Senior Growth Performance Marketing Manager D2C eCommerce

DYLAN YATES

078**-***-*** *****.*****.**@*****.*** Linkedin

Strategic Marketing Leader with expertise in eCommerce & D2C Growth, Organic & Paid Media Performance, and Digital Transformation. Expert in Performance Marketing & Direct to Consumer, and passionate about new tech and evolving digital trends. Proven Experience as Regional Head of International D2C business managing growth of 20+ Shopify stores, leading cross-functional teams and driving P&L growth. Currently own Customer Acquisition for Virgin Media O2’s Innovation division. PROFESSIONAL EXPERIENCE

Virgin Media O2 May 2024 - Present

Digital Innovation Acquisition Lead

• Acquisition Strategy: End-to-End development and execution for a new digital platform device and subscription service, driving market entry and adoption.

• GTM: Leading go-to-market execution across channels, marketing, and brand to deliver a successful product launch with measurable customer uptake.

• Multi-Channel Sales: Defining and optimising across digital, voice & retail, ensuring scalability and alignment with customer behaviour.

• Market intelligence: Running qualitative & quantitative programmes, translating insights into product requirements within an Agile delivery framework. Reckitt Apr 2019 - Mar 2024

Head of Direct-to-Consumer Growth & Experience, Europe

• Growth Marketing: Own Strategy for 20+ Shopify sites of Power Brands across SEO, PPC, Social, Affiliate Marketing and CRM (includ. Durex, Finish & Airwick)

• Agency & Regulatory Management: Responsible for £ Multi-million budget, managing agency partners & local regulatory & legal compliance (including medical affairs) in leading EU markets (e.g. UK, France, Germany & Others)

• CRM & Loyalty: Developed the Salesforce XS & US workflows, multi-language & region, increasing, repeat purchase & customer lifetime value.

• eCommerce leadership: Built & led an integrated team across CRO, UX & Trading, to improve customer experience, plus CVR & AOV metrics, and grow

£10M Annual Sales by Year 2

Blue Array Jan 2017 - Mar 2019

Director Of SEO & Growth Marketing

• SEO: Delivered scalable SEO strategies across Technical SEO, Site Audits, Keyword Gap Analysis and Content Recommendations for VIP clients.

• Product Growth: Developed agency’s first PR-led SEO product, now a core service offering

• Brand Advocacy: Nominated for UK Search Awards, elevating agency’s profile Yell.com Aug 2011 - Dec 2016

Web, SEO, PPC and Copywriting Associate

• Digital Operations: Worked across Front End Design, SEO, PPC, Digital Marketing and Website delivery objectives

• Copywriting: Delivered copywriting training directly impacting site performance, improving customer satisfaction (NPS)

• CRM & Client Management: Handled B2B CRM, billing, Post Live support growing clients’ accounts

EDUCATION

University Of Manchester 2008 - 2011

• (First-Class Honours) BA Communications and Media Studies KEY SKILLS & EXPERTISE

• e-Commerce & D2C – Sales Forecasting, CRO, UX, CX, A/B Testing

• Growth Marketing – SEO, PPC, Social Media, Affiliates, Programmatic, Influencer, Campaign Management

• Data Analytics – Google Marketing Stack including Google Analytics, Search Console

& Looker Studio. Skilled in Tableau and Power BI, Advanced Excel Knowledge.

• Leadership & Team Management – Cross-functional Coordination, Mentorship, Agile Workflows

• Loyalty & Subscription – CRM, Subscription Management, Customer Engagement, Cross-sell Up-sell Journeys, Lifetime Value

CERTIFICATIONS & PROFESSIONAL DEVELOPMENT

• Reckitt Leadership Programme (L2)

• Tableau & Data Visualisation (VMO2 Data University)

• Google Tag Manager & MarTech Day Course (Reckitt)

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