Frazer Locke
Leeds
Summary
An established business leader with a proven track record of delivering results within the eCommerce, advertising and commercial functions of global organisations through an entrepreneurial, personable, process driven approach; accentuated by bar-raising coaching, communication and negotiation skills, and underpinned by an overall desire to achieve.
Overview
25
25
years of professional experience
6
6
years of post-secondary education
Work history
Director, EU Ad Tech Sales
Amazon
London
02.2019 - Current
- Senior member of Amazon Ad’s Global sales team, leading the EU Ad Tech Sales team consisting of 70+ colleagues across UK, Germany, France, Italy and Spain, responsible for delivering $300M+ of programmatic advertising revenue in 2023
- Global Ad Tech business development and technical solutions program leader including additional teams of 20+ colleagues across US and EU
- Tasked with developing and implementing the strategic plan to acquire, retain and grow agency and advertising partners within the Amazon Ad Tech proposition (Amazon DSP, Ad Server, Marketing Cloud and AWS)
- Lead the development and execution of the Ad Tech transformation program in EU, launching a new business unit in 2021
- Promoted to Director in Sept 2021 (formerly Head of EU Ad Tech Sales)
- Interim leader for APAC Ad Tech sales team covering Australia and Japan since April 2023 (20+ colleagues)
Head of Advertising Vertical Sales
Amazon
London
04.2015 - 02.2019
- Advertising sales leader for Entertainment, Telco and Financial Services advertisers, responsible for a team of 10 sales managers
- Leading member of global advertising groups across movies, video games and toys which developed a best practice framework, along with delivering material incremental revenue via international client and agency teams
Head of Vendor Management
Amazon
Slough
08.2013 - 04.2015
- Responsible for the UK Amazon Retail Video Games and Software category P&L (£300M+)
- Rejuvenated the team and supplier relationships, delivering significant improvements to profitability, as well as successful next generation console launches (PS4 and Xbox One)
- Developed and launched the ground breaking ‘Preferred Partner Program' monetisation initiative
Trading Director
Asda
Leeds
09.2009 - 07.2013
- P&L responsibility for the General Merchandise (GM) proposition on Asda Direct (home, baby, toys, entertainment, electronics and seasonal categories), Asda’s ‘white label’ partner sites (flowers, travel, tyres, optical and gift experiences) and Asda’s GM business development operation (including B2B)
- Led a team of 43 across trading, merchandising, content, activity planning, design and B2B areas
- Lead member of cross-functional Multichannel strategic change program across wider Asda business
- Commissioned, developed and delivered a cross-functional multi-faceted project launching an entertainment range and B2B service on Asda Direct which delivered substantial incremental sales and profit growth
- Promoted to Director in Oct 2011 (formerly Head of Online for Entertainment)
Head of Gamestation Direct
GAME Group
York
03.2007 - 08.2009
- Responsible for Gamestation’s eCommerce operation, including mail order, online and B2B, as well as heading up the 3rd party buying team in order to manage the buying process for the entire business
- Managed a team of 50+ colleagues including the eCommerce, call centre and buying teams
- Worked closely with GAME at group level in order to develop and implement a group structure and platform, including the launch of the B2B service
Senior Buyer
Toys R Us
Maidenhead, Windsor and Maidenhead
08.2006 - 02.2007
Buyer
Screwfix
Yeovil, Somerset
11.2005 - 07.2006
Category Buyer
Comet
Rickmansworth, Hertfordshire
11.1999 - 11.2005
Supply Chain Planner
Dixons Retail
Hemel Hempstead, Hertfordshire
12.1998 - 11.1999
Distributor
Evans
London
03.1998 - 12.1999
Education
Masters: MSc - Internet Retailing
Manchester Metropolitan University Business School
Manchester 09.2012 - 07.2015
BA Honours - Business Studies and Sport Science
Canterbury Christ Church College
Canterbury, Kent 09.1994 - 06.1997
Skills
- Proven adaptability and problem solving ability in a variety of situations and environments
- Ability to deliver against £300M budgets and P & L's
- Enthusiastic and flexible team player who always seeks out new challenges
- Excellent leadership, management and motivational techniques
- Experienced in liaising at board level on a daily basis, and building relationships - internally and externally
- Effective verbal and written communicator, including strong negotiation and influencing skills
- Media trained to a high level with confidence to regularly present to large audiences
Timeline
Director, EU Ad Tech Sales
Amazon
02.2019 - Current
Head of Advertising Vertical Sales
Amazon
04.2015 - 02.2019
Head of Vendor Management
Amazon
08.2013 - 04.2015
Masters: MSc - Internet Retailing
Manchester Metropolitan University Business School
09.2012 - 07.2015
Trading Director
Asda
09.2009 - 07.2013
Head of Gamestation Direct
GAME Group
03.2007 - 08.2009
Senior Buyer
Toys R Us
08.2006 - 02.2007
Buyer
Screwfix
11.2005 - 07.2006
Category Buyer
Comet
11.1999 - 11.2005
Supply Chain Planner
Dixons Retail
12.1998 - 11.1999
Distributor
Evans
03.1998 - 12.1999
BA Honours - Business Studies and Sport Science
Canterbury Christ Church College
09.1994 - 06.1997
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