Summary
Key Acheivements
Overview
Work History
Skills
Software
Interests
Education
Timeline
Hi, I’m

Joe Webster

Planning Director
South Croydon,London
Joe Webster

Summary

As a versatile media professional with a wealth of experience spanning the digital media landscape, from paid to owned and earned, I possess the adaptability and versatility required to excel in a rapidly evolving industry.


I am deeply committed to understanding and optimizing connected user journeys through strategic data-driven insights, unlocking enhanced audience engagement in the process.


Driven by a passion for collaborative team dynamics, I thrive in fast-paced environments and am eager to cultivate a positive, open, and creative working environment for my colleagues. Whether adapting to new roles and responsibilities or delving into different areas of expertise, I am always eager to expand my skill set and exceed expectations in pursuit of project success.

Key Acheivements

Key Acheivements
  • Planned and delivered iCrossing's largest omnichannel media campaigns to date
  • Digital lead behind Fidelity's most successful Tax Year End campaign
  • Created an Interactive Activity Plan for Heathrow, connecting departments and audience data across Parking, Retail, Express, Rewards and Hotels
  • Developed an audience personalisation product for Fidelity, enabling tailored owned and paid communications across existing customer touchpoints
  • Launched 'Heathrow Bears' Christmas campaign, the first UK airport to enter the space. With no actual TV budget I executed on digital only, but the campaign was still highly regarded by the public and press as one of the 'Best Christmas Ads'

Overview

10

Years of media experience

12

Years managerial experience

2

Plays directed

14

Plays produced

Work History

iCrossing UK Ltd
London, ENG

Planning Director
03.2017 - Current

Job overview

  • Planned and delivered the largest award-winning omni-channel campaigns for iCrossing's top tier clients, including Heathrow Airport, Reed.co.uk, Welsh Government and Fidelity.
  • Led both media planning and programmatic media teams across multiple clients, campaigns and channels
  • Developed and planned Fidelity's Annual TYE (Tax Year End) Campaign 3 years in a row. Their largest and most crucial campaign of the year
  • For TYE, developed an audience nurturing data ecosystem to engage with existing Fidelity customers across both owned and earned, with targeted communications relevant to individual needs and recent engagements
  • Delivered record breaking results, with Fidelity's most successful year ever in 20/21, and 2nd biggest in 21/22 (impacted by global events)
  • Developed agile strategies to minimise impact from global events
  • Planned and launched 'Keep Wales Safe' digital campaigns for the Welsh Government, with highly targeted approaches for specific audiences including BAME, Shielding/Vulnerable, 16-30, Parents, Teachers & Healthcare Professionals
  • Developed geo-targeting automation to increase media presence in regions where infections were seen to be rising
  • Worked with product development to create media monitoring tools that automate keyword and audience bidding across platforms in reaction to social listening and live published content across major Welsh and national publishers
  • Worked closely with PR and influencers to identify additional paid media support
  • Created and launched an international audience profiling project for Pfizer, in order to understand the needs and media consumption of target audiences for potential treatments. This was then used to develop detailed market and product/condition focussed strategies

iCrossing UK Ltd
London

Senior Strategist
10.2015 - 03.2017

Job overview

  • Took Heathrow Airport to the next level!
  • Launched iCrossing's largest media campaigns to date
  • Through nurturing relationships and consistent strong performance I expanded our Heathrow activity beyond Parking and Express to support Retail, Loyalty (Heathrow Rewards), as well as overall brand campaigns, including the Christmas launch and the 'Heathrow Bears'
  • Mapped detailed user journeys across multiple touchpoints (Heathrow websites & pages, publishers, social) to develop integrated campaign planning, allowing us to integrate activity for different departments, minimalising cannibalisation and maximising results
  • Super charged Heathrow Rewards acquisition and pre-travel sales of Heathrow Boutique, by utilising Parking and Express data to enhance paid media and PPC
  • Took responsibility for the digital side of Heathrow's 3rd Runway Campaign, targeting the PM, MP's, political stakeholders, press and media
  • Worked closely with PR and lobbyists, both to support their efforts, as well as provide additional recommendations

iCrossing UK Ltd
Brighton, East Sussex

Paid Media Strategist
10.2014 - 10.2015

Job overview

  • Expanded my responsibilities by taking the programmatic lead across several clients including Heathrow, Value Retail, Hunter Boots, Uniqlo and Reed.co.uk
  • Across Heathrow, Hunter and Value Retail, started to branch into planning omnichannel activity, including display & video, social, PPC and SEO
  • Took on line management duties, supporting, training and mentoring new members of staff as direct reports
  • Started to develop understanding of department resourcing and profitability
  • Supported department head in organising team meetings and socials

iCrossing UK Ltd
Brighton, East Sussex

Paid Media Analyst
02.2014 - 10.2014

Job overview

  • With no social media department at the time, took on the responsibility of managing iCrossing's only two social media clients at the time; Reed.co.uk and Love Gold (World Gold Council)
  • Responsible for day to day communications with those clients
  • Started to contribute significantly to campaign strategy, making recommendations to team members and clients
  • Took on more responsibility across clients, particularly embedding myself with Heathrow Airport - Parking and Heathrow Express
  • Supported in producing training materials and running training sessions with new starters and team members in other departments

iCrossing UK Ltd
Brighton, East Sussex

Junior Display Analyst
04.2013 - 02.2014

Job overview

  • Built programmatic display campaigns in DV360 according to brief, to target and engage users with campaign assets.
  • Trafficked display and video assets in Campaign Manager.
  • Built YouTube campaigns.
  • Built social media campaigns, primarily on Facebook & Twitter.
  • Researched different audience targeting methods and segments. Including 1st & 3rd party, contextual, publishers and PMPs.
  • Worked as part of a collaborative team, free to offer my ideas and recommendations based on my findings.
  • Regular reporting in Excel, using platform data, as well as analytics such as GA.

Firebox UK
Croydon, London

Warehouse Manager
02.2012 - 04.2013

Job overview

Firebox UK
Shoreditch, London

Customer Service Agent
11.2010 - 02.2012

Job overview

Skills

    Strategic planning

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Software

DV360

CM360

Adobe AdCloud (DSP)

Adobe Analytics

Adobe Audience Manager

Google Ads incl Display & YouTube

GA

Microsoft Office (Excel, PPT etc)

META/Facebook Business manager

Twitter Ad Manager

LinkedIn Ads Manager

Interests

AFOL (Adult Fan of Lego) & GayFOL

Theatre: Performing, writing, directing, production

Storytelling: Film, theatre, fiction, oral

Education

Southampton Institute
Southampton

Bachelor of Arts from Film Studies
09.2002 - 04.2003

University Overview

Portsmouth University
Portsmouth

Bachelor of Arts from Geography
09.2000 - 04.2001

University Overview

Bennett Memorial Diocesan School
Royal Tunbridge Wells, KEN

A Levels from Maths, Geography, Psychology, General Studies
09.1998 - 06.2000

University Overview

Hayesbrook School For Boys
Tonbridge

GCSEs from 2xA, 6xB, 1xC
1993.09 - 1998.06 (4 years & 9 months)

University Overview

Timeline

Planning Director
iCrossing UK Ltd
03.2017 - Current
Senior Strategist
iCrossing UK Ltd
10.2015 - 03.2017
Paid Media Strategist
iCrossing UK Ltd
10.2014 - 10.2015
Paid Media Analyst
iCrossing UK Ltd
02.2014 - 10.2014
Junior Display Analyst
iCrossing UK Ltd
04.2013 - 02.2014
Warehouse Manager
Firebox UK
02.2012 - 04.2013
Customer Service Agent
Firebox UK
11.2010 - 02.2012
Southampton Institute
Bachelor of Arts from Film Studies
09.2002 - 04.2003
Portsmouth University
Bachelor of Arts from Geography
09.2000 - 04.2001
Bennett Memorial Diocesan School
A Levels from Maths, Geography, Psychology, General Studies
09.1998 - 06.2000
Hayesbrook School For Boys
GCSEs from 2xA, 6xB, 1xC
1993.09 - 1998.06 (4 years & 9 months)
Joe WebsterPlanning Director