Ian Lowther

I'm a senior Marketing Consultant and Founder with over 18 years experience delivering significant commercial results within the online sports betting and gambling sector. Having recently left my last full-time position, to start my own business, I've realised just how important it is to find a mentor that I can lean on for advice or to bounce key questions off, essentially someone who has already been there and done it. I appreciate how important this is and also appreciate how difficult it is to find these people, so I wanted to try and give back and help others, by playing the role of mentor to anyone starting or progressing their career in marketing and business.

My skills include the following...

Marketing
Extensive experience working across the full marketing mix. Recent roles have covered the management and strategic leadership of brand, sponsorship, PR, digital acquisition, design and creative teams. Managed annual global budgets of up to £75m.

Brand Marketing
Devised brand strategy frameworks and embedded these into the business, to form an integral part of the future strategic direction. Managed multiple re-brand projects, with the roll-out of new visual and verbal brand identities. Introduced comprehensive and sophisticated comms planning frameworks to aid alignment and collaboration. Responsible for all elements of high-profile, through-the-line advertising campaigns.

Digital Acquisition
Cost-effective acquisition of sports media users and sports betting customers using the full range of digital channels. Strategically pushing to achieve more scale at key opportunities, whilst ensuring this isn’t at the expense of other core metrics such as CPA and ultimately, long-term ROI. Full understanding of the digital marketing mix for both web and app based products.

Strategic Leadership
Effective management and leadership of direct reports (and their wider teams), as well as strategically influencing dotted-line teams to deliver results. Thorough and methodical approach, ensuring communication of long-term macro goals, followed by creation and implementation of strategy to inspire teamwork and delivery against objectives.

Organisation Structure
Experience of building a global marketing department for a new business, as well as having to make fundamental strategic changes to existing team structures.

International/Global
Worked in the UK, Gibraltar and the USA; been responsible for activity across 10 different markets (UK, Ireland, Germany, Belgium, Spain, Italy, Netherlands, USA, Mexico and Nigeria).

Commercial
Consistently delivered commercial results throughout career, across a variety of different roles – Betway example (UK Country Manager role): annual net revenue exceeding an aggressive target by 5% (growth of 45% YoY).

Multi Organisations
Operated successfully in different organisational structures; big corporate, privately owned challenger brands and more entrepreneurial start-ups.