Kim MacAskill

Provided creative leadership on a Netflix licensed entertainment project, overseeing multidisciplinary teams across creative development, marketing, community and brand communications to deliver a unified audience experience.

Developed the project's creative strategy, ensuring marketing, community engagement and creative production remained aligned with the brand vision, commercial objectives and audience expectations. Worked across leadership, production and external stakeholders to coordinate messaging, support campaign planning and maintain consistency across all audience-facing content.

Key achievements

• Led cross functional creative, marketing and community teams around a shared strategic vision.
• Sought external partners to help boost our visibility across other media platforms.
• Aligned creative development with audience engagement and brand objectives across multiple channels.
• Supported integrated campaign planning by ensuring consistency between product, marketing and community communications. Primarily with Netflix.
• Collaborated with senior leadership and external partners (Netflix and Systems Heavy) to maintain brand integrity throughout development.
• Balanced creative ambition with production priorities and commercial goals in a fast paced, international environment.

• Led narrative strategy for a new original IP within a multidisciplinary AAA development environment.
• Created strategy for Media Planning along with Playstation Product, Creative and Partnership Managers
• Created governance frameworks that improved collaboration between Design, Narrative and Art leadership.
• Worked closely with executive stakeholders to balance creative vision against production realities.
• Championed structured cross department communication that reduced wasted effort and improved alignment.

Led digital content strategy and social media production for BBC Scotland Comedy, developing original digital-first content that showcased emerging comedy talent and extended audience engagement beyond broadcast platforms.

Identified and recruited new creative talent, producing original comedy sketches and short-form digital content tailored for online audiences. Planned and executed cross-platform content campaigns across social media channels, using audience insights, editorial planning and platform-specific strategies to maximise reach, engagement and talent visibility.

Developed digital content strategies that enhanced audience engagement across BBC Scotland Comedy's online platforms.

• Produced original social media content aligned with BBC editorial standards and audience objectives.
• Managed content planning and campaign delivery, coordinating cross-platform publishing to maximise reach and engagement.
• Sourced and nurtured emerging comedy talent, producing digital-first productions that showcased their work.
• Achieved 6 million views across more than one campaign.
• Used audience trends and platform performance to inform content decisions and optimise engagement.
• Strengthened BBC Scotland Comedy's online presence by connecting broadcast programming with digital communities.
• Current topics were huge for this role. It means working with the News department and Talent pools to stay as fresh as possible.
• Key achievements

Founded and led Play It Forward, an industry initiative designed to improve access to careers in games and wider entertainment by connecting experienced professionals with emerging talent. Developed the programme around a simple industry commitment: senior experts would provide one month of consultancy to participating studios in exchange for offering a one month paid contract to a junior entering the industry.

Designed and executed the media and communications strategy across social media and industry networks, building awareness, securing participation from studios and senior professionals, and maintaining engagement throughout the campaign. Managed stakeholder messaging, campaign planning, content strategy and community communications, helping establish the initiative as a recognised grassroots movement within the games industry.

Impact

• Helped more than 40 junior professionals secure their first role within a top studio within the entertainment industry within one year.
• Built engagement across multiple social media platforms through targeted campaign planning and consistent communications.
• Brought together studios, industry leaders and early career talent around a shared social impact objective.
• Demonstrated how strategic media engagement could translate awareness into measurable recruitment outcomes.

• Led narrative development across multiple internationally recognised entertainment brands.
• Worked closely with production, design, art, audio and engineering teams to deliver complex projects.
• Improved cross discipline communication through structured planning and collaborative decision making.
• Mentored writers and creative staff while supporting wider studio leadership initiatives.

• Led narrative development on the chart topping Stolen Hearts true crime series.
• Collaborated with producers, presenters and editorial leadership to balance audience engagement with factual integrity.
• Designed story structures that contributed to the series reaching number one across major streaming platforms.

Founded an independent cross industry initiative to improve governance, transparency and visibility within the UK games sector. Designed and led a strategic media and communications campaign that brought together professionals from across the industry, increasing awareness of systemic issues affecting development studios and creative talent. Established the Shadow Council as a recognised forum for discussion, accountability and industry engagement by coordinating stakeholders, driving public visibility and creating structured opportunities for dialogue between developers, leaders and policymakers.