Neil Wilson has over 20 years of experience in marketing, product management, brand management, and commercial negotiations in the digital media, entertainment, and telecommunications industries. He has held leadership roles developing digital products and marketing strategies at companies including Optus Singtel, Soundbuzz Australia, 3 Mobile, and Warner/Chappell Music. His experience includes developing digital portals, mobile apps and services, content strategies, and promotional campaigns. He has a proven track record of achieving revenue and subscriber growth targets.

1. Resume
NEIL K WILSON
Profile
WEB
http://www.linkedin.com/in/neilkwilson • Entertainment, Digital Media, Content & Portals, Online & Mobile, Youth
(to contact, visit linkedin and ‘Send a message’ • Marketing Management – Digital Retailing, Promotional Marketing, Retail & Channel
marketing, proposition development, ATL & BTL/eDM MarComms,
http://twitter.com/neilkwilson • Brand Management - Strategic Marketing, Planning, and Segmentation
http://neilkwilson.blogspot.com
• Product Management– opportunity Identification, development, forecasting, & launch
http://www.youtube.com/neilkennethwilson
http://neilkwilson.googlepages.com • Content Management – Programming & Publishing, Multi-platform Portal Development, User
experience & Design champion
http://www.myspace.com/neilkennethwilson
(facebook is private) • Commercial Negotiations - acquisition, licensing, and product development
Experience
MARKETING MANAGER, CUSTOMER DEVELOPMENT & PRODUCT STRATEGY
OPTUS SINGTEL - AUG 2007 TO DEC 2009
Australia’s second largest Telecommunications brand and largest provider of wholesale
voice, ISP, and mobile services
Responsibilities:
• Development and implementation of Content, Data and Online/3G Mobile marketing
strategies to ensure achievement of revenue, gross margin, usage, and market share targets
• Core focus to drive Channel Service Providers sales performance of Digital Content Portals,
Data services, and 3G subscribers growth through multiple product developments and
promotional marketing initiatives
• Lead cross-functional teams on design and development of convergence products including
content & portals, digital media, Online/3G services & smart-phone apps, wireless & online
broadband services
• Work with Account Management to develop Channel & Service Provider specific marketing
executions and identify new business opportunities & partnerships that have potential
strategic fit that will sustain the Optus Wholesale mobile business
• Stimulate customer usage of Content & Services, Online Convergence media, 3G mobile
plans and VAS on the Optus network for revenue growth through the execution of creative &
innovative marketing initiatives
• Monitor, analyze & review reports against Key Performance Indicators, gap analysis and
operating strategy against AOP (Annual Operation Plan) and develop marketing plans &
contingencies where necessary
Achievements:
• Achieved 223% YoY Content revenue growth and 20% 3G subscriber penetration growth
• Developed promotional marketing campaign calendar aligned to meet product roadmap, eDM
tool schedule and revenue forecasts to deliver to the AOP
• Lead Core Team and development of the Multi Portal (White Label WAP content cross-
platform) project. Lead Product Delivery Management on business case and the Product
House to deliver project to design & functionality specifications
• Developed content & services strategy and AOP - mobile On Portal & off portal opportunities
and Mobile operating systems / Apps
• Developed 3G Data, Smart-phone (iPhone/Android) and Content/IPTV wholesale product
strategy, review, and AOP
• Initiated high-level discussions with strategic global brands (Yahoo7, Google) with the view of
launch content services and channel distribution partnerships
• Lead Sales Account Management to deliver on Sell in forecasts to Channel Providers of new
Data Packs including Market Analysis, Value proposition development, Sales
targets/conditions of offer, and Sale Brief Tool kit
DIRECTOR, MARKETING & BUSINESS DEVELOPMENT
SOUNDBUZZ AUSTRALIA PTY LTD - NOV 2006 TO AUG 2007
Asia-Pacific’s leading digital music retailer/aggregator and digital music consumer brand
Responsibilities:
• Lead the development of online and mobile music entertainment products to drive digital
retail content sales and licensing revenue through positive user experiences that deliver
usage and transactional conversions

2. • Lead product development and implementation efforts coordinating with partners and internal
teams including project, technology, content, finance, legal, and communications teams
• Lead and develop promotional marketing and content programming initiatives that drive
revenue and awareness for content provider product via client mobile and online portals
• Work at senior levels with Telecommunication companies; Content providers, Media brands
and other digital media retail distribution channels
• Brand development and strategy for Soundbuzz online & mobile music brand & sub-brands
• In tandem with key clients internal teams, create customer propositions and various
marketing communications and channel messaging
Achievements:
• Strategic development of music content and recording artist promotional marketing services
for Soundbuzz clients (Web & mobile WAP), including Optus, Universal & Sony
• Managed Optus digital retail development of various customer propositions and marketing
communications including mobile & online portals, collateral, eDM, etc.
• Development of new NineMSN and MTV affiliate partnerships
• Initiation & development of Social Networking/Community & User Gen Content strategy
• Recommendation acceptance of Soundbuzz Web 2.0 User Interface redesign; lead the
appointment and direction of 3rd web design house
PRODUCT MARKETING MANAGER - MUSIC
3 MOBILE/HUTCHISON PTY LTD - JUN 2005 TO NOV 2006
Australia’s first 3G Mobile phone / Telecommunications company
Responsibilities:
• Leading the development, management and performance of 3G music media & retail content
product(s) and services, under the 3 mobile brand
• Develop strategic product direction, marketing plan, key proposition messaging and
participate as key stakeholder in product profitability
• Management and accountability for in-market performance of the music media content
product through execution of a retail centric approach to digital marketing
• Work with internal 3 mobile business units to manage pre-sales & post-sales activities for
product – marketing, retail, customer support, collateral, training, usage initiatives
• In conjunction with Marketing Customer Communications, develop marketing campaign &
proposition plans, usage & promotional strategies and initiatives for music and TV categories
• Accountable for products meeting revenue, usage and penetration objectives
• Monitor market and category influences, trends, competition, retail activity, customer needs
and other factors
• Negotiate with Music Labels/content providers at a commercial level to ensure ongoing
supply of agreed content and encourage providers to develop and supply additional
innovative and cost effective content in line with product development goals
• Lead cross-functional teams on design and development of convergence new product
concepts, Marketing and customer research, and feedback
• Continually review operational performance of products and drive enhancements with GUI
Creative and Publishing Unit
Achievements:
• Successful launch of full Music Product, increasing usage by 54% in first week
• Developed music marketing strategies with content providers that extended into retail
channels and new revenue streams
• Created, developed and launched a new mobile dance music TV channel ‘VANDALISM’,
hosted by leading DJ Andy Van while managing ABC branded ‘Rage’ mobile TV
• Lead Marketing Communications team and external agency to develop music segment
strategy, ATL campaigns and Music TVC
• Created and developed a strategic convergence plan of integrating Online and Mobile (OTA)
music delivery platforms, securing buy in from senior management
• Secured new levels of marketing alliance support with record labels, while aggressively
reducing marketing expenditure
• Numerous Awards including Hutchison ‘Desirable 3’ Performance and Content Supplier
Sales Achievements (Gold & Platinum Awards)
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3. SALES & MARKETING MANAGER
BICO DESIGNS PTY LTD - FEB 2004 TO MAR 2005
Urban fashion brand targeting Surf life and Streetwear, & Gift segments
Responsibilities:
• Creation and implementation of overall Marketing including MarComms, Brand Development,
New Product Development, Strategic Planning, and Trade Channel growth
• Trade strategies and Distribution development including channel segmentation
• Marketing Communications – advertising, promotions, public relations, PoS, collaterals, Web
- from ATL creative to buying and BTL media opportunity creation
• Brand building initiatives including event sponsorship and product placement
• Development and management of marketing campaigns including creative,
Communications, Collateral & PoS and sales incentives
• New Product Development, Opportunity identification and range segmentation
• Team Management and Leadership - direct reports plus external agents/training
Achievements:
• Launch of three new retail / channels growth initiatives after identifying opportunities from
Catalogue segmentation (securing growth in national account base)
• End to end creation and launch of new brand targeting the 18 to 35 y/o Urban Fashion
market call FACTION, while strengthening core brand within Surf/Skate segment
• Successful change management of transition from accessory item to FMCG style of Product
through bundling and PoS merchandising solutions
• Expansion of distribution base within national City Beach chain from 11 stores to all locations
via in-store PoS cross-promotion sales drive
• Secured sponsorship of International female ASP surf event in Margaret River, W.A. –
negotiating naming rights (BICO CLASSIC) and launch of sub-branded website
CO OWNER – MARKETING/STRATEGY
PACIFICA MUSIC PTY LTD - MAY 1999 TO FEB 2004
Independent Music Production Company targeting the niche market of Dance music &
Youth Culture
Responsibilities:
• Marketing and Strategic Development including Marketing Communications, Strategic
Planning, Negotiation & Relationship Management, and Brand & New Product Development
• Creating and implementing marketing strategies and new product development
• Managing all advertising, promotions and public relations including creative, media buying
and BTL media opportunity creation
• Development and management of PoS campaigns including communications and sales
incentives
• Establishment of niche Distribution arm
• Web site implementation, management & e-marketing initiatives
• Business affairs duties such as agreement negotiation, contract drafting and licensing
• Artist / Talent Management
Achievements:
• Founded successful B2B arm providing various services to Major Record Companies and
independent labels, including distribution service to niche retail and production
• Secured exclusive Australian agency deal for leading European record Manufacturing plant
• Established 'Pacifica' by launching various brand building initiatives (e.g. Rhythm FM monthly
radio program & sub-brand nightclub event awareness driver ‘deap’)
• Negotiated new marketing channels for proprietary and third party products, delivering
incremental revenues
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4. CREATIVE MANAGER
SHOCK MUSIC PUBLISHING PTY LTD - JUN 1996 TO MAY 1999
Shock Music Group is Australia’s largest independent Record Importer/Distributor & Music
Publishing Company. Distributes and exports Australian music to overseas markets including
the UK, Europe, USA & Japan
Responsibilities:
• General Management responsibilities including the establishment and strategic marketing of
the Publishing Company
• Direct accountability for acquisition and exploitation of music publishing copyrights of
Australian writers and International catalogues
• A&R and creative management, and marketing
• Team Management and Leadership - direct reports of licensing and copyright administrators
Achievements:
• Re-launch of new music publishing company as a leading competitor
• Strong revenue growth from acquisition of foreign catalogues and licensing
• Profitable negotiation of leading Australian recording artists and composers
• Exceeded revenue expectations for start-up company
MARKETING MANAGER
WARNER/CHAPPELL MUSIC PTY LTD - NOV 1993 TO APR 1996
Part of the Warner Music Group, Warner/Chappell Music was the largest global music
publishing company with a massive catalogue of Australian & International copyrights
exploited in CD’s, film, television, books, advertising and print music, & education products
Responsibilities:
• Product Manager and New Product Development
• Marketing and sales responsibility of music catalogue
• Range segmentation and Trade Sales promotions
• Designing and promoting all corporate marketing functions & publicity
• Management and coordination of the national sales team
Achievements:
• Transformed Product unit from loss into a profit generating division with one year
• Established new marketing channels for product extensions including distribution agreement
with Penguin Books
• Launched major product categories with advertising and promotional campaigns, national
product workshop tours, Publicity and event sponsorship
• Created successful new product lines for the mass market and education sector
• Development and management of PoS campaigns including creative, communications and
sales incentives
MI PRODUCT MANAGER
ROLAND CORPORATION AUSTRALIA - AUG 1992 TO OCT 1993
Leading Global manufacturer of professional musical instruments and consumer electronics
Responsibilities:
• Trade Marketing and key channel Sales
• Promotional and sales management of Roland professional musician product range across
• Development and implementation of product launches and clinics
• Work with the Marketing Director on the development of promotional marketing campaigns
and emerging trade opportunities
• Retail staff sales training and product awareness, internal & external
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5. ACCOUNTS MANAGER
SONY/BMG MUSIC AUSTRALIA - JAN 1990 TO AUG 1992
The World's leading multi-national record company, manufacturing and distributing music
products such as CD's, Video and DVDs
Responsibilities:
• Sales and retail promotional campaigns with major key accounts
• Initiated successful national retail campaigns with department store David Jones
• In-store merchandising & PoS implementation
• Budgeting, tracking and reporting on sales results and competitor activity
• Top six Performer within 25 strong sales team
Education
• UTS Graduate School of Business – Sydney Masters of Business, Marketing (continuing)
• University of New South Wales - Multi Media Course
• Trebas Institute of the Recording Arts - Toronto 1988; Full time, Two year course
Diploma in Music Business & Production
• Northern Secondary High School – Toronto HSC Grade 12
Skills
• Microsoft Office
• Logic Pro Audio/Studio
• Exposure to various Multi Media applications such as:
- Apple iLife / iWork; Final Cut Pro
- Online & mobile social networking apps
- Adobe Creative Suite (limited)
Other
• Lean Six Sigma – Australian Graduate School of Management
• NSW Department of Education, Certificate IV in Small Business Management
• "Coaching the Coach" - Tom Hopkins Seminar on management techniques
• Various international music industry conferences by APRA, Immedia!, and MIDEM -
Cannes, France
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