About Me
I have 20 years’ marketing leadership experience in internet, e-commerce, enterprise software and SaaS. I've helped move markets, build awareness and generate demand at innovative businesses such as Oracle, Ariba, Cramer, ShipServ and now Silverpop.
Over the past 10 years I've specialised in connecting sales and marketing, pioneering the use of behavioural and social media strategies to drive demand. I was an early adopter of marketing automation technology, building award winning initiatives that drove revenue and increased conversion rates.
A regular speaker on content marketing, marketing automation and inbound marketing, my presentations have been viewed/downloaded over 10,000 times in the last year alone.
In 2009 I was named Marketer of the Year by B2B Marketing Magazine.
Career History
Senior Director - Marketing at Silverpop
From November 1, 2012 and still in this role.
Part of the EMEA leadership team, with responsibility for the marketing function.
Director, Global Marketing, Expedia Affiliate Network at Expedia
From May 1, 2011 until October 1, 2012.
Led the global marketing team for Expedia Affiliate Network (EAN), the B2B technology arm of Expedia Inc, the world’s largest online travel company. Responsibilities included:
- Competitive Intelligence
- Segmented Value Propositions and Messaging
- Product Marketing
- Field Marketing
- Inbound Marketing (SEO, Social Media, Content)
- Branding & Identity
- PR
Chief Marketing Officer at ShipServ
From January 1, 2007 until May 1, 2011.
Led all aspects of global marketing for the world’s leading e-marketplace in the $60bn marine & offshore supplies industry.
Managed the online and offline marketing strategy with full P&L responsibility for the marketing budget.
Led a team of international marketing professionals in UK, Denmark and Far East.
Defined and delivered demand acquisition strategy for ShipServ's online services using SEO, SEM, email and Social Media tactics.
Introduced demand generation and lead nurturing processes that delivered 100% of pipeline for a sixty-strong telebusiness team.
Developed new branding, messaging and value propositions that fuelled significant company growth.
Global Marketing Director at Amdocs
From January 1, 2006 until January 1, 2007.
Global Marketing Director for Cramer, the leader in Operational Support Systems (OSS) for telcos, which was subsequently acquired by Amdocs for $425m.
Was responsible for Global marketing strategy, including brand, marketing communications, web, database, partner marketing and demand generation, as well as internal communications.
Post acquisition remit was expanded to lead marketing programmes strategy across Amdocs' entire $2.5bn business.
Head of Enterprise Marketing at Microsoft
From January 1, 2003 until January 1, 2006.
Reporting to the UK Board, owned creation and execution of the marketing goals, objectives, strategies and tactics for Microsoft’s Enterprise business in the UK - approx $1bn in revenue.
People management responsibility for a team of 20 marketing managers organised into four functional areas: Industry Marketing, Product Marketing, Executive Engagement and Deployment.
Helped achieve subsidiary objectives by leading team around four key goals:
- Pipeline. Planned, orchestrated and lead effective Enterprise marketing plans and programmes for the subsidiary that grew the opportunity pipeline YOY.
- Credibility. Established Microsoft as an Enterprise Class supplier by raising mindshare with analysts, press & industry influencers.
- Relationship. Strengthened relationships by delivering an integrated programme of Executive Engagement.
- Deployment. Increased deployment of key software products in Enterprise customer base.
Blog comments by John Watton
