual shows while monitoring communities for real-time pivots and adjustments.
- Coordinated asset management (workflow/timelines) and pipeline between internal and external departments, ensuring timely delivery.
Associate Producer of Special Projects
FX Networks
Los Angeles, California
10.2013 - 10.2016
- Created and oversaw the production of content for network digital launch campaigns.
- Authored and pitched original creative to network executives, showrunners, and show talent.
- Took editorial notes from network executives and incorporated comments into final edits.
- Accountable for overseeing creative delivery of final edits to various network departments and staff members, utilizing a range of digital formats and output settings.
Education
Bachelor of Arts - Film Production
Chapman Universiy
Orange, CA05.2013
Skills
- Developing global brand strategy
- International team experience
- People management
- Ability to work in cross-functional matrix
- Deliver on-time and on-budget
- Digital/mobile/social-first marketing
- Product branding
- Consumer insight driven
Timeline
Creative Marketing, Animated Series
Netflix
06.2021 - Current
Lead of International Original Film Marketing
Netflix
09.2019 - 06.2021
Creative Marketing, Manager- EMEA Series
Netflix
11.2017 - 08.2019
Creative Marketing, Coordinator - Original Series
Netflix
11.2016 - 11.2017
Associate Producer of Special Projects
FX Networks
10.2013 - 10.2016
Bachelor of Arts - Film Production
Chapman Universiy
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