Building a service portfolio for 450M+ global screens.
As Head of Marketing for Services I led the global relaunch of Samsung TV Plus, a built-in free streaming service installed on over 450M TV and Mobile devices.
With a bold new brand identity and improved usability, TV Plus marketing delivered 2x monthly users while boosting monetization, strengthening Samsung’s position as the #1 Smart TV platform.
The Samsung Frame TV enables owners to display hundreds of digital artworks with a paid subscription service called Samsung Art Store.
To grow Art Store subscribers my team launched marquee partnerships with MoMa, Art Basel, and numerous artist foundations, bringing hundreds of famous artworks to Samsung TVs and driving over 20% subscription attach rate.
The Art Store GTM strategy was built around a video series called “Meet the Artist” which told the backstories of Salvador Dali, Keith Haring, Jean-Michel Basquiat, among others, while introducing curated artworks landing exclusively on Samsung TVs.
As part of a modern marketing approach my team established a design influencer program to showcase the combined offering of The Frame with Art Store.
A notable partnership with Emily Henderson delivered significant editorial coverage, combined social reach, and tracked retail sales of The Frame TV.
In Summer 2021 at the height of the NFT boom my Samsung team co-hosted a series of events across NYC to position the brand as an innovator in digital art and a long-term partner to the NFT community.
NFT fans lined up around the block to attend an event at Samsung’s flagship 837 store in partnership with Art Blocks, which featured panel discussions, live DJ/VJ performers, and a takeover of all displays with curated artworks from global NFT artists.
