ABC Innovation appoints Ten’s product consultant Louise O’Donnell as head of strategy

Louise O'Donnell ImageABC Innovation has appointed Network Ten strategic product consultant Louise O’Donnell to the newly created position of head of strategy.

O’Donnell, who starts on August 18, joins the ABC after just over two years with Ten where she created their cross platform catchup service TenPlay, a role which coincided with her stint at Hoodlum as director of digital.

She 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.”

Prior to Ten, O’Donnell completed a number of short stints with the likes of Sydney Symphony Orchestra, Google, the Sydney Opera House and Macquarie Radio Network is various digital and strategy roles. Her time with Google saw her take on a project director role for YouTube Symphony Orchestra 2011 which was the largest streaming event YouTube has ever seen.

From 2004 to 2006 O’Donnell was the national head of digital and interactive services for agency Leo Burnett and has also worked as an executive producer with Endemol for Big Brother, working on the digital and interactive initiatives for the series from 2001 to 2003.

She has also spent the last 15 years as the managing director of Seed Production, a consultancy that specialises in digital strategy, content development and audience engagement.

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.

ABC Innovation director Angela Clark said: “We are re-aligning the Innovation 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.”


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