Graeme Lindsay

Vice President, Global Marketing Operations
The Economist 
May 2022 to April 2024

I joined The Economist to deliver the MarTech strategy, standardise practices, and elevate capability. To empower marketers with the right processes, data, systems, and resources to unlock their creativity and maximise impact.

• Modernised the MarTech stack, and eliminated overlapping tools, to create a stable, forward-looking platform for ongoing enhancement 
• Developed unified customer data to enable data-driven campaigns, created a test-and-learn methodology to maximise impact, and worked with Analytics to support it with real-time, unified reporting
• Collaborated with Tech and Marketing user groups to create self-service execution workflows, and provided ongoing platform training
• Partnered with RevOps to create shared Marketing and Sales goals, and introduced lead management tools to focus that collaboration 
• Spearheaded The Economist’s personalisation strategy, in partnership with Analytics, using AI to recommend content to readers, resulting in a 30% increase in subscriber conversion (+£4M revenue p.a.)

Group Head of Marketing Technology and Operations
MoneySuperMarket
January 2020 to December 2021

Building on the foundations of CRM, I pitched for the creation of a broader Marketing Operations team, primarily to integrate the Marketing function, but also to deliver transformative MarTech projects.

• Project managed implementation of Google Ad Manager, SA360, and AWIN, integrated with Salesforce Marketing Cloud
• Led development of unified data, to enable coherent customer experiences across CRM, App, Web, and Customer Service
• Unlocked >£1M year-one growth from Affiliate Marketing and Paid Media

Group Head of CRM Operations
MoneySuperMarket
February 2016 to January 2020

I was brought into MoneySuperMarket to build a CRM function from the ground up, that would fulfil the potential of data-driven marketing.  

• Initiated and managed the migration to Salesforce Marketing Cloud
• Restructured CRM, hired and retrained extensively, to put marketers, analysts, creatives, and engineers into the right stages of the workflow
• Developed a culture of personalisation and automation, which led to data-driven insurance renewals, and propensity-led campaigns, resulting in a 53% increase in revenue in three years (£52M in FY2020)

CRM Operations Manager
Microsoft
October 2012 to February 2016

I joined Microsoft to bring structure and efficiency to CRM operations, and to support the forthcoming B2B marketing transformation.

• Led CRM workflow across EMEA, as a distributed Centre of Excellence
• Project managed implementation of marketing automation tools, and coordinated changes to content production process, to meet demand
• Collaborated on development of B2B lead scoring, which led to a 400% increase in conversion (from marketing qualified leads)

Southampton Solent University 1995-98
Reading College 1993-95
Maiden Erlegh School 1988-93