^{Alan Estridge}

Sep 2023 – Nov 2024

Head of Content Merchandising

The CW Network | Burbank, CA

• Provided strategic editorial direction for programming streaming content, and applied in-app data to inform and improve content performance
• Utilized AI and machine-learning algorithms to create efficiencies and optimize personalization for streaming apps
• Oversaw UX development and new features to increase discovery and user engagement, and decreased audience churn by 11% over a one year period
• Coordinated acquisition and publishing teams to expand content library over 10x in one year
• Guided product and analytics team through implementation of UX and infrastructure features to accommodate new merchandising opportunities, and expand data tracking across all platforms
• Led and coordinated strategy for marketing and partner teams to inform audience acquisition and growth marketing efforts
• Managed team and workflow to improve content discoverability and increase time spent viewing by 5% over a one year period

Jan 2017 – Sep 2023

Vice President, Experience and Design

The CW Network | Burbank, CA

• Cultivated and managed creative direction for The CW brand presence in the digital space, championed brand consistency across all platforms
• Guided UX development and execution to drive business directives for The CW apps/site, enhancing the user experience, improving title discovery, and decreasing idle time on app by 19%
• Spearheaded effort to unify two distinct digital brands (The CW and CW Seed) into one elevated brand experience, saving $18.7M in operating costs while increasing overall streaming by 13%
• Managed creative and strategy for team of designers and content creators
• Implemented company-wide app marketing strategy to increase installs and digital conversions, resulting in app revenue increasing by 376% over three years
• Developed new functionality and interface to incorporate FAST channels, live sports and events across site and streaming apps, opening up over $23M in new revenue streams
• Oversaw digital strategy and led an app expansion that increased the catalog by 3x and streaming hours by 373%
• Advised and collaborated with clients such as Microsoft, ATT, Kia on branded marketing campaigns that earned a collective $74M
• Set priorities, strategy and creative direction for OTT partner marketing and secured over $17M of earned media promotion on Roku, Amazon, Apple and VIZIO
• Directed digital audience acquisition campaign with a $5M/yr annual budget that increased downloads by +19% and monthly active users by 29%

Mar 2014 – Dec 2016

Creative Director, CW Digital / The CW Network

Warner Bros. | Burbank, CA

• Established creative direction in the marketing of The CW network on digital and social platforms, grew following of 140 million across all social accounts
• Oversaw audience recruitment and retention – over 140 million digital fans – organic marketing across multiple social accounts and platforms 
• Developed and executed new audience recruitment campaigns which led to increased organic growth in social channels by 82% in year one
• Launched standalone digital network, developed distinct voice, programming, branding as a digital-only complement to The CW Network; increased visibility and broadened the overall audience demographic, expanded sales and revenue opportunities
• Managed and mentored team of designers and editorial content creators
• Leveraged emerging interactive technologies like VR to enhance storytelling and audience retention

Mar 2011 – Mar 2014

Sr. Manager, Design, Worldwide TV Marketing

Warner Bros. | Burbank, CA

• Managed team of designers in strategy, design and production of marketing campaigns for library of WB properties, The CW Network on digital and social platforms, and UX development for websites and B2B systems

Jun 2007 – Mar 2011

Manager, Design, Worldwide TV Marketing

Warner Bros. | Burbank, CA

• Managed design team and production of marketing campaigns and UX solutions for B2B systems and library of WB properties, including The CW Network on digital and social platforms

1996 – Jun 2007

Art Direction, Motion Design, Animation, Storyboarding

Various / Freelance | Los Angeles, CA

• Various motion design and animation, including projects for ABC Family, Animal Planet, Spike TV, Logan Media, Spark Factory and Mind Made Media

Education

University of California, Los Angeles – MFA, Film and Animation

Los Angeles, CA

Tulane University – BA, Art and Biology

New Orleans, LA

Skills

Creative Direction, UX Design, Motion Design, Team Management/Mentorship, Marketing Strategy, Video Editing, HTML/CSS, Character Animation/Setup (2D/3D), Layout, Storyboarding, Illustration, Writing, Directing

Accomplishments

• Designed and launched The CW Network app on multiple platforms that has over 100MM downloads, #1 in iOS App store multiple times
• Established design program at UCLA David Geffen School of Medicine to create digital teaching materials for anatomy division