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Johnny Devitt

Chief Marketing Officer at Paddy Power Betfair

Summary

Obsessed with answering why it is that some brands grow faster than others. Experienced marketer with a desire to win by focusing on being brilliant at the basics first. Proven track record at delivering KPI growth, building and retaining teams, as well as delivering operational efficiency. Educated as an engineer and post graduation trained as a consultant and coder. Passionate about automation, online, and brands. Reader of Rise of the Robots, How Brands Grow and The Hard Thing About hard Things.

Work experience

February 2016Present

Chief Marketing Officer

Paddy  Power Betfair

Chief Marketing Officer managing two of the strongest brands in the online gambling sector. Working to ensure that the brands develop and grow so as to maximise market penetration and minimise overlap, whilst growing profitably. Ensuring that our digital stack scales across all group brands globally. 

Directing:
-Management of multiple brands and their positioning from both a proposition and creative perspective
-The build out of a digital stack and data management platform to scale for multiple brands and regions 
-The usage of machine learning to drive decision making and scaling
-Media buying and agency models that drive scale of brand investment 
-Developing deep partnerships with the key digital players (Google, Facebook, AppNexus & Adobe)

Learning what scale, operating leverage and synergy really mean

Mar 2015February 2016

Chief Marketing Officer

Betfair

Chief Marketing Officer with full brand, digital & social, CRM, marketing tech and insight/analysis oversight. Consistently beat new customer acquisition and active customer targets and materially improved the approach to retention marketing, all of which have enabled revenue targets to be exceeded.

Led on:
-Efficient international market entries
-Building a digital stack that scales automates and uses data
-Understanding the fundamental customer and category drivers 
-Using econometric models to understand return on ad spend and impact of media on KPIs

Learned the importance of data accessibility for marketers

May 2014Mar 2015

Director of Online Marketing

Betfair

Responsible for the direction of online acquisition, CRM, marketing insight, as well as on-site merchandising across all markets of focus for the business.

Developed:
-Delivering through the line campaign planning 
-Developing CRM campaign management capabilities to improve customer revenue and retention
-Site merchandising to drive incremental customer activity 

Learned the real value and importance of "through the line" media planning

Sep 2013Apr 2014

Head of Marketing Platforms, Data & Acquisition

Betfair

Worked on:
-Driving the acceleration of acquisition using online channels
-Making data available in "real time" to facilitate rapid reaction and measurement for CRM and acquisition
-Establishing a social & display media strategy

Learned the value of being brilliant at the basics.

Jan 2011Sep 2013

Head of Affiliates, Social & Display Media and Marketing Tech

Paddy Power

Worked on:
-Creating a single source of all marketing data within one platform
-Stakeholder management when goals for some can cause challenges for others
-Paid social media strategy and measurement

Learned how flawed attribution can be and that demonstrating incremental impacts is what counts 

Nov 2007Jan 2011

Financial Spread Betting & CFD Manager

Paddy Power

Worked on most areas of a small business within a growing organisation. Experienced product development, client retention and reactivation, product marketing, and cross selling. Learned the importance of knowing a product and its positioning within a larger brand product set.

May 2001Nov 2007

Developer & IT Specialist

IPSI (subsidiary of Irish Life)

Worked on a variety of products, client launches and projects at a time when the web and web services were evolving rapidly. Coded numerous applications. Learned the importance of modular/object based approaches to development. 

Jul 2000May 2001

Web Development Consultant

Independent Consultant

Worked for various start ups in Dublin and Belfast that I met at networking events. Did a lot of late night coding & learned about the emerging web technologies. Learned that it's not just having the idea that counts; success is dependent on putting in the work to see the idea through.

Aug 1998Aug 2000

Consultant

PwC

Joined the PwC Management Consultancy Services graduate scheme in the technology services division. Worked on a variety of projects in the public and private sectors and contributed to a number of proposals. Became a coder, and trained on technology architecture. Learned the necessity of having development methodologies and how clear specification needs to be.

Education

19941998

B.Eng (Mechanical)

University College Dublin