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Senior
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2
jobs
Director
Dan Silvester
,
London, United Kingdom
Experience
Other titles
Skills
I'm offering
I am a performance marketing and optimisation specialist with an inquisitive, analytical mindset and unique approach to driving success. Through developing multichannel strategies, I can push boundaries, change commercial mindsets, improve funnel efficiency and drive optimisation measures that deliver tangible results. By blending media planning and buying experience, with a passion for creative storytelling and compelling consumer journeys, I deliver success for clients by empowering them to make data-led decisions that drive profitability and maximise targeted media spend. I develop logical, supported approaches to brand challenges and present innovative opportunities which would normally be overlooked. I enjoy transferring my knowledge and methods, linking together siloed specialists and demonstrating the broader impact and overlap of their individual focus areas. I foster this inter-connectivity in my team and motivate them to better understand its wider potential. Having completed a BA in English and Linguistics and after a brief stint in investment management, I swiftly transitioned to marketing in 2008 at Mindshare, progressing to Account Director. Here, I drove business growth and revolutionised how clients bought media by streamlining planning processes and using data to confidently make short term, cost efficient optimisation. In 2015 I moved to MediaCom where I reinvented reporting and planning by leading a change in mindset for the agency, putting data-driven decision making at the heart of the business and being a conduit for knowledge to be shared across formerly matrix-led teams. My experience, curious mind and analytical skills have provided me with a unique perspective and I’m proud to have been a key contributor in taking the MediaCom agency and my team to the next level. I am always interested in expanding my LinkedIn network, particularly with those who would like to know more about understanding performance and optimisation.
Markets
United Kingdom
Links for more
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Language
English
Fluently
French
Good
Available
My experience
2015 - 2020
job
Associate Director
MediaCom.
Led team of six to plan, maintain and optimise activity across full Direct Line Group portfolio. Collaborated with client marketing leads to ensure consistent and transparent view of ongoing product performance and rationale. Controlled £30M budget to balance sales targets and maximise efficient group volumes; requiring multiple scenario laydowns across all channels and guiding Marketing Heads through the journey to confidently gain Board support.
* Bridged communications by re-engineering reporting process across all brands; developed live dashboard, with access for 50 users, that tracked channel spend and extended performance metrics, saving MediaCom £40K.
* Transformed annual planning approach; collaborated with client Head of Marketing to generate granular analysis of cross channel costs and sales laydowns. Applied adjustment factors and balanced short, mid and long-term customer value to determine both monthly, in-year and out-year profitability.
* Embedded process that demonstrated optimal saturation levels of channel investment; closely monitored evolving data and reported on ROIs and margins, resulting in later approvals for highest ever annual budget.
* Shifted focus to performance by creating an innovative Test and Learn tool; transformed media campaigns and opened up unique bank of valuable knowledge for all clients, on tooling that was rolled out agency wide.
* Led vision for full-scale agency mindset change to unified, data-led marketing approach; mandated knowledge transfer of insights from one channel to another, delivering new approach across different specialisms and securing buy-in for shared success.
* Bridged communications by re-engineering reporting process across all brands; developed live dashboard, with access for 50 users, that tracked channel spend and extended performance metrics, saving MediaCom £40K.
* Transformed annual planning approach; collaborated with client Head of Marketing to generate granular analysis of cross channel costs and sales laydowns. Applied adjustment factors and balanced short, mid and long-term customer value to determine both monthly, in-year and out-year profitability.
* Embedded process that demonstrated optimal saturation levels of channel investment; closely monitored evolving data and reported on ROIs and margins, resulting in later approvals for highest ever annual budget.
* Shifted focus to performance by creating an innovative Test and Learn tool; transformed media campaigns and opened up unique bank of valuable knowledge for all clients, on tooling that was rolled out agency wide.
* Led vision for full-scale agency mindset change to unified, data-led marketing approach; mandated knowledge transfer of insights from one channel to another, delivering new approach across different specialisms and securing buy-in for shared success.
Marketing, Budget, Sales, Test, Engineering, Embedded, Support, Customer, LED, UP
2008 - 2015
job
Performance Account Director
Mindshare.
Quickly progressed from Account Executive to Director; oversaw client budgets of up to £10M and led three staff.
Developed brand and product strategies, allocated budgets to align with client's business and media objectives. Optimised cross and in-channel campaigns through targeted data metrics across an array of Financial, FMCG, Publisher and Gaming clients.
* Spearheaded performance focus in media strategy for Amex and The Times; delivered platform that enhanced efficiencies and accelerated customer acquisition.
* Generated currency exchange uplift for major market brand; created innovative weather reactive campaigns that accurately determined pattern in changing customer volumes.
* Sourced and implemented real-time optimisation mechanics; initiated fluid approaches to budgeting, as founding member of cross-functional team.
* Built capabilities; maximised budget performance, simplified metrics and upskilled planners, buyers and channel specialists.
* Exceeded Post Office financial target volumes; developed tool that determined staffing requirements according to TV slot demand. Capacity and workflow plans were adapted in line with profits.
* Fronted transition to client optimisation across all accounts; manipulated data to show spend and predicted net results. Acted as client and inter-agency lead, ensuring investment value via scientific approach and metrics.
* Adapted to unexpected change in client budgets; secured exceptionally competitive GroupM buying rates and negotiated immediate withdrawal of c.£1M live media activity, avoiding penalties and saving c. £250K.
Developed brand and product strategies, allocated budgets to align with client's business and media objectives. Optimised cross and in-channel campaigns through targeted data metrics across an array of Financial, FMCG, Publisher and Gaming clients.
* Spearheaded performance focus in media strategy for Amex and The Times; delivered platform that enhanced efficiencies and accelerated customer acquisition.
* Generated currency exchange uplift for major market brand; created innovative weather reactive campaigns that accurately determined pattern in changing customer volumes.
* Sourced and implemented real-time optimisation mechanics; initiated fluid approaches to budgeting, as founding member of cross-functional team.
* Built capabilities; maximised budget performance, simplified metrics and upskilled planners, buyers and channel specialists.
* Exceeded Post Office financial target volumes; developed tool that determined staffing requirements according to TV slot demand. Capacity and workflow plans were adapted in line with profits.
* Fronted transition to client optimisation across all accounts; manipulated data to show spend and predicted net results. Acted as client and inter-agency lead, ensuring investment value via scientific approach and metrics.
* Adapted to unexpected change in client budgets; secured exceptionally competitive GroupM buying rates and negotiated immediate withdrawal of c.£1M live media activity, avoiding penalties and saving c. £250K.
Budget, Exchange, C, Optimization, Workflow, TV, FMCG, Net, Office, Customer, LED, UP, Platform
2007 - 2007
job
Investment Manager
Barclays Wealth Management.
Resolved account queries and ensured effective distribution of investments for HNW clients, as part of team supporting private bankers and fund managers.
Manager
My education
?
-
2006
University of Manchester
Bachelors, English and Linguistics
Bachelors, English and Linguistics
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