Brand Shortlist

“Jamie joined the team in July of 2022 after what had been quite a tumultuous period of change for the Brand. From restructures to leadership changes and never quite being able to either articulate or deliver on the potential of Digital; Jamie stepped into the role of Hof Digital Marketing.

From the outset it was clear he had a deep understanding of the levers at our disposal, getting to work at first with our agency partners. What struck me most in these conversations was the tone; there was a definite change in approach from our side as a brand, one of collaboration over direction and at times, frustration. Whilst his tenured experience agency side certainly helped in this regard, it has most definitely driven a more profitable and harmonious working relationship between our business’; “”””it’s just nice to have someone who gets both sides”””” probably says it all and that’s how it’s been described to me by our partners.

Whilst fostering a relationship of collaboration with agency partners was the start, that relationship has allowed the team to deliver positive results to the business and he has been instrumental in translating those results to non DM natives up and across the organisation.

These results have given the business confidence, and that confidence has allowed Jamie to hire in skillsets the business was lacking and build a true cross channel marketing function which works collaboratively with key business units such as finance and insights. Through ensuring the business had the right skill sets to face into the future we were able to realign against a single plan for customer engagement and to drive efficiency within acquisition – this was only possible through empowering the talent in the team to make decisions and act with autonomy under four principles

• Is it genuinely incremental?
• Is this adding value or is it complicating?
• Does this create a positive consumer experience?
• Do we have the right measurement in place to asses it?

Throughout this time, we were also able to work closer with industry partners and digital marketing platforms, and whilst sizable savings were made, we were also able to advance. Over the past 12 months we’ve been early adopters across a wide number of platforms, including Google and Meta. In doing so we’ve been able to gain competitive advantage and look at how we can setup in a way where we’re genuinely confident and comfortable leaning into AI. This is a big step forward for a business going through a digital transformation.

Jamie’s impact on the business has been transformational but he has also had a positive impact on the culture, leaning on the partnerships with Meta and Google to positively influence our approach to D&I and people development. He is a quietly persuasive leader and our Brand Hero.”