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Work Background
LaughGlobal Founder & Chief Commercial Officer
Jan. 2025Greater London, England, United Kingdom
LaughGlobal Co-Founder
Nov. 2024
DAZN GroupVP Global Sales
Jan. 2022 - Jan. 2025London, England, United KingdomSet-up of and direction of the commercial output of a Global Sales team of 6, driving innovation of sponsorship packages across OTT and digital environments. - Strategic direction: Development of commercial strategy for Global Sales team. - Commercialisation: Setting direction to maximise monetisation of DAZN assets, responsible for multi-million $ global sales target, delivered in first year, and enhanced in second year. - Effectiveness analysis: assessing effectiveness of assets for sponsorship packages. - Sponsorship package creation: collation of innovative packages based on effectiveness of assets, adapting to meet business requirements of sponsor. - Rights holder management: Working closely with rights holders including UEFA, Bundesliga, LaLiga to maximise offering within sponsorship packages.
DAZNVP Global Advertising Strategy
Jan. 2019 - Jan. 2022London, United KingdomMigrated into DAZN as business priorities shifted and Perform business sold. Responsible for the commercial output of a Central Strategy team of 4, working both on global proposals and collaboratively working with local Sales & Strategy teams in all markets. Responsibilities include: - Creation of central commercial strategies for local market adaptation - Development of business strategies to align with broader DAZN business model - Delivery & oversight of global partner commercial solutions - Management of central strategic output of 4 strategists - Development of strategic frameworks for local markets - Governance of local market commercial solutions output
DAZN GroupVP Global Sales & Activation
Jan. 2019 - Nov. 2024
FC DIEZ MEDIAInterim Head of Digital Sponsorship
Oct. 2018 - Feb. 2019London, United KingdomFormed part of the Leadership team at the agency’s inception. Delivered sponsorship & digital/social strategies for all CONMEBOL competitions and financial initiation of personnel to deliver editorial/social output for digital channels. Part of broader role at Perform/DAZN. - Maximising digital investment: Analysing & creating extensive digital asset portfolio to include within rights sponsorship packages for brands. - Package creation: Benchmarking vs other rights holders to create packages of unique assets to maximise appeal of CONMEBOL rights sponsorship.
Goal StudiosGlobal Head of Planning & Sponsorship Activation
Jun. 2016 - Dec. 2018London, United KingdomWorking within Goal Studios, the content agency at the heart of Perform Media's offering, responsible for strategic and creative campaigns delivered via Goal.com's broad global network. Responsible for strategic planning and conception of sponsorship packages for leading global Brands intent on cementing positioning within crowded landscape of football property spnsorship. • Strategy & implementation: Working with digital & editorial teams to offer bespoke content creation & media activation across goal.com website & social ecosystem. • Commercialisation: Maximising revenue with brands including multi-million $ deals with Nissan & Santander, assisting both brands with activation of their assets across Goal’s UEFA Champions League content.
TBWA\G1Nissan Sponsorship Consultant, UEFA Champions League
Oct. 2014 - Jun. 2016Paris & LondonAgency lead responsible for Nissan's global sponsorship of the UEFA Champion's League. Working collaboratively with Nissan Europe's and Global's Sponsorship teams to build familiarity for the Brand within the sport. Worked across Nissan's first two seasons as a title sponsor. Main responsibilities were senior client liaison and director of all agency content and strategy output. Delivered strategic approach and content campaigns across both seasons, as well as foundation setting for season 3 before departure. Strategic activation of assets: Working with Global Nissan Sponsorship team to create multimedia campaigns leveraging Nissan’s UEFA Champions League assets. • Global campaign creation: Central planning & creation of campaigns, working with local market teams to deliver successfully.
Nissan UnitedNissan UEFA Champions League Sponsorship Activation Lead
Oct. 2014 - Jun. 2016Paris & LondonAgency lead responsible for Nissan's global sponsorship of the UEFA Champion's League. Working collaboratively with Nissan Europe's and Global's Sponsorship teams to build familiarity for the Brand within the sport. Worked across Nissan's first two seasons as a title sponsor. Main responsibilities were senior client liaison and director of all agency content and strategy output. Delivered strategic approach and content campaigns across both seasons, as well as foundation setting for season 3 before departure. Strategic activation of assets: Working with Global Nissan Sponsorship team to create multimedia campaigns leveraging Nissan’s UEFA Champions League assets. • Global campaign creation: Central planning & creation of campaigns, working with local market teams to deliver successfully.
DTClient Services Lead
Jan. 2013 - Sep. 2014Sydney, AustraliaSenior Client Service role at leading digital agency. Part of agency leadership team, and jointly responsible for the Client Service department. Appointed to manage the two largest accounts in the agency’s short history. Specific responsibilities and achievements: • Macquarie – New business win which grew into a multi-million dollar account • DT were engaged to partner Macquarie in their digital transformation journey, with specific growth in tools and services within the direct to consumer space (Internet Banking, mobile banking, wealth investment tools, public-facing global website) • Senior client relationship with multiple stakeholders from CEO to Digital Heads • Negotiated remuneration model including monthly retainer and multiple SOWs ($50k-$2.3M) • Set up of internal account operations including creation of dedicated account space, recruitment of key personnel and induction of culture within account team • Integral part of business transformation forum with fellow discipline leads to drive digital strategy agenda for Macquarie and convert into actionable roadmap • Tourism Australia – Senior client liaison responsible for new business win to transform TA’s digital ecosystem, including their main consumer portal: Australia.com • Recommendation and implementation of Adobe technology stack and product suite to ensure more personalised experiences • KFC – Worked within broader Ogilvy team to drive awareness of KFC’s brand and product calendar • Solely responsible for sell-in of enhanced consumer digital experience, including responsive website build and first ever (award-winning) mobile campaign to promote their Snacking menu • Enabled a traditional advertiser to understand how digital channels could assist with awareness as well as drive sales through more targeted and personalised experiences
Damian SmythIndependent Digital Consultant
Sep. 2012 - Oct. 2012London and ParisShort-term contract to provide strategic input for Nissan Europe, utilising my previous experience working in the UK market. The role required me to collate and decipher market insights in preparation for the annual pan-European Digital meeting. Role required meeting with all 8 European markets, and converting their input into content workshop for meeting.
DNA LondonBusiness Director
Jun. 2008 - Sep. 2012London, United KingdomResponsible for the business growth and management of the Nissan GB and British Olympic Association (BOA) accounts. Specific responsibilities and achievements included: • Nissan GB – digital agency of record responsible for 5x web platforms (updates and maintenance), Brand/product campaigns, media activities, social media, mobile and outdoor digital • Originally worked exclusively with the Communications team, but pitched and won business with other departments: Retail (web platform for 200+ dealerships and media assets), Aftersales (web platform and media assets), Fleet/LCV (Business Hub) and CRM (Nissan owners’ web platform). • After departure of MD at Duke, effectively managed the office from a financial and operational perspective, reporting into Razorfish board • During my tenure, the retained team grew from 5 to 11 personnel • Drove the business into areas Digitas was not renowned for, including Social Media and mobile • Instigated the recruitment process for a seconded Social Media Manager to ensure the Social business for the agency • Developed award-winning creative for ‘Behind the Hit’ campaign at DMA and New Media Age
iblinkIndependent Digital Consultant
Nov. 2007 - May. 2008London, United KingdomConsultancy role to facilitate the growth of the digital offering in a small digital brand experience agency. Responsible for the management & new business development of all digital solutions, including mobile communications and development of digital content for specialist iblink hardware (Digital 6 sheets & sites in retail environments).
Dialogue MarketingHead of Digital
Sep. 2005 - Nov. 2007London, United KingdomOriginally employed to facilitate growth of small Interactive department, with responsibility shifting to running of department and management of all interactive projects. Responsibilities varied from the generation of new business leads, managing projects of existing clients and driving the internal perception and resource of interactive marketing within the company and wider WPP Group. Client achievements included: • Yahoo! – Managed global account leveraging sponsorship of 2006 FIFA World Cup™. Responsible for web strategy development, running and growth of account & maximising new business potential • Chevrolet – Interactive project win, developed microsite and online game to promote licence of Transfromers movie across 10 markets and 8 languages • Gillette – Oversaw Gillette FIFA World Cup™ campaign including development of global online promotions and banner campaigns across 55 markets globally • Duracell – Managed build of promotional microsites across 15 European territories • AIG – Delivered various online promotions to promote AIG’s sponsorship of Manchester United
Elvis / Exposure / The Marketing StoreSenior Account Manager / Account Director
May. 2004 - Sep. 2005Implementation of events focused on demoing handsets and driving UK sales Powerade - Drafting strategic response to brief for Powerade Powder products Diageo - Implementation of national on-pack / web promotion across 8 Diageo brands Sky Sports - Leveraging Sky's Premiership coverage via roadshow events at Comet outlets in UK 3 Mobile - Implementation of activity to showcase 3's Premiership coverage and video messaging Cadbury Dairy Milk - Assisting with the implementation of major on-pack promotion
BD NetworkAccount Manager
Sep. 2002 - May. 2004Full client service from concept development to full implementation of fully integrated campaigns (co-ordinating with PR/design/advertising agencies) Responsible for interactive elements; managing development of promotional and brand websites and SMS platform with mobile marketing supplier Responsible for promotional budget (including internal budgeting and forecasting)
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