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Mia P Merila
Mobile +97156 327 6665
E-mail: [email protected]
An international experienced (London, Dubai) professional with a strong sense of digital
technology and current market trends.
Driven by exceeding targets, working to budgets and meeting deadlines. Key experience from
evaluating and creating proposals and business cases.
Managing substantial budgets and being held accountable for KPI’s. Many years experience from
international brands & services.
Key Skills

Digital and Traditional Marketing Specialist - I am passionate about giving companies
and customers a voice via digital or traditional media. Provide leadership and direction
on digital technology. My career started in Marketing started in Dubai being part of the
first shopping festival committee creating events for a major GCC Brand.

Creative Commercial – I truly understand international brand strategy’s or working
within a cosmopolitan environment. Good at bringing out internal talent from Designers,
developers, marketers as well as outsourcing locally or from previous contacts worldwide.

Project Management – many years experience Project Managing. Can create a working
process, plan for Q1-4, Build a sign off process with internal stakeholders, can plan and
manage creative sessions or technical resource. Extensive Experience with planning and
managing realistic time lines but always with flexibility to factor in last minute ad hoc
campaigns. Many years experience from Agile and Scrum using Microsoft Project or
Excel.

Product Lead – Account Manager - creative thinker with ability to implement ideas
through to execution. Balances both long-term goals and vision with the immediate day
to day. Provides leadership and direction on digital technology Experienced from
maintaining and increasing a good NPS Scoring.

Self Starter and Experienced Team Leader. I bring a buzz/catalyst for good within a
company and truly enjoy seeing the results improve. Comfortable and Enjoy building and
maintaining strong and effective relationships, internally and externally

Career History
June 2016 – current, Quadrat Al
Nada Trading, Dubai.
Smaller family owned business specialising in organic food produce.
Marketing Exec
Business development and Identify potential partners and customers and how to
reach them.
A family friend and no objections for me to pursue my career within my speciality of
Traditional and Digital Media Marketing.
November 2015 - April 2016Mary’s Living and Giving,
Oxfam, London.
Whilst planning my relocation to United Arab Emirates I dedicated all my free time to
volunteer in one of London’s most exclusive charity shop chain founded by the
iconic Mary Portas.
Charity Work
Oxfam’s Bookshop in Highgate Village-a true gem for book lovers given Highgate’s
Academic community this shop got frequently given impressive book collections
some dating back over hundred years.
Developed a digital strategy for both shops as well as assisted in all daily duties in a
shop including dressing the mannequins (!).
December 2013 – July 2015 –
SKY TV-Isleworth , London.
Channel Head-e Experience,
Interactive (contract). Product
Owner.
October 2009 – February 2012
Camelot –Watford (UK).
Senior Product Owner /Game
Manager
Produce Instant Win Games for
The National Lottery, UK.
Lead and manage a strategy for customer self-service engagement on the
interactive television platform enabling an easy & customer friendly journey to digital
interaction.
Responsible for all areas of the relaunch of the Sky Interactive TV Platform and the
services that sit within the portfolio, define solutions for bespoke projects by utilising
the interactive platform to the best advantage of the business. Lead a team to
deliver multiple strategic projects and an on-going program of optimisation across all
interactive services in the portfolio ensuring a consistently customer focused
approach whilst meeting business needs.
In close collaboration with development, test, user experience and business
readiness teams, ensure that features are delivered in a fashion that meets the
overall programme vision.
Develop and use performance, quality, cost and other suitable metrics to assess
suitability of 3rd party companies to develop Instant Win Games on behalf of
Camelot and monitor on a per project basis to ensure that they adhere to Camelot’s
codes of practice, coding standards and brand guidelines. Co-ordinate with
Camelot’s legal team to ensure that external game developers are covered by Non
Disclosure Agreements, Game Development Agreements and that Trademark and
Copyright issues are addressed.
Own/maintain Camelot’s Instant Win Games coding standards document,
communicating any changes to 3rd party agencies.
May 2004 – September 05
Cellcast Interactive -London
Channel
Manager/
Senior
Producer
Cellcast’s approach to broadcasting uses a viewer centric model where the revenue
opportunities are maximised via many processes that have proven to deliver results.
This is essentially an optimization process of the participation TV function and how
repeat interactions can be cultivated via pan media grooming methods.
Project Management,
Production, Marketing
strategy, Competitor analysis,
Channel reporting, Customer
research, cross platform
delivery, data mining,
business development
Projects
* Contribution optimisation maximising revenue per hour text to screen game
formats
* Briefing in-house production team and 3rd party suppliers/external development
* Controlled production costs, schedule optimisation and rotation optimisation
* Created call TV format for talk shows –licensed to Star TV.
* Premium line usage for presenter interest – revenue stream
* Staff/presenters education of UK regulations from Ofcom
* Involved in producing and launching Lucky 6 game (first Live Keno on television,
JV with Cashcade)
* Project managed Virtual Horse Racing gaming with real commentator in the studio
* Created _ hour infomercial Poker Tutorial to demonstrate how to play Poker with
up sell to online Poker.
* Project managed white label of live online casino running out of Costa Rica.
* Managed cross promotion of gambling partners on Cellcast family of sites.
* Developed mobile casino white label with Probability Gaming
2003-04
Two-Way TV - London
Interactive Gaming Producer
Started with a 10-stream plan covering important commercial elements for DTV
games. This included usability, production and project management as part of my
placement. Following on from this was a role as freelance Interactive Producer.
Interactive DTV Applications/Games Production. Production functions including
client liaison, scope user requirements, specification creation (including wire
framing), SSSL submission to approval, conceptual consistency and implementation
supervision.
Manage projects, Produce,
Marketing strategy,
Competitor analysis, QA
process, Channel reporting,
Create a data base, Customer
research.
1998-2000
LiveAd – Dubai UAE
Account Manager
Produced:
Bafta nominated ‘Casino Casino’ red button game.
‘Grab a ghoul’ game for Cartoon Networks
‘SNAP’ game Cartoon Network
Interactive advert for NHS
Account Management. Working with digital outdoor media I worked in a business
development, sales/marketing role in presenting marketing/advertising concepts to
clients. This corporate sales work involved relationship management performed in a
consultancy approach to find the right message that should be conveyed. The
approach I adopted was that effective account management should add value in the
client/creative connection and not just taking a brief.
In 1998 digital outdoor was a niche market but it has since proven to be one of the
fastest growing market sectors in marketing.
1996-98
Al Futtaim Sons – Dubai UAE
Marketing Executive
Event Management. Winter 98 collection of Marks and Spencer. Work included
venue research, model interviewing /screening/selection, invitation design and
execution of show with press relations follow up.
Advertising Planning. This involved media co-ordination with format selection,
liaising with advertising agency and involvement with post publication reviews.
Creative involvement on the stylistic structure of advertisements as part of the
media team.
Market Research. I have performed a comprehensive review of media formats in
the UAE. This covered below and above the line media types. Other projects include
specific project research of competitive offerings and market assessment for web
services as well as customer service analysis
Education
Post Graduate (MSc) – 2003
Digital Television Production and Management. (MSc)
Brighton University, East Sussex.
University Degree (HND) - 2002 HND Degree. Digital Media Production
The London Institute, London
Languages
Fluent-Native: English Swedish, Finnish and conversational Italian. Basic French.