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Innovative digital strategy director, with expert channel knowledge
Jez Dutton
,
St Albans, United Kingdom
Experience
Other titles
Skills
I'm offering
Experienced digital director and strategic marketing innovator, passionate about creating compelling brand experiences and driving business results.
Currently exploring opportunities offered to both clients and agencies by automated systems, such as ML and AI, to augment human creativity, insight development and media performance.
Proven track record in delivering high commercial impact for clients across both B2C and B2B categories.
Extensive knowledge and expertise in driving conversion rates across platforms and channels, as well as developing innovative communications programmes across search and social through content. Lateral and creative, with wide interest in technology trends and consumer behaviours.
Piloting a new approach to OOH shopping via mobile to support retail restart.
Currently exploring opportunities offered to both clients and agencies by automated systems, such as ML and AI, to augment human creativity, insight development and media performance.
Proven track record in delivering high commercial impact for clients across both B2C and B2B categories.
Extensive knowledge and expertise in driving conversion rates across platforms and channels, as well as developing innovative communications programmes across search and social through content. Lateral and creative, with wide interest in technology trends and consumer behaviours.
Piloting a new approach to OOH shopping via mobile to support retail restart.
Markets
United Kingdom
Industries
Language
English
Fluently
Ready for
Larger project
Ongoing relation / part-time
Full time contractor
Available
My experience
2015 - 2020
job
Chief Innovation Officer & Digital Director
Redwood BBDO.
Led the exploration of technology developments to create powerful brand content experiences for client programmes, in addition to identifying transformative ways to improve workflow practices.
Responsibilities:
● Digital and innovation lead across the management leadership team
● Brought together Strategy, Data and Creative Teams to develop client solutions
● Identified innovative client opportunities for both B2B and B2C category brands
● Fused consumer insight, cultural trends, developments in technology and consumer behaviour
● Drove new thinking into the agency strategic positioning
● Led digital thinking and inspiration for all new business wins
● Acted as agency strategy lead on IKEA UK & Ireland across web & content programmes
● Strategy lead on development of personalised & social first web platform for Virgin Media
● Brought in martech systems and partners to improve agency-wide capabilities & efficiencies
Achievements:
● New biz wins: AkzoNobel Global; FedEx EMEA; ARUP Global; IKEA UK/IE; YouTube B2B Global
● Created a revolutionary, successful approach for local use of global assets to drive SEO & CTR
○ Drove increased website revenue for IKEA by >120% above baseline
○ Doubled website conversion rate on multiple Home Furnishing Businesses
○ Implemented a more efficient workflow across teams, both agency and client side
● Implemented a new framework for measuring business impact across all clients
● Established best practices in digital formats, such as short-form video and social
● For Virgin Media; devised, defined and led successful web platform creation for Virgin Media to address both their customer content needs and acquisition requirements
○ Drove SEO traffic from 1% of total to 16% in first 6 months
○ Resulted in a 43% uplift on weekly site visits
○ Increased Virgin Media store CTR from 1.8% to 6.5%
● Boots: devised a programme to integrate existing magazine creation workflow into mobile first content deployment, resulting in a 300% increase in content engagement
● Volvo Cars global: new data driven social activity was most engaged content globally in 2018
● Barclays UK Retail Banking: developed a successful way to use interactive Instagram stories
● Redwood: delivered a conceptual agency website on time and on budget (a minor miracle)
Responsibilities:
● Digital and innovation lead across the management leadership team
● Brought together Strategy, Data and Creative Teams to develop client solutions
● Identified innovative client opportunities for both B2B and B2C category brands
● Fused consumer insight, cultural trends, developments in technology and consumer behaviour
● Drove new thinking into the agency strategic positioning
● Led digital thinking and inspiration for all new business wins
● Acted as agency strategy lead on IKEA UK & Ireland across web & content programmes
● Strategy lead on development of personalised & social first web platform for Virgin Media
● Brought in martech systems and partners to improve agency-wide capabilities & efficiencies
Achievements:
● New biz wins: AkzoNobel Global; FedEx EMEA; ARUP Global; IKEA UK/IE; YouTube B2B Global
● Created a revolutionary, successful approach for local use of global assets to drive SEO & CTR
○ Drove increased website revenue for IKEA by >120% above baseline
○ Doubled website conversion rate on multiple Home Furnishing Businesses
○ Implemented a more efficient workflow across teams, both agency and client side
● Implemented a new framework for measuring business impact across all clients
● Established best practices in digital formats, such as short-form video and social
● For Virgin Media; devised, defined and led successful web platform creation for Virgin Media to address both their customer content needs and acquisition requirements
○ Drove SEO traffic from 1% of total to 16% in first 6 months
○ Resulted in a 43% uplift on weekly site visits
○ Increased Virgin Media store CTR from 1.8% to 6.5%
● Boots: devised a programme to integrate existing magazine creation workflow into mobile first content deployment, resulting in a 300% increase in content engagement
● Volvo Cars global: new data driven social activity was most engaged content globally in 2018
● Barclays UK Retail Banking: developed a successful way to use interactive Instagram stories
● Redwood: delivered a conceptual agency website on time and on budget (a minor miracle)
Technology, LED, Social, Framework, Web, Development, Workflow, Consumer behaviour, Banking, Content, Website, Youtube, Seo, Management, Leadership, Deployment, Instagram, Innovation, B2C, Budget, Video, Retail, B2B
2012 - 2015
job
Head of Digital Strategy
GREY London & POSSIBLE WW.
Led digital planning team function, management of GREY POSSIBLE JV and supported wider GREY business on campaign activity for client roster. In 2 years this JV delivered >£5m pa revenues.
Responsibilities:
● Managed GREY POSSIBLE strategy department
● Digital strategy consultant across client base in Automotive, Finance, FMCG and Pharma
● Digital Strategy Director for SEAT Cars Global & Strategy Director for SEAT Cars UK
● Digital Strategy Director for GSK Oral Care brands: Sensodyne, Pronamel, Polident
● Digital Strategy Director for GSK Global Brand
● Senior client workshop facilitation
● Senior stakeholder presentations
● Implemented client & internal inspiration sessions
Achievements:
● Achieved all time best independent ATP scores for SEAT Cars UK marketing activity
● Led pitch win for Sensodyne globally as incumbent agency
● Digital Strategy lead on HSBC Global pitch win
● Led pitch win for global Lacoste Fragrances 'Lacoste L!VE' launch with influencers
● Developed and implemented new global digital strategies for both Sensodyne & Polident
● Implemented successful community driven content platform in Brazil; Australia; NZ & UK
● Strategic development of first GSK Brand activation platform for US, UK and India
Responsibilities:
● Managed GREY POSSIBLE strategy department
● Digital strategy consultant across client base in Automotive, Finance, FMCG and Pharma
● Digital Strategy Director for SEAT Cars Global & Strategy Director for SEAT Cars UK
● Digital Strategy Director for GSK Oral Care brands: Sensodyne, Pronamel, Polident
● Digital Strategy Director for GSK Global Brand
● Senior client workshop facilitation
● Senior stakeholder presentations
● Implemented client & internal inspiration sessions
Achievements:
● Achieved all time best independent ATP scores for SEAT Cars UK marketing activity
● Led pitch win for Sensodyne globally as incumbent agency
● Digital Strategy lead on HSBC Global pitch win
● Led pitch win for global Lacoste Fragrances 'Lacoste L!VE' launch with influencers
● Developed and implemented new global digital strategies for both Sensodyne & Polident
● Implemented successful community driven content platform in Brazil; Australia; NZ & UK
● Strategic development of first GSK Brand activation platform for US, UK and India
Marketing, Digital Strategy, Management, Brand activation, Finance, Content, FMCG, Pharma, Community, Development, Campaign, Workshop, ON, LED
2010 - 2012
job
Senior Strategist
Work Club.
● Global digital strategy for Vodafone McLaren Mercedes F1 team, developing live data feeds
● Created synchronous social content for BBC Knowledge Asia and Australia for broadcasts
● Led the brand and commercial strategy for BBC Worldwide Doctor Who Fan Club
● Strategic development of the most successful digital launch for Alfa Romeo of the Giulietta
● Created synchronous social content for BBC Knowledge Asia and Australia for broadcasts
● Led the brand and commercial strategy for BBC Worldwide Doctor Who Fan Club
● Strategic development of the most successful digital launch for Alfa Romeo of the Giulietta
Digital Strategy, Content, Development, Social, Asia, LED
2009 - 2010
job
Senior Planner
R/GA.
2007 - 2008
job
Senior Planner
unknown.
2003 - 2007
job
Digital Strategist
Agency Republic.
2000 - 2003
job
Account Planner
Good Technology.
1998 - 2000
job
Account Manager
RPS.
Retail, Account Manager, Photography, Podcast, Audio, Manager
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