Simon McPhillips

• Created a high-performance ABM team focussing on 8 main accounts generating +/- $10BN in revenue.
• Tailored marketing to each account using customer data and insights to develop, deliver and measure high-performance campaigns across all channels: media, events, PR.
• Introduced new B2B marketing strategy, that was adapted from B2C experience that contributed to 20% organic growth in Q1 2025.
• Earned trust of executive team by understanding business objectives and converting them into marketing workstreams.
• Importantly, the marketing team registered a 91% satisfaction rate with my leadership.

Independent marketing consultant, specializing in AdTech, and MarTech. Projects include:

• Boston Consulting Group: Support Consultant on three major MarTech-related projects.
• Private Equity Firm: advisor on the acquisition of MarTech firms.
• Quantcast: marketing consultant for a global ad-tech company.

• Led all brand and marketing operations across the UK, improving media efficiency, marketing effectiveness and boosting team morale.
• Designed and delivered a marketing strategy that increased EBITDA by 1.3% and moved Vodafone UK back into profitability.
• Repositioned the brand and rolled out across all channels (digital, TV, print, OOH, in-store, CRM).
• Increased NPS from #7 to #3 in Consumer and #3 to #1 in Enterprise sectors.
• Increased commercial focus.
• Formed close partnership with Sales team, improving marketing’s agility based upon commercial performance.
• Improved media efficiency by 22%.
• Streamlined processes to improve time to market; increased digital advertising to 50% of the media mix; appointed smaller, agile agencies to produce tactical demand generation campaigns.
• Improved team morale.
• Created a high-performance team by improving processes and creating a culture of commercial accountability.
• As a result, Employee-NPS increased by +13 points.

• Led a customer-centric brand transformation, improved media efficiency and campaign performance.
• Developed a marketing strategy to transform AT&T from a traditional telco to a modern technology partner.
• Redefined the target group into six core customer needs and created tailored programmes based on each customer needs.
• As a result, wireless connections increased by 13% as customers migrated onto higher value digital services.
• Improved commercial marketing effectiveness by 20%.
• Introduced a rigorous process to optimise the media budget by correlating marketing campaigns with business results.
• Reported KPIs in weekly business performance meetings, building trust with stakeholders.
• Overhauled CRM, data and insights.
• Unified seven disparate data pools into one central database.
• Improved development of communications plans tailored to customer needs.