Paul Dervan-Marketing Effectiveness
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Paul Dervan has joined Alternatives as Head of Marketing Effectiveness.
We will be working with marketing leaders and their teams to build a deep understanding of effectiveness and its measures, to build a culture of effectiveness and improve decision making to drive profitable growth.
We will help marketers concretely demonstrate their effectiveness at driving sales, profit and growth, to ensure that their value is understood by the businesses and their influence increased in the board room.
Previously, Paul was with Indeed, the world’s largest and fastest growing job site, with over 200 million visitors every month. There he was tasked with building the brand in multiple markets, managing a global brand team of 80 people, and responsible for investment of hundreds of millions of marketing dollars. He also started a marketing Campaign Lab, where he created and tested hundreds of marketing experiments in America, Europe, Australia and Asia.
Before that, Paul was with PokerStars, the world’s largest online poker brand, as Creative Director for their Full Tilt brand. He was responsible for repositioning and relaunching the brand as part of their brand portfolio, targeting new mobile audiences.
Prior to this Paul worked for Telefonica, in various roles. He was Brand Director in their Digital Unit in London focusing on launching youth brands in Ireland and Latin America. He was Head of Brand for O2 in Ireland during the brand’s most successful period, becoming market leader of postpaid segments, with 35% market share.
Paul's first book "Run With Foxes" is due to be published end of 2019. The book examines the mistakes we make, why we make them and offers up practical ways to improve our marketing decision-making, based on his experience as well as insights from interviews with some of the world's finest fox marketers.
Paul’s speciality in marketing effectiveness is a great fit with Alternatives’ purpose of championing our tribe who need to demonstrate the commercial value they are driving for their brands and businesses.
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