Head of Performance Marketing e-Commerce

Dylan Yates

078**-***-*** ad2vut@r.postjobfree.com London https://www.linkedin.com/in/dypublishing/ Head of Growth D2C

An experienced and passionate Head of Growth Marketing with a strong background in Marketing, Sales, Media, Digital, and Product. Expertise extends to leading and scaling up direct to consumer (D2C) and e-Commerce at a multi-regional level. Has a proven track record in accelerating growth, product innovation, revenue growth management, tech optimisation and digital marketing. Successfully responsible for P&L and D2C's commercial success at Reckitt, growing from incubator to +£10M net revenue business. Skilled in performance marketing, owning customer acquisition strategy across all channels. Demonstrated ability in owning Customer Retention, implementing strategies to drive Conversion, increase Average Order Value (AOV), and enhance Lifetime Value (LTV). Proficient in data- driven decision-making and collaboration at regional level. Developed proprietary scraping software that adjusted pricing to rule-based logic. Immediately available to start, open to permanent or contract, fully remote, hybrid or office-based roles.

SKILLS

Leadership Marketing Sales Media Tech Product Management Direct to Consumer (D2C) E- commerce Revenue Growth Tech Optimisation Digital Marketing B2B Consultancy FMCG Product Marketing Performance Marketing Customer Acquisition Strategy First Party Data Product Innovation Data-Driven Decision-Making Merchandising Search Strategy SEO Paid Search PPC Web Design Copywriting Data Visualization MarTech Analytics Customer Relationship Management (CRM) Web Technologies Advanced SQL UX Design Conversion Rate Optimization

(CRO)

PROFESSIONAL EXPERIENCE

Reckitt

Head of Growth D2C Sep 21 – Apr 24

Responsibilities included overseeing the commercial success of the company's European D2C offerings and leading an international team. Required to develop and implement growth strategies, manage customer acquisition, and drive product innovation. Achievements Include:

• Responsible for P&L and D2C's commercial success, growing from £0 to £10M NR in 2 years.

• Effectively managed, mentored, and inspired an international team split across multiple EU zones/offices.

• Owned the customer acquisition strategy across all channels, including Google, Meta, and Trade doubler.

• Enabled bid automation, Look-a-Like audiences and advanced attribution modelling to understand and accelerate media value.

• Identified and tested new target audiences and channels to unlock efficiency and higher returns.

• Defined KPI's to measure customer acquisition, engagement, and retention success - reporting to VP level.

• Owned Customer Retention, implementing bundling, subscriptions, and other store-exclusive incentives to drive Conversion, increase Average Order Value (AOV), and enhance Lifetime Value

(LTV) through a CRM program founded in segmentation and personalisation.

• Successfully developed white label products, creating go to market strategy, liaising with Sales and Trade Marketing to win pricing across omni-channel.

• Built the AB Testing roadmap to reduce friction in customer lifecycle funnel, e.g. introducing single checkout, updating user consent policies to maximise % of opt ins.

• Built proprietary scraping software that adjusted pricing to rule-based logic. Used advanced data connection tools (Parabola) to visualise insights and make decisions about site- merchandising which drastically increased CVR (& ROAS) from key landing page journeys. Head of Search UK Apr 19 - Aug 21

Responsibilities included managing the company's UK search strategy (SEO and PPC) and leading a team to increase performance and coverage. Required to champion the company's digital proposition. Achievements Included:

• Owned the Search Strategy for UK media team, leading a team who increased performance and coverage across all of Reckitt's Health brands.

• Pro-actively championed Reckitt’s Digital proposition within the business and wider market – implementing a system to drastically improve the medical quality of health articles and regular reviews.

• Promoted to DTC business of Durex and Finish.

Blue Array

SEO Director B2B Jan 17 - Apr 19

Responsibilities included leading the company's SEO efforts and recruiting and developing a team of SEO managers. Required to foster relationships with C-level stakeholders and coach managers to deliver high growth SEO strategies.

Achievements Included:

• Established Blue Array SEO from Scale Up to the UK’s largest pure play SEO agency.

• Recruited and developed a team of SEO managers who helped the company deliver exceptional growth (from 0 to over-£2M annual revenue in year one) and fostered key relationships with the C-level stakeholders of our premium clients.

• Coached and mentored managers and execs who delivered high growth SEO strategy for sites with over 1M indexable pages & reliance on organic search for their core business. PREVIOUS EMPLOYMENT

Yell

Team Lead Paid Search B2B Aug 14 - Dec 16

Assistant Team Manager Websites B2B Aug 11 - Aug 14 PROFESSIONAL DEVELOPMENT/ TRAINING

• Reckitt’s Management Leadership Program (Level 2) EDUCATION

• The University of Salford - BA (hons) 1st English, Creative Writing and Marketing. COMMUNITY ACTIVITY/VOLUNTEERING

• Qualified FA Level 1 Coach – Local Youth Football Coach INTERESTS

• Photography, Music Production & Travel

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