About AndreaB319

Dear Hiring Manager: Breakthrough digital content, platform innovation, and relationships of trust…Business across industries are finding that this formula is critical to success within our time of rapid change and transformation on a global scale. Fortunately, this intersection is where I excel and where I can be a driving force in ushering your company into its next phase of brand storytelling, relevance, and the engagement and growth of diverse audiences. My career has given me the insights and tools I need to deliver impact across a wide range of audiences. Always within a digital-first environment, I have built a strategy, programming, technology, production, and partnerships background that has moved brands to the forefront of the cultural conversation. I have been recognized with Top Women in Digital and IT List, Digital Hot List, and Content Director of the Year (Best of the Web) honors. Most recently, as the head of Digital & Social Media, Content & Marketing for AMC Network’s WE tv brand, I played a pivotal role in elevating this multiplatform content creator to a #1 ranking with African-American female audiences in 2019 and 2020 and a top-3 social destination on Thursday and Friday nights. The team that I built and led received a Best Website Award and a Best Digital Team Award. You will see that I began my career at News Corp. These few years positioned me at the forefront of several innovations that became standards. Throughout my career, these have included new content platforms, app-exclusive video content, the migration of story concepts to YouTube, the industry’s first online fan experience, the industry’s first live interactive quiz app, and an online interactive map and journalist tracker that became a standard for news sources worldwide. I welcome an opportunity to discuss the ways in which I can add value to your team. Sincerely, Andrea Bell Macey
  • Industry AdvertisingBranded EntertainmentDigitalEventsFilmMarketingMediaNon-ProfitPublishingTelevision
  • Sector App DevelopmentBranded ContentBranded EntertainmentConsumer MarketingCreative ServicesIntegrated MarketingOriginal ContentProduct DevelopmentProduct MarketingSocial MediaStrategyUser ExperienceWeb Development
  • Preferred Job Title CCO (Chief Content Officer)CCO (Chief Creative Officer)CMO (Chief Marketing Officer)ConsultantExecutive Vice PresidentGeneral ManagerHead of VideoHead of Video ProductionSenior Vice PresidentVice President
  • Companies News Corp./Fox News Channel, AMC Networks/WE Tv, WLIW

Summary

Senior Media Executive, Business Leader & Architect of digital content ecosystems that elevate brand value, engagement with diverse audiences, ratings growth, and P&L results. Trusted advisor who leverages a strategy, digital content, marketing, technology, programming, production operations, and partnership background to objectively outline the impact of C-suite decisions. Identifies and quickly adopts emerging technologies to keep brands and content at the forefront of a rapidly evolving industry. Leads with a holistic business perspective and attention to detail to navigate teams through innovation and change. Works side-by-side with teams, empowering them to exceed expectations by creating cultures of open communication, clear expectations, respect, and inclusion.

Experience

  • 2020
    AMC Networks

    Senior Vice President, Digital & Social Media, Content & Marketing

    Promoted in the midst of restructuring into a joint Chief Digital Officer- and Chief Marketing Officer-level role. Leads a team responsible for digital and social strategy, content, and placement as well as 360 marketing campaign design and execution. Owns agency and platform partnerships. Manages a multimillion-dollar annual budget. - Built a digital content culture focused on innovative thinking and a strategic mix of paid and organic placements. Work has been key in expanding viewership, driving ad sales and distribution, and delivering industry-leading fan experiences. - Delivered record social results in 2020. LOVE AFTER LOCKUP saw a 73% in public video views (to +75M) and a #9 ranking in conversation score across the competitive set. MARRIAGE BOOT CAMP experienced a +46% lift in digital audience rating (to 33M engagements) while driving 157M YouTube engagements. Increased the social fan base to 6.8M (+10%). - Led the development of new digital series, including GROWING UP HIP HOP RELATIONSHIP GOALS and LOCK UP UNLOCKED. - Navigated team through the move to a work-from-home environment in the midst of COVID-19.

  • 2014 - 2020
    AMC Networks

    Vice President, Digital & Social Media

    Following a leadership transition and rebranding, took on an expanded role. Managed the cross-platform digital content strategy design and execution. Concurrently serving as the de facto Vice President of Consumer Marketing, led the development and execution of digital-first campaigns to drive brand awareness, reach, and ratings. Managed talent and agency partnerships. - One of the first in the industry to migrate content to AVOD platforms. Leveraged TV talent to launch a YouTube series that ran for 3 seasons. Generated +550,000 views while securing a new mid-level advertiser and creating a new revenue stream. - Developed and executive-produced digital companion short-form series, including an app exclusive, LIFE GOES ON. This content had a 2-week app window and was pivotal in growing WE tv+ app downloads to 2M. - Led development and launch of TVE capabilities, including authenticated mobile and OTT (e.g., Roku, Fire, Apple) apps. - Designed the first live, interactive video quiz app, driving fans to an additional branded experience to follow storylines. - Led the digital launch of new unscripted and scripted series, including LOVE AFTER LOCKUP, the MARRIAGE BOOT CAMP franchise, the GROWING UP HIP HOP franchise, MAMA JUNE: FROM NOT TO HOT, THE DIVIDE, and SOUTH OF HELL.

  • 2009 - 2013
    AMC Networks

    Vice President, Digital Media & Business Development

    Promoted into a newly created role to incubate and lead digital strategies (e.g., content, licensing, merchandising, partnerships, acquisitions) designed to extend the reach of WE tv and Wedding Central brands across online, social media, mobile, and VOD platforms. Managed a 8-member team and $2.5 annual budget. - As the network rebranded and migrated to original unscripted “celebreality” programming, positioned WEtv.com as a sought- out editorial hub, supporting growth to the #1 women’s network on Fridays in the 18-49 demo. - Positioned social media content as a key off-air driver of the brand story and audience engagement. - Led the digital launch of unscripted series, including BRAXTON FAMILY VALUES, KENDRA ON TOP, L.A. HAIR, TAMAR & VINCE, MARY MARY, and JOAN & MELISSA: JOAN KNOWS BEST?. Subscribers grew +16% to 85M.

  • 2006 - 2011
    AMC Networks

    Director, Multiplatform Content

    Following a leadership transition and rebranding to WE tv, selected for a newly created role to transform and lead WEtv.com and derivative digital platforms. Managed content, branding, advertiser integration, design, and online marketing. - Refocused the redesign of WEtv.com, migrating it from a legacy site to a fresh, relevant, and interactive platform for rich editorial, promotional, and original video content in 6 months. Delivering 100% YoY traffic increases. - Positioned brands as innovators in the delivery of original video content; increased production output +100% in 3 years. - Launched and managed network’s first mobile app and VOD offering. By 2009, the VOD was in 27M homes. - Expanded WEtv.com into a hub for life-stage content. Designed and launched digital platforms—including WEgobridal.com and WeddingCentral.com—as well as digital series like BRIDEZILLA ME, PUPPY WEDDINGS, and HOT COFFEE BREAK. - Promoted on-air hits like BRIDEZILLAS and DAVID TUTERA’S CELEBRATIONS. Subscribers grew from <60M to 73M in 3 years.

  • 2001 - 2006
    News Corp.

    Manager / Producer, Community Marketing, Digital

    Promoted to develop and lead first-of-their-kind digital initiatives designed to grow FOX News Channel audience engagement and loyalty. Rapidly advanced from Producer to Manager of the department, growing department into the promotional group for all online and audio content. Hired and directed a 7-member staff. Wrote promotional copy for FOXNews.com. - Co-led the launch of FOX Fan Central—the industry’s first online fan experience providing exclusive and bonus content for viewers. Delivered 1.5M FOX News Channel fan members in 6 months—300% of the goal. Gathered valuable viewer data through a sign-up survey, offered new members branded merchandise, and leveraged data to super-serve fans. - In the midst of the Iraq War, as journalists gained first-time opportunities to embed with troops, developed and launched Correspondent Tracker with an interactive map. This gave FOX fans exclusive access to some of the first online video content. - In 2003, FOX News Channel ranked as the fastest-growing cable channel in history. Viewership grew from 80M to 89M homes.

  • 1998 - 2001
    News Corp.

    Project Supervisor, Advertising & Promotion

    Hired into a startup environment to leverage programming insights in an operations and production role. Built and managed a team of Production Assistants, junior Producers, and Schedulers. Hand-picked to write and produce on-air promotions.

Education