The original digital believer (yes the .com domain has been registered)
He has experience of both agency and client side having initially founded the Digital Agency Yucca some 14 years ago. This was sold to the AIM listed Mission Marketing Group in 2011.
Whilst at Yucca he was involved in developing their paid on performance offer and worked with a range of UK and International brands including Clarks, BBC, Silverstone (F1 Circuit), Ecover, P&O Cruises, Ocean Village, Park Resorts, Farm & Cottage Holidays, Hoburne Holidays, Woolacombe Bay, Canopy & Stars and Leger Holidays.
The paid on performance model extended to risking percentages of large six figure ecommerce builds based on performance uplifts once live.
Post-acquisition Richie switched to go and work for one of the agencies clients of ten years Park Resorts as their Sales and Marketing Director (CMO) having seen the huge opportunity to correctly apply digital thinking to a very traditional section of UK travel. Since arriving at Park Resorts he has increased online revenues by 21% YoY, considerably increased margins by reducing the reliance on outmoded promotional channels, upped online leads by 49%, been instrumental in the recent £350 million refinancing of the business with the business’ banks and main private equity shareholders and completed the acquisition of South Lakeland Holiday parks for £50 million.
Richie is enjoying the challenge of getting above the line channels such as TV working more closely with the web and mobile strategy and crucially driving performance marketing based revenues up by 69% YoY. A dedicated surfer and mountain biker means Richie has an unfortunate propensity to say ‘dude’ in a professional context.