Kathryn Mitchell heads up the Trade Marketing team at TVNZ. Kathryn’s background is vast and that of a true marketer. She is passionate about customer insights and data to provide an intimate understanding of what motivates customers and consumers to ultimately deliver effective campaigns.
Prior to joining TVNZ, Kathryn worked with leading global and local brands including Head of Customer Strategy and Insights at Yellow NZ, Head of Partnerships and Small Business Products at American Express. And, one of NZ’s iconic brands, Air New Zealand, where Kathryn was Loyalty Partner Manager for Airpoints and also worked with Sky City in senior strategy, research and marketing roles.
Kathryn has experience in financial services, business to business, loyalty marketing & the advertising/media industry. Kathryn is genuinely fanatical about customers and ensuring organisations have the framework and insight to continually innovative to be ahead of the game.
TVNZ On Demand A success story driven by insights and an Executive willing to listen and act.
Co-Presenter: Colleen Ryan
Can broadcast media run faster than a rising tide? We are all obsessed with disruption, having seen sectors turned on their head by disruptors that no one saw coming. But in the TV and B-VOD business, change is more like the slow but persistent rise in sea level due to climate change. We know it’s coming and although we need to act, there is time to put strategies in place to keep ahead of the high-water line.
TVNZ, New Zealand’s leading broadcaster know that to be a part of that future they need to stay ahead of the rising water, so set out on a mission to gain the insight that would lead to actions to secure their future. Insight pointed at OnDemand as a vehicle with the potential to do that. TVNZ OnDemand has grown reach by 95% in the last 12 months, attracted over half of Kiwi Gen Z’s to the service weekly. Time spent viewing is up, and streams are up 163%.
Results like this didn’t happen by accident, it required a clear intent based on some sound listening to and observing of what viewers were doing, thinking and wanting. And the will to act.