ABOUT IRINA
From elevating a FinTech brand with a new national TV ad campaign to launching a companion podcast for America's favorite serial killer, to creating a Shameless Group Chat - 100K deep!, to collabing with countless influencers, to explain nuclear fusion, transform into Dexter, and become the Yellowjackets Antler Queen, to building interactive games and experiences and bringing social fandoms deeper into story worlds, to interviewing stars and producers for a behind the scenes glimpse of their shows, and even producing NBC News segments for top journalists around the country - my passion for creative marketing, dynamic storytelling, and consumer-centric strategies have led to many successful and award-winning campaigns.
WORK EXPERIENCE
Biz2Credit, Inc.
7/2023 – 11/2024
SENIOR DIRECTOR, BRAND MARKETING & SOCIAL
Led brand marketing, content, social & influencer strategy, and creative development across all channels, including advertising, social, OOH, editorial, email, performance marketing, SEO, PR, and internal communications.
- • Drove strategic brand messaging and creative direction for B2C and B2B lines of business, establishing campaign goals and ensuring alignment with target audiences and business objectives.
- • Oversaw full-funnel marketing strategies, optimizing customer journeys and driving conversions from awareness through to final decision.
- • Led creative and content development across all marketing touchpoints, including directing video production and post, site and ad design, and social creative driving conversion, engagement, and consistency in messaging and design.
- • Spearheaded new national TV & digital advertising campaign that produced 2.4X brand search lift in first 30 days.
- • Built and executed cohesive and elevated approach across social platforms (Instagram, LinkedIn, YouTube, Facebook) to drive audience engagement and connection, increasing impressions and engagement by 125% in the first 3 months.
- • Spearheaded integrated marketing campaigns using data-driven insights to achieve measurable results and grow brand presence, growing LinkedIn follower base by 40% in first 3 months.
- • Developed and launched new social video series across organic and paid social to increase non-follower reach to 70-80%.
- • Managed and mentored a team of internal strategists, producers, and external agencies to deliver cohesive, high-impact campaigns that deliver on key KPIs.
- • Analyzed cross-platform data and insights to create effective optimization strategies.
- •Negotiated contracts and ensured all content adhered to legal, compliance and brand guidelines.
SHOWTIME Networks, Inc.
Paramount Global
9/2018 – 2/2023
DIRECTOR, DIGITAL CONTENT & INFLUENCER MARKETING
- Managed team in all facets of campaign planning and execution, creative development, production management, and individual professional development.
• Led team in the development and execution of innovative, multi-platform marketing campaigns, branded content partnerships, influencer initiatives, and companion podcasts for a digital-first audience, driving brand awareness and resulting in millions of views and impressions per campaign.
• Built and oversaw strategy, creative briefs, and campaign materials that leveraged brand positioning, audience profiles, insights, and trends to drive tune-in (+10% to +30% YOY), acquisition, and increase engagement (50% – 200% across platforms) for Showtime original series and specials.
• Collaborated with cross-functional internal teams to develop and ensure cohesive consumer marketing strategy and execution that resonated in the right places with the right audiences.
• Spearheaded and developed relationships with external partners, content creators, publishers, and platforms to identify and execute first-to-market, multi-platform opportunities and collaborations.
• Supervised, optimized, and analyzed campaign performance and budget allocations.
• Led team in research of new digital trends, platforms, influencers, and experiences to inform strategies that were used in successful tactics to acquire and retain customers.
IBM Originals
Watson Marketing – IBM
11/2017 – 8/2018
CONTENT DIRECTOR
- Led all creative, strategic, and editorial development and execution of all content for Watson Marketing, including original interactive assets, video production, paid, and social media creative.
• Created targeted, buyer-centric content journeys and deliverable plans that connect with audiences.
• Managed and oversaw entire content creation process and ensured editorial consistency across all channels and format types.
• Supervised day-to-day and high-level campaign production and planning like design, editorial, social, and e-mail strategies.
• Collaborated with campaign managers to measure, analyze, and optimize performance data and insights to improve engagement, drive leads, and enable sales to close more deals.
USA Network & Syfy
NBC Universal
7/2012 -11/2017
DIRECTOR, DIGITAL CONTENT DEVELOPMENT
- Spearheaded ideation, strategic development, and creation of digital and social content for USA Network & Syfy original cable series, brand initiatives, and advertiser-sponsored campaigns.
• Increased engagement, views, and time spent, contributed to ad sales revenue by creating multi-phase interactive content campaigns including webisodes, 360 & VR initiatives, transmedia experiences, and games for over 10 series.
• Developed and determined network’s multi-platform, digital strategy, identified new business opportunities and successfully managed and executed all marketing deals and strategic relationships.
• Crafted and generated monetizable, strategic, digital and social campaigns and proposals for Ad Sales clients such as Mercedes, Toyota, BMW, Microsoft, Target, and Coppertone.
• Managed website production team on cohesive design, editorial, and user experience of show pages.
• Directed and produced interactive video shoots, behind the scenes interviews, live streamed events.
• Oversaw day-to-day relationships with internal departments, external vendors, showrunners, producers, freelance writers, and other content providers.
• Managed and mentored junior level employees
• Scoped project budgets and determined annual and quarterly department allocations.
• Promoted from Manager to Director in 2015.
NBC News Digital
NBC Universal
12/2005 -7/2012
MULTIMEDIA PRODUCER/EDITOR/WRITER/REPORTER
- Lead Interactive Producer for developing, writing, editing, and producing a variety of short-form news, entertainment, and lifestyle original content for mobile, web, social, and on-air platforms.
• Originated, designed, and managed NBC Buzz’s web and social presence and its original content.
• Spearheaded creative and editorial strategy for NBC News Mobile multi-platform content offering.
• Created and launched new lifestyle feature segment for NBC Buzz, including field reporting from NY Fashion Week and other fashion and entertainment events.
• Produced and coordinated digital news segments with NBC reporters and anchors across the globe.
• Managed content distribution for NBC Universal Properties to numerous mobile and web partners.