Laura Glassman
Oakland,CA
Summary
Results-driven media leader with deep understanding of next generation technology, distribution platforms and story-centered workflows. Fifteen years experience developing brand strategies and analyzing audience data in a rapidly changing media landscape both in the US and overseas.
Overview
23
23
years of professional experience
Work History
Global Head
Ancestry Branded Content Studio
San Francisco, CA
09.2018 - 02.2023
- Defined and executed US and international content investment and strategy
- Reported to both the Chief Commercial Officer and Chief Marketing Officer
- Achieved outstanding ROI success using marketing metrics and analytics for brand lift in the areas of consideration and conversion
- Managed, motivated and mentored small team in the US and the UK using inclusive techniques that maximized individual performance, team productivity and cross-functional collaboration
- Initiated business development efforts including the evaluation of companies for mergers and acquisition in the area of pet DNA products
- Introduced Ancestry to content distribution deals with new monetization opportunities through IP ownership
- Owned creative partnerships casting top tier talent, content creators, changemakers and influencers
- Executive produced Emmy-nominated TV series Who Do You Think You Are? for linear channels and streaming services
- Collaborated creatively with NBC to deliver content for [promotional purposes on their social channels
- Developed and executive produced original short-form digital content which garnered 1M-7B views (organic and paid) on Ancestry's owned and operated channels (YouTube, performance, DM, CRM, TikTok) and third-party social channels
- Introduced Ancestry to external consumer insights and analytics to track ROI success including brand lift studies, iSpot, social listening, response rate and cost per user lifted (CPUL)
- Leveraged internal tools of SEO, CRM, analytics and insights along with third-party tools
- Engaged and managed talent agencies (UTA and WME) to package and pitch Ancestry original and third-party formats
- Developed and executive produced two award-winning television series for NBC's Saturday morning Educational & Informational television block
Vice President, National Geographic Channels
Fox Networks Group Asia
Hong Kong
01.2017 - 09.2018
- Defined and executed content investment and strategy for the National Geographic portfolio of channels for Asia Pacific including Nat Geo News updates for social channels
- Demonstrated exceptional leadership skills to manage, motivate and mentor team of 30 creative, operational and technical employees
- Hired and trained staff on best practices and protocol
- Clarified roles, responsibilities and expectations of staff in Hong Kong, Taiwan, Singapore, Malaysia, India and Australia
- Collaborated closely with senior management to develop strategic initiatives and long-term goals including making a business case for Nat Geo Kids Asia which was presented to US leadership for funding and approved for further development
- Owned and led content strategy for National Geographic portfolio of linear channels and Fox+ streaming service turning over $50M in ad revenue
- Spearheaded branded content development and production for clients including Subaru, Visa, Tourism Malaysia which contributed to achieving annual financial targets
- Developed business case and launch plans for Fox+ AVOD service by honing and selecting scripted and unscripted content
Head of Food Network Australia and Pay TV Channels
Special Broadcasting Service (SBS)
Sydney, Australia
07.2012 - 11.2016
- Developed business case, negotiated distribution deal and launched Food Network as a commercial free-to-air network
- Programmed and launched Food Network content on AVOD (ad supported) streaming service SBS On Demand
- Delivered and directed use of content for marketing campaigns, PR, social posts and consumer activations
- Led content investment strategy for international movies and arts pay TV channels and AVOD streaming service SBS On Demand
- Commissioned and executive produced AACTA award-winning TV series Hipsters
- Managed and motivated team of 12 creatives, Cultivated warm relationships with regular customers.
- Collaborated closely with sales colleagues presenting to top clients and prospective sponsors
Consultant - Content Strategy & Marketing
Multimedia Asia
Singapore
03.2011 - 08.2012
- Advised Managing Director on best practice content commissions, acquisitions and co-productions along with accompanying marketing campaigns
- Devised programming and scheduling strategies to maximize ratings, revenue and reputation in key international markets
- Prepared launch, marketing and digital plans for established broadcasters, startups and channel rebrands
- Negotiated five pending carriage distribution deals across Asia Pacific including Singapore, Malaysia, Hong Kong, Taiwan and Thailand
- Led content acquisition negotiations and contracted for acquired programming with a budget of $2.5M
Channel Head, MTV and Comedy Central
Viacom New Zealand
Auckland, New Zealand
11.2009 - 03.2011
- Led all functional teams including marketing, programming, scheduling, PR, digital, production and creative services
- Reported to the Chief Content Officer based in Sydney, Australia
- Achieved 2x YOY revenue growth in ad sales
- Oversaw budgets worth $6M
- Hired entry and mid-career level staff and onboarded them to gain and understanding of MTV culture, operations and business objectives
- Drove business development and partnership with local news agencies and record labels
- Conducted annual reviews and handled full-team redundancies due to office closure and move to Sydney
Commissioning Editor, Content Acquisitions & Mktg
Asian Food Channel/Food Network
Singapore
08.2007 - 08.2009
- Headed content strategy and localization efforts
- Programmed AFC to earn its first top 10 channel ranking
- Created integrated marketing, sales and digital campaigns
- Drove overall positive outcomes in earned media and revenue growth
- Trained programming and marketing teams on best practice KPI's
- Organized and oversaw workload assignments to drive creative and operational excellence
- Defined clear targets and objectives and communicated to all team members
- Recruited, interviewed and hired employees and implemented mentoring program to promote positive feedback and engagement
- Maintained professional demeanor by staying calm when interacting with volatile Co-Managing Directors
- Established team priorities, maintained schedules and monitored and assessed overall performance
Director of Programming, Acquisitions & Scheduling
Discovery Networks Asia Pacific
Singapore
07.2004 - 08.2007
- Oversaw programming, creative, scheduling and digital marketing for three Discovery channels across Asia Pacific region
- Led content strategy and investment with fiscal responsibility for annual budget of $10M
- Part of senior leadership team in an emerging market
- Developed localization strategy for editorial and branded content
- Cast new talent and influencers
- Oversaw staff schedules and assignments to handle programming, production and scheduling demand
- Collaborated with various functional teams to uncover issues, identify applicable solutions, and offer guidance as needed
- Monitored programming schedules, conformance to guidelines and quality
- Created and enforced programming standards to maintain compliance with regulatory requirements for each individual country
- Developed and recommended policies and procedures for evaluating content
- Monitored programming trends and attended content markets and festivals to keep content relevant and up-to-date
- Improved program offerings based on analytics and changing trends, audience feedback and directives from carriage operators
- Identified risks and developed mitigation plans for cultural sensitivities in specific markets including China, Malaysia, Indonesia and Philippines
Supervising Producer
National Geographic Channel
Washington, DC
06.2000 - 04.2004
- Traveled the world to capture impactful character-driven stories
- Supervised award-winning on-camera talent, cinematographers, directors, DP's and audio crew
- Managed production calendar to meet deadlines and milestones
- Oversaw production budgets by overseeing expenses and controlling annual budgets of $4M
- Booked directors and producers and arranged casting calls
- Planned and executed domestic US and international production shoots with crews of 5-15 people
- Developed and created programming content, new ideas, and short-form content including National Geographic News segments
Education
Master of Science - Technology, Policy & Business Administration
Washington University in St Louis
St Louis, MOBachelor of Science - Sustainable Resource Management
University of Michigan - Ann Arbor
Ann Arbor, MISkills
- Administration & Management
- Strategic Thinking
- Proven Leadership
- Partnership & Collaboration
- Content Development, Production & Delivery
- Brand Marketing & Customer Acquisition
- Business Development of Streaming Service
- Knowledge of Distribution Technologies
- International Localization
- Data Analytics & Consumer Insights
- Brand Marketing & Customer Acquisition
- Business Development of Streaming Service
- Knowledge of Distribution Technologies
- Cultural Sensitivities
- Change Management
- Teamwork and Collaboration
Timeline
Global Head
Ancestry Branded Content Studio
09.2018 - 02.2023
Vice President, National Geographic Channels
Fox Networks Group Asia
01.2017 - 09.2018
Head of Food Network Australia and Pay TV Channels
Special Broadcasting Service (SBS)
07.2012 - 11.2016
Consultant - Content Strategy & Marketing
Multimedia Asia
03.2011 - 08.2012
Channel Head, MTV and Comedy Central
Viacom New Zealand
11.2009 - 03.2011
Commissioning Editor, Content Acquisitions & Mktg
Asian Food Channel/Food Network
08.2007 - 08.2009
Director of Programming, Acquisitions & Scheduling
Discovery Networks Asia Pacific
07.2004 - 08.2007
Supervising Producer
National Geographic Channel
06.2000 - 04.2004
Master of Science - Technology, Policy & Business Administration
Washington University in St Louis
Bachelor of Science - Sustainable Resource Management
University of Michigan - Ann Arbor
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