RÓISÍN KELLY
Róisín Kelly
Digital Marketing & Creative Content Professional
Phone:
07308257173
Email:
Address:
N5 1UZ
London
Page Contents
A Bit About Me
Currently based in London, I bring over a decade of experience in the music industry. My career spans major and independent record labels, artist management, global ticketing, and radio.
I'm driven by a love for storytelling, developing meaningful connections and moving people through music. My skill set includes digital marketing, content strategy, social media management, creator marketing, playlist marketing, copywriting, audience development, website management, SEO, CRM, graphic design, video editing, and project management.
Work Experience
Loving Alliance (Management & Label Group) - Head of Digital Marketing
June 2025 - Present
Loving Alliance (Management & Label Group) - Senior Digital Marketing, Audience & Community Manager
November 2024 - June 2025
Ticketmaster UK - SEO Content Manager
September 2023 - November 2024
Warner Music Group
- Digital Marketing Manager (O&O)
October 2021 - May 2023
Warner Music Group
- Creative Content & Channel Coordinator
November 2018 - October 2021
MediaWorks, The Rock /George FM — Digital Content Producer
October 2016 - November 2018
MediaWorks - George FM — DJ & Radio Host
2017 - 2023
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STRATEGY & GROWTH – Spearhead digital marketing and audience growth across social, streaming, and CRM channels for artists and label brands.
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LEADERSHIP & PLANNING – Collaborate with senior leadership to define KPIs, identify growth opportunities, and shape overall business strategy.
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TEAM MANAGEMENT & OPERATIONS – Manage and mentor junior team members while optimising processes and streamlining workflows to enhance team efficiency.
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PAID MEDIA MANAGEMENT – Managed paid media campaigns for label releases and audience development initiatives for management clients.
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PARTNERSHIPS & CREATOR MARKETING – Oversaw partnership and creator marketing programs to extend campaign reach and engagement.
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AUDIENCE & CONTENT STRATEGY – Led strategy sessions with wider team to align on easy wins and big-picture ideas. Developed targeted content plans for new and catalog releases, guided artists on branding and content, and optimised CRM and mailing lists to improve engagement.
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BUDGET & REPORTING – Managed budgets and platform ads (Meta, TikTok), delivering reports and insights using Chartmetric, Co:brand, and native tools
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Developed and executed SEO strategy to improve search rankings across genres.
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Produced optimised content, identified gaps, and advised stakeholders on SEO strategy and best practice.
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Reported trends and opportunities to leadership, helping inform overall strategy.
In this role I was focused on driving meaningful impact for Warner’s artists through campaign execution, content strategy, and audience development. Key responsibilities included:
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CONTENT STRATEGY – Led content marketing across all domestic and international campaigns, overseeing planning and delivery across owned channels.
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AUDIENCE & CHANNEL GROWTH – Drove fan engagement and discovery through tailored strategies for social media, CRM, and websites, using both short- and long-form content.
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STAKEHOLDER & TEAM MANAGEMENT – Managed external partners (film crews, editors, influencers), supported marketing coordinators, and worked closely with artists, managers, and internal teams.
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PAID MEDIA & BUDGET MANAGEMENT – Delivered cost-effective paid campaigns, managed budgets, and adhered to internal financial processes and reporting.
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PERFORMANCE & INSIGHTS – Monitored artist, channel, and audience data to assess campaign performance and inform content strategy.
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E-COMMERCE & CRM – Delivered on conversion goals through email marketing, website design, and artist-led copywriting.
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PLAYLIST MARKETING – Curated and managed local playlists, championing both frontline and catalogue, while liaising with global teams to ensure alignment across DSPs.
This role was originally centered around web management and copywriting. However, with the evolving music industry's emphasis on engaging content, the scope of this position quickly expanded. Some of the core functions of this role included:
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CONTENT CREATION - Writing impactful social copy and publishing high performing SEO articles across multiple CMS. Producing social media and DSP adverts. Designing aesthetic assets and graphics on Adobe Photoshop. Interviewing both artists & fans. Filming & editing content on Adobe Premiere Pro.
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SOCIAL MEDIA MANAGEMENT - Managing the WMNZ websites & social channels. Representing, and enhancing the brand’s persona, & responding to external stakeholders.
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FAN ENGAGEMENT & E-MARKETING - Administering fan competitions. Organising on-site fan activations and events. Expanding databases. Building and sending emails to targeted audiences on Warner Connect & Salesforce platforms.
MediaWorks is New Zealand’s leading commercial radio network. I managed the online brand for George FM (dance music) before being promoted to larger station - The Rock (rock music) to do the same. Some of the core functions of these roles included:
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Developing and executing the digital content strategy
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Long & short form copywriting.
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Using AEM CMS to publish SEO friendly articles
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Social media management
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Video production (script writing, filming, editing, publishing and marketing)
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Creating strategized e-letter campaigns via MailChimp
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Compiling & sharing post-campaign analysis with wider digital and station teams
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Integrating paid partnerships into high-impact and on-brand content
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Managing interns and delegating work to part-timers
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Artist and talent relationship management
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Collaborating with producers, promo, marketing, and content departments
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Overseeing new website creation, content migration and maintenance
George FM is New Zealand’s biggest dance radio station. I co-hosted The Sunday Sesh, 2-4pm every week for six years. The show is synonymous with George Sundays. I mixed house, disco and funk and delivered voice breaks and promotional liners. Other relevant skills include:
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Interviewer, presenter and public speaker.
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Extensive knowledge of local and international dance music landscape.
Achievements
I’m proud of the impact my work has had across channel and content marketing, and I’d here's a quick snapshot of what I’ve delivered:
Content Strategy
Developed a short-form content strategy for Warner Music NZ in 2022, driving a 62% TikTok follower boost, 30% growth on YouTube, and 20% on Instagram within six months.
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Video Director
Directed the filming of live session recordings with world-renowned artists including Benson Boone, Teddy Swims and Maisie Peters and produced multiple YouTube content videos with over a million views.
Playlist Marketing
​Managed, curated & marketed the Michael Bublé Christmas playlist which accumulated over 15 million streams on Spotify in December 2022.
Rebranding
Designed & executed a new rebrand & strategy for Warner Music New Zealand's local playlist arm (Topsify NZ) in 2022 which saw a significant jump in both streams and followers.
Channel Development
Launched WMNZ’s TikTok channel & developed a content strategy that accumulated over 22k followers and 470k likes.
Web Optimization
Evolved both Warner Music New Zealand's new release and evergreen article strategy, which doubled web traffic year-on-year, with a 317% increase in web sessions from 2018 -2020
Let's Get
Social
