Joshua Baines

Most recently I was the Director of Advertising Insights at Oracle, specialising in the retail and FMCG sectors. I have worked in the digital marketing industry for thirteen years, with a proven track record of driving new business by translating complex data into simple marketing solutions for non-technical audiences.

I am guided by the belief that successful marketing boils down to a moment, often measured in milliseconds, where a brand holds the attention of a consumer. My data-driven insights build bridges between businesses and their target customers, improving the quality and increasing the quantity of those brief moments.

I started on the graduate scheme at Dunnhumby, the architects of customer-centricity in retail, who told then Tesco Chairman Lord MacLaurin “more about my own customers in three months than I had known in thirty years”. After learning the trade for four years, I searched for opportunities to emulate this success in a competitive, dynamic field of my own. 

I joined Grapeshot, an AI-driven technology, where I led product marketing efforts by replacing a technical sales pitch with a value-based outreach strategy specific to the needs of our customers. The success of this approach led me to New York City after Oracle’s acquisition of the company. Here, I thrived in a fast-paced and demanding environment, turning datasets into compelling stories that offered innovative solutions to brands looking to write a happier ending to their tale.

Working in an M&A environment taught me to be resilient and adaptable to change, especially in a leadership position at Oracle. I gained invaluable experience building a team from scratch, with an inclusive team culture that rewarded the courage to work towards high growth and profitability targets. I lead by example, never asking of people something I am unwilling to do myself. This helped me to set clear, honest and accountable standards when creating a marketing solution generating new business leads across global markets.

The desire for a new challenge and to put down roots in a community that matters to me led me back home. I am looking for an opportunity to work with passionate people that take pride in their work and the impact it can have on new and existing customers. My CV will (hopefully) demonstrate my capabilities in positions that require an analytical mind married to a market-facing role, and my references speak to the experiences of C-Suite executives of my performance.

I would love the opportunity to discuss how I may fit in helping you find the right message, and to get it out there.

2019-2024: Oracle, Director of Advertising Insights, New York City

Built, scaled and commercialised Oracle’s Advertising Insights product, first in the North American market and then coordinated the rollout across EMEA and JAPAC. Devised market strategy for the platform’s implementation across product, sales and marketing teams. Oracle provide 1st and 3rd party data SaaS solutions for multi-channel marketing use cases.

Led team of five across three time zones, including responsibility for recruitment and retention. Implemented a collegiate structure empowering team members to take initiative in a collaborative environment. Set up learning & development program to encourage growth and improve team’s capabilities when guiding customer relationships.

Delivered Oracle DEI committee’s published research projects. Topics included the harmful effects of keyword blocking on LGBT content, promoting minority-owned publisher inventory and reducing carbon emissions in online media campaigns. Marketing recommendations drove $2.4m in incremental revenue from customers including Walmart, P&G, Heineken and L’Oréal.

2017-2019: Grapeshot, Global Product Marketing Manager, London

Responsible for developing and delivering the marketing strategy for Grapeshot’s new targeting product. Grapeshot is an AI technology using probabilistic algorithms to determine the meaning of a web page for marketing and advertising use cases. 

Connected proprietary and open data sources to create thought leadership amplifying brand reach and visibility across global markets. Pitched, closed and onboarded Bayer, Kimberly-Clark and The New York Times; accounting for $1.8m in new business revenue.

Regular speaker and ‘face’ for Grapeshot at industry events, conferences and panels. Speaking engagements include the Vice All Company Conference, Digiday Publisher Summit and Mindshare’s Huddle series in London, New York and Mumbai.

2015-2017: RadiumOne, Strategic Accounts Director, London

Leveraged data analytics to develop insights informing media strategy for new and existing business. Accounts including Diageo, O2 and eBay. RadiumOne were an ad tech vendor specialising in retargeting performance tactics for advertising campaigns across the open web.

Led the creation of a new structure combining existing data analytics team with a market-facing insights team to generate regular, scalable collateral that could be reused by non-strategic accounts.

Generated insight-driven marketing collateral to promote RadiumOne’s patented ad server optimization tool. Recommendations led to acquisition of three new advertisers (M&S, ITV & Matalan) and a 30% increase in client re-bookings because of improved media campaign performance.

2011-2015: Dunnhumby, Customer Insight & Digital Media Consultant, London

Joined graduate scheme to learn the skills required for data collection, analysis and activation with the creators of the Tesco Clubcard. Dunnhumby pioneered the analysis of customer data to develop integrated, customer-centric marketing plans across online and offline retail platforms.

Hands-on experience combining ‘big data’ with media planning to improve brand loyalty for companies such as Molson Coors, Premier Foods and Coca Cola.

BA Hons (2:1) in History from the University of York, UK

4 A-Levels (4 A grades in History, Politics, Spanish, English)

10 GCSEs (6A* and 4A grades)