The first thing you notice when you meet Jane Barrett is her twinkle; her sly intelligence intrigues you from the outset. With her British accent and broad smile, it’s easy to tell Jane is a force to be reckoned with.
Why did she take the job? “I think Megastar is a unique and amazing idea. It’s a great way of showcasing talent, and a great and modern way to be entertained — on my own terms, in my own time, and on my own phone. And of course, it’s a great opportunity to put my experience to good use.”
Jane’s experience couldn’t be more relevant. She hails from big advertising, on the agency side with Grey Advertising, London, then on the corporate side at Intel, where she helped develop and execute strategies to introduce Pentium 4 and the Core Duo globally. Working out of Munich she handled all of EMEA (Europe/Middle East/Africa). From Moscow, she launched the Pentium 4. Then from Santa Clara, she headed efforts in emerging markets, most notably India, Mexico, Russia and China.
After seven years, Jane moved to become Head of Global Advertising in Corporate Marketing at SanDisk where she launched a new entertainment media category, slotMusic and slotRadio.
So you could say she’s got big advertising chops. And big global product launch chops. But her future was to be all about social and mobile.
In 2010, Jane landed as Director of Marketing and Communications at Zoosk, a dating site, where she was responsible for strategy and management of all brand marketing, including TV planning and buying, Pre-Roll ads, social media, content development and PR for US and International. Soon she was lured away by SKOUT.
SKOUT is not a dating site, per se. It’s more about friendship, the ability to meet other “Skouters”, mostly 18-24, in the user’s immediate area. As the first mobile-first geo-location friendship app, what made SKOUT fascinating for Jane was this: “When you are geo-location based, it’s all about what people are doing, when they’re doing it, and where they’re doing it. What matters to them right now is incredibly important. Everything is so immediate, the target audience behaves really differently; so the provider has to be that immediate as well.”
Jane will carry that sense of immediacy to Megastar where she plans to take her digital community-building skills to another, more global level. “It’s about being exposed to new and exciting talent from around the world, where the audience will have a clear say who gets promoted to the top, and will have the ability to influence the outcome of the competition.” Her aim is generate big awareness, to introduce the world to Megastar.
And how does she plan to get people engaged with the platform? “Content. Rich, exciting, authentic and entertaining content, generated by our performers, generated before, through and even outside the contest.”
She adds, “I’m excited to put all my 20 years’ experience to use on this great fun product. It’s different though. When you have a dating app, every time you’re successful, you lose two customers. Here we need to get people involved and have them come back and back and back.”