Here’s new Head of Paid Media, Dale Olorenshaw, to tell us about his journey to StrategiQ.
What have you done in your career to date, Dale?
It falls into four chapters. Chapter One started back at school where I had no idea what skills I had, what actual knowledge I had, and what I enjoyed. Tasting everything from philosophy to marketing and psychology to ethics, I soon realised that I enjoyed marketing. This led to achieving a 2:1 in Marketing at Sheffield Hallam.
Chapter Two began as I entered the world of marketing at my first agency: Bluesky Interactive. Starting as an account manager allowed me to pick up many essential skills before the performance marketing team put in a bid. I moved over in the summer of 2014, where I learned analytics, set-up and optimisation skills.
Chapter Three was leaving Bluesky Interactive for RBH in 2016. This move was based on increasing responsibility and continuing to learn. This, you will soon figure out, is a common theme in my transfers. There, I took on larger national accounts, managing a wider variety of performance channels, from Programmatic Advertising to SMS and Local Ads to VOD. This is where I also began taking on leadership and management responsibility by being promoted and managing my first team. This is where I guess you could call me a “player coach”. My biggest success was winning the Peugeot account and managing the performance marketing for the entire brand at a national level.
Chapter Four. Here I led more international accounts such as The Body Shop (TBS). My team led TBS to scoping out many more opportunities with Paid Search, making their Paid Social channels profitable and achieving an average monthly ROAS of 700-1000% with Programmatic Advertising. After doing everything I could within the business, it was time to leave and continue my own personal and professional education.
What 3 things do you want people to know about you?
- I’m always trying to better myself (personally and professionally).
- I personally believe that nothing is ever “good” or “bad”. Every situation comes with a positive or negative.
- I’ve got an ambition to be a minimum of WSET Level 3 within the next 3 years (Currently Level 1)* see below.
What can people use to break the ice when they meet you for the first time?
- I am an avid wine drinker and currently *WSET (Wine & Spirit Education Trust) Level 1 looking to move up to Level 2.
- Following on with the alcohol trend I am a keen gin drinker where I have made my own gin called třicet.
- I was a wrestler (American wrestler) from 2005 to 2012.
- My favourite books are Solve For Happy by Mo Gawdat, Sapiens by Yuval Noah Harari and 10 Rules of Life by Jordan Peterson.
- My favourite country is Sweden.