In this edition of Marketer of the Week, Ignite Visibility spotlights Patrina Tan-Terkelsen, Social and Digital Marketing Lead for WarnerMedia.
Ignite Visibility applauds her and the WarnerMedia team for the company’s first international launch.
“Over our first year since launch, fans in the U.S. have chosen HBO Max as one of their favorite streaming platforms,” said Johannes Larcher, Head of HBO Max International. “With today’s launch, we are introducing our global platform and providing a brand new user experience to millions of fans across Latin America and the Caribbean. There couldn’t be a better place to begin our global journey, as WarnerMedia has been a favorite and trusted source for compelling and entertaining content for the whole family.”
Patrina Tan-Terkelsen
Patrina Tan-Terklesen joined WarnerMedia just over four years ago. She started off as an Assistant Manager, Social and Digital (Southeast Asia) in Singapore.
In that role, her responsibilities included working with the social media marketing team and establishing best practices for WarnerMedia brands including Cartoon Network, Oh!K, and Warner Brothers TV.
Around the middle of 2019, she got promoted from Assistant Manager to Manager.
Just this year, she took on the role of Social and Digital Marketing Lead for General Entertainment in INSEAK (India, Southeast Asia, and Korea).
Now she leads strategy for the General Entertainment portfolio that includes HBO and Warner Brothers.
Further, Tan-Terkelsen creates integrated solutions for multiple lines of business, including streaming, theatrical, and linear products.
And she represents her region in global discussions.
According to the person who nominated Tan-Terkelsen for this recognition, she “possesses a unique blend of creativity, understanding of the technology, and analytical skills to help her brands succeed in the digital age.”
Additionally, she sees advertising as more than just creating memorable copy. She views it as an opportunity to engage the audience and create lifelong fans.
WarnerMedia
In 2018, WarnerMedia announced its plan for an over-the-top streaming service, known today as HBO Max.
HBO Max was successfully launched in more than 30 territories outside the U.S.
They made a commitment to produce 100 local originals in Latin America during the next two years.
To that end, Tan-Terkelsen was the champion behind a number of innovative ad campaigns for WarnerMedia.
Here are a few examples of her great campaigns:
- Putting DC fans in focus in the Home of the Superfans campaign for Warner TV
- Building a strong community with the We Bare Bears Asia Tour for Cartoon Network
- Empowering fans around the world with the Powerpuff Girls Empowerpuff campaign
Another thing about Tan-Terkelsen: she’s got numbers that back up her effectiveness.
Since she built the social media team, she’s seen a 10x increase in reach and engagement. That happened while she saved millions of marketing dollars via campaign optimization.
It’s no surprise, Tan-Terkelsen looks for opportunities for growth. And she’s not afraid of new technology.
Tan-Terkelsen experimented with Facebook Monetization when it first launched. She put it together with an effort at increasing customer loyalty with retargeting efforts.
Further, Tan-Terkelsen demonstrates solid leadership skills in the office. She connects international teams and encourages them to scale new heights in social media marketing while also promoting the latest best practices across platforms, tech stacks, and ad formats.
Finally, her endorser has this to say: “Patrina’s deep understanding of social media marketing and content marketing paired with her attention to detail, hard work, and strategic thinking makes her an amazing candidate for the Ignite Visibility Marketer of the Week Award.”
Reebonz
Before working with WarnerMedia, Tan-Terkelsen worked with Reebonz for a year.
While there, she served as the company’s global Social Media Manager.
Her responsibilities included setting the strategy for social ecommerce with a team of 11 people across 9 markets: Singapore, Malaysia, the Philippines, Thailand, Indonesia, Taiwan, Japan, Hong Kong, and the U.S.
Her experience here, working with her team to create strong strategies across various cultures has contributed to her success and is a driving force in her career.
Notable Career Achievements
In 2018, Tan-Terkelsen won three awards at the Spark Awards:
- Best Media Solution – Integrated Media
- Best Media Solution – Social Media
- Best Programme Promotion
She also speaks two languages: English and Malay.
Wrapping It Up
This recognition is well-deserved. Patrina Tan-Terkelsen is a role model when it comes to online marketing.
Her efforts at multi-channel outreach while boosting brand-name recognition and keeping passive fans engaged is a case study in how to manage a digital strategy during the 2020’s.
I look forward to seeing where she takes WarnerMedia in the future.
