Lesley Pinckney

Digital Marketing Expert

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About Me

ACCOMPLISHED DIGITAL EXECUTIVE

Award-winning digital creative with extensive strategy, business development and operations expertise. True 360° executive with hands-on experience in television, experiential marketing, traditional advertising and publishing. Dedicated manager with a passion for mentoring talent. Ability to drive and infuse digital culture across traditional organizations. Seasoned multicultural marketer with campaign experience in total market, millennials, Black, Hispanic and LGBT audiences.

10 THINGS YOU NEED TO KNOW ABOUT ME PROFESSIONALLY….

  • Digital & Social Strategist
  • Digital Product Developer
  • Experience in Auto, Beauty, CPG & Beer
  • E/M-Commerce Consultant
  • 2014 SXSW Speaker
  • Media Strategy & AdTech Leader
  • Content Strategist
  • Live Event & Video Producer
  • Operations Manager
  • Data Cruncher

    Experience

    "Be brave. Take risks. Nothing can substitute experience."
    ~Paulo Coelho

    2015 - Current

    Senior Vice President, Digital Strategy

    GMR Marketing

    2013 - 2015

    Vice President, Digital & Social

    Walton Isaacson

    2012 - 2012

    Vice President, Curation & Services

    Talk3

    2012 - 2012

    Digital Strategist

    Lipman Hearne

    2011 - 2012

    Consultant/TV One Networks

    Lesley Pinckney - Self-Employed

    2007 - 2011

    General Manager

    Essence.com

    2005 - 2007

    Vice President, TEMPO

    MTV Networks

    2003 - 2005

    Vice President, Spike TV

    MTV Networks

    1998 - 2001

    EVP, Interactive Properties

    Shooting Gallery Films

    1997 - 1998

    Account Director

    kpe

    1994 - 1997

    Senior Account Director, Client Services Group

    THINK New Ideas

    Senior Vice President, Digital Strategy

    GMR Marketing

    GMR Marketing is a global, full service engagement marketing agency that blends offline and online marketing to create branded experiences, leveraging the consumer passion areas of sports, music, entertainment, and lifestyle.

    Vice President, Digital & Social

    Walton Isaacson

    Solely responsible for building the firm’s nationwide digital and social media practice. Doubled digital billings in first year with goals to focus on upselling existing partners. Led the pitch to win agency’s first digital-only client. Provides direction for all client-facing digital and social strategies including media and development. Overhauled the entire agency’s process and project management structure for efficiency and transparency. Client roster includes – Verizon, Lexus, Unilever, Jim Beam Brands, Avion Tequila, MillerCoors, Macy’s, Hillshire Brands, Microsoft, Country Financial and Wells Fargo.

    Vice President, Curation & Services

    Talk3

    Served as a lead product developer for semantic technology patent-holding start-up. Designed a grocery chain shopper marketing SaaS platform that allows consumers to meal plan and shop based on purchase data and personalization.

    Digital Strategist

    Lipman Hearne

    Working with Lipman Hearne in developing clients' digital strategy and limited account management for their growing digital business.

    Consultant/TV One Networks

    Lesley Pinckney - Self-Employed

    Built ground-up strategy and execution for Essence.com. Held 100% P&L accountability. Developed short and long-term financial plans, bi-annual budgets and state-of-the-business presentations. Managed sales, marketing, technology, production and business development. Participated in development of content strategy and distribution.

    Built a team of 20 with direct report including sales, sales planning & development, video production, programming and creative. Converted print sellers into 360 sellers. Directed proprietary research efforts to drive authority and business development. Led the development of all sales, marketing, production processes and tools. Developed category specific programs and pricing to maximize sales efforts. Managed implementation of Salesforce.

    Created an overall strategy and business case for a new digital presence with an eye towards maximizing revenue. Deliverable was a comprehensive business plan including 5-year financials and detailed go-to-market strategies. Exploiting untapped audiences, the plan provided a comprehensive programming strategy focusing on the top 10 network shows and specials.

    General Manager

    Essence.com

    Essence.com is the leading website for African-American women, based on 40 year old magazine brand; Joint venture between Time Inc & Warner Brothers Television Group.

    General Manager
    Develop, deliver, and lead execution of vision and digital product road map, including web products, mobile and applications, for startup of Essence.com. Hold 100% P&L accountability; develop short and long-term financial plans, bi-annual budget, and state-of-the-business presentations. Manage sales, marketing, technology, production, and business development; participate in development of content strategy and distribution.

    Hire and manage team of 20 and direct report Directors of Sales, Sales Planning, and Web Development, Executive Producer Video, Lead Programmer, and Art Director. Lead development of talent network of freelancers. Train print staff in digital sales. Direct proprietary research efforts to drive authority and sales. Create and implement all sales, marketing, and production processes and tools. Develop category specific programs and pricing to maximize sales efforts. Manage implementation of Salesforce.

    * Played key role in building a multi-million business from startup by spearheading creation of joint venture between Essence Communications and Warner Brothers Television Group and by developing and leading product roadmap; achieved highest revenue per unique visitor in category.

    Advertising and New Business Development:
    * Built out digital video and branded entertainment division to support top advertisers, including Disney, P&G, Wal-Mart, and others; ranked in Ad Age A-List top 5.
    * Created partnerships with MSN, Hearst, AOL, Vevo, and CNN, among others, managed relationships with vendors, including Meebo, Outbrain, Facecake, iLoop, and Quattro.

    Vice President, TEMPO

    MTV Networks

    Managed all elements of on-air production for startup cable network launched by MTVN exclusively for broadcast in Caribbean reaching 5 million on 33 islands. Led all creative development for channel programming including series, interstitials, live events, and sponsorship integrations. Managed all production and production finances for network; administered annual disbursement of over mid-six figures. Served in multiple roles, including Executive Producer, Supervising Producer, and Talent Producer.

    Led and closed contract negotiations for production agreements, including talent and producer deals, product placement, and marketing agreements. Developed all sponsorship packages, including on-air/on-line/on-site elements and ensured execution. Directed all aspects of development arm, including creation of submission criteria and evaluation of pitches. Collaborated with labels, studios, managers, and publicists in music, television, film, and sports. Cultivated technical talent relationships with directors and shooters.

    * Generated almost $1 million in less than 12 months by creating live event sponsorship business to augment affiliate and advertising revenue.
    * Negotiated every talent and performance agreement, including cable, digital and regional rights.
    * Initiated and closed a launch sponsorship from largest wireless carrier in the USVI; created and implemented in-kind sponsorship strategies for local businesses in the Caribbean.
    * Ensured accurate tracking of sponsorship elements, commercials, and announcements by creating on-air trafficking system; built network rate card for on-air and digital.
    * Launched TEMPO concert series with 5 concerts in 3 weeks on 5 islands with over 200 artists and managed creative, talent booking, and post-production for anniversary concerts as Executive Producer.

    Vice President, Spike TV

    MTV Networks

    Directed talent resources and annual budget for sports and music talent for new top 10 ad-supported cable network reaching 92 million homes. Managed and developed Director of Talent Development and Casting, Premium Manager, and Talent Associate. Served as Development Executive and Network Coordinator; booked every musician, athlete, and auto sports talent for network.

    Partnered with agents, managers, and talent directly to develop show pitches for network. Participated with marketing and ad sales in concept and promotion building. Served as department representative for network-wide initiatives and meetings. Selected to serve as member of MTVN Consumer Technology Task Force.

    * Spearheaded first viral clip for Spike TV, widely syndicated as ëmomentí of the show, by personally persuading Tiger Woods, at height of his celebrity, to open segment with Snoop Dog during VGAís.
    * Secured first looks and original programming for network by creating relationships with videogame developers; launched Developer Roundtable to source developer needs and create win-win for network and developers.
    * Produced popular Spike After Dark series; managed casting, budgets, location scouts, and talent booking.
    * Served as producer on all award shows, including Autorox, Video Game Awards, GQ Men of the Year Awards, and provided talent for live event coverage at Super Bowl.
    * Joined organization as TNN; participated in rebranding and launch of new network; planned launch party and secured LeBron James on his draft night as talent.

    EVP, Interactive Properties

    Shooting Gallery Films

    Independent film company serving digital, branded content, agency space.

    Executive Vice President, Interactive Marketing & Production
    Recruited to develop and lead strategic plan to migrate firm to digital space. Managed Client Services Director, Technology Director, Creative Directors, and staff of 40. Developed programs and presentations for advertiser business. Led production of print, broadcast, interactive, and ITV development within Shooting Gallery.

    * Increased overall profits by 15% by developing strategic partnerships and driving new sales with clients, including Crunch Fitness, Citipost, Feedroom, and Purina.
    * Marketed and promoted company's critically acclaimed films "Croupier" and "You Can Count on Me".
    * Served as Lead Project Manager on convergent online and on-air program for ABC News; managed sales, marketing, creative and technology.
    * Designed and developed two-tired sponsorship model, including executive production, marketing, and sponsor integration design, for "2000 Voodoo Music Festival".

    Account Director

    kpe

    Managed all aspects of the client relationships; strategic direction, execution, reporting, analysis and billings.

    Senior Account Director, Client Services Group

    THINK New Ideas

    Managed all aspects of the client relationships; strategic direction, execution, reporting, analysis and billings. Clients included Oracle, IBM, HBO, and many others.

    Projects

    Take a look at some of the work I've been lucky to be a part of......

    Scion Motivatour

    Give your pitch a test drive

    Basil Hayden

    Showcasing American makers

    Essence.com

    Celebrating Black women daily

    Redd's Apple Ale

    Sampling + Gamification

    Walton Isaacson

    The Planet's Most Interesting Agency

    Knob Creek

    The standard for great bourbon

    Degree for Men

    USMNT World Cup 2014

    Miller Coors

    Selling beer smarter

    Scion Motivatour

    Original web series as part of a 360° program - think Cash Cab meets Shark Tank. With mentors such as Christian Siriano and the founders of Kickstarter

    Go!

    Basil Hayden

    A unique content platform celebrating hand-crafted American made finds, just like Basil Hayden's Bourbon.

    Go!

    Essence.com

    The strategy & development of an online platform to compliment the iconic magazine from development to sales.

    Go!

    Redd's Apple Ale

    By adding gamification to sampling, Redd's provided a branded experience in the on & off-premise.

    Go!

    Walton Isaacson

    The hardest projects are when your agency is the client. The corporate website for my current agency is simple, clean with a little sparkle.

    Go!

    Knob Creek

    Using content and experiences to drive engagement and loyalty in an increasingly crowded Bourbon category.

    Go!

    Degree for Men

    By allowing fans to submit pictures online they could win a trip and have their picture included in a giant TIFO at the 2014 World Cup in Brazil.

    Go!

    Miller Coors

    Using technology to help MillerCoors win in the on-premise with a range of solutions including consumer facing apps, B-to-B sales tools, and more.

    Go!

    Skills

    "When love and skill work together expect a masterpiece."
    ~John Ruskin

    Digital Marketing
    Strategy

    Mobile Marketing Strategy

    Digital Media Planning & Buying

    Social Media

    Phygital

    Multicultural Marketing

    Content Strategy

    Testimonials

    Hear what some of my clients and colleagues have to say about me.....

    James Byrne

    Owner at GLORY of Commerce

    “When Lesley was with Spike TV and MTV Networks, she and I worked very well together on initiatives that are still bearing fruit to this day: notably the Ultimate Fighting Championship snug relationship with Spike TV. I always found her a pleasure to do business with. She understands the complexities of the entertainment business and is results oriented. A rare combination.”

    Chris Apostle

    EVP, Chief Strategy Officer at IMS an MDC Partners Agency

    “Lesley is a terrifically gifted marketer. When we worked together at THINK she continually delivered breakthough programs for our clients by virtue of a keen understanding of the markets they played in and a vast arsenal of insightful ideas. I recommend Lesley highly to any company who is looking for a person who delivers...and, has fun doing it!!”

    Scott Kitchen

    Brand Strategist & Marketer

    “It was great working with Lesley and her team to provide our affiliates with unique local events, reflecting their business objectives. She's incredibly resourceful and thoughtful to both internal and external needs.”

    Education

    "An investment in knowledge pays the best interest"
    ~Benjamin Franklin

    City University of New York-Hunter College

    BA, Religion
    Minor in Philosophy

    2001 - 2002 The diversity at Hunter was an education in itself. The academic conversations in NYC post 9/11 regarding religion and philosophy still remain with me to this day.

    Cornell University

    School of Human Ecology

    1989 - 1993 Ithaca is Gorges, and I agree. A great place to learn how the world works, and access one of the largest professional networks around the globe.

    Contact

    Get in touch with me if you would like to do business together, share an idea or just say hello.

    Greater Chicago Area

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