As the Digital Strategy Director at Dutch Digital, a leading Digital Marketing agency located in Basingstoke, Hampshire, UK, I specialize in crafting innovative strategies to enhance online presence for a diverse range of businesses. My expertise encompasses:- Social Media Mastery: I excel in leveraging platforms like Twitter, Facebook, and LinkedIn to elevate brand visibility. My approach involves creating bespoke social media profiles that serve as powerful instruments for client engagement and interaction.- Shopify Expertise: I have a proven track record in transforming Shopify storefronts, boosting sales and enhancing customer experiences through strategic digital practices.- Conversion Rate Optimization: Utilizing advanced A/B and Multivariate testing tools, including Visual Website Optimizer, Optimizly, and Unbounce, I focus on optimizing website conversions, effectively turning visitor interactions into tangible sales.- Paid Search Strategy: Skilled in navigating the intricacies of Google Ads and Bing Adcenter, I ensure that paid search campaigns are meticulously targeted and results-oriented.- Innovative Marketing Tactics: Constantly experimenting and refining customer acquisition techniques, I blend SEO expertise, affiliate marketing, and paid search strategies to create a comprehensive marketing mix.- Market Analysis and Competitive Insight: My role involves deep market research and competitive analysis, providing valuable insights that shape and inform our strategic direction.- Idea Development: I am adept at transforming conceptual ideas into actionable, results-driven strategies, guiding businesses toward achieving their objectives.At Dutch Digital, we are dedicated to pushing the boundaries of digital marketing, ensuring our clients not only meet but exceed their online business goals.

As the current Head of Marketing and Partnerships at Reading Rockets Basketball Club, my primary responsibility is to craft strategies, manage budgets, and set goals for our marketing teams. I ensure that our brand messaging is consistent across all platforms, analyze consumer behavior, and identify opportunities for market expansion. I lead our digital marketing, advertising, communications, and creative teams, and I actively participate in the overall planning of the company's initiatives​.I oversee all marketing initiatives, including social media, digital campaigns, advertising, and creative projects. My role includes creating strategic plans to establish and enhance our brand presence, allocating resources to different projects, and setting both short-term and long-term goals for the department. I design branding, positioning, and pricing strategies, ensuring our brand message is strong and consistent across all channels and marketing efforts, such as events, email campaigns, web pages, and promotional material. I also analyze consumer behavior to determine customer personas and identify opportunities to reach new market segments and expand market share​1​.In terms of partnerships, I manage the relationships between our basketball club and outside entities, such as sponsors, vendors, suppliers, and contractors. This involves developing new partnerships and identifying ways to expand existing ones. I conduct research on potential partners, create proposals outlining how a partnership could benefit both parties, and negotiate the terms of agreements​.

• Develop and oversee the media strategy for a global drug awareness campaign, ensuring alignment with the client’s objectives and compliance with all regulatory standards. • Set up and manage new Google Ads accounts and campaigns, including keyword strategy, bid management, and optimization for maximum ROI. • Create and manage comprehensive advertising campaigns on Facebook and LinkedIn, tailored to diverse global markets. • Coordinate with client-side teams to set up and refine Adobe Analytics, ensuring accurate tracking, data collection, and actionable insights. • Lead and mentor a dedicated team of three media professionals, fostering a collaborative environment that encourages innovation and skill development. • Manage a substantial advertising budget of $6 million, ensuring efficient allocation and spending across various digital platforms. • Work closely with external creative agencies to develop compelling ad content that resonates with targeted demographics and enhances campaign performance. • Regularly present campaign results and strategic insights to senior stakeholders, providing recommendations for ongoing or future campaigns.

• Biddable Strategy and Implementation on all Google Platforms for clients in the entertainment industry• Google Paid Search Digital strategy support for major musical clients such as Moulin Rouge!, Disney on Ice, Book of Mormon, and many more. • Planning, implementing and reporting on all client's Google PPC, YouTube, Google Performance Max, and Discovery activity – improving ROAS by implementing audience, device, location, and bid strategies. • Setting up all related Google Analytics, Google Ads tracking for all Google campaigns. • Creating Google Performance Max campaigns that achieved ROAS between £10 to £60 which helped to increase overall sales against a lower cost• Working with the internal Insights team on managing agency digital analytics Google Data studio dashboards for clients.

• Managing Paid Search accounts for Nando’s restaurants.• Was responsible for paid search strategy to grow to collect and delivery sales with +6% MoM by using SA360 bid strategies, Google Ads audience strategy, ad copy tests and setting up Google Ads experiments.• Coordinating and managing digital marketing channels to ensure that 17 restaurants stayed open for business instead of closing because lack of sales caused by COVID-19.• Building a digital paid search campaign to promote Nando’s gift card and achieved a 510% ROAS• Developed a Paid Search strategy to increase Market share from the main competitor Deliveroo for Nando’s delivery keywords. • Working with social media and Display channels to achieve overall growth for Nando’s business.

• Responsible for Digital Performance Marketing within Belgium, South African, and Canadian markets for the eBay Classifieds Global Digital Marketing group.• Building digital campaigns from scratch, keeping the customer in mind. Particularly PPC, Display, Remarketing, and App campaigns.• Was hands-on with monitoring and optimizing Digital Marketing activity: was always continuing to strive for increased performance, reaching above and beyond to meet and exceed core KPIs. • Analyze and report results from Google Analytics data end Tableau Datawarehouse data: Reporting these findings in a clear manner and identifying additional opportunities.• By audience segmentation in Google Ads for the Canadian market, the CPA decreased from $171 to $55. • In the Belgium market, I tested different bid strategies within Remarketing. The results were that we paid 60% less per click.

• Launched successful a new sports OTT company in the market to disrupt the traditional sport channels.• Lead all digital marketing initiatives including search engine optimization, search engine marketing, social media marketing, content marketing, campaign landing page development, re-targeting, and marketing automation.• Owned the digital strategy to launch the new client platform in-market; delivered growth with a total of 1.1 million website users in 4 months, with 128.000 subscriptions and a CPA of £3.62• Lead web analytics including tracking implementation, execution, Data Studio dashboard design, analysis, and ongoing optimization.• Worked with 3-party programmatic partners like MiQ Digital and OATH to create brand awareness display campaigns.• Lead search engine optimization across branded sites to increase ranking and relevance across top recipe keywords; driving over 225% increase in organic traffic.• Utilizes A/B testing and multivariate analysis to improve the conversion rate of website visitors.

• Identified the entire funnel, creating separate behavioral path meant to drive user acquisition at the most relevant time • Constantly researched our audience, advised how to optimize the marketing acquisition channels to increase leads• Troubleshooting poor keyword rankings and develop improvement SEO strategies• Improved SEO visibility score of the 4000 ranked keywords from 1% to 2.3%• Analysed and improved marketing and lead generation strategies through techniques such as conversion optimization and A/B split testing

• Designed and lead growth on the new British Gas Innovation Start-up Local Heroes• Devising digital strategies to drive online traffic to the Local Heroes website• Translating a vision for online marketing into a coherent digital marketing strategy• Developing and executing integrated online strategy with wider company marketing plans• Leading and managing a digital marketing team• Understanding analytics and measuring ROI• Increase brand awareness• Making sure the marketing plan is in alignment with the marketing budget• Analyse marketing plan and performance using KPI’s• Making data-driven marketing decisions

• Managing global biddable project for Google Local Guides, to create awareness of the Google product.• Working with the Google office in New York to set up tracking, creatives and placements.• Project involved placements on Google Display Network and AdMob, the advertising network for mobile apps.• Global project involved 8 countries in multiple languages and a budget of $2.0 Million.• Optimizing the campaign’s to achieve different KPI’s like sign-up and softer KPI’s, time on page, and average page views.

• Managing multi-million pound paid search campaigns for Virgin Media• Optimizing search campaigns resulting in a 16% MoM increase in orders with the same media spend• Using DoubleClick (DS3) and DCM to manage the search campaigns.• Creating landing page test’s using DS3• Setup and manage Google Shopping Campaigns. Shopping campaigns outperforming search campaigns by reducing CPA from mid to high £££ to low £££.• Creating reports and presentations for senior stakeholders and clients.• Managing monthly budget’s and re-forecasts

• Support all areas of development and management of a team at an external search marketing agency to optimize paid search programs in EMEA• Working with the Optimization team to create A/B split and multivariate testing scenarios. Tool used Maxymiser.• Communication with senior stakeholders to articulate strategy and business cases• Extensive experience of managing PPC campaigns with large budgets across EMEA and USA• Ensuring that overall goals and targets are met• Report on and implement all channel digital marketing strategies• Working with web analytics solutions such as Omniture and Google Analytics• Manage day to day communication with the brand, loyalty, and revenue management and partnership teams within the business• Working with the sales and acquisition teams like SEO, Display, E-CRM, Social Media and Affiliates to make sure we hit the overall group targets

• Leading a team of SEO senior managers, PPC senior managers.• Managing monthly and yearly PPC/SEO budgets for global clients.• Client facing meetings to discuss client’s business objectives and performance.• Creating PPC strategies to achieve the best ROI• PPC project management

• Analyzing web site data based on traffic patterns, order volume, conversion funnel, navigation behaviour, and product selection.• Managing PPC Campaigns in Google AdWords and Bing AdCenter • Analysis, Implementing, Designing, Reporting and Recommendations for better Search Engine Marketing PPC Campaigns.• Implemented Search Engine Marketing strategies for a wide range of clients to optimize Return on Investment• Developed in-house PPC marketing strategies from the ground up• Extensive use and knowledge of Search Engines, Search Engine Optimization and Google Analytics• Conversion rate Optimization by A/B and multivariate testing using the Visual Website Optimizer platform.

• Audit PPC accounts for high street companies• Supporting Business Development Team with PPC campaign structural insights when and where required• Managed PPC media budgets of £85.000 a month• Managing and optimising day-to-day PPC activity for High-end fashion clients via Syracusa, the bespoke apps technology • Prioritising daily PPC workload through the use of CardWall, an agile project management system

• Brand development, web site traffic growth by paid search advertising and search engine optimization. • Increased organic website traffic growth with 97% by using onsite and offsite Search Engine Optimization• Manage paid search advertising budgets of £20K a month• Analysing web traffic with advance AdWords and Google analytics data, to improve ROI.

• Creating Pay Per-Click marketing strategies• Optimized clients PPC campaigns by increasing Conversions rates and lowering the CPA• Managed PPC media budgets of £50.000 a month• Analysing web traffic with advance AdWords and Google analytics data, to improve ROI.• Creating reports on campaign performance and ROI• Setup funnels and goals in Google Analytics• A/B and multivariate testing using Visual Website Optimizer and Optimizly.• Analyze multi-channel-funnels

Managing Pay per Click campaigns for clients and creating customized reports.