Some Things I've done

APR
2015
dates
Jun
2015
The White Agency as a Senior Strategist
Responsible for the digital strategy, innovation work stream, and comms planning across number of key Lion brands including XXXX, James Boags, Guinness and Tooheys, involving a mix of consulting, strategic campaign development (Branded content, eCRM & Social), demonstrating thought leadership & best practice.
(Short term role due to redundancy)
Oct
2007
dates
Jun
2014
The Walt Disney Company as a Director of Digital Media & Multi-platform Content
I was responsible for establishing, leading & executing the digital media strategy for The Walt Disney Company's branded media multi-platform content & products in Australia and New Zealand including driving engagement and business growth on branded websites, mobile platforms, affiliate networks and social platforms along with evolving and supporting commercial and distribution opportunities in a multi channel environment.

I extended and managed the digital reach of Disney Channel brands across emerging platforms and devices and also extended the digital leadership footprint beyond Australia, providing strategic direction and creative content development for Disney markets across Asia Pacific, including South East Asia, India & China.

I’ve driven digital innovation across the business, conceptualising & developing award winning engaging experiences locally that have been adopted by Disney markets globally, delighting audiences while having a lot of fun along the way.

I developed over 100 websites, mobile experiences multiple interactive TV applications and executed short & long term business strategies & plans that have found new audiences, created affinity & brand equity & driven growth for the business.
Apr
2004
dates
Oct
2007
The Walt Disney Company as a Senior Marketing Manager, Disney Channels
I was responsible for developing and executing Disney Channel Marketing strategies in Australia & New Zealand to drive brand awareness, reach and ratings of Disney Channels and related programming priorities across multiple platforms. Additionally, partner with ad sales teams to support revenue goals and in partnership with key Affiliate partners, FOXTEL & SKY TV NZ develop key acquisition campaigns to drive subscriber growth.

I strategically directed multi-million dollar FOXTEL and AUSTAR advertising & acquisition campaigns, retail marketing strategies and consumer retention plans that raised significant awareness & drove growth for the platform & business

I managed & directed all integrated off air marketing activity including live events, competitions, channel launches and online activity and also managed and directed all on-air marketing elements including brand & show IDs, competition promos and affiliate acquisition drivers, as well as directing shoots & occasionally dabbling in script writing.
Jan
2002
dates
Feb
2004
ITV as a Product Marketing Manager, ITV Studios
Responsible for the strategic marketing, brand and product management of several key movie franchises & TV series back catalogues, including driving the creative direction & production of all releases on DVD and in partnership with sales divisions, develop key marketing & sales strategies to drive retail sell through.

A couple of key achievements included rebranding and relaunching the classic 27-film Carry On comedy series with complete sales, retail & marketing support to driving special projects, including partnering with leading Pop vocal coaches of Pop Idol fame to develop & release an interactive instructional singing DVD, managing all aspects of content direction and production and marketing but without me having to sing a single word.

Nov
1999
dates
Oct
2001
Roadshow Entertainment as a Product Marketing Manager
Responsible for the account & product management of several global publishers including BBC Worldwide & Lego Interactive Media, developing & executing strategic marketing plans to to support sell-in and drive sell through of interactive game releases at retail with full P&L accountability.
Jul
1997
dates
Sep
1999
BBC Worldwide as an Interactive Product Manager
Responsible for & full involvement with the brand & product management of BBC kids product catalogue. Developing & executing marketing plans, creative & product development, management of product launch events and partnering with sales teams to help achieve business goals & targets.

Some things
I know how
to do...

What People say

recommendation
Lauren Devillier
Vice President, Digital Media
Disney ABC Media Networks USA
Working with Richard was a complete joy. He is a creative and digital strategist that is always pushing to drive innovation across platforms. We had a close partnership on every aspect of digital execution with Disney Channels Worldwide. What Richard brings to the table is an ability to lead complex strategic creative initiatives across multiple platforms while maintaining creative excellence. More than that, I really enjoyed our interactions. Richard is curious, thoughtful and was well-respected amongst his peers. I highly recommend Richard for an executive level digital role. He has all the pieces to make a solid leader who can see the big strategic picture into the details of execution. I look forward to the next opportunity we will have to work together.
recommendation
Leisa Sadler
Vice President & General Manager,
Branded Media content
Walt Disney AU NZ
Richard played an integral role in establishing the digital footprint of ANZ Disney Channels business, he was a valued member of the team and it was a pleasure to work with him. Richard is a passionate creative digital strategist who consistently balances creative innovation against the consumer experience. He focuses on understanding the specific consumer needs and behaviour first, ensuring that the ultimate consumer experience is always compelling, and the best possible branded content engagement is delivered. Richard adopts a disciplined approach to understanding the core project objectives, consulting with key stakeholders throughout the project timeline. His technical expertise combined with a desire to find cutting edge solutions underpins his visionary digital leadership. As he proved across the broad range of digital projects he lead at Disney, Richard is driven by his commitment to deliver best in class digital consumer experiences maximising relevant targeted business goals. I wish him all the very best as he brings the same passion, expertise and commitment to his future roles
recommendation
Laura E. Wendt
Vice President
Regional content & Business Development
SingTel, Singapore
Richard Wiles has solid digital innovation skills which he applied consistently to his work at Disney Channels Australia/New Zealand. He was strong at taking linear creative concepts and creating exciting and engaging game play in the digital space. He worked effectively with vendors of digital design and would be a great asset to any company looking to grow their digital experience footprint.
recommendation
Jonathan Sully
Marketing Director The Walt Disney Company Australia
Richard is a creative digital strategist who has developed the digital footprint for much of the local Disney business. Critically Richard understands the technical and consumer side of the digital business as well as all aspects of a large multi-disciplined operation. His positive attitude to problem solving is also a great attribute in making him a strong team player.

SOME PROJECTS I DID:

Disney's Pirate Island Hideout

Created a first for Walt Disney’s preschool brand Disney Junior with an innovative user generated experience allowing kids aged 3-7 to create their own online Pirate island. The online experience became the most successful digital campaign executed for Disney Junior in Australia and was nominated for an Astra Industry award in 2013 for the Most Outstanding Use of Technology

Mission Of The Day

Conceptualised & executed a a video based, socially driven application based on a Disney key franchise property, which allowed kids to create their own short animated show. Innovative & engaging, the campaign was nominated for an Astra Industry award in 2012 for the Most Outstanding Use of Technology

Shake It Up Dance Off

Developed and executed a crowd-sourced, community experience for Disney Channel which used gamification mechanics to drive engagement. The campaign is most successful online experience executed for Disney in Australia reaching over 100,000 kids over 4 weeks