Tom MacDougall
Edenbridge,Kent
Summary
Accomplished professional with deep expertise in enterprise sales and business development, securing and managing high-value partnerships through complex sales cycles. Specialized in AI-driven marketing solutions, cloud-based identity frameworks, and clean room technologies, with experience at The Trade Desk, Amazon, and large premium media owners. Proven track record of driving client efficiency and ROI by implementing AI-driven identity and media solutions that align with client business objectives. Skilled in engaging CMOs, technology leads, and data teams to deliver tailored solutions addressing fragmented media and and tech stack challenges. Adept at overseeing MSA agreements & long term JBP strategic partnerships
Overview
18
18
years of professional experience
4012
4012
years of post-secondary education
1
1
Certification
Work History
Director, Business Development (WPP/GroupM Lead)
The Trade Desk
London
06.2022 - 02.2025
- WPP lead across Wavemaker Global & Groupm Nexus (GM's proprietary tech division) constructing strategic partnerships leveraging The Trade Desk's AI driven demand side platform for omnichannel marketing.
- Unified fragmented client marketing and technology teams through engagement mapping, ensuring a connected approach between tech & media strategy. Key accounts: Danone Global, Colgate EMEA, Eurostar, Amazon & L’Oréal Global.
- Streamlined data & client tech stack onboarding & identity resolution using The Trade Desk’s EUID hashed email solution for 1:1 open web targeting.
- Developed & executed audience solutions, enabling cross-channel addressability and measurement across TV, Digital Out-of-Home (DOOH), Audio, and Display.
- Increased enterprise adoption of The Trade Desk’s advanced AI capabilities, growing feature adoption & take rate from GroupM benchmark of 10% to 22% for my patch across TTD's Koa AI predictive optimization.
- Managed contracts & legal processes, including MSA agreements, addendums, and EUID contractual onboarding, ensuring The Trade Desk’s solutions remained a core identity and media planning component for enterprise clients.
- Created a structured go-to-market framework for ad tech consultancy for the UK & EMEA sales teams. Recognized as the European SME for Identity & Ad Tech, leading training & enablement programs for wider sales teams across EMEA.
- Commercial Impact & Growth: 2022: +723% YoY growth, 2023+237% YoY growth, 2024: +125% YoY growth. FY25 Forecast Projected £12.5MM in ad spend, with £6MM in incremental new business under discussion.
- Award Winner: 2024 IAB UK Joy of Digital Award for Volvic’s 3D DOOH & Audio campaign, demonstrating innovative media execution and strategic planning.
Manager, EMEA CPG Vertical Lead
Amazon Advertising
London
01.2022 - 06.2022
- Transitioned to lead the PANEU CPG vertical, managing a team of two account executives while maintaining direct oversight on key accounts: Church & Dwight, Helen of Troy, Reckitt.
- Led a strategic pivot to expand stakeholder engagement beyond traditional shopper marketing teams, ensuring deeper collaboration with brand teams and media agencies.
- Developed & executed a new go-to-market strategy, simplifying ad tech language to drive adoption across non-technical marketing stakeholders of Amazon Marketing cloud use cases e.g. custom algorithms for ROAS growth, custom audience development & multi touch attribution models.
- Negotiated & secured the first Joint Business Plan (JBP) with Helen of Troy, unlocking new budget pools and demonstrating the value of integrated upper & lower funnel strategies, resulting in +58% YoY growth from this account.
- Mentored an account executive on strategic planning, leading to an additional £900K JBP with a major nutrition brand, contributing to the executive’s promotion into a senior role.
- Overall Generated £4MM in new business through JBP initiatives, transitioning Disney’s play booked approach into a tailored CPG strategy.
EMEA Team Lead, Sr Sales Partner Ents
Amazon Advertising
London
09.2019 - 12.2021
- Worked within Amazon Advertising Entertainment Vertical & Managed a portfolio of key entertainment clients (Disney, Channel 4 & ITV), engaging C-suite decision-makers and media agency stakeholders.
- Partnered with AWS to integrate Amazon Marketing Cloud (AMC) from Amazon’s technology stack with key clients and built media strategy across Amazon's O&O inventory & DSP solutions - FireTV, Alexa, Amazon Search, and Prime video solutions
- Built GTM strategy for Amazon streaming clients vertical, driving +124% growth YOY
- Scaled The Walt Disney Company from a £2MM account to £12MM over 18 months & was promoted to EMEA Team Lead
- Structured and built Amazon's PANEU Disney team & secured a $20MM EMEA-wide JBP complete with Ad tech workstreams & key strategic pillars
Global Head of Programmatic
Ziff Davis
London
07.2017 - 09.2019
- Led the programmatic sales division across 40+ premium brands in EMEA, APAC, and LATAM, including Mashable, IGN, and Speedtest, navigating through a period of market ambiguity and significant regulatory changes like GDPR
- Developed and executed a ground-up programmatic strategy, commercializing new go-to-market products such as IGN YouTube Supply and programmatic custom ad creative activations, amidst the challenges posed by GDPR
- Built and managed a high-performing sales team, achieving annual targets with +122% against budget in 2017 and +105% in 2018, demonstrating exceptional leadership and strategic vision
- Implemented trading programmatic SLAs and trading agreements with major agencies, contributing to robust revenue growth and ensuring compliance with evolving data protection regulations
- Spearheaded initiatives for yield optimization by introducing rate cards and conducting sales training to enhance programmatic channel investments, illustrating a proactive approach to change management and commercial innovation
- Reviewed Ziff Davis’s techstack from our google relationship to SSP partners e.g Index Exchange, Amazon Publisher Services, Pubmatic
Digital Account Director
Time Inc
London
11.2015 - 07.2017
- Transitioned into WPP Digital lead role, overseeing digital strategy across WPP (GroupM), marking my first role with direct leadership responsibilities over two account executives and extensive matrix management across various teams
- Identified a demand for programmatic activation, contributing to a +39% growth in digital revenue and a +70% increase in programmatic revenue through strategic partnerships with clients pioneering in ad tech such as Unilever, L'Oreal, B&Q, and Vodafone
- Fostered a collaborative environment that bridged knowledge gaps between sales and programmatic teams, simplifying complex digital solutions for stakeholders and spearheading initiatives like Programmatic Guarantee to maintain yield and client strategy control for the publisher
- Demonstrated leadership by mentoring and promoting one of my account executives within 12 months, highlighting my commitment to team development and talent recognition
Digital Account Manager (GroupM)
Time Inc
London
10.2011 - 11.2015
Display Account Manager
IPC Media
London
01.2010 - 10.2011
Field Sales Executive
IPC Media
London
06.2009 - 01.2010
Senior Classified Sales Executive
IPC Media
London
01.2007 - 01.2009
Education
Bachelor of Science - International Hospitality & Business Management
Surrey University
A-Levels -
Brentwood School
Brentwood 07.2004
Skills
● C-level consulting
● Team Mentoring
● Contract negotiation expertise
● Omnichannel sales experience
● Programmatic & ad tech consultancy experience
● Rate structuring & tactical planning
● Talent hiring, development & retention
● Early adopter & continued education of AI & LLM
Accomplishments
INDUSTRY AWARDS
Winner, British Media Award (2016)
Gold, Content Marketing Award (2015)
Shortlisted, Drum Award (2023) – Best Use of DOOH (Audible)
Winner, IAB UK Joy of Digital Award (2024) – Volvic’s 3D DOOH campaign
Certification
The Trade Desk Edge Academy Certified: Executive Program
The Trade Desk Edge Academy Certified: Trading Essentials
References
References available upon request.
Timeline
Director, Business Development (WPP/GroupM Lead)
The Trade Desk
06.2022 - 02.2025
Manager, EMEA CPG Vertical Lead
Amazon Advertising
01.2022 - 06.2022
EMEA Team Lead, Sr Sales Partner Ents
Amazon Advertising
09.2019 - 12.2021
Global Head of Programmatic
Ziff Davis
07.2017 - 09.2019
Digital Account Director
Time Inc
11.2015 - 07.2017
Digital Account Manager (GroupM)
Time Inc
10.2011 - 11.2015
Display Account Manager
IPC Media
01.2010 - 10.2011
Field Sales Executive
IPC Media
06.2009 - 01.2010
Senior Classified Sales Executive
IPC Media
01.2007 - 01.2009
The Trade Desk Edge Academy Certified: Executive Program
The Trade Desk Edge Academy Certified: Trading Essentials
Bachelor of Science - International Hospitality & Business Management
Surrey University
A-Levels -
Brentwood School
Similar Profiles
Kent LiebermanKent Lieberman
Account Coordinator at The Trade DeskAccount Coordinator at The Trade Desk
Baron WatsonBaron Watson
Business Development: Account Executive at The Trade DeskBusiness Development: Account Executive at The Trade Desk
MELISSA J. MARTELMELISSA J. MARTEL
Global University Recruiting Business Operations Manager at The Trade DeskGlobal University Recruiting Business Operations Manager at The Trade Desk