John Pickles Email & Phone Number

Contracted to Ford Motor Company (Full time) until March 2021 as ‘Marketing Optimisation Head’ – Europe and‘Product Owner’ Data & Analytics, eCommerce - EuropeNominated Ford lead to work with creative and media agency and Boston Consulting Group to optimize digital media in Europe. Generated provable savings of over $14mil in 2019. Now in full implementation phase and roll-out across Europe. Led effort to establish data and insight led marketing program. Program managed creation of GDPR compliant single customer view using first and third party databases, online and offline. SME for data and e-Privacy issues including cookies, pseudonimisation, data sharing – cross border and third party. Working with internal and external industry leaders including Acxiom, Adobe, Facebook and Google to create digital marketing program with a sustainable organisational framework, action plans and supporting IT infrastructure. Worked with Wunderman to establish program across the customer journey including awareness, ‘shop’, buy and own phases. Understand customer journey with first and third party data and ‘nudging’ them down the ‘consideration funnel’. Applied across Sales, Servicing, Ford Credit, ‘un-boxing’, ‘in-life, Battery Electric Vehicle, Lead Management and e-commerce.

London, England, United Kingdom

Established new Martech & Analytics competency of 20 people within the EPAM digital consulting practice. Lead for Martech roadmap development for blue-chip clients in automotive, finance and CPG.Expert on privacy and consent- driven initiatives– including development of new compliant opt-in process doubling opt-in cookie consent for major European healthcare provider. Led analytics and optimisation initiatives for multiple major brands across automotive, finance, FMCG and CPG sectors

PretaGov is a Software as a Service developed by PretaWeb Pty Ltd, a leading Plone development and support company established in 2004. The experience of servicing government agencies for many years has given us a comprehensive understanding of public sector website and intranet needs. We have worked with over 30 government clients with offices in Australia and the UK.PretaGov Plone SaaS is backed by the Plone Community who develops the core software and 1,000s of plug-ins. Plone has over 340 core developers and 300 solutions providers in 57 countries who compete with each other commercially but who also work together on the development of Plone. No one company could ever hire such a large group of dynamic talent. This results in rapid innovation, quick bug fixes, a dynamic roadmap incorporating user feedback and a watertight security process based on community collaboration.PretaGov offers the UK Government and private enterprise a CMS, SaaS solution that delivers sizable economies of scale. The high level objectives are to implement solutions and technology that re-use software and infrastructure, foster collaboration between agencies and allow those agencies to focus on delivering frontline services to the public by not having to deal with the backend systems. PretaGov is registered onthe UK Government G-Cloud IV (Software as a Service) as well as the Government Digital Services Framework.

Managing and delivering consultancy proposition for marketing and strategic development.* General Manager PretaGov Ltd., builders of secure, cloud-based websites - especially into public sector* Consultant to two financial services companies – product and distribution strategy.* Head of Marketing (consultancy role) to Familare – a branded chain of high street clubs providing leisure and support to new parents.* Strategic and marketing consultancy to Chain Reactions – providers of a ‘Single Customer View’ (SCV) to consumers and businesses involved in property transactions.* Marketing and operations consultancy to ‘Get Waisted’ – a boutique fashion brand.

Driving the Financial Services proposition within Marketing Analytics for Accenture Interactive both in the UK and across Europe. Utilising advanced analytical techniques to improve client marketing ROI, develop enhanced pricing and promotion analysis and create an optimised product portfolio.• Led Accenture proposition to increase penetration of marketing analytics particularly into financial services across Europe.• Led workstream to restructure brand, creative and production agency relationships worldwide for a global financial services brand.• Leading pitch processes for Marketing Return On Investment (MROI) projects in major UK FSI’s using advanced segmentation, data management and modeling.

Marketing consultancy for direct response, brand, online content and user experience, customer loyalty and acquisition. Projects include:* Retained by investment house to review property company prior to private equity investment.* Development of database marketing and sourcing strategic partners for telecom based advertiser.* Work with MD and third party provider (Salesforce.com) to establish SCV linking businesses, consumers and suppliers involved in property transactions. Market and monetize that proposition.* Development of marketing and commercial propositions - particularly online - for new and early stage business incubator.* Development of CRM program for consumer loyalty business.* Creation of all marketing for fashion design business.I am passionate about ROI based marketing and emphasise the optimisation of cross channel marketing. Particular expertise in development of digital and integrating with traditional media.

Member of senior management team of 3 taking property and financial services group from a profit of £1m in 2003 to £20 m in 2007. Led group marketing: brand, lead generation, collateral & communications, sponsorship, partnerships, events, research and PR. • Designed and created strategy and marketing plan for IAP with £12mil budget covering TV, radio, press, direct mail, digital advertising, search marketing, email, affiliate and affinity programs. Introduced product development, CRM, pricing and distribution initiatives. Drove business to be 3 times larger than its nearest competitor with T/O of £70mil and profit of £20mil.• Worked closely with external consumer data providers to create SCV and develop database with 26mil UK households to improve CRM and sales effectiveness through target market development, segmentation, drive-time analyses, geo-demographics and incentive schemes. Resulted in sustainable program with 25 % uplift on DM response. • Established digital marketing channel accounting for 55 % of new customers through affiliates, contextual and behavioural advertising, SEO, PPC, Article marketing (blogs) and social networks.• Developed communication strategies for dedicated external consumer support centre of 25 seats, rising to 50 in peak campaign periods improving customer conversion rates.

Provision of range of consulting services - business and strategic planning, new business development and marketing

full P&L responsibility for set up and running of card services division. Generated substantial profits in year 1.

Full responsibility first for all card acquisition activity in the Middle East and subsequently for merchant services and the Travel Network. Individual country level P&L responsibility.

Msc, Financial Economics

Graduated number 1 in class

Ba, Economics