Purpose-driven social media app, WeAre8, has today announced the appointment of Donna McCallum as the Director of Collaborate* and Katie Lewis as the UK Marketing Director. These strategic hires will allow the company to further increase its brand presence in the United Kingdom, and offer brand partners an expanded suite of services to make a positive impact in the world through their marketing.
Donna brings over 25 years of experience in the media industry, having spent the past 10 years leading the commercial partnerships team at Global, where she was responsible for spearheading multi-platform deals with the likes of eBay, Sky and Boots at the media and entertainment group.
In her new position as Director of Collaborate at WeAre8, Donna will lead the company’s efforts to establish purposeful partnerships that create a deeper connection between brands and their audiences, as well as develop innovative creative solutions that extend beyond WeAre8’s opt-in video advertising and enable brands to make a tangible impact with their marketing investment. Her extensive background in media and brand partnerships, along with her passion for making a difference in the world, make her a great fit for this role.
“What excited me about WeAre8, is the idea that the advertising industry can have a significant positive impact on the world we live in,” said Donna McCallum, Director of Collaborate, WeAre8. “The proposition of a social media platform for good resonated with me, especially as a mother who wants her daughter to grow up having a positive social experience. WeAre8 provides the perfect solution for brands looking to do better and make a meaningful impact.”
Chief Commercial Officer of WeAre8, Laura Chase said, “Donna's proven track record and extensive experience in the media industry make her an invaluable addition to our team. Her expertise in fostering strategic collaborations and her keen understanding of the evolving media landscape will undoubtedly propel our brand partnerships to new heights. We are thrilled to have her on board.”
Katie Lewis joins WeAre8 from her previous role heading up the UK & Europe operations for global digital entertainment platform Cameo, where she helped grow the business to exceed a $1 billion valuation. As UK Marketing Director, Katie will be responsible for driving all elements of the marketing funnel, including marketing and impact partnerships, advertising, PR, creator relations and content collaboration. She will report to global CMO, Luke Robinson.
“WeAre8 is a brand that operates in a really interesting space, straddling the worlds of social media and premium digital advertising,” said Katie Lewis, WeAre8’s UK Marketing Director. “It’s unlike anything in the market at the moment, and its commitment to creating authentic and meaningful connections between citizens and creators, as well as brands, is remarkable. I am excited to lead the marketing team and help fulfil WeAre8’s ambitions to be the social platform that can change the world, and deliver meaningful experiences for WeAre8’s citizens.”
Commenting on the appointment of Katie Lewis, WeAre8 Chief Marketing Officer, Luke Robinson, said: “Katie will play a pivotal role in growing WeAre8’s citizen base, increasing brand visibility and developing marketing strategies that resonate with our generation of changemakers. Katie’s ability to connect with fans and deep understanding of the industry will be vital in crafting compelling marketing and communication strategies that capture the essence of WeAre8’s mission.”
WeAre8 is a social network where people, brands, charities, creators & the planet all thrive. The ground-breaking social app is built to inspire and empower its citizens for 8 minutes a day with exclusive content from the world's best creators and zero tolerance of hate. With a transformational ad model, people are also valued and paid every time they watch an ad with money also going to charity and climate solutions. WeAre8 encourages its citizens to reconnect with themselves, each other and lead more positive lives, all while taking small actions every day in support of the planet. As a certified B Corporation, WeAre8 is committed to putting people and the planet first.
Operating under WeAre8’s B-Corp certification, which means working to the highest social and environmental performance standards, Collaborate will provide marketers with a suite of services beyond the app's opt-in advertising experience, and tap into like-minded providers to offer a single source of briefing and execution to deliver clients with deeper and more comprehensive solutions. Additional services offered by WeAre8’s Collaborate will include cross channel ideation, strategy, activations, content production and licensing, along with bespoke insights into a growing segment known as generation changemaker - those who actively want to make the world a better place. The new division will also provide brands with a direct pipeline of creators who align with WeAre8’s sustainable and ethical ethos.