Printing tool Download PDF

Tony Purcell

Senior Digital Strategist


Entrepreneurial Senior Digital Strategist with more than 20 years experience working in the Digital industry. Broad knowledge and hands-on experience of Analytics, Web Accessibility, Content Marketing, Content Management Systems, SEO, PPC, Facebook Advertising, Retargeting, Social Media and Web Development. Strong skills in online research, competitor analysis, audience insight, online traffic generation, content development and delivery.

Work experience

Mar 2013Present

Senior Digital Strategist

The Union Advertising Agency

I devise and implement digital campaigns for a wide range of clients at The Union. I provide specialist expertise in a number of areas including Facebook, Twitter and Linkedin advertising, Analytics, Google Fusion Maps, SEO, VSEO, Google Adwords, Retargeting, A/B testing and project management. I also run analytics and CMS workshops for clients.

Jan 2010Present


Caledonian Mercury

Scotland’s first truly online newspaper. The Mercurius Caledonius was Scotland’s first print newspaper, founded in 1660 by Thomas Sydserf.  The publication seeks to lay claim to the great Scottish tradition of journalistic innovation.

Responsibilities include:

  • social media marketing 
  • web analytics
  • technical implementation:  hosting, site creation, site performance
  • seo
  • finance (in a support role)
Sep 2012Feb 2013

Web and Social Media Consultant

The Scottish Parliament

Responsible for

  • advising on social media strategy
  • developing and implementing plans for a corporate presence on new social media channels
  • providing detailed guidance and developing best practice and corporate standards for each channel
  • providing support, training and advice to content contributors throughout the Parliament
  • monitoring and evaluating social media activity
Feb 2008Aug 2011

Co-founder/Digital Marketing Consultant

Wootonomy Limited

Wootonomy, digital consultancy specialising in content marketing and digital strategy.

Responsibilities included: 

Project management of Cycling Scotland website development, Fight Cervical Cancer and Choose Another Way link building campaigns.  Research, insights and strategy for Visit Scotland Golf, Visit Scotland corporate and Scottish Water websites. 

Aug 2001Jan 2008

Co-founder/Digital Strategy/Business Development Director


CIVIC is a leading Scottish digital agency, specialises in the development of websites and web applications for the public and private sector. CIVIC has been a roster supplier to the Scottish Government since 2002, and during that time has produced over 70 campaign websites and a number of web based applications. 

Responsibilities and achievements included:

  • successfully established CIVIC as a leading provider of CMS solutions to the public sector in Scotland. 
  • instrumental in the agency achieving market share in the design, development and hosting of large-scale websites for the health sector in Scotland.

Production of HitBox and Google Web Analytics insight reports for clients. Project management of the development of a number of websites including;  Scottish Centre for Telehealth, NHS Grampian Health Improvement Network and the Centre for Change and Innovation

May 1995Aug 2001

Co-founder/Technical Director/Chairman

Communicata Limited

Communicata Limited was a pioneering Scottish web development company. The company became the largest and most successful web development company in Scotland.

Responsibilities and achievements included:

    • established the company as a worldwide top 50 Oracle E-Business Solution Developer.
    • had operational responsibility for all e-commerce and web sites hosted by Communicata. Overall responsibilityfor communications, operations management and security of the production and development systems. Production of Web Trends Analytics reports for all Communicata hosted client sites.
    • sales of in-house content management system and e-commerce applications to major corporates 
      Jun 1989Sep 1993

      Computer Services Manager (Edinburgh office)

      Oracle Corporation UK

      Responsibilities included:

      • management and provision of computer services in a complex multi-platform environment (including ICL and Unisys mainframes, Sun Microsystems Workstations, ICL DRS 6000 and MIPS servers). 
      • initiated BS5750 Quality project as part of an overall strategy aimed at improving service levels.
      • implemented change control procedures as part of an overall strategy to improve service levels
      • co-ordinated services with Oracle offices in the Netherlands, Ireland and Germany and UK regional offices.
      • managed a team of technical support staff.
      • provided operating system technical support to the ICL porting team.
      • Implemented and supported ICL local and remote network services.
      • defined all hardware configurations and Provided Unix support to the ICL and the Unisys porting teams.


      Sep 1993Sep 1994


      Edinburgh University Management School


      A.D. Lloyd and T. Purcell

      "Massively Parallel Processing (MPP) Systems - Commercial Reality or Scientific Curiosity?", Lecture Notes in Computer Science, Vol. 1067: H. Liddell, A. Colbrook, B.Hertzberger, P. Sloot (Eds.), High Performance Computing and Networking Proceedings

      (1996) 944-945.


      Aug 2012Aug 2017

      Prince 2 Practitioner