Candidates About

Jobana Soto

Digital Producer & Webmaster

 SUMMARY

Award winning digital content producer overseeing creative development and product content strategy for entertainment media brands. Hands-on leading teams on actionable creative direction and user acquisition strategies fueled through data. Recently launched the digital vertical of NBC’s Universal Kids network.

Applications: Adobe Creative Suite, Adobe Omniture, Final Cut Pro, Content Management Systems, Google Analytics, ComScore, Microsoft Office, Anvato, Salesforce, OTT Platforms

Content: SEO Implementation, User Acquisition Strategy, KPI Analysis, Production Coordination, Scripting

Project Management: SAFe® Agile Certified, JIRA, Rally, Basecamp, G Suite, Confluence, Trello

Languages: English, Spanish

PROFESSIONAL EXPERIENCE

NBCUNIVERSAL, New York, NY                                                                                                         2016-2018

Digital Producer, Universal Kids (formerly Sprout)

Universal Kids is the new NBCUniversal Cable Entertainment network for kids 2-11. Responsible for leading the digital department in content, product and GTM strategy that led to two 2017 Cynopsis Kids !magination Awards.

●  Launched the Universal Kids website and TV Everywhere app in September serving as the prime destination for brand awareness and acquisition efforts. Three months post launch, website traffic reached ~2K daily unique visitors and ~80K Monthly Active Users for the TVE app (a 12-15% increase).

●  Produced GTM strategies, digital/social media content and digital releases for all linear series premieres while managing a $3M annual budget. Digital audience grew 10-15% during the network’s reorg and rebrand. Efforts led to winning the 2017 Cynopsis Kids !magination Award for best Brand Website (beating out Nick Jr.) and best Marketing/Promotional Campaign for Dot., a series acquisition partnership with Randi Zuckerberg.

●  Credited for producing Sprout’s first-ever patented interactive digital board gaming app, Village Defender, based on the original series Kody Kapow. Oversaw the production of the digital experiential portion for Kody Kapow: Kapower Up Training Camp event featured at the network’s first 2017 San Diego Comic-Con appearance.

●  Led first ever Electronic Sell Through campaign and e-commerce store for Sprout original series – Terrific Trucks, Ruff-Ruff, Tweet and Dave, Nina’s World – launching on iTunes, Google Play and Amazon.

●  Handpicked by executives for SAFe® Agilist Certification to lead team in product content strategy.

UNIVERSAL MUSIC GROUP, New York, NY                                                                                       2015-2016

Digital Project Manager, Island and Republic Records

Universal Music Group is the world’s leading music company with recording artists from Republic, Island and Def Jam. Oversaw product and marketing strategies for artist brand awareness and digital music revenue.

●  Oversaw the development and revenue growth of D2C storefront websites for all recording artists. Responsible for implementing e-commerce products through Bravado and Master Channel platforms. Initiatives led to a 6% increase of digital music sales in Q4 2015 for the digital department.

●  Maintained client-facing partnerships with artists and management to produce successful marketing campaigns that reached e-commerce performance goals and music streaming royalties from Spotify and Apple Music.

●  Executed SMO and CRM strategies across label and artist sites with Google/Adobe Analytics and Sales Force.

●  Clients include: The Weeknd, Nick Jonas, Demi Lovato, DNCE, James Bay, Ariana Grande and more.

UNIVISION, New York, NY                                                                                                                  2014-2016

Contributing Writer, TheFlama.com

TheFlama.com is an award winning Univision-owned site created for and by young Latinos tailor-made for the millennial generation. Tasked with the strategic launch and editorial development of the site from the ground up.

●  Co-developed with Editor-in-Chief native advertising initiatives and viral posts for major brands such as Coca-Cola, General Mills and Trojan Brand Condoms. Posts reached viral status and shareability on social media.

●  Implemented metadata tags for all posts that resulted in high referral traffic through SEO. One year after launched, contributed to TheFlama.com reaching 10M people a month through the website and social media.

Jobana Soto                                              JobanaSoto@gmail.com                                                  Page Two

VIACOM MUSIC and ENTERTAINMENT GROUP, New York, NY                                                          2008-2015

Applications and Strategy Manager at VH1, 2014 – 2015

VH1 provides the ultimate mash-up of music, pop culture and nostalgia for adults who want to have fun. In charge of rebranding and monetizing VH1’s mobile and streaming products, including first ever YouTube launch.

●  Increased app usage by 30%, first-time downloads by 15% after restructuring content strategy for VH1’s TV Everywhere app. Presented user acquisition strategy initiatives to stakeholders with company-wide approval.

●  Co-launched authenticated live streaming on the app and executed front of the wall stunts for brand awareness.

●  Launched the brand’s first-ever YouTube channel for That Metal Show. Aggregated VH1 video content for increasing SEO and suggested video rankings by 60-80% on YouTube. Launched three web series featured in HuffPo and AdWeek. Actualized video monetization with Content ID technology creating new revenue outlet.

●  Expanded VH1 programming and content delivery to OTT partners (Amazon Prime, Roku and Xbox).

Senior Producer of Music Strategy at MTV, 2012-2014

MTV Artists is a space to discover new music and listen to the latest songs from your favorite artists. Successfully ran a team to co-launch MTV Artists together with an app to rebrand MTV.com as a go-to digital music source.

●  Public launch of MTV Artists to 6.1 million viewers during the 2012 VMAs. Project managed a cross-functional digital production road map reducing costs by 400%. Oversaw digital marketing to liaise with on-air strategy.

●  Conceptualized integrated partnerships through new sales acquisitions with brands increasing digital revenue by 60%. Partnered with Spotify in co-branded marketing campaigns for MTV audio and music video premieres.

●  Promoted to Senior Producer less than a year to oversee high profiled artists from the Big Three music labels.

Associate Editor at MTV Tr3s, 2008-2008

Blogamole.com is a celebrity news blog targeting the young, trendy Latino millennial. Developed editorial direction and voice from the ground up and co-launched the site in front of a live national TV audience on Mi TRL.

●  Grew readership to 60K+ monthly with breaking news picked up by People en Español, PerezHilton.com and Latina.com. Formed community outreach and partnership initiatives with content creators, which exposed Blogamole.com to new audiences.

●  Increased fan engagement by 30-40% weekly during strategized marketing campaigns under my leadership. 

AWARDS

Cynopsis Kids 6th Annual Kids !magination Awards

Marketing/Promotional Campaign Winner: Sprout Talks Tech – Sprout

●  Campaign to launch Sprout series Dot. scored high marks in helping parents navigate the brave new world of raising digital natives. The marketing campaign bolstered the brand; Dot. became Sprouts top show among K6-11 and No. 3 among K2-5 in its first six weeks on-air.

Brand Website Winner: Sprout Online – Sprout

●  Sprout’s digital-first strategies incent its audience to watch, play and engage with the brand across desktop and mobile platforms. Each series and campaign is launched with a bespoke digital strategy designed to reinforce brand messaging through original digital content and educational online games.

EDUCATION AND CERTIFICATIONS

SAFe® Agilist Certification

Scaled Agile Academy, New York, NY

Associate of Occupational Studies, Digital Design Management & Interactive Media

Pratt Institute, New York, NY

Bachelor of Arts, Journalism & Media Studies

Rutgers University, New Brunswick, NJ