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Senior marketeer with a wealth of strategy and execution experience
Richard Lee
,
Ashford, United Kingdom
Experience
Other titles
Skills
I'm offering
I have overseen and created several marketing strategies that have both been an exercise in acquisition and retention, and branding. I have been responsible for working with and managing teams. As a result, I would feel confident in managing a team of any size. I also feel I adapt well to any situation and I could build strong relationships with the major stakeholders within a company. Having built key working relationships with product and commercial across my career. I am also used to working to tight deadlines and I would have no problem producing a strong product in a tight situation. I am diligent and resourceful as I often had to deal with changing scenarios in the past.
I'm driven by the numbers behind all commercial activity, and every decision I make is with the desire to generate revenue for the company. Across my career I have made key decisions that have increased the revenue of the business, as well as manage many e-commerce aspects of the business.
I have led a number of marketing departments. My performance marketing skills, are driven by data and with a full drive towards improving ROI. I have touched on all the major digital channels in mobile throughout my career. I have also built strong relationships with a number of key performance partners.
I’m always looking at the entire customer funnel, from first click, right through to 9th-10th deposit. It is always my goal to ensure that the LTV of the customer is always improving.
I feel that I have the necessary skills that would enable me to be a success in this role from previous roles. I also have a strong aptitude for problem solving and would welcome any opportunity to demonstrate my skills.
I'm driven by the numbers behind all commercial activity, and every decision I make is with the desire to generate revenue for the company. Across my career I have made key decisions that have increased the revenue of the business, as well as manage many e-commerce aspects of the business.
I have led a number of marketing departments. My performance marketing skills, are driven by data and with a full drive towards improving ROI. I have touched on all the major digital channels in mobile throughout my career. I have also built strong relationships with a number of key performance partners.
I’m always looking at the entire customer funnel, from first click, right through to 9th-10th deposit. It is always my goal to ensure that the LTV of the customer is always improving.
I feel that I have the necessary skills that would enable me to be a success in this role from previous roles. I also have a strong aptitude for problem solving and would welcome any opportunity to demonstrate my skills.
Markets
United States
(Remote
only)
United Kingdom
France
(Remote
only)
Sweden
(Remote
only)
Links for more
Once you have created a company account and a job, you can access the profiles links.
Language
English
Fluently
Ready for
Larger project
Full time contractor
Available
My experience
2019 - 2019
job
Head of Marketing, Sportsbook, and Operations
Bragg Gaming.
Bragg Gaming is a company that focuses on the B2B and B2C online gaming opportunities. It has the Give Me Sport brand under its umbrella, and it is using that audience to convert customers to its betting arm Give Me Bet. Supported by traditional digital marketing efforts
• Identifying, developing and directing the implementation of business and marketing strategy.
• Defining and leading the customer acquisition process
• Reporting to board on a monthly basis
• Chief responsibility of the P&L
• Building multi-channel campaigns that encompass brand and performance
• Optimising data to feed into campaigns and improve performance
• Managing multiple different partner relationships
• Working with stakeholders across the business to ensure commercial growth
• In charge of leading, managing, motivating and developing the management team.
• Developing business plans and preparing comprehensive marketing reports.
• Improving revenue and new customer rates
• Building extensive retention strategies
• Leading product improvements- based on customer feedback
• Implementing multi-channel marketing campaigns.
• Building the brand portfolio of Give Me Bet
• Leading a team of 10 people
• Reporting directly into the board and CEO
• Budget management of £20 million
Key Achievements
Increased registrations by 609% across 2019, New Depositing Customers up 987%, Conversion Rate up from 45% to 69%, Unique Active Players up 416%, increased month 1 ARPU from £9 to £45. Increased revenue by 1152% from my first month with the business to end of the year.
• Identifying, developing and directing the implementation of business and marketing strategy.
• Defining and leading the customer acquisition process
• Reporting to board on a monthly basis
• Chief responsibility of the P&L
• Building multi-channel campaigns that encompass brand and performance
• Optimising data to feed into campaigns and improve performance
• Managing multiple different partner relationships
• Working with stakeholders across the business to ensure commercial growth
• In charge of leading, managing, motivating and developing the management team.
• Developing business plans and preparing comprehensive marketing reports.
• Improving revenue and new customer rates
• Building extensive retention strategies
• Leading product improvements- based on customer feedback
• Implementing multi-channel marketing campaigns.
• Building the brand portfolio of Give Me Bet
• Leading a team of 10 people
• Reporting directly into the board and CEO
• Budget management of £20 million
Key Achievements
Increased registrations by 609% across 2019, New Depositing Customers up 987%, Conversion Rate up from 45% to 69%, Unique Active Players up 416%, increased month 1 ARPU from £9 to £45. Increased revenue by 1152% from my first month with the business to end of the year.
Sport, ME, UP, Online, Retention, Ceo, Growth, Implementation, It, Digital Marketing, Management, B2C, Budget, Operations, B2B, MArketing Strategy, Marketing
2017 - 2019
job
UK Marketing Director
Betsson Group.
Betsson Group is a Nordic gaming operator, that has over 20+ different brands, and operators in all the major European markets. My role as the Marketing Director for the UK saw me oversee 6 different brands across sports, casino, bingo, and poker
• Responsible for the P&L for the entire UK region
• Creating the UK vision and marketing strategy, to align with a 3 year growth cycle
• Leading the acquisition and retention campaigns, across digital channels and television
• Chiefly responsible for customer acquisition
• Creating retention strategies, to ensure new customers, became regularly active customers
• Responsible for performance marketing across all paid digital channels
• Defining the media buying strategy across TV and digital channels
• Working to develop Over the Top gaming product for other regions
• Leading the optimisation for conversion across 6 UK brands
• Leadership of multi-functional areas in the business, to ensure delivery of strategy
• Speaking at industry events
• Managing UK sponsorship-inc Man City, Connor McGregor, and Saracens
• Responsible for leading reporting
• Leading the CRM and Execution teams, to get campaigns live
• Driving revenue growth, through management of current resources and making improvements where required.
• Team management of 8 people
Key Achievements
Revenue growth Month on Month for 3 brands since January 2018, implementing new acquisition tools, improving conversion rates to over 60% (Registered customer to depositing customer) Improving ARPU by 16% YoY, Record number of actives for 4 brands, improving activation campaigns by reducing spend by 15% and increasing uptake by 26%, reducing churn by 40%, All time high for NDCs across 3 brands
• Responsible for the P&L for the entire UK region
• Creating the UK vision and marketing strategy, to align with a 3 year growth cycle
• Leading the acquisition and retention campaigns, across digital channels and television
• Chiefly responsible for customer acquisition
• Creating retention strategies, to ensure new customers, became regularly active customers
• Responsible for performance marketing across all paid digital channels
• Defining the media buying strategy across TV and digital channels
• Working to develop Over the Top gaming product for other regions
• Leading the optimisation for conversion across 6 UK brands
• Leadership of multi-functional areas in the business, to ensure delivery of strategy
• Speaking at industry events
• Managing UK sponsorship-inc Man City, Connor McGregor, and Saracens
• Responsible for leading reporting
• Leading the CRM and Execution teams, to get campaigns live
• Driving revenue growth, through management of current resources and making improvements where required.
• Team management of 8 people
Key Achievements
Revenue growth Month on Month for 3 brands since January 2018, implementing new acquisition tools, improving conversion rates to over 60% (Registered customer to depositing customer) Improving ARPU by 16% YoY, Record number of actives for 4 brands, improving activation campaigns by reducing spend by 15% and increasing uptake by 26%, reducing churn by 40%, All time high for NDCs across 3 brands
Marketing, MArketing Strategy, CRM, Leadership, Optimization, Management, TV, Media buying, Growth, Team management, Retention, Sponsorship, ME
2017 - 2019
job
UK Marketing Director
Betsson Group.
Betsson Group is a Nordic gaming operator, that has over 20+ different brands, and operators in all the major European markets. My role as the Marketing Director for the UK saw me oversee 6 different brands across sports, casino, bingo, and poker
• Responsible for the P&L for the entire UK region
• Creating the UK vision and marketing strategy, to align with a 3 year growth cycle
• Leading the acquisition and retention campaigns, across digital channels and television
• Chiefly responsible for customer acquisition
• Creating retention strategies, to ensure new customers, became regularly active customers
• Responsible for performance marketing across all paid digital channels
• Defining the media buying strategy across TV and digital channels
• Working to develop Over the Top gaming product for other regions
• Leading the optimisation for conversion across 6 UK brands
• Leadership of multi-functional areas in the business, to ensure delivery of strategy
• Speaking at industry events
• Managing UK sponsorship-inc Man City, Connor McGregor, and Saracens
• Responsible for leading reporting
• Leading the CRM and Execution teams, to get campaigns live
• Driving revenue growth, through management of current resources and making improvements where required.
• Team management of 8 people
Key Achievements
Revenue growth Month on Month for 3 brands since January 2018, implementing new acquisition tools, improving conversion rates to over 60% (Registered customer to depositing customer) Improving ARPU by 16% YoY, Record number of actives for 4 brands, improving activation campaigns by reducing spend by 15% and increasing uptake by 26%, reducing churn by 40%, All time high for NDCs across 3 brands
• Responsible for the P&L for the entire UK region
• Creating the UK vision and marketing strategy, to align with a 3 year growth cycle
• Leading the acquisition and retention campaigns, across digital channels and television
• Chiefly responsible for customer acquisition
• Creating retention strategies, to ensure new customers, became regularly active customers
• Responsible for performance marketing across all paid digital channels
• Defining the media buying strategy across TV and digital channels
• Working to develop Over the Top gaming product for other regions
• Leading the optimisation for conversion across 6 UK brands
• Leadership of multi-functional areas in the business, to ensure delivery of strategy
• Speaking at industry events
• Managing UK sponsorship-inc Man City, Connor McGregor, and Saracens
• Responsible for leading reporting
• Leading the CRM and Execution teams, to get campaigns live
• Driving revenue growth, through management of current resources and making improvements where required.
• Team management of 8 people
Key Achievements
Revenue growth Month on Month for 3 brands since January 2018, implementing new acquisition tools, improving conversion rates to over 60% (Registered customer to depositing customer) Improving ARPU by 16% YoY, Record number of actives for 4 brands, improving activation campaigns by reducing spend by 15% and increasing uptake by 26%, reducing churn by 40%, All time high for NDCs across 3 brands
Marketing, MArketing Strategy, CRM, Leadership, Optimization, Management, TV, Media buying, Growth, Team management, Retention, Sponsorship, ME
2013 - 2017
job
Head of Mobile Marketing
Kindred/Unibet.
Kindred is one of the largest online gambling operators in Europe; offering sports betting (pre-match and live), casino games, bingo and poker to over 15.3 million registered customers in more than 100 countries.
• Creating the mobile marketing strategy for Unibet in their strategic cycles
• Implementing the mobile marketing performance strategy
• Integrating mobile performance marketing into all the other digital channels in the business
• Working across 12 international markets to deliver Kindred mobile campaigns
• Establishing key performance marketing channels within mobile
• Developing a customer growth strategy for the installs of the apps vs registrations
• Leading agency relationships
• Integrating mobile activities into local markets
• Implementing unique mobile tactics to improve the accessibility of the product
• Managing the A.S.O strategy for the business across all of its apps and territories
• Working with the product team to create projects to drive increases in mobile NGR
• Implementing 1st and 3rd party data, to drive better campaigns.
• Management of a team of 6
• Budget management of £250,000 (year 1) to £40 million (year 4)
Key Achievements
Taking mobile revenue from 18% of revenue upon my arrival to 56% in 24 months (£600,000 to £7.5 million), record breaking CPA's across 8 core markets (relative to LTV of £350), Breaking 18 All Time Highs in mobile across my time with the company, leading the company into a mobile first approach, breaking year on year download numbers, increase in ARPU and LTV for mobile, ATH share prices based in relation to mobile achievements
• Creating the mobile marketing strategy for Unibet in their strategic cycles
• Implementing the mobile marketing performance strategy
• Integrating mobile performance marketing into all the other digital channels in the business
• Working across 12 international markets to deliver Kindred mobile campaigns
• Establishing key performance marketing channels within mobile
• Developing a customer growth strategy for the installs of the apps vs registrations
• Leading agency relationships
• Integrating mobile activities into local markets
• Implementing unique mobile tactics to improve the accessibility of the product
• Managing the A.S.O strategy for the business across all of its apps and territories
• Working with the product team to create projects to drive increases in mobile NGR
• Implementing 1st and 3rd party data, to drive better campaigns.
• Management of a team of 6
• Budget management of £250,000 (year 1) to £40 million (year 4)
Key Achievements
Taking mobile revenue from 18% of revenue upon my arrival to 56% in 24 months (£600,000 to £7.5 million), record breaking CPA's across 8 core markets (relative to LTV of £350), Breaking 18 All Time Highs in mobile across my time with the company, leading the company into a mobile first approach, breaking year on year download numbers, increase in ARPU and LTV for mobile, ATH share prices based in relation to mobile achievements
Marketing, MArketing Strategy, Budget, Growth strategy, Management, Growth, Apps, Marketing Performance, Mobile marketing, International, Accessibility, Online
2013 - 2017
job
Head of Mobile Marketing
Kindred/Unibet.
Kindred is one of the largest online gambling operators in Europe; offering sports betting (pre-match and live), casino games, bingo and poker to over 15.3 million registered customers in more than 100 countries.
• Creating the mobile marketing strategy for Unibet in their strategic cycles
• Implementing the mobile marketing performance strategy
• Integrating mobile performance marketing into all the other digital channels in the business
• Working across 12 international markets to deliver Kindred mobile campaigns
• Establishing key performance marketing channels within mobile
• Developing a customer growth strategy for the installs of the apps vs registrations
• Leading agency relationships
• Integrating mobile activities into local markets
• Implementing unique mobile tactics to improve the accessibility of the product
• Managing the A.S.O strategy for the business across all of its apps and territories
• Working with the product team to create projects to drive increases in mobile NGR
• Implementing 1st and 3rd party data, to drive better campaigns.
• Management of a team of 6
• Budget management of £250,000 (year 1) to £40 million (year 4)
Key Achievements
Taking mobile revenue from 18% of revenue upon my arrival to 56% in 24 months (£600,000 to £7.5 million), record breaking CPA's across 8 core markets (relative to LTV of £350), Breaking 18 All Time Highs in mobile across my time with the company, leading the company into a mobile first approach, breaking year on year download numbers, increase in ARPU and LTV for mobile, ATH share prices based in relation to mobile achievements
• Creating the mobile marketing strategy for Unibet in their strategic cycles
• Implementing the mobile marketing performance strategy
• Integrating mobile performance marketing into all the other digital channels in the business
• Working across 12 international markets to deliver Kindred mobile campaigns
• Establishing key performance marketing channels within mobile
• Developing a customer growth strategy for the installs of the apps vs registrations
• Leading agency relationships
• Integrating mobile activities into local markets
• Implementing unique mobile tactics to improve the accessibility of the product
• Managing the A.S.O strategy for the business across all of its apps and territories
• Working with the product team to create projects to drive increases in mobile NGR
• Implementing 1st and 3rd party data, to drive better campaigns.
• Management of a team of 6
• Budget management of £250,000 (year 1) to £40 million (year 4)
Key Achievements
Taking mobile revenue from 18% of revenue upon my arrival to 56% in 24 months (£600,000 to £7.5 million), record breaking CPA's across 8 core markets (relative to LTV of £350), Breaking 18 All Time Highs in mobile across my time with the company, leading the company into a mobile first approach, breaking year on year download numbers, increase in ARPU and LTV for mobile, ATH share prices based in relation to mobile achievements
Marketing, MArketing Strategy, Budget, Growth strategy, Management, Growth, Apps, Marketing Performance, Mobile marketing, International, Accessibility, Online
2012 - 2013
job
Head of Marketing
Shopitize.
Shopitize is a mobile marketing platform that delivers targeted and contextually relevant offers, brand engagements and interactive experiences directly to a shopper's smartphone based on their substantiated shopping preferences and behaviour.
• Creating the marketing strategy
• Leading the execution of the marketing strategy
• Chiefly responsible for the acquisition of users to the platform
• Defining the segmentation of different user groups
• Implementing unique mobile marketing tactics to drive acquisition and retention
• Devising the commercial strategy for the company
• Responsible for the management of P&L
• Overseeing all the digital marketing channels including Search, Social, and Display.
• Project management alongside campaign planning and execution
• Analysing campaigns, with brands, to plan and drive follow up campaigns
Key Achievements:
Executed mobile display based marketing program which resulted in 100% increase of sales, 700,000 downloads, and 350,000 registrations. First year revenue generated by marketing was £1,800,000 vs a £450,000 spend, second year was £3 million from a £750,000 spend
• Creating the marketing strategy
• Leading the execution of the marketing strategy
• Chiefly responsible for the acquisition of users to the platform
• Defining the segmentation of different user groups
• Implementing unique mobile marketing tactics to drive acquisition and retention
• Devising the commercial strategy for the company
• Responsible for the management of P&L
• Overseeing all the digital marketing channels including Search, Social, and Display.
• Project management alongside campaign planning and execution
• Analysing campaigns, with brands, to plan and drive follow up campaigns
Key Achievements:
Executed mobile display based marketing program which resulted in 100% increase of sales, 700,000 downloads, and 350,000 registrations. First year revenue generated by marketing was £1,800,000 vs a £450,000 spend, second year was £3 million from a £750,000 spend
Digital Marketing, Marketing, Project Management, MArketing Strategy, Management, Sales, Retention, Mobile marketing, Search, Campaign, UP, Social
2012 - 2013
job
Head of Marketing
Shopitize.
Shopitize is a mobile marketing platform that delivers targeted and contextually relevant offers, brand engagements and interactive experiences directly to a shopper's smartphone based on their substantiated shopping preferences and behaviour.
• Creating the marketing strategy
• Leading the execution of the marketing strategy
• Chiefly responsible for the acquisition of users to the platform
• Defining the segmentation of different user groups
• Implementing unique mobile marketing tactics to drive acquisition and retention
• Devising the commercial strategy for the company
• Responsible for the management of P&L
• Overseeing all the digital marketing channels including Search, Social, and Display.
• Project management alongside campaign planning and execution
• Analysing campaigns, with brands, to plan and drive follow up campaigns
Key Achievements:
Executed mobile display based marketing program which resulted in 100% increase of sales, 700,000 downloads, and 350,000 registrations. First year revenue generated by marketing was £1,800,000 vs a £450,000 spend, second year was £3 million from a £750,000 spend
• Creating the marketing strategy
• Leading the execution of the marketing strategy
• Chiefly responsible for the acquisition of users to the platform
• Defining the segmentation of different user groups
• Implementing unique mobile marketing tactics to drive acquisition and retention
• Devising the commercial strategy for the company
• Responsible for the management of P&L
• Overseeing all the digital marketing channels including Search, Social, and Display.
• Project management alongside campaign planning and execution
• Analysing campaigns, with brands, to plan and drive follow up campaigns
Key Achievements:
Executed mobile display based marketing program which resulted in 100% increase of sales, 700,000 downloads, and 350,000 registrations. First year revenue generated by marketing was £1,800,000 vs a £450,000 spend, second year was £3 million from a £750,000 spend
Digital Marketing, Marketing, Project Management, MArketing Strategy, Management, Sales, Retention, Mobile marketing, Search, Campaign, UP, Social
2011 - 2012
temp
Head of Marketing (Contract)
PlayUp.
PlayUp is a global, mobile app based social network and commercial platform with sport as its underlying context.
• Devising the marketing and acquisition strategy for the company for the year
• Implementing the strategy across various digital and offline channels
• Implementing unique mobile marketing tactics related to the brand
• Analysing and devising creative for campaigns
• Managing agencies to deliver on ad buy/spend
• Building an engaged customer database for PlayUp to monetise in the future
• Structuring the social media profile to be on brand and as an acquisition channel
• Overseeing PPC and social media campaigns.
• Analysing and reporting on all spend in various marketing channels
Key Achievements:
Generating 70,000 app downloads by January 2012 at a CPI of £0.85, Making a 400% ROI on the customers acquired, creating a database of customers to be monetised, structuring the app to make revenue from advertising
• Devising the marketing and acquisition strategy for the company for the year
• Implementing the strategy across various digital and offline channels
• Implementing unique mobile marketing tactics related to the brand
• Analysing and devising creative for campaigns
• Managing agencies to deliver on ad buy/spend
• Building an engaged customer database for PlayUp to monetise in the future
• Structuring the social media profile to be on brand and as an acquisition channel
• Overseeing PPC and social media campaigns.
• Analysing and reporting on all spend in various marketing channels
Key Achievements:
Generating 70,000 app downloads by January 2012 at a CPI of £0.85, Making a 400% ROI on the customers acquired, creating a database of customers to be monetised, structuring the app to make revenue from advertising
Social Media, Marketing, Advertising, PPC, ROI, Database, Sport, Network, Mobile marketing, App, Social
2011 - 2012
temp
Head of Marketing (Contract)
PlayUp.
PlayUp is a global, mobile app based social network and commercial platform with sport as its underlying context.
• Devising the marketing and acquisition strategy for the company for the year
• Implementing the strategy across various digital and offline channels
• Implementing unique mobile marketing tactics related to the brand
• Analysing and devising creative for campaigns
• Managing agencies to deliver on ad buy/spend
• Building an engaged customer database for PlayUp to monetise in the future
• Structuring the social media profile to be on brand and as an acquisition channel
• Overseeing PPC and social media campaigns.
• Analysing and reporting on all spend in various marketing channels
Key Achievements:
Generating 70,000 app downloads by January 2012 at a CPI of £0.85, Making a 400% ROI on the customers acquired, creating a database of customers to be monetised, structuring the app to make revenue from advertising
• Devising the marketing and acquisition strategy for the company for the year
• Implementing the strategy across various digital and offline channels
• Implementing unique mobile marketing tactics related to the brand
• Analysing and devising creative for campaigns
• Managing agencies to deliver on ad buy/spend
• Building an engaged customer database for PlayUp to monetise in the future
• Structuring the social media profile to be on brand and as an acquisition channel
• Overseeing PPC and social media campaigns.
• Analysing and reporting on all spend in various marketing channels
Key Achievements:
Generating 70,000 app downloads by January 2012 at a CPI of £0.85, Making a 400% ROI on the customers acquired, creating a database of customers to be monetised, structuring the app to make revenue from advertising
Social Media, Marketing, Advertising, PPC, ROI, Database, Sport, Network, Mobile marketing, App, Social
2010 - 2011
job
Head of Social Media
QVC.
Social Media, Social
2010 - 2011
job
Head of Social Media
QVC.
Social Media, Social
2008 - 2010
job
Head of Marketing and Campaigns
Bang Media.
Marketing
2008 - 2010
job
Head of Marketing and Campaigns
Bang Media.
Marketing
2003 - 2006
job
Marketing Assistant
Manchester United Football Club.
Marketing
2003 - 2006
job
Marketing Assistant
Manchester United Football Club.
Marketing
My education
2003
-
2006
University of Manchester
Bachelors, Marketing
Bachelors, Marketing
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