Paul Cassidy -

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Work Background

AscentialSVP, Marketing Performance & Automation (Digital, Data, Automation, CX, Transformation)

Jul. 2019London, England, United KingdomI lead an exceptional team of Subject Matter Experts across: + Marketing Automation + Marketing Operations + Performance Marketing (Biddable Media, Display, Organic Search) + Marketing Data & Insight (Insight, Analytics, Engineering, CRO) + Account-Based Marketing (ABM) + Experience & Delivery. (CX, UX, Full Stack Web Dev) - Led the op model design and build-out of the team, delivering a significant cost saving while improving commercial performance vs. our historic outsourced model. - Led the Marketing stream of our group-wide Customer Management Platform transformation, ACMP, comprising business process audit, design, optimization, as well as reviewing the legacy MarTech stack and building out our new hybrid stack (Marketo, and Salesforce Marketing Cloud,) to deliver upon the complex requirements of our brands. (Delivered on time, under budget unlocking a 7 figure cost saving for the business.) - Designed and currently delivering against our Digital and Data Maturity roadmaps (vs. the Google BCG Digital Maturity framework.) - Delivered the enterprise-wide Marketing KPI framework across our various brand business models, implementing Datorama as our Marketing Intelligence platform. Evolved Demand Gen approaches to ABM leveraging 1st and 3rd party data and our Enterprise Martech stack. - Drove significant cost savings (7 figures,) by consolidating our 3rd party partners and delivering our MarTech stack in a significantly more effective architecture. - Led the scoping and design of complex data layers to support our event brands transitioning to digital events allowing them to track engagement at the most granular level. - P/L owner, inclusive of BAU OPEX and Transformation CAPEX. - Partnered with finance on the design, implementation, and optimization of a new budget and forecast process across our brands. - Sit on various steercos (Data Privacy & Governance, ACMP) > Promoted to the company's senior leadership team and recipient of a coveted 'Elite award.'

Self-Employed ContractorPrincipal Management Consultant | Digital & Data Transformation

Oct. 2015 - Jun. 2019London, United KingdomConsulting with multiple clients either as an interim CDO, CMO, or to focus on a specific transformation agenda. Support companies within Consumer Electronics, FinTech, and broader financial services. Example engagements: Payments firm under NDA - + Engaged by a well-known payments firm to conduct a detailed audit encompassing: CX, Digital Product, and digital channel performance vs. competitors. + Delivered an integrated enhancement plan covering: - Strategy - Target Operating Model - MarTech stack - Channel approach to maximize demand generation, customer engagement, and retention - Customer onboarding. Canon EMEA - + Engaged by Canon to conduct a comprehensive review of their Digital and Data Maturity as well as their Operating Model on their path to becoming an omnichannel business. + Based on the outcome of the review, was asked to lead a Transformation program to accelerate digital and data maturity, and ultimately commercial performance across EMEA via 8 core pillars: - Integrated channel planning & Attribution - Performance Marketing - Forecasting & KPI Framework development - Data maturity - Performance analytics - Retention & Rejuvenation - CRO - Analytics & Tracking governance. + Reviewed the legacy operating model, designing a new operating model culminating in the integration of >50 FTEs. + Consulted on the MarTech stack both current and future state. + Advised the EMEA exec on the best use of their 8 figure Marketing investment. FinTech SAAS startup, under NDA - + Worked closely with founders to secure regulatory licenses by developing business process designs, multichannel customer journies, product and customer acquisition, engagement, and retention strategy + Developed detailed forecasts for B2C and B2B business lines as well as developing all content to secure investment. + Delivered the company's website, BI Spec, designed CRM & Marketing Automation integrations to deliver a seamless onboarding experinece.

CitiGlobal Head of Marketing | Margin FX

Apr. 2014 - Sep. 2015London, United Kingdom+ Created and executed a Digital Performance enhancement program to rebuild a fragmented global marketing function and within just 6 months, drove 7 figure cost savings simultaneously increasing customer acquisition by 95% + Rationalised bloated vendor roster, in-sourcing core strategic channels + Remodelled and re-energized the marketing team, gaining further investment to increase the team to 10 FTEs. + Embedded a Marketing ROI culture by detailed data and insight-led planning, implementing innovative policies/procedures, and driving best practice and knowledge sharing. + Grew organic search traffic 9x, improving site conversion >300% through Conversion Rate Optimisation, UX & Technical SEO enhancements.

City IndexExecutive Board Director | Global Head of Marketing | CF1

Sep. 2011 - Oct. 2013London(Pre GAIN acquisition) Hired to transform the Global Marketing function as a result of a successful secondment in previous agency role. + Devised and delivered a global marketing transformation program, built a central marketing function to lead our regional markets & portfolio of brands, delivering improved commercial marketing performance, the quality, and usage of business intelligence, ROI tracking & cost savings. + Streamlined all group agencies, outsourcing media planning and buying to integrated global media agency delivering a 7 figure cost saving + Record improvements in customer acquisition and SAC + Re-energised and transformed an inherited team of 6 into a global team of 40 including regional heads of marketing. + Significantly increased brand awareness across spread betting, CFD, and FX becoming #1 in the USA and the UK for Forex and CFDs respectively. + Successfully penetrated new markets in Israel, UAE, Germany, Hungary & South East Asia. + Transitioned from regionalized Content Management Systems on different technologies to one multisite global CMS, improving security, compliant content share, and ultimately marketing performance. + Founded the multi-award winning online “Trading Academy” which delivered record customer acquisition, and competitive edge in the short term, and long-term customer retention. + Awarded winner of “Best use of Social Media” in 2013 by Money AM & “Best Financial Services Award” at the Digitals/NMA awards the same year with other shortlisting for Rich Media, Video & Best Branded Entertainment. + Embedded new forecasting methodology + Leveraged MarTech to automate customer onboarding and improved customer activation rate. + Data-driven approach to customer acquisition shared as a best practice case study by 'Think with Google'

City IndexDirector, Global Digital Marketing

Jul. 2011 - Sep. 2011London, United Kingdom

Positive DigitalSenior Account Director

Nov. 2010 - Jul. 2011Ran the agency's flagship Digital Accounts, City Index & Rank Interactive. + Performance on the City Index account led to promotion to SAD, as well as running all aspects of the business including ATL. + Pitched and won PPC, SEO, Social, & Enterprise Design and Build, becoming City Index's retained agency. + Seconded to City Index's US business to integrate regional Marketing function, driving commercial growth and cost savings. > Performance on secondment ultimately led to appointment as City Index's Global Head of Marketing.

Positive DigitalAccount Director

Jul. 2009 - Oct. 2010

Geoff Howe Marketing CommunicationsDigital Account Director

Jan. 2008 - Dec. 2009