Alastair Sherriffs Email & Phone Number

Dubai, Ae

Working with challenger brands and start ups whilst I explore new full time opportunities.Helping craft and implement marketing strategies with a focus on 360 content.Having new ads for instagram isn't enough. Challenger brands need an integrated content strategy that covers all parts of the customer cycle. Telling an integrated story across digital PR, SEO, long form and short form social content, community building and ads.Get in touch for a chat about how I can help take your strategy from "we have some instagram ads" to "we are winning because of our content strategy".

Dubai, Dubai, Ae

The role covers 2 core areas; grow the customer base and grow the profitable revenue of the fastest growing, omnichannel streetwear brand in MENA.• Leading the media team. Investing over 6 figures a month across all social channels, search, influencers, affiliates, display and offline. Covering off all stages of the ‘funnel’. This includes CRM, SEO and Martech. Scaled contribution of META by 40% whilst maintaining the CPO.• Running the Brand and Studio teams. This covers Brand strategy, social media and PR. Ownership and development of Brand content and campaigns as well as ecom content. Doubled the organic reach and the engagement rate of Instagram organic content.• Ownership of business intelligence. Developed a Data Maturity Framework to evolve the usage of data in the long term. In the short term it is about ensuring from a marketing point of view we look at attribution, incrementality, adstock and MMM to understand our investments across brand and performance better. Cut costs of data stack by 20k usd per month.• Creating a more data driven approach to merchandising and liaising with tech to automate where feasible in order to maximise revenue. Click through rates on the Homepage increased by 30%.• Ensuring P+L and commercial planning is done with the most robust data possible. Accuracy of monthly plans consistently within 10% of target.• Company strategy. Leading on strategic planning to take the company from regional D2C to global omni channel. Using research, data and frameworks to qualify the winning aspirations of the business and defining how we go about winning. Including directing where we play in terms of geo, demo, product and how we go about achieving it in terms of business capabilities and systems.

Dubai, Dubai, Ae

Responsible for the DTC side of the business with direct ownership of the digital marketing, CRM, SEO, social media and influencers as well as data and analytics.Also lead on overall company strategy.

Dubai, Dubai, Ae

As Vice President of Marketing and Business Intelligence, I have demonstrated strong leadership and strategic thinking in driving positive change within the company. My key achievements include:- Full cleaning and reorganisation of data infrastructure, resulting in improved data accuracy and insights.- Led a change in company culture to focus on key input variables that drive and impact outcomes, rather than just output metrics.- Redesigned and led the weekly WBR for the company, resulting in more effective communication and decision making.- Led 2023 strategic planning, combining a top-down and bottom-up approach with a focus on collaboration, research, and doing less things better.- Cut the cost per order in half by optimising existing digital marketing initiatives.- Initiated an organised and systematic content strategy that focused on well-written, authoritative long form pieces with a multi-faceted distribution strategy behind them.- Responsible for partnerships and merchandising teams, resulting in successful collaborations and increased revenue.- Advocated and drove change in the company's principles towards product development and platform optimisation, resulting in improved user experience and increased customer satisfaction.

Dubai, Ae

Applying the principles of marketplace growth to the leading property classifieds business in MENAT.Consolidated a few disparate teams and took direct ownership of marketing [brand + social / performance / SEO / CRM], product GTM and Martech + AdOps for B2C. - Between Q3 2018 and Q3 2019, the company's spend on performance marketing increased by 54% YoY, but leads only increased by 19%. However, from Q3 2019 to Q3 2021, spend increased by just 0.2% while leads increased by 67%. On a UAE level, the results were even more impressive, with a 0.2% increase in spend resulting in a 88% increase in leads.- Led efforts to improve the company's SEO, resulting in a 21% increase in Share of Voice in the UAE.- Oversaw the integration of the brand team and implemented a data-driven approach to social advertising, resulting in improved brand awareness and consideration. Consistently beating benchmarks from Google and Meta.- Implemented cost-saving measures in martech, replacing a costly CRM with a fully automated system and reinvesting saved resources into the development of a CDP that created a single customer view and drove insights that fundamentally changed the way the business viewed demand.- Fostered a culture of experimentation, resulting in improved tracking and data analysis capabilities. Built and launched the companies consumer platform CRO and experimentation program. This resulted in an uplift of searches on the platform and an improvement of 25% to the session conversion rate.

Mountain View, Ca, Us

Consistently hit 100% of sales targets while engaging at C-level to drive transformational change with clients in the Gambling and Gaming industries.Helped clients scale and utilize Google technology to improve their marketing, analytics, and data functions.Developed and implemented strategic frameworks to drive growth across businesses using all of Google's products.Specialized in both performance marketing and brand development.Sat on the "Future of Search" committee for Google UK, contributing to the direction of the company's product strategy for how the core paid search product could evolve in the era of ML.

Helping clients across MENA and Europe audit their digital activity and building strategies and implementational plans to help them grow and scale.Partner to a global VC firm to assess the marketing and data capabilities of potential investments.

Dubai, Ae

Starting as an individual contributor I built, scaled and led Digital Marketing, Content + SEO and Data + Analytics functions from scratch across 7 MENA markets.This saw the company through 2 major funding rounds.

Dubai, Ae

Leading a department of 14 executing biddable media, display, social media + content strategy and implementation.This was for a number of global clients such as Coca-Cola, Microsoft, MasterCard, L'Oreal and Sony as well as more local brands such as Rak Bank, Sun and Sand Sports and Beam Wallet.During my tenure, digital billings grew by 40% from a combination of expanding existing clients digital spends as well as new client wins.

Bescot, Gb

Following a private equity buy out of the RAC I was tasked with overhauling the strategy, planning and execution of digital media (PPC, display, email and social media). During my tenure I was also heavily involved in the re-development of the website and project managed the build of the mobile site.

Social Media and Digital Marketing consulting. Executed the social media and blogger outreach strategy for the re-launch of Friends Reunited (in conjunction with the design and build of facebook apps for them) as well undertaking media buying for Triton Showers.

London, Gb

I co-ordinated, planned and implemented Social Media for the Brand and Direct Sales channels. I laid out the foundations of Vodafone’s on-going Social Media programme in terms of internal structure, KPI’s and technology. Also looked after the digital GTM planning for new device launches.

London, England, Gb

Working primarily on the Vodafone account. On joining the agency I was tasked with turning this account around in regards of volume and efficiency of results. This was fully achieved whilst implementing innovative search but maintaining best in class practices. Further to this I involved myself with structuring the agency’s Social Media offering and technology products. I also worked on and delivered a number of pitches which furthered my holistic media skills and ability to integrate campaigns across a number of different media.

London, London, Gb

Oversaw the team running paid search campaigns for O₂ as well as enhancing cross media integration and strategy. Also worked across a number of other accounts including Zurich, Lexus, CondeNast, B&Q, World Vision, Warner and L'Oreal.

London, London, Gb

Account Manager and Business Development for leading online lead generation company.

Bachelor Of Arts (B.A.), English Studies

A Levels In English, Politics, History