DIGITAL LEADER
I began my career in product marketing for TUI before quickly moving into e-commerce and digital marketing. I saw the opportunity for growth in the mobile sector and joined O2 to lead digital capability throughout the explosion of the smartphone industry, notably launching the first iPhone into the UK.
I have spent twelve years at Google consulting with some of the worlds largest brands across tech, retail and media helping them to maximise their digital performance technology, creativity and innovation. I also created and managed Google's most significant sales programme, developed the sales ops frameworks and most importantly managed diverse and virtual teams and talented individuals to exceed their key performance and personal goals.
I have a passion for data, analytics and insight that helps organisations make meaningful business decisions and commercial impact. Since leaving Google I have been embraced this passion by studying for qualifications in Data Analytics and Data Science.
KEY SKILLS
Deep experience in digital advertising, media channels and buying models across multiple industries and geographies.
Strong analytical ability with a passion for using data to inform decision making and drive meaningful commercial and / or business outcomes.
Manager, coach and leader of direct and virtual teams within a matrix organisation maximising collective and individual success.
Track record of creating, managing and leading complex projects, developing new programmes and solutions that generate significant business impact.
Self-starter with an instinct for identifying operational inefficiencies and developing tailored solutions to solve key problems.
Knowledge of core data analytics tools: Analysis (Excel, Sheets, Google Analytics) Data Visualisation (Tableau), Programming (SQL, Python, R).
EXPERIENCE
Senior Industry Manager - Retail / Consumer Electronics
2014 - 2023
Industry Manager - Technology
2011 - 2014
Managed relationships with over 50 advertisers across M&E, technology and retail. Created some of Google’s largest and most significant sales programs and helped to develop sales tools and transform approaches to forecasting and pipeline management.
Sales Tool Development. Identified challenges with pipeline management and sales performance tracking tools. Developed a new solution combining data from internal systems with manual sales team inputs. Template scaled across 12 UK sales teams and now globally, improving pipeline management and saving hundreds of hours per quarter.
Media Sales Expertise. Managed Google / YouTube advertising sales to advertisers with a myriad of different business models (direct / agency / hybrid). Developed Joint Business Plans with advertisers and agency partners to create mutual growth partnerships. Created the Annual Business Plan that is now used for all large advertisers in UKI.
Manager / Coach / Leader. Directly managed and led geographically dispersed matrix sales teams with a focus on team strategy and individual development plans. Proactively approached by junior colleagues to act as their coach, helping to turn one underperforming individual back on track, providing focus and regular check-ins.
International Experience. Led the EMEA sales team for YouTube’s largest advertiser in the region. Produced regular deep dive analysis and reports to drive market expansion and customisation across EMEA markets resulting in expansion from 3 to 50+ markets over a 10 year period.
Programme Management. Identified the opportunity to transform the organisational approach to Holiday sales for retail customers. Developed and managed a new programme, leading a team of 45 cross-functional employees across sales, marketing, product and specialist functions. Programme delivered three consecutive years of double digit growth.
New Product Launch - Go to Market. Selected by YouTube Leadership to project manage the launch of YouTube’s TrueView for Performance in the UK. Developed the business plan, go-to-market strategy, advertiser segmentation with regular business & performance reviews. Exceeded business plan targets within 10 months of the year.
Media & Entertainment Knowledge. Managed the Apple TV+ business across European markets. Produced regular reports and presentations into the SVOD market, leveraging first and third-party data to create compelling insights and strategic recommendations, supporting Apple TV+ adoption in EMEA markets.
Sales Forecasting and Analysis. Developed best in class methods for the annual / quarterly planning process for sales teams by creating new templates that incorporated current and historical performance data combined with manual sale seam inputs. New process adopted by multiple sales teams driving an increase in forecast accuracy.
People & Culture Lead. Led the People workstream for the UK Retail team building the annual plan & report using quantitative and qualitative feedback. Key focus on DEI, installing a behaviour-based rewards programme and a best practice sharing mechanism. Drove overall satisfaction increase of 20% and productivity of 15% over a 12-month period.
---
Oct 2008 - Jan 2011
Product Launch Marketing. Part of the original team established to launch the iPhone into the UK market exclusively. Collaborated with Apple on partner marketing strategy, assets and channel execution.
Partnership Consolidation. Evaluated existing digital partners according to an incrementality matrix and consolidated partners, reducing cost per acquisition by 66%. Developed new digital acquisition partnerships.
New Acquisition Channel Development. Scoped and implemented new lower-cost acquisition channels to increase overall acquisition efficiency. Developed referral technology solution that reduced acquisition costs by 50%
Project Management. Created the first One O2 Search plan with requirements from teams across the business to succeed. This plan was presented and activated in large across the group, with O2
Product / Marketing / Digital
Multivariate Analysis. Conducted analysis into influences on buyer behaviour by testing online product discount vs. acquisition investment to maximise return on investment.
Product Innovation. Implemented new emails alert allowing customers to sign up for specific holidays and be alerted when these holidays reached specified conditions. Demonstrated reduced cost per acquisition by 5% using this model.
Business Model Evolution. Developed and implemented a new paid acquisition model moving from fixed to dynamic acquisition budgets enabling firstchoice.co.uk to deliver an incremental £110M revenue year on year.