Alexandra Barham

Developed and executed brand strategies for ITV and ITVX social channels. Led, managed, and mentored team of 6+ social media experts, cultivating test-and-learn culture while promoting collaboration and knowledge sharing to drive innovation.

• Designed and executed award-nominated social strategy for ITVX's launch as part of an integrated media campaign, positioning it as UK’s leading streaming and subscription service within 12 months.
• Established ITVX's social media presence from scratch, growing audience to 2.6 million in its first year and driving 90% brand awareness alongside ITV's highest ever consideration score.
• Achieved 240% year-on-year increase in reach and 270% growth in engagement by spearheading reactive community management strategy that enabled agile content development.
• Delivered 27 million ITVX streaming hours, 3% of ITV's total revenue, contributing to 8% surplus in annual streaming forecast by overseeing end-to-end development and execution of large-scale campaigns for leading TV brands like I'm A Celebrity...Get Me Out of Here, Love Island and The Oscars.
• Developed and executed Test and Learn strategy, driving ITV's YouTube first-episode success, increasing MAUs and streaming hours among young audiences, and launching first Instagram Broadcast Channel, achieving 50% CTR for SVOD referrals.
• Leveraged insights to drive strategic and creative improvements, presenting data-driven recommendations on social media impact to stakeholders using tools like Sprinklr, CrowdTangle, and Google Analytics.
• Spearheaded competitor analysis strategy to outpace trends and shape campaign direction, while transforming audience research and behaviours into actionable, results-driven insights.
• Led reactive team that leveraged social listening to identify and incorporate emerging trends into strategies, while community managers monitored and addressed audience feedback.
• Collaborated with creative teams to oversee creation and optimisation of engaging digital assets and content packages across multiple formats, audiences, and platforms.
• Managed press and publicity relationship to amplify ITV Insiders influencer strategy, forging strategic partnerships with content creators and ambassadors.
• Improved operational efficiency and streamlined processes by implementing tools like Monday.com and Trello, boosting productivity by almost 90%.

Led digital relaunch of ITV's live Daytime shows, driving record engagement and viewership across social and streaming platforms with audience-focused strategies, while diversifying and significantly boosting digital revenue.

• Built and led award-winning team of 15+ digital specialists and multimedia content producers, responsible for developing, optimising, and publishing web, app, and social content for 32 hours of live programming each week.
• Developed strategies that grew Daytime's social network to 10 million, built highly engaged community with top engagement rate in ITV's portfolio, and generated substantial digital revenue.
• Oversaw creation and execution of digital content for Daytime channels, steering creative vision while ensuring alignment with objectives, target audience, and platform best practices.
• Transformed Good Morning Britain into UK's most talked about breakfast show and achieved unprecedented increase in 18-34 linear viewership.
• Enabled This Morning and Good Morning Britain to achieve record-breaking streaming numbers, securing spot on ITV’s leader board of most streamed shows for first time.
• Grew This Morning and Good Morning Britain YouTube into highest revenue-generating channels in ITV's portfolio.
• Developed concepts and led execution of social media franchises like #AskDrH, resulting in 106% month-on-month increase in web referrals.
• Spearheaded Daytime's first branded content campaign, transforming commercial partnerships, driving additional commissions, and securing Lorraine's first sponsorship renewal.
• Led development of award-winning This Morning app, achieving 1 million downloads and 110% year-on-year increase in interactive revenue.
• Led development and execution of Daytime’s first digital-first social responsibility initiative, Lorraine’s Change and Check campaign, driving record number of website visits and contributing to multiple breast cancer diagnoses.
• Developed and executed digital-first content ideas to double ticket sales for ITV's live Daytime experiences.

Ideated, produced and optimised content, driving engagement across social and websites to support ITV's flagship Daytime shows.

• Fostered community that saw someone interact with Daytime content every second and secured almost 2.5 billion minutes of watch time across Daytime channels.
• Captured original, digital content on set and production shoots, collaborating with presenters, celebrity guests and creators in live studio environment.
• Developed compelling social and digital assets using Adobe Suite, and published dynamic content across websites, apps and newsletters using CMS platforms like Voodoo and Cilla.
• Proficient in using video hosting and editing platforms like Brightcove and Grabyo.

Developed and executed digital strategy for Seven News Melbourne that engaged new audiences through online-first approach, drove significant traffic to Yahoo!7 websites, and boosted programme ratings among 18-34s for first time.

• Supervised continuous development of Yahoo!7 website, expanded social media footprint, and implemented web analytics software like Chartbeat.
• Established and enhanced online presence, leading digital-first storytelling across social media and websites, with strong emphasis on SEO principles.
• Supported news desk, journalists, and editors in transitioning to online-first approach, implementing more efficient systems and workflows, and training staff in social media best practices.