C-Level strategic marketer with over 25 years’ experience across branding, digital, product, sponsorship and sales. Comfortable in both B2B and B2C markets, from start-up to agency to enterprise.
- Strategic, problem solver and solution-designer with a proven track record in multiple business formats.
- International market knowledge, with projects completed in Australia, USA, UK and the Middle East.
- Confident public speaker and thought leader – comfortable engaging with Corporate Boards.
- Recognised as an innovator, with deep understanding of technology and its application for business improvement and growth.
Achievements
- Successfully established and grew the leading ecommerce agency in the Middle East – Redbox Digital. Won prestigious enterprise clients including Al Tayer and Chalhoub Group, achieving over 500 % growth over 3 years.
- Co-founded a Sports Marketing agency to develop technology for globally recognised brands such as NASCAR, Manchester United and MotoGP.
- Devised the international digital experience strategy for OSN to maximise monetisation opportunities.
- Recognised as thought leader, podcaster and speaker on marketing and technology with high-profile speaking engagements across the GCC.
- Principal Trainer for Magisterially-backed Ecommerce & Marketing programme in Bahrain.
- As an interim CMO, designed go-to-market and branding strategies for multiple early-stage start-ups in the UK, Australia and the Middle East.
- Successfully launched M1NT as Director of Marketing and Digital, an innovative private members club concept brought to market in London and Shanghai.
- Spearheaded the design of the mobile experience for one of the earliest Social Networks – BOLT in New York.
- Led Big Data and Marketing Tech projects to reduce promotional spend in grocery retail for Unilever.
Career Highlights
Chief Digital Officer at Aquitude Group – May 2017 – Present
Aquitude is an international consultancy that specialises in Customer Experience (CX) and Digital Transformation, omni-channel commerce and marketing through data-driven product strategy.
- Created the Digital Experience Strategy for OSN, Satellite Broadcast TV company in 19 countries. Engaged to lead a CEO-sponsored project to review, redevelop and relaunch OSN.com, the primary digital channel for OSN. Reporting to the CEO, worked with a team of Business Analysts, Project Managers and business stakeholders to create a new end-to-end customer journey.
- Redesigned the digital experience for ART Fertility Clinics (UAE/Oman/India). Project included solution design for integrated platform, graphic design and content creation
- Interim CMO for an innovative travel start-up in Bahrain. Created the Go-to-Market strategy which included product development, commercial model, user experience and partnership strategy.
- Principal Trainer in Ecommerce and Marketing for the Bahrain Ecommerce Academy in conjunction with the Ministry of Industry, Commerce and Tourism. Also created and delivered training courses on Big Data and IoT for Terrapin Training delivered in multiple locations in the world.
Managing Director, MENA / Global Head of Marketing at Redbox Digital – JUN 2014 – May 2017
Redbox Digital is a Global Magento Ecommerce Enterprise Partner and Digital agency.
- Established Redbox Digital as the leading Ecommerce agency in the MENA region.
- Responsible for the growth of all of Redbox Digital’s activities in the GCC and MENA through team building and implementation of market opening strategy, generating business worth over $4 Million in less than 3 years.
- Devised and executed an ambitious business development strategy, culminating in winning GCC powerhouses as clients, including Chalhoub Group (Woojooh, Level Shoes, Sephora), Al Tayer (Mamas and Papas, Ounass), Alghanim (xCite), Sun and Sand Sports, Nestle Middle East (Nestle Water, Nespresso).
- Responsible for developing the Redbox Digital Marketing Strategy to become a recognised global Magento Ecommerce agency. Led the marketing team to deliver: Renewed corporate identity, Content Marketing, Sponsorship, Events (including Trade Shows, Conferences)
- Regular speaker on stage at industry events including Seamless and GITEX as a thought leader in the space.
Director at Pilote Media – April 2008 – Present
Founder / Senior Consultant for a boutique marketing agency specialising in digital and content. Projects included:
- As Interim Marketing Director at Linkdex, launched the company globally. Linkdex is a UK Based SaaS start-up developing an SEO suite of tools launched in January 2011. Achievements included the creation of the Linkdex brand, development of the Corporate Identity including the logo, look and feel, and brand guidelines. Developed the Linkdex end-to-end Marketing Strategy including digital marketing strategy.
- Digital Strategy Development and Delivery for Fiat Automobile Group. This included the design and development of a dedicated microsite and influencer campaign for the launch of the Abarth 500 and Abarth Punto cars in the UK. Developed the sponsorship strategy and lead the sponsorship deal negotiations with aerobatics and sailing programs.
- Head of PR and Comms for Trofeo Abarth 500 GB Motorsport series, promoting the event throughout the season at iconic UK racetracks.
- Development of Marketing and Market-Entry Strategies for Adidas Sailing (Apparel, Germany), Bandana Publishing (Publishing, UK), Make U Safe (Construction Services, Australia) Olsen Gear (Apparel, USA), Quiet Riots (Internet, UK)
- Delivery of content marketing strategies and production of written and video content for Oman Sail (Sport, Oman), The Extreme Sailing Series (Sport, global), YachtSponsorship.com (Media, UK), Sports Pro Magazine (Publishing, UK).
- Chairman & Moderator for World Yacht Racing Forum (Informa Events – 2013, 2012, 2011)
CEO at Lateral Syncing – July 2001 – April 2008
Founder and CEO of Marketing Technology and Software company which developed solutions for professional sport and other online communities. Innovator of SMS and other mobile marketing techniques for location-based messaging.
- Developed and commercialised “Screenza” – a desktop marketing tool – to MotoGP, NASCAR, Manchester United and Everton. Brokered the deal to become the official provider of wireless marketing to the American Le Mans Series (ALMS).
- Strategic Consultant for the rebranding of ‘The National Association of Hospital and Community Friends’ to ‘Attend’, including presentation of the brand to the Annual General Meeting of its key stakeholders
- Advised the leadership team at M1NT, an innovative Private Members Club with locations in Shanghai and previously in London. Created an integrated omnichannel customer experience including a membership loyalty program.
Earlier Roles
- Product Architect – Mobile & Wireless at Bolt, Inc – March 2000 – June 2001 (1 year 4 months)
- National Account Manager (Franklins) at Unilever – April 1997 – April 1999
- Demand Planner / Supply Chain Projects at Unilever – September 1994 – April 1997
- National Account Analyst at Unilever (Lever Rexona) – January 1994 – September 1994
- Sales Intern at Procter & Gamble – November 1992 – February 1993
Education
- Bachelor of Commerce, University of Melbourne, 1991 – 1994 (Economics, Accounting, Marketing)
- Diploma of Travel Writing & Photography, Australian College of Journalism, 2001
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