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jobs
Ellie Edwards-Scott
,
, United Kingdom
Experience
Other titles
Skills
I'm offering
Markets
United Kingdom
Language
English
Fluently
My experience
2018 - ?
job
Co-Founder
The Advisory Collective.
After successfully consulting for over two years I decided to partner with an industry colleague to form The Advisory Collective.
The Advisory Collective have experience spanning all areas of Digital Media, from Data and Technology, to Media Planning and Buying. We help businesses that are looking to launch into the UK or UK companies looking at digital diversification or acceleration.
Working in partnership with our clients we look to offer a bespoke solution for every company that we work with.
Clients include:
1plusX - exploratory project looking at how the product would have to be adapted for the buy side, including agency landscape overview, agency mapping, programmatic overview
Zefr - 18mth project to take Zefr from a US managed service business to a SaaS proposition in the UK, agency and advertiser mapping, key stakeholder meetings, programmatic training of the internal team, UK representation
The Advisory Collective have experience spanning all areas of Digital Media, from Data and Technology, to Media Planning and Buying. We help businesses that are looking to launch into the UK or UK companies looking at digital diversification or acceleration.
Working in partnership with our clients we look to offer a bespoke solution for every company that we work with.
Clients include:
1plusX - exploratory project looking at how the product would have to be adapted for the buy side, including agency landscape overview, agency mapping, programmatic overview
Zefr - 18mth project to take Zefr from a US managed service business to a SaaS proposition in the UK, agency and advertiser mapping, key stakeholder meetings, programmatic training of the internal team, UK representation
Training, Saas, Consulting, Service, Technology, Media planning, Programmatic, Founder
2015 - ?
freelance
Digital Consultant
Adform, BMB Agency, Displayce, Glomex, Goodstuff Communications.
At the end of 2015 I decided to make use of my experience on both the buy and sell side of media to launch my own digital consultancy business. I have worked on a variety of projects for a succession of progressive digital businesses such as: - Adform, BMB Agency, Displayce, Glomex, Goodstuff Communications, Ligatus, Metrixlab and Turk Telekom
The areas that I have work on include:
• UK marketplace analysis and entry strategy
• Building digital roadmaps - using the right tools and technology to execute
• Client Strategy - helping current/future negotiations, objection handling with individual accounts
• Workflow analysis - considering how programmatic influences the buying and selling of media
• Making sense of data - utilising 1st party data (where relevant) and how to best work with 2nd & 3rd party data
• Delivering programmatic roadmaps - team skillset evaluation and training recommendations
• Technology evaluation -DMP's, DSP's, SSP's, Viewability & Fraud vendors, as well as on boarding scheduling and recommendations
The areas that I have work on include:
• UK marketplace analysis and entry strategy
• Building digital roadmaps - using the right tools and technology to execute
• Client Strategy - helping current/future negotiations, objection handling with individual accounts
• Workflow analysis - considering how programmatic influences the buying and selling of media
• Making sense of data - utilising 1st party data (where relevant) and how to best work with 2nd & 3rd party data
• Delivering programmatic roadmaps - team skillset evaluation and training recommendations
• Technology evaluation -DMP's, DSP's, SSP's, Viewability & Fraud vendors, as well as on boarding scheduling and recommendations
Training, Technology, Workflow, Programmatic, DSP, Telecoms, DMP
2015 - 2015
job
Amnet Managing Director UK
Dentsu Aegis Trading Desk.
Originally a consultant role, I was asked to take on the Managing Director position to help facilitate the integration of Amnet (Dentsu Aegis Trading Desk) into Amplifi (Media planning and buying division of Dentsu Aegis)
My role was to manage the Amnet team and reshape and redefine and demystify the overall proposition, as part of the evaluation process the Amnet function evolved and the senior management roles were found to be no longer needed,
• Full P&L responsibility for UK Market - revenue in excess of £10m+
• Sat on the Amplifi Executive board reporting to the President of Amplifi
• Overall responsibility of a team of 38 people including 8 direct reports
• Implemented flexible business models for advertisers that were sceptical of using the Amnet trading desk
• Redefined/Productised the Amnet programmatic model to retain and gain new advertisers
• Grew advertiser base by implementing a 'customer first' approach, tailoring margin management, data, media and DSP selection to ensure success criteria were achieved. This was then communicated by ensuring that advertisers (via the agencies) regular customised reporting and analytics
• Conducted a full tech stack audit - DSP, VOD, Viewability, 3rd party Data Vendors, Rich Media which resulted in a consolidation of suppliers used - ensuring that we could be a true 'partner' being involved in the roadmaps and informed of decisioning which translated to maximum value for our advertisers
• Champion of the Programmatic 'revolution' within Amplifi moving away from it being a display tool to start to encompass other channels including VOD and DOOH
• Led & participated in C Level meetings and pitches
My role was to manage the Amnet team and reshape and redefine and demystify the overall proposition, as part of the evaluation process the Amnet function evolved and the senior management roles were found to be no longer needed,
• Full P&L responsibility for UK Market - revenue in excess of £10m+
• Sat on the Amplifi Executive board reporting to the President of Amplifi
• Overall responsibility of a team of 38 people including 8 direct reports
• Implemented flexible business models for advertisers that were sceptical of using the Amnet trading desk
• Redefined/Productised the Amnet programmatic model to retain and gain new advertisers
• Grew advertiser base by implementing a 'customer first' approach, tailoring margin management, data, media and DSP selection to ensure success criteria were achieved. This was then communicated by ensuring that advertisers (via the agencies) regular customised reporting and analytics
• Conducted a full tech stack audit - DSP, VOD, Viewability, 3rd party Data Vendors, Rich Media which resulted in a consolidation of suppliers used - ensuring that we could be a true 'partner' being involved in the roadmaps and informed of decisioning which translated to maximum value for our advertisers
• Champion of the Programmatic 'revolution' within Amplifi moving away from it being a display tool to start to encompass other channels including VOD and DOOH
• Led & participated in C Level meetings and pitches
Audit, C, Integration, Management, Analytics, Media planning, It, Programmatic, DSP, Audit, LED, President
2014 - 2015
freelance
Shopa Consultant
www.Shopa.com.
billed as the world's first social marketplace, aiming to connect retailers with shoppers through the power of recommendation. Making product discovery and purchase easier as well as more fun for the growing numbers of people now preferring to shop online.
My role was to oversee the Shopa marketing team and take them from Beta into launch
• Developed and delivered the multi-channel digital marketing strategy
• Established a clear communications structure for the business into the marketing team
• Led the partner selection for Advertising, PR, SEO and Creative agencies
• Defined & managed KPI's for all marketing and advertising activity
• Managed a team of 5 direct reports as well as external agencies
My role was to oversee the Shopa marketing team and take them from Beta into launch
• Developed and delivered the multi-channel digital marketing strategy
• Established a clear communications structure for the business into the marketing team
• Led the partner selection for Advertising, PR, SEO and Creative agencies
• Defined & managed KPI's for all marketing and advertising activity
• Managed a team of 5 direct reports as well as external agencies
Digital Marketing, Marketing, Seo, Advertising, MArketing Strategy, Pr, Digital Marketing Strategy, KPI, Power, Online, LED, Social
2011 - 2014
job
Managing Director UK
Quisma.
Quisma is the performance arm of GroupM, leveraging proprietary technology to deliver advertisers and agencies maximum ROI across multiple digital channels - Search, Affiliate, Lead Generation, Display,
Social and Mobile. As Quisma had an end to end technology platform we were in a great position to offer advertisers the 'holy grail' complete customer journey analysis (for advertisers using us across multiple channels). A core USP was the analysis that we were able to offer - heatmaps, touch points, keyword analysis and recommendations, as well as econometric modelling when we were able to incorporate offline data. This ensured that customers could get a holistic view of their advertising strategy and the best performing media channels.
Recruited to launch Quisma into the UK market, my role was initially to define and refine the strategy for entrance and growth. This included the positioning of Quisma alongside sister company Xaxis, working
closely with the GroupM operating companies - Maxus, MEC, MediaCom, Mindshare and their advertisers. Launched new digital channels - Lead Generation in 2013 and Performance Mobile in 2014.
• Developed and delivered the launch strategy for Quisma, including the positioning alongside GroupM's Programmatic offerings and taking into consideration the competitive landscape
• Full P&L and EBIT responsibility for the UK market £5m revenue target - achieved 54% revenue growth Yr on Yr whilst maintain a consistent healthy gross margin and doubling advertiser base from 2013-2014
• Sat on the GroupM management board reporting into GroupM Interaction MD Jakob Nielsen as well as the GroupM Executive Board chaired by GroupM CEO Nick Theakstone
• Scoped, and licensed an email validation platform which led to the centralisation of all test drive and brochure request activity from Ford, and Volvo, as well as being utilised by other automotive brands within the group and rolled out to other markets within Europe
• Ongoing evaluation of data, technology, and media providers to ensure that we were kept abreast of latest developments and that advertisers were offered the 'best in market'
• Led C level meetings within GroupM, Operational Companies and Advertisers
• Responsible for internal relations - both with Quisma HQ and other GroupMdepartments
• Key stakeholder in the GroupM programmatic community syllabus - research, drafting & training personnel
• Spokesperson for Quisma UK at industry events, and contributor to whitepapers and opinion pieces
• Initial scoping and evaluation of potential M&A opportunities within the UK market - particularly within the Affiliate and Mobile markets
• Co-ordination of UK PR agency and centralised marketing department
• Responsible for the recruitment and overall management of team - 11 across Sales and Operations
Social and Mobile. As Quisma had an end to end technology platform we were in a great position to offer advertisers the 'holy grail' complete customer journey analysis (for advertisers using us across multiple channels). A core USP was the analysis that we were able to offer - heatmaps, touch points, keyword analysis and recommendations, as well as econometric modelling when we were able to incorporate offline data. This ensured that customers could get a holistic view of their advertising strategy and the best performing media channels.
Recruited to launch Quisma into the UK market, my role was initially to define and refine the strategy for entrance and growth. This included the positioning of Quisma alongside sister company Xaxis, working
closely with the GroupM operating companies - Maxus, MEC, MediaCom, Mindshare and their advertisers. Launched new digital channels - Lead Generation in 2013 and Performance Mobile in 2014.
• Developed and delivered the launch strategy for Quisma, including the positioning alongside GroupM's Programmatic offerings and taking into consideration the competitive landscape
• Full P&L and EBIT responsibility for the UK market £5m revenue target - achieved 54% revenue growth Yr on Yr whilst maintain a consistent healthy gross margin and doubling advertiser base from 2013-2014
• Sat on the GroupM management board reporting into GroupM Interaction MD Jakob Nielsen as well as the GroupM Executive Board chaired by GroupM CEO Nick Theakstone
• Scoped, and licensed an email validation platform which led to the centralisation of all test drive and brochure request activity from Ford, and Volvo, as well as being utilised by other automotive brands within the group and rolled out to other markets within Europe
• Ongoing evaluation of data, technology, and media providers to ensure that we were kept abreast of latest developments and that advertisers were offered the 'best in market'
• Led C level meetings within GroupM, Operational Companies and Advertisers
• Responsible for internal relations - both with Quisma HQ and other GroupMdepartments
• Key stakeholder in the GroupM programmatic community syllabus - research, drafting & training personnel
• Spokesperson for Quisma UK at industry events, and contributor to whitepapers and opinion pieces
• Initial scoping and evaluation of potential M&A opportunities within the UK market - particularly within the Affiliate and Mobile markets
• Co-ordination of UK PR agency and centralised marketing department
• Responsible for the recruitment and overall management of team - 11 across Sales and Operations
Brochure, Social, LED, Performing, Search, Programmatic, Community, Ceo, Affiliate, Growth, Recruitment, Technology, Marketing, Test, Sales, Management, M&A, Pr, C, ROI, Training, Research, Operations, Advertising
2000 - 2003
job
Sales Manager
Workthing Ltd.
Sales, Manager
1998 - 2000
job
Account Manager
VNU BUSINESS PUBLICATIONS.
Account Manager, Manager
1996 - 1998
job
Account Manager
MIRROR REGIONAL SALES.
Account Manager, Manager
1996 - 1996
job
Sales Executive
AMRA LTD.
Sales
1994 - 1995
job
Sales Support
NORTHCLIFFE NEWSPAPERS.
Sep 93 - Feb 94 Travel within USA
Sales, Support, USA
My education
University of the Arts London
Certification, Sales
Certification, Sales
Winton School
Secondary, English & History
Secondary, English & History
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