Work Snapshot: ITV Studios America + Creativity Overview: Company: ITV Studios America Role: EVP of Creative Strategy After several years focusing on the creative culture of ITV plc, I was offered the opportunity to change careers - from Director of HR, to EVP of Creative Strategy heading up the content development team for ITV Studios America - the 2nd largest production hub outside of the UK for ITV Studios. With a new President and CEO on board there was an opportunity to grow the business in non-scripted. It was also an opportunity to create a different model for content development - pulling from the work completed by ITV Imagine and infusing the process with audience insights, innovation techniques and a sprinkling of neuroscience. Objectives: • Build a new strong non-scripted content development team. • Increase the number of original concepts created, sold and produced in the US. • Expand the creative portfolio into all key genres of non-scripted. • Strengthen our presence in the cable TV market. • Focus on a new broadcast format. • Overhaul deal making approach to be more flexible in order to drive sales and revenue. Work: • Rebuilt the LA development team, and Results: introduced a new NY based development team. • 85% of sales for 2014-15 generated by original, domestic concepts (vs. UK formats). • Implemented a creative strategy focusing on new networks, new audiences and new genres. • Increased the number of networks we were in business with from 13 to 32 over a 3-year • Introduced a new development structure and period. approach to ensure a coordinated and constant flow of ideas. • Expanded the genres ITV Studios America sold and produced in to include male and female • Transformed production processes and deal docu-series, daytime syndication, social templates thereby increasing efficiencies, profit experiments, game, science and documentary and market competitiveness. series. • Worked closely with ITV Studios France, 38% uplift in projects sold year-on-year in the Australia, Nordics and UK on new content, IP • 1st year of strategy implementation. retention and alternative funding models to support business growth • Increased new sales revenue by over 300% over a 3-year period. 2015 was the most • Oversaw a JV with Reshet (an Israeli network) successful year in ITV Studios America’s history to generate new formats, and retain IP. (non-scripted). • Overhauled the PR strategy for ITV Studios Launched many new series including Cesar America to increase visibility and presence in • 911, #RichKids of Beverly Hills, The Chase, the US market. Secret Space Escapes, and Best Time Ever with Neil Patrick Harris. .