Joshua Soffe
Digital Marketing, Operations & Analytics Leader
Southampton
Summary
Seasoned global digital and marketing transformation leader with over 15 years’ experience delivering measurable growth across complex, matrixed enterprises including Hexagon AB, Johnson Controls and BAE Systems.
Career Highlights
- Directed Hexagon’s global digital transformation, consolidating 20+ platforms and driving a 52 % uplift in engagement, 38 % reduction in bounce rate and $1 M+ annual savings.
- Delivered £153 M pipeline and 613 % ROI through AI-driven ABM automation and global MarTech integration.
- Established and scaled enterprise Centres of Excellence across automation, CRO and creative AI, enabling global consistency and performance uplift.
Overview
18
18
years of professional experience
Work History
Vice President, Digital, Marketing Operations & Analytics
Hexagon AB
04.2024 - 10.2025
- Directed Hexagon’s global digital transformation, consolidating 20+ divisional ecosystems into a unified digital experience platform (Sitecore XM Cloud).
- Partnered with CDO, CIO and divisional leaders to define an AI-enabled operating model and governance framework that scaled globally.
- Established an enterprise Digital Centre of Excellence to embed best practice, optimise data flow and accelerate decision-making across 40+ countries.
- Delivered a 52% uplift in engagement, 38% reduction in bounce rate and 55% faster site speed post-launch.
- Unified 34 Salesforce instances via Azure, creating a single ROI framework and driving a 25% uplift in lead conversion.
- Consolidated 200+ MarTech tools and automated workflows, unlocking over $1M in annual savings.
- Supported Hexagon’s global brand refresh, creating scalable design systems, templates and governance to ensure a consistent customer experience.
- Guided the organisation through CEO transition, reorganisation and divestment execution, ensuring operational continuity.
- Partnered with Sales, IT, HR and Finance to align enterprise programmes including CRM, ERP and vendor rationalisation.
- Championed analytics and automation initiatives that transformed data into actionable insights, enhancing campaign performance, reporting accuracy and resource allocation.
Senior Director, Global Head of Marketing
Johnson Controls (ADT)
06.2022 - 05.2024
- Delivered enterprise-scale transformation embedding AI across customer engagement, automation and decision-making, driving measurable commercial uplift through data-driven personalisation and optimisation.
- Increased marketing-sourced opportunities by 19% YoY, adding $40M to pipeline, driving a 49% sales uplift and reducing CPA by 18%.
- Built an AI-powered bidding engine integrating weather, location and CRM data to improve ROI and targeting precision.
- Established and scaled a global Centre of Excellence spanning automation, performance marketing, CRO and creative AI.
- Directed a global rebrand delivering a 70% increase in website traffic and stronger brand preference.
- Oversaw a $15M global marketing budget, aligning spend to commercial priorities and ensuring clear ROI.
- Led crisis communications during a 2023 cybersecurity incident, protecting brand equity and ensuring transparency.
- Developed and executed global marketing strategies that enhanced visibility, market share and customer loyalty across diverse regions.
Global Head of Marketing Operations
BAE Systems Digital Intelligence
11.2015 - 06.2022
- Led a multi-year transformation connecting strategy, data and technology to enable customer-centric decision-making across global markets.
- Partnered with senior technology leadership to embed AI-driven targeting, measurement and governance frameworks.
- Delivered £153M pipeline with 613% ROI through an ABM strategy underpinned by AI automation.
- Integrated Demandbase and Marketo globally, improving omnichannel performance, attribution and measurement.
- Built and scaled a global project management platform, reducing time to market by 50% and increasing account engagement by 35%.
- Defined marketing KPIs using Marketo, Salesforce and Engagio, elevating marketing’s role as a measurable revenue driver.
- Delivered a hybrid event strategy saving £3.5M in 2020 while managing a £110M pipeline with 35% MQL-to-SQL conversion.
- Streamlined marketing operations, improving workflow efficiency, budget alignment and campaign turnaround across multiple regions.
Head of Technical Marketing & Analytics
Clevertouch Consulting
01.2012 - 10.2015
- Led a 25-person team delivering complex marketing automation and analytics projects across Pardot, Marketo, and Eloqua. Clients included PayPal, Fujitsu, VMware, and Deloitte.
- Delivered enterprise-scale MarTech integrations driving measurable campaign performance.
- Designed advanced segmentation and lead scoring frameworks for global clients.
- Enabled automation maturity across client accounts through training and governance.
- Led the development and execution of integrated marketing strategies, significantly enhancing brand visibility and engagement.
- Spearheaded data analytics initiatives that optimized marketing performance, driving informed decision-making across teams.
- Collaborated with cross-functional departments to align product messaging, resulting in improved customer acquisition and retention rates.
- Implemented advanced analytics tools, streamlining reporting processes and enabling real-time insights for tailored marketing campaigns.
Technical Marketing Consultant
SmartFocus
08.2010 - 01.2012
- Delivered digital automation and CRM integration projects for global clients, supporting campaign execution and analytics.
Head of Digital Marketing & Analytics
Flite Electronics International
12.2007 - 09.2010
- Owned full digital strategy, analytics, and web infrastructure delivery for a global engineering firm.
Education
BSc (Hons) - Psychology
Swansea University
Skills
Digital Transformation
Timeline
Vice President, Digital, Marketing Operations & Analytics
Hexagon AB
04.2024 - 10.2025
Senior Director, Global Head of Marketing
Johnson Controls (ADT)
06.2022 - 05.2024
Global Head of Marketing Operations
BAE Systems Digital Intelligence
11.2015 - 06.2022
Head of Technical Marketing & Analytics
Clevertouch Consulting
01.2012 - 10.2015
Technical Marketing Consultant
SmartFocus
08.2010 - 01.2012
Head of Digital Marketing & Analytics
Flite Electronics International
12.2007 - 09.2010
BSc (Hons) - Psychology
Swansea University