Paid Media & Digital Advertising Leaders Masterclass 2019 (Official Brochure)


The official brochure for the Paid Media & Digital Advertising Leaders Masterclass, which takes place at the Museum of Science and Industry in Manchester on Tuesday 24th September 2019. Further details:

Paid Media &

Digital Advertising

Leaders Masterclass

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


Paid Media & Digital Advertising

Leaders Masterclass


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.

Produced by Marketing Masterclass Series in association with:





Bring Digital



Smoking Gun

Forward Role



• 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 –

• 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

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

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


Fahmi Mohammed, Head of Display & Mark Byrne, Paid

Media Performance Director at Greenlight

Programmatic advertising: affordable fame

Claire Stanley, Head of Biddable Strategy & Alison Jellicoe,

Marketing Consultant at equation

Keynote & Roundtable Experts

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


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.

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


Mark Byrne

Paid Media Performance Director

David Ingram


Mel Walker

Digital Strategy Director

Rick Guttridge

Managing Director

at Greenlight

at Bring Digital

at Bring Digital

at Smoking Gun (Official Master of Ceremonies)

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


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 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


Prior to launching Bring Digital,

David led the organic search team at, and has been personally

responsible for devising search

strategies for brands such as JD

Sports, Ann Summers and DW

Fitness First.

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.

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)

Mel Hyde

Associate Director of Paid Media

Jon Greenhalg

Digital Media Director

Duncan Nichols

Director of Strategy & Planning

Andy Cooney

Commercial Director

at Edit

at Edit

at Croud

at Croud

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


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.

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 &


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.

Rob Smith

Managing Consultant

Damien Bennett

Director of Strategy

Max Hoppy

Joint MD

Oliver Hopkinson

Joint MD

at DQ&A

at DQ&A

at Bind (Official Keynote Speaker)

at Bind (Official Keynote Speaker)

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.

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


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


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.

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.

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

Further information can also be found on

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