Qello Concerts
Qello Concerts was an early adopter OTT subscription service for streaming long-form concert films and music documentaries.
I worked directly with the CEO and founder to support business development, shape company vision, and produce investment collateral that led to financing and an eventual sale to Stingray in 2018. I also oversaw Qello’s entire product suite across connected devices.
2009-2019
Product & Marketing Strategy
I managed all product and marketing initiatives, and was responsible for merchandising content across Qello’s entire app suite, coordinating between multiple, cross-functional teams in Bulgaria and Canada.
I onboarded and managed relationships with key distribution partners and marketing affiliates including Amazon Fire TV (US and UK), Amazon Channels, Roku and more, procuring promotional placements across their collective properties.
Communications
During my tenure at Qello, I was responsible for all company communications, marketing campaigns, and off-platform promotion, driving customer acquisition and engagement.
I designed the customer journey for a user base of 6 million registered users, executing campaigns for live stream events, content launches, and subscription initiatives.
Creative Direction
I directed the production of Qello’s promotional videos, sizzle reels and bumpers for content showcasing.
Product Design
I worked with the product team on connected TVs and mobile applications, shaping user experience for in-app partner integrations and subscription flows across all Qello products.
I designed UI/UX for connected TV applications and mobile devices.
I managed various aspects of live stream concert events, leading creative and video teams to produce and execute graphic packages, social campaigns and promotion across the entirety of owned media, including web, mobile web, Apple TV, iOS, and Amazon Fire TV.
Qello produced an original content series called Evolution of a Song, which was promoted, merchandised and launched under my creative direction.
