Hattie Adam-Smith

Hattie Adam-Smith - Marketer

London, UK

I'm a brand and marketing director with 12 years experience in publishing. I specialise in adult fiction/non-fiction - get in touch to chat!

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Overview

Hello! I have been working in the UK publishing industry for the last 12 years, building experience to Director level across marketing, brand and editorial. I specialise in adult fiction and non-fiction, both commercial and literary, and have worked with some of the biggest brand authors in the world to ensure that their books get to as many readers as possible. My experience is vast and varied - I have also worked in film, music and theatre marketing - and I believe that each book deserves a unique and tailored strategy that reflects the originality of the text. I am a passionate reader, and love connecting writers with audiences and building author careers. I am now working freelance and provide a range of services on both a day, project and campaign basis. As well as marketing strategy, I am happy to consult on wider publishing strategy - from pitch to publication. Below are some of the services that I offer. Please do get in touch if you have a project that you want to discuss!

· Pitches (writing, brainstorming, managing design and creation of pitch documents)
· Full-service campaign strategy and planning
· Copywriting
· Written content creation (website content, features, social copy, newsletters)
· Digital / social advertising campaign planning, management or consultancy
· Art direction / sourcing and managing designers and freelancers for all elements of creative
· Media planning and booking (ATL and digital / social)
· Partnership outreach / management
· Influencer outreach
· Newsletter management and strategy
· General research
· Team cover on a short-term of part-time basis
· Tailored marketing training
Non-Fiction
Biographies & Memoirs
Health & Wellbeing
Nature
Fiction
Contemporary Fiction
Literary Fiction
Mystery & Crime
Thriller & Suspense
Women's Fiction

Work experience

Editorial Director, Vintage Classics

Penguin Random House
July, 2019 – March, 2021 (over 1 year)

In this senior leadership role, I was responsible for overseeing all elements of the running of the Vintage Classics imprint in the UK and internationally, including developing an ambitious five-year growth strategy. I line-managed a team of direct reports, working with the Directors of multiple departments including Sales, Contracts and Legal, International, Design, Marketing, Brand, Publicity and Production, to oversee the publication of over 100 titles a year and maintenance of a list of over 1,000 books. Through vision, a strong understanding of complex sales data and a commitment to collaboration, I ensured that our publishing, campaigns and assets aligned with work-flow, objectives and critical paths for multiple areas of the business as well as overseeing crisis management and maintaining an exceptional level of author and estate care.

I used my experience as Brand Director to inform a major project assessing how the visual identity and creative could evolve, collaborating with our design and brand teams on many creative briefs across cover design, brand updates and developments and marketing creative to ensure that our approach was joined-up and backed by research and data. I was also responsible for our acquisitions strategy, including buying new books, managing contract renewals, publishing partnerships and negotiations with literary agents and estates across the globe. Design, visual identity and brand were at the heart of the role and I worked extremely closely with the design and marketing teams to produce both book covers and marketing creatives that were innovative, engaging and directly relevant to the audience and our longer-term business objectives for growth.

Marketing Director

The Bookseller
February, 2019 – July, 2019 (5 months)

A short-term position at the book trade’s B2B publication, to consult and advise on the set-up of their marketing operations. In this part-time role, I met with the marketing, sales and promotions teams to assess the current set-up and structure and advise on how this could be improved upon. This meant identifying strengths and missing skill-sets, consulting on staff development and training as well as the structure of the team, systems and work-flow.

I also managed multiple agencies around The British Book Awards (‘Nibbies’) to build and execute a strategy for this annual event that could be taken forward and built upon in future to drive revenue and build the award’s profile outside of the trade.

Brand Director - VINTAGE

Penguin Random House
April, 2018 – February, 2019 (10 months)

Overseeing all elements of the Vintage brand and promotion strategy, I directly line-managing the Brand team I was responsible for building, maintaining, developing and analysing our brand strategy which included our vast social media channels, podcast, newsletter, website, partnership strategy, B2B and internal communications. This also included designing and implementing marketing campaigns as well as supporting the publicity, sales and marketing teams across Vintage to augment their promotions through our channels.

Under my direction we saw vast growth in our digital communities and created a space for Vintage above the line through premium partnerships and events. I also managed all B2B output for the brand, overseeing the creation of all creative and working with our International teams on brand development in territories outside of the UK.

Deputy Marketing Director - Cornerstone

Penguin Random House
April, 2017 – February, 2018 (10 months)

Working across commercial and literary fiction, and celebrity, literary and business non-fiction, I supported the Director in managing a team of nine, with five direct reports, ensuring that the output and all marking campaigns were of an excellent standard, on time and within budget. I worked very closely with the senior Editorial, International and Sales teams as well as our media agency and creative agencies to create long-term strategies for our books and authors that supported wider business objectives. This included producing and presenting pitches.

I led the campaigns for many of Cornerstone’s biggest books and authors in this time including Tom Hanks, Tim Peake and E L James, overseeing all strategy, booking and production of multi-faceted consumer and trade campaigns. This included many formats and creatives for both online and out of home campaigns including cinema advertising, multi-platform online campaigns, as well as multiple consumer digital, trade and out of home campaigns and activations – using both digital and static creatives. I was also responsible for all international and digital creative for our international markets, working with local teams to ensure that assets were produced in-line with our guidelines and to the expected standard.

I took a lead role in Tim Peake’s publication event in London to produce a digital element to the evening that engaged over 140k people and won a prestigious Hire Space award for ‘Best All Round Event Experience.’

Senior Marketing Manager - Michael Joseph

Penguin Random House
January, 2015 – May, 2017 (over 2 years)

Working as a senior member of the Communications team, I was responsible for both developing marketing strategy and executing campaigns for a huge range of commercial fiction and non-fiction titles. In this role I worked closely with both our media agency and multiple creative agencies on to produce the creative for both online and above the line campaigns.

I had the pleasure of working with Marian Keyes, Jojo Moyes, Jamie Oliver and Sylvia Day to produce top-tier campaigns. Each of the campaigns I delivered for these brand authors produced a Number One Sunday Times Bestseller. I also launched the global publishing phenomenon The Ladybird Books For Grown-Ups, and was instrumental in pitching for new authors, including crime-writer Ragnar Jónasson.

I worked extremely closely with our sales teams to ensure that all trade marketing both in the UK and internationally was supported and that our divisional presentation for the annual sales conference was produced. I also worked extremely closely with Warner Bros. Entertainment and our international and foreign-language publishing partners to coordinate a book and film campaign Me Before You.

Publicity Manager

Think Jam Digital
September, 2012 – January, 2015 (over 2 years)

Working in a small team at this leading digital agency, I was instrumental in building the publishing department from the ground up. I oversaw every single campaign from the initial pitch to the final report, managing multiple people including my own team of four publicists. In this time, I developed relationships and partnerships with a huge number of contacts across the creative, entertainment and publishing industries and gained a valuable insight into the workings of the film and theatre industries. I also developed an expertise in social media which has continued to evolve. Additionally, I worked to support the film and theatre team on campaigns, leading campaigns for major a feature film and many West End theatre productions.

Digital Marketing Assistant

Metropolis Music
April, 2012 – September, 2012 (5 months)

Working across Metropolis Music and Metropolis Music Management, I was responsible for creating content, managing show announcements and enquiries across their social media channels, as well as building engagement and the online community, especially in promoting new artists. I also worked closely with the company’s media agency and managed all paid for social media activity across the company.

Marketing and Publicity Assistant

Pan Macmillan
November, 2010 – April, 2012 (over 1 year)

Assistant to the Marketing and Publicity team at Macmillan Children’s Books. As well as general administration and office support I worked on a number of smaller marketing and publicity campaigns, as well as playing a key part in organising and providing assistance at many events and tours – including ‘being’ The Grufflalo on many occasions!

Projects

Roald Dahl / Jojo Moyes / Ladybird Books for Grown-Ups / Good Me, Bad Me

Some creative highlights that I produced from multiple campaigns.

Roald Dahl - Short stories for adult readers. Poster campaign in East London featuring a previously unpublished short story in its entirety, handwritten by the author and never seen before.

Jojo Moyes - Creative for 'After You', the sequel to 'Me Before You'. Copy line 'When one story ends, another begins'. This was used across London Underground, National Rail, roadside and online as well as in-stores and ran at the same time as the film of 'Me Before You' was released.

With an extremely modest budget, I also produced a book trailer and commissioned an original song for it which announced the book:

Ladybird Books for Grown-Ups - I led the marketing for the launch of the publishing phenomenon. These creatives were shot by a brilliant product photographer and formed the backbone of the trade and consumer campaign.

Good Me, Bad Me - This extraordinary debut thriller by Ali Land was a Sunday Times bestseller. With a very modest budget I produced a comprehensive campaign, including this book trailer which we used for promotion widely across the trade and on social media.

Uncommon Type by Tom Hanks

A collection of seventeen wonderful short stories showing that two-time Oscar winner Tom Hanks is as talented a writer as he is an actor. Each story centres around a typewriter.

We ran a major marketing campaign to ensure that this was an event publication, with the quality of the writing at the heart of all of the messaging.

A very limited, extremely high-spec run of boxed proofs kicked things off, fast becoming the most in-demand proofs in the industry for years. These were sent to key influencers, retailers and journalists.

We wanted Waterstones and independent bookshops to take real ownership of the book. We worked with The Booksellers Association to produce and distribute POS packs and encourage window displays. We provided vintage typewriters to 30 key stores in the UK and created an interactive installation event at Waterstones Piccadilly. Visiting customers found a a typewriter artist and a typewritten story writer working in a prime spot in the store. Petit Prance, the writer, wrote poems and stories for customers, who were also invited to have a go on a real working typewriter themselves.

We ran a major London Underground and National Rail poster advertising campaign with multiple creatives, as well as a social media campaign that sought to bring the book and themes alive for readers. We focussed heavily on the audiobook edition which was read by Tom, producing static and video creatives.

Alongside two major London events with Tom, the campaign was a general cultural moment covered by every single major news outlet in the UK and securing the Sunday Times number one spot.

Ask An Astronaut by Tim Peake

Marketing campaign for this wonderful book by ESA Astronaut Tim Peake. The second book from the bestselling author, in 'Ask An Astronaut' Tim answers questions about his time on the International Space Station.

Our three main audiences were:

- Children and families
- Fans of Tim Peake
- Fans of popular science

CAMPAIGN HIGHLIGHTS. . .

CINEMA ADVERTISING
We worked with an agency to concept, script, produce and deliver a cinema advertisement which had a reach of 2.2m.

PARTNERSHIPS
Included National Geographic Kids, Fun Kids Radio and The Scout Association

EDUCATIONAL OUTREACH
We created a bespoke, downloadable activity pack for schools which has been used widely and syndicated out to schools.

EVENTS
As well as a bookshop signing tour, Tim did a major event at The Barbican to promote the book on publication which we live streamed across Facebook, twitter and Youtube, has had 73.5k views to date.

SOCIAL MEDIA
We ran a huge social media campaign that included video content filmed with Tim, static ads, competitions, extracts, and an opportunity to submit questions for Tim

ANALYSIS
Ask an Astronaut was the number 1 Bestselling Popular Science hardback of 2017.
It was Number 3 in the overall (annual) Sunday Times Hardback non-fiction bestseller list of 2017.
It peaked at Number 2 in the Sunday Times chart.
Ask an Astronaut was the number 1 Bestselling Popular Science hardback of 2017.

Portfolio (15 selected works)

Don't Let Go

Coben, Harlan

The Mister

James, E L

Shadowplay: A Novel

O’Connor, Joseph

Soldier Spy

Marcus, Tom

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