1. Paid Media &
Digital Advertising
Leaders Masterclass
#PAIDMEDIAMANC19
Where: Museum of Science and Industry (Garratt Suite), Manchester M3 4FP
When: Tuesday 24th September 2019 // Time: 9.30am-1.00pm
*Registration between 9.00am-9.30am

2. The Paid Media & Digital Advertising Leaders Masterclass will showcase a series of expert
insights from industry leaders on the big issues, trends, emerging developments and
strategies that are driving brand and commercial performance across the paid media and
digital advertising landscape.
The #PAIDMEDIAMANC19 masterclass will provide delegates with a unique ‘Holistic’
learning experience in a relaxing environment via a series of engaging roundtable sessions
that will provide a forum for sharing knowledge, best practice, discussion and networking
with industry peers across the digital marketing landscape.
Paid Media & Digital Advertising
Leaders Masterclass #PAIDMEDIAMANC19

3. Produced by Marketing Masterclass Series in association with:
Greenlight
https://www.greenlightdigital.com/
Edit
https://edit.co.uk/
equation
https://www.equationdigital.co.uk/
croud
https://croud.com/
dq&a
https://dqna.com/
Bring Digital
https://www.bringdigital.co.uk/
Bind
https://bind.co.uk/
Forward Role
www.forwardrole.com
Smoking Gun
https://smokinggunpr.co.uk/

4. Who’s
Attending?
• Head of Marketing – First4Lawyers
• Head of Digital – The Fragrance Shop
• Head of Acquisition – Baird Group
• Head of Marketing – Chums
• Head of Digital – InTheStyle
• Head of eCommerce – Findel Education
• Head of Search & Acquisition – Manchester Airport Group
• Director of Digital Marketing – Marshalls plc
• Head of Performance Media – N Brown Group
• Head of Paid Media – The Protein Works
• Head of PPC – Footasylum
• Paid Media Manager – Matalan
• Display & Programmatic Manager – AO.com
• Senior Marketing Manager – Sainsbury’s Bank
• Customer Marketing Manager – Argos Financial Services
• Head of Marketing – Slater and Gordon Group
• Head of Marketing – Push Dr
• Digital Performance Marketing Manager – Well Pharmacy
• Lead Digital Marketing Manager – Co-op
• Digital Media Manager – Missguided
• Head of Marketing – Pharmacy2U
• Digital Marketing Manager – Autotrader UK
• Senior Digital Manager, Acquisition – Homeserve
• Senior PPC Specialist – Steinhoff UK
• Digital Acquisition Manager – Shearings Holidays
• Head of Marketing – Sigma Capital Group plc
• UK Marketing Manager – Gazprom Energy
• EMEA Digital Marketing Manager – Spectrum Brands
• Senior Acquisition Manager – Plusnet
• Head of Online Acquisition – Current Body
*Sample of #PAIDMEDIAMANC19 delegates

5. Utilising the right technologies to drive paid media
campaign effectiveness
Damien Bennett, Director of Strategy & Rob Smith, Managing
Consultant at DQ&A
Why LTV is the new CPA: the benefits of customer
lifetime value explained
Duncan Nichols, Director of Strategy & Planning and Andy
Cooney, Commercial Director at Croud
Smarter targeting with data analysis and audience
segmentation
Fahmi Mohammed, Head of Display & Mark Byrne, Paid
Media Performance Director at Greenlight
Keynote & Roundtable Sessions
The incentives under the surface: An economist's
review of paid media & digital (Keynote)
Max Hoppy, Joint MD & Oliver Hopkinson, Joint MD at Bind
Paid Social - How to build a successful acquisition
strategy, leveraging data, audiences and
attribution insights
Mel Hyde, Associate Director of Paid Media & Jon Greenhalgh,
Digital Media Director at Edit
Ecommerce digital activation: Executing full-funnel
launch campaigns
David Ingram, Founder and Mel Walker, Strategy Director at
Bring Digital
Programmatic advertising: affordable fame
Claire Stanley, Head of Biddable Strategy & Alison Jellicoe,
Marketing Consultant at equation

6. Keynote & Roundtable Experts
Alison Jellicoe
Marketing Consultant
at equation
Marketing consultant for equation, Alison is a font
of knowledge and has cemented herself as the
go-to person for industry insights. With a passion
for paid media and engaging with new clients,
Alison thrives when advising global brands on how
to build their brand online. There’s not much
Alison hasn’t seen or done; she was even among
the first ‘batches’ of agency personnel who earned
Google Accreditation. Having over 10 years’
experience in industry, Alison has a marketing
background as diverse as it is impressive and has
worked with a range of enviable brands.
Claire Stanley
Head of Biddable Strategy
at equation
Possessing 17 years’ experience, Claire has
encountered almost all areas of digital including
(but not limited to) PPC, programmatic, paid
social, strategy and tracking, working across a
multitude of sectors. Skilled in putting together a
strong strategy, Claire works with personalised ads
helping to always drive the best performance. A
credit to Claire’s expertise, knowledge and
industry-wide reputation, she was recently asked
to be a judge for the UK Biddable Media Awards
2019.
Fahmi Mohammed
Head of Display
at Greenlight
Fahmi is Head of Display at Greenlight, leading a
team of planners, strategists and programmatic
traders, and overseeing the overall programmatic
operations. Fahmi has over a decade’s worth of
experience in the display space and has led global
media campaigns across several verticals including
insurance, services, and leisure.
Fahmi focuses on aligning audience touchpoints
across different channels (such as display, video,
mobile and social) with brands and breaking down
siloes to integrate media, technology, and data to
run impactful media programmes. During his career
in digital, Fahmi has worked extensively with
market-leading technologies ranging from DSPs,
DMPs, ad servers, attribution, business intelligence,
and brand safety platforms to deliver exceptional
performance for clients. He’s also an active speaker
at various programmatic display events and a
seasoned contributor to wider industry
conversations.

7. Mel Walker
Digital Strategy Director
at Bring Digital
Mel joined Bring Digital from Shop
Direct and was initially the agency’s
Head of Analytics and Insight. She
has over 9 years of experience and
has previously worked at Missguided
and Redeye International Digital
Agency working on household
names such as Office Depot,
Monarch Airlines and Hotel
Chocolat. With a wealth of
experience in all things data, CRO,
web analytics and customer profiling;
Mel is currently the agency’s Digital
Strategy Director.
Mark Byrne
Paid Media Performance Director
at Greenlight
Mark is a Paid Media Performance
Director at Greenlight and oversees
paid media strategy development
and execution. After graduating with
a degree in Marketing, Innovation
and Technology from Dublin City
University, Mark spent three years
working in paid media in Toronto,
before moving to London where he’s
worked for two years across all paid
channels.
With experience across a range of
verticals in both B2B and B2C, Mark
enjoys developing audience-first,
cross-channel campaigns and driving
performance through relevant,
intent-based paid media.
David Ingram
Founder
at Bring Digital
David is the Founder of Bring Digital,
a specialist performance marketing
agency working with brands such as
Formula 1, Cotton Traders &
American Golf. David was named
‘Entrepreneur of the Year’ and ‘The
Chairmans Rising Star’ at the Made
in Manchester awards earlier this
year and has built a strong
reputation for successfully devising
and executing ROI-driven digital
strategies for leading consumer
brands.
Prior to launching Bring Digital,
David led the organic search team at
AO.com, and has been personally
responsible for devising search
strategies for brands such as JD
Sports, Ann Summers and DW
Fitness First.
Rick Guttridge
Managing Director
at Smoking Gun (Official Master of Ceremonies)
With around 20 years of agency
experience under his belt, Rick has
worked on some of the biggest
brand names in the world achieving
front page client coverage on titles as
diverse as the Guardian and Daily
Star, major features on BBC peak
shows and had clients trending on
social channels.
Having started out working in a
full-service agency, he takes a holistic
view of PR and its place in the
marketing mix. This approach has
proven invaluable as the media
landscape has evolved at a rapid
pace in recent years and he has
embraced the opportunities created
by the new social media channels
and further convergence of PR and
other disciplines such as SEO and
social media.
After a period as MD of in a
consumer specialist agency, he set up
his own venture, Smoking Gun PR in
January 2010 with wife Vanessa
where they set about proving the
impact strategic PR can have on an
organisation. Banning AVE (some
years ahead of the CIPR and PRCA)

8. Duncan Nichols
Director of Strategy & Planning
at Croud
Duncan has worked in digital for
eight years, with most of that time
spent agency-side (though he
started his career selling theatre
tickets online for Time Out). His
background spans all aspects of
digital marketing, and after working
in biddable media at Mindshare, he
left in 2017 to join Croud, where he’s
now their Director of Strategy &
Planning.
Mel Hyde
Associate Director of Paid Media
at Edit
Mel is Associate Director of Paid
Media at Edit, with numerous years
of experience leading some of the
UK’s largest PPC accounts. She is
adept at utilising multiple channels
to deliver best-in-class strategy and
performance.
Jon Greenhalg
Digital Media Director
at Edit
Jon is Edit’s Digital Media Director,
having over 10 years of experience
in the field. He has a track record of
developing market-leading digital
products. He has a real passion for
developing the right digital strategy
to help our clients grow and to
deliver best in class activation.
Andy Cooney
Commercial Director
at Croud
Andy is currently the Commercial
Director at Croud, working with the
channel teams to understand clients'
challenges in order to form a
strategy. Prior to this role, Andy
worked as Head of SEO at Croud,
and previously led the Unilever
Global SEO team, as well as working
with clients like PlayStation, New
Look, The North Face, Vans and
many more.

9. Rob Smith
Managing Consultant
at DQ&A
Rob has a long history working
within the advertising industry.
Having grown both the
programmatic and paid social
propositions for Dentsu in
Manchester (DAN North), Rob then
moved to become an independent
programmatic consultant in 2017
before joining DQ&A in 2019. He is
passionate about empowering
clients, giving them clarity and
transparency in their digital activity
and is well-versed in all aspects of
online advertising.
Oliver Hopkinson
Joint MD
at Bind (Official Keynote Speaker)
Oliver is the other joint MD of Bind.
He brings the agency side
experience to the partnership having
been a director in both a big
network and a mid-sized
independent. Oliver is also the
entrepreneurial brother, starting his
first business straight out of
university, which he grew and sold 5
years later. Outside work, Oliver is
about to become a hands-on Dad(!),
but currently spends most of his free
time with his French Bulldog Dre.
Both brothers are lifelong learners
with 5 degrees between them,
including Executive Scholarships in
Marketing from the Kellogg School
of Management, Chicago.
Max Hoppy
Joint MD
at Bind (Official Keynote Speaker)
Max is joint MD of Bind – a biddable
media agency, recently recognised
as Small Digital Agency of the Year
at the Prolific North Awards. He has
previously held C level marketing
positions at TyresOnTheDrive,
Iceland Foods and various
technology startups. He learned his
trade working as an Industry Manger
at Google.
Outside work, Max is a hands-on
Dad, teaches children to ski and is
governor of Manchester primary
school Old Hall Drive Academy. His
long-term ambition is to change how
business (and marketing) is taught in
schools by leveraging talent and
experience from the private sector.
Damien Bennett
Director of Strategy
at DQ&A
Damien has spent most of his ten
years in digital putting two fingers up
at industry “best-practice”,
challenging the industry to be more
transparent and advocating for
improved ways of understanding
performance. He is a regular speaker
at events and his work has been
recognised through several industry
awards.
Damien’s present role centre’s on
ensuring that we deliver
best-in-industry work for our partners
helping them to rethink the rules of
marketing.

10. Get Involved
If you’d like to attend the masterclass as a delegate or
lead a session at one of our future events as an
‘Official Partner’, please contact:
John McCambley, Founder & Chief Producer
+44 (0)779 6322894
john@marketing-masterclass-series.com
Further information can also be found on
www.marketing-masterclass-series.com