Digital Product Leader, Value Creation & Business Transformation

Dylan Yates

078**-***-*** *****.*****.**@*****.*** London https://www.linkedin.com/in/dypublishing/

Digital Product Analyst, Value Creation & Business Transformation

Value Creation from Digital Ventures and Innovation Proven Success Scaling Durex & Finish D2C to £10M+ ex-Reckitt FMCG & Media Industry Experience

A results-driven and commercially minded product leader with extensive experience across Marketing, Sales, Media, Digital, and Technology. Proven expertise in building and maintaining relationships with C-level and executive partner stakeholders, with a strong focus on aligning business challenges and consumer experience. Demonstrated success in leading and scaling direct-to-consumer (D2C) and e-Commerce initiatives at multi-regional level, including the commercial success of a +£10M net revenue business at Reckitt. Skilled in influencing strategic direction, driving growth through data-driven analyses and presenting consultative recommendations to align P&L profitability with business goals.

SKILLS

Leadership Marketing Sales Media Tech Product Management Direct to Consumer (D2C) E-commerce Revenue Growth Tech Optimisation Digital Marketing B2B Sales FMCG Product Marketing Performance Marketing Customer Acquisition First Party Data Product Innovation Data-Driven Decision-Making SEO Paid Search PPC Copywriting Data Visualisation Marketing Technology (MarTech) Analytics Customer Relationship Management (CRM) Web Technologies SQL UX Design Conversion Rate Optimisation (CRO) P&L Management Stakeholder Management User Experience (UX) A/B Testing User Engagement Predictive Analytics Generative AI Shopify SAP Siebel Chat GPT Facebook Business Manager Affiliate Marketing

PROFESSIONAL EXPERIENCE

White Label Dating Apr 24 – Sep 24

Head of Digital Optimisation

Leading technology migration of a dating product with over 80M users. Enhancing portfolio value through implementation of in-app premium features, and programmatic ad selling. Implemented org structure change, automated SEO reporting, website creation, content production, increased consumer engagement and loyalty.

Achievements Include:

Led the platform migration for over 4,000 websites in 7 key markets, with an emphasis on retaining value from existing cohorts & driving user acquisition through SEO & Generative AI.

Delivered a pricing structure that increased paid subscriptions 1.5X and grew revenue through premium in-app features and multi-product incentivisation.

Migrated business model from B2B to B2C (acquiring users through SEO rather than revenue share affiliates) vastly increasing revenue per user model.

Key skills; SEO, Content Strategy, SQL, Cloud Computing, Data Analysis, ASO, AI, ChatGPT

Reckitt Apr 19 – Mar 24

Head of Revenue Growth Durex and Finish Europe D2C

Leading Direct to Consumer (D2C) eCommerce initiatives for Reckitt’s power brands. 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.

Substantially accelerated first party data capture (+15% MoM growth in account creations) implementing bundling, subscriptions, and store-exclusive incentives to mitigate Cost of Acquisition (CAC) increase Average Order Value (AOV), and enhance Lifetime Value (LTV)

Successfully developed and marketed a white label product for Air Wick (‘Botanica’ Candles – a £250M NR product line) creating go to market strategy, production innovation and Omni-channel pricing wins.

Created a data-driven, insight-led approach to decision making in D2C hub, using advanced data connection tools and SQL to enable multiple source data imports which transformed business reporting.

Key skills; eCommerce, D2C, Analytics, Sales, Finance, P&L Management, Product Marketing

Blue Array Jan 17 - Apr 19

Account Director B2B

Established Blue Array SEO from Scale Up to the UK’s largest pure play SEO agency. Responsibilities included leading the company's SEO efforts, recruiting and developing an SEO team, and business development through pitching new clients, winning industry awards, and developing SEO products supplementary to core consultancy.

Achievements Included:

Delivered ‘Press Pull’, a proprietary PR bolt-on service, which was 15% of turnover by 2018.

Earning the company’s first Search Award nomination (2018) for work on ihateironing.com elevating the agencies national profile

Recruited and developed a team of SEO managers who helped the company deliver exceptional growth (£2M sales, year 1) fostering relationships with C-level stakeholders of 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.

Key skills; Account Management, SEO, Team building, B2B Sales

Yellow Pages (yell.com) Aug 11 - Dec 16

Team Manager Digital Activation B2B

Responsibilities included spearheading commercial initiatives to drive significant improvements in B2B customer acquisition and retention. Owning aftersales customer care journey through SAP and Siebel CRM platforms. Leading and executing across web design, copywriting, PPC & SEO.

Played a key role in transforming Yellow Pages from a classified listings directory to digital media seller.

Increased Net Promoter Score (NPS) through team mentorship, training, and customer engagement initiatives.

Key skills; Digital marketing, CRM, Team management, Business transformation, SEO

EDUCATION

Bachelor of Science (BSc) Business Management with Marketing Sep 08 – May 11

First Class Honours, University of Salford

ACHIEVEMENTS

Scaled Reckitt's European D2C business to £10M NR annual turnover.

Key role in transforming Yellow Pages to Yell.com

Transformed White Label Dating’s Acquisition Model from B2B to B2C

PROFESSIONAL DEVELOPMENT/ TRAINING

Reckitt’s Management Leadership Program (Level 2)

INTERESTS

Photography, Audio Production & Travel

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