Introducing Head of Digital Marketing, Adam Evans, and the world of Digital Marketing at D&G

When did you join D&G?

I joined D&G in the summer of 2019 after three years at Which?. 

What does your journey to the Head of Digital Marketing at D&G look like?

I started out as Senior Marketing Manager which was a new role for the team. I spent a lot of time in the first year laying the foundations for what we do now and getting to know people across the business. That allowed us to run some successful “proof of concepts” to demonstrate the value of Digital Marketing. I was then promoted to Head of Digital Marketing after around 18 months in the role and have since broadened my team’s remit to include email/SMS marketing and SEO. 

What does your team do at D&G?

My team’s responsible for Digital Marketing channels which include email, PPC, paid social and SEO. Some of this we manage in-house, and we work with specialist agencies too. Our job is to increase sales within a certain CPA (cost per acquisition), and to test and learn. This can take the form of creative testing on Meta ads or rolling out a new channel, such as Referral marketing, which we’ve just launched. 

What did you do today?

I am embracing flexible working today and working from a cottage in Wales, before I log off tonight for a few days annual leave! I’ve had a weekly performance call with our media agency and I’m working on our strategy planning for next year. 

How would you describe the culture in Marketing at D&G?

It’s a friendly and informal atmosphere, and I would say it is less corporate than you’d expect for an established business in Financial Services. There’s freedom to innovate which is very important and it allows us to be creative while also keeping a close eye on our commercial performance! 

How does the digital marketing team add value to the company?

We plan and execute marketing campaigns that drive sales for the business. We also provide insight to help shape business strategy – an example is our expansion in the US market, where we’ve been using Google data to show how US consumers search for our products.

What is something exciting in your world at the moment?

We’re developing our MarTech stack, which means we’ll be a lot smarter and more targeted with our campaigns. We’re also looking at testing new channels in other markets outside of the UK, which is exciting!  

What do you love most about your job?

Digital Marketing is always changing and it’s exciting to work in a fast-paced industry where there are always new opportunities to innovate. I also love that D&G is a friendly place to work with a good balance between office and home working – which is all the more important now I have a young son and a very energetic Labrador! 

What would you say to someone thinking about joining the digital marketing team at D&G? 

Do it! You will learn loads in a supportive environment and will have the opportunity to work across a wide range of different products and with some of the UK’s biggest brands. You’ll also get to work with some innovative, market leading agencies.