Leilani Farinas

Experience

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  Sony Pictures Entertainment

  Jan 1996 - Jan 2002

  Playing a key role on the marketing team that developed AXN and Sony Television brands, the company’s most successful general entertainment pay TV channels available throughout Europe, Lat Am, APAC, and India, I directed the advertising budget, media planning, and marketing material design. I maximized corporate publicity, positioning brands through strategic messaging and story angles to ensure editorial coverage. While doing so, I managed an in-house design staff and assistant. I met tight project deadlines while coordinating production of advertising material. While doing so, I scheduled and tracked ad/media buys.

  • Manager, Marketing & Creative Services

    Jan 1998 - Jan 2002

  • Coordinator, Creative Services

    Jan 1996 - Jan 1998
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  Comcast

  Jan 2002 - Jan 2011

  Selected to lead international marketing and communications for Comcast-owned brands (including E!, Style, The Golf Channel, G4, and Versus) to expand global distribution business. Developed ad campaigns, sales presentations, sizzle reels, digital/social assets, and branded merchandise. Cultivated relationships with U.S. creative team, inspiring staff to expand responsibilities and include international projects as well as creating new workflows. Managed and facilitated executive speaking engagements at industry events, developing key messaging, talking points, and presentation materials.• Cultivated extensive talent relations experience, traveling with Kardashian Family, Chelsea Handler, Mel B., and Jeannie Mai to client/press events.• Opened regional marketing offices in Hong Kong and London, recruiting and training cross-functional capabilities supporting marketing, communications, and revenue partnerships, contributing to 50% revenue growth in same year.• Launched growth marketing initiatives, transitioning E! Entertainment Channel from less than $5 million in total revenue to $80 million in revenue within 11-year span. Show less • Managed global marketing budget and led media planning.• Developed ad campaigns including print, OOH, TV & radio spots, sales presentations, sizzle reels, digital/social assets, and branded merchandise.• Managed team of producers to create video content and sales reels to launch series such as Keeping Up With The Kardashians, The Soup, and E! News. • Known for event planning excellence, including pioneering one of the first “Botox” parties to introduce the show Dr. 90210 to our clients. Show less

  • Director, Marketing

    Jan 2009 - Jan 2011

  • Manager, Marketing

    Jan 2002 - Jan 2009
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  NBCUniversal Media, LLC

  Jan 2011 - Jan 2020

  Vice President, Marketing

  Managed global marketing and communications strategy for lifestyle brands (E!, Bravo, and Telemundo). Supervised six direct reports in Los Angeles, California as well as 50+ regional marketing and PR staff based in Europe, Middle East, Africa, Asia Pacific, and Latin America. Guided team in performing functions of five separate divisions in U.S. (consumer marketing, trade/affiliate marketing, sponsorship marketing, PR, and digital/social). Provided strategic insights, consultation, guidance, resources, and assets to all local teams. • Managed and maintained global marketing budget. Identified cost efficiencies to maintain 40% profit margin, highest out of organization’s entire suite of cable brands.• Drove operational excellence, implementing consistent workflows, communications, reporting, and analysis to foster collaboration and alignment across 17 international offices. • Developed and presented E! pitch proposal to Alibaba, China’s biggest technology company. Oversaw translation of English into Mandarin for presentation to non-English-speaking Alibaba executives. • Commissioned E!’s first global audience segmentation study, representing data from 5,000+ respondents across eight key markets, leveraging insights to define marketing strategy. • Oversaw digital and partnerships teams to develop integrated sponsorship packages in response to RFPs from clients, including Jaguar, Hugo Boss, and L’Oreal, driving 6% revenue growth. Show less

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  TRUE Initiative

  Oct 2021 - now

  Executive Director

  Responsible for leading planning, strategy, communications, fundraising and development. TRUE is a non-profit whose mission is to drive the adoption and use of technology across Hawaii’s businesses. Through the TRUE Initiative, public and private sector leaders collaborate on common business challenges, implement practical solutions, and share key insights with the wider community through use cases, networking events and strategic collaborations. By accelerating the adoption of technology, local organizations succeed, creating demand for tech-enabled jobs, and in turn, the workforce will earn higher incomes, allowing them to build assets and a better quality of life.•Delivered +30% in revenue, growing membership base from 20 to 25 organizations.•Direct report to Advisory Board of public/private C-suite innovation leaders representing Central Pacific Bank, Servco, DataHouse, Pacxa, Pacific Point, Hawaii Technology Development Corporation & Transform Hawaii Government. •Partnered with Sales, Client Success/Engagement, Government/Community Relations and Software Development teams from leading tech platforms such as AWS, Google, Docusign, Salesforce and ServiceNow to create relevant content and engaging monthly events for the Hawaii market.•Collaborate with broad range of public sector and non-profit agencies to create strategic partnerships and workforce development opportunities.•Manage/write content and editorial for communications channels: paid, earned, owned. Show less