ABC Innovation appoints new Head of Strategy

ABC Innovation has announced the appointment of Louise O’Donnell to the newly created position of Head of Strategy.

O’Donnell, who will be starting on 18 August, has 17 years’ experience in digital strategy, content, communications, audience engagement and business development.

Louise O’Donnell

Prior to joining ABC, she was digital director for Hoodlum and strategic product consultant for Network Ten creating their new cross platform TenPlay. She was Project Director for YouTube Symphony Orchestra 2011, the largest streaming event that YouTube has ever seen, with over 33 million streams.

Formerly the director of digital and broadcast for Australia’s premier performing arts organisation, Sydney Opera House, she developed their digital content strategy. O’Donnell was the National Head of Digital and Interactive for Leo Burnett Australia from 2004 – 2006 and set up the Australian platform for Big Brother Interactive as the Executive Producer of Southern Star Endemol.

Ms O’Donnell’s role is one of three created following a re-alignment of the leadership at ABC Innovation, including ‘Head of User Experience and Service Design’ and ‘Enterprise Product Lead’ , following the departure of former Head of Online and Mobile Mark Dando. The ‘Head of User Experience and Service Design’ role has been created to drive an integrated audience centric focus and bring together UX and design into the one team while the Enterprise Product Lead role will manage the ABC’s home-page, flagship apps, header, footer and search.

Angela Clark, Director ABC Innovation, said: “We are re-aligning theInnovation structure, around the core capabilities of design, strategy, product management and development and to ensure we are executing across online and mobile in a way that is audience and product focused.

“Louise brings a wealth of knowledge and experience to the team – having pretty much covered the full spectrum – from digital strategy in TV, Radio to content – kids, interactive storytelling, drama, local news and arts as well as digital marketing and advertising. Her experience spans both cultural bodies such as the Sydney Opera House as well as commercial entities such as Ten and Leo Burnett.”

O’Donnell said: “I’m thrilled to be joining the ABC Innovation department. They are at the forefront of digital innovation and I’m going to be able to work on some exciting projects and partnerships. My background is in broadcast and digital production, driving audience engagement through integrated communications strategies and seamless user experience, so I’ll be able to apply many facets of this to the ABC’s digital offerings.”

In 2014 ABC Innovation launched The Brief, reimagining ABC content in a weekly tablet app. They have also partnered with Australian galleries, museums and libraries for ABC Splash, the education portal, bringing archival documents, artworks, artefacts and Shakespearian works to life in digital form.

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