Dan McManus

UK (Remote/Hybrid) | Martech, Performance Marketing & Systems Automation

• Engineered a scalable Google Ads automation engine, programmatically generating bulk campaigns and tailored ad groups across 40,000 SKUs for a home & garden e-commerce retailer.
• Architected an intelligent, data-driven direct-mail growth engine for St John Ambulance, integrating data touchpoints to automate targeted offline acquisition at scale.
• Designed and deployed production Martech platforms for clients: an e-commerce stack with semantic product search (PostgreSQL + pgvector) and Gemini-powered AI enrichment; a SaaS product with automated multi-channel lead generation and AI reply classification; and a B2B direct-mail automation platform, all built end-to-end with AI-augmented development, Docker, and PostgreSQL.

Stafford, UK (Fixed Term) | £100m+ global supplier operating in 40+ countries.

• Full ownership of a £4.5m annualised PPC budget across Google & Microsoft Ads (EMEA + international) for high-intent procurement queries.
• Built an automated multi-touch attribution pipeline in Looker, integrating paid media, CRM, and conversion data to expose true channel contribution across complex B2B journeys.
• Audited paid media structure and bid logic, and reframed paid search from a last-click tactic to a strategic revenue driver via executive reporting.

Selected projects (paid acquisition, marketing automation & data infrastructure)

Marketing Effectiveness & Acquisition, £150m General Merchandise & Homeware Retailer

• Interim Customer Acquisition Manager managing a £5m paid acquisition budget and 4 direct reports.
• Built automated multi-source reporting pipelines (paid media, CRM and trading data) and re-engineered campaign-production workflows, cutting manual reporting effort and speeding tactical decisions.
• Identified agency underperformance and redeployed inefficient spend toward more cost-effective channels; supported replatforming of digital infrastructure.

Digital Transformation Consulting, £50m+ National Healthcare Charity

• Audited paid acquisition and delivered a £400,000 saving with no revenue impact; automated acquisition reporting and aligned data-compliance processes to the Digital Services Act (2024).
• Delivered the 2024 digital marketing strategy, optimising reinvestment of the saved budget.

Interim Leadership, £100m Global Electronics Distributor

• Led integration of Google Analytics 360 and Search Ads 360 across 22 international markets for private-equity stakeholders.
• Automated Performance Max workflows and aligned feed/creative production schedules across departments for scalable, repeatable campaign delivery.

Marketing Effectiveness Diagnostic, £80m Global Luxury Fashion Brand

• Performance-marketing audit identifying agency inefficiencies across paid search and social; recommended ROAS-maximising actions and reduced dependency on third-party agencies.

Peterborough, UK | £100m revenue Online & TV shopping business.

• Re-architected paid acquisition strategy to deliver a 6x revenue increase at 50% cost, maintaining 1000%+ ROAS for Marketplace.
• Implemented fully automated channel reporting and dashboards plus attribution reporting, enabling fast decisions and redeployment of unproductive spend; in-housed PPC from an underperforming agency.

Sunderland, UK | £350m turnover specialty retailer with 100 stores.

• Owned a £6m digital marketing budget across PPC, Affiliates, Social & Retargeting; delivered a non-branded ROAS of 2000%.
• Implemented online & online-to-offline multi-touch attribution modelling linking digital spend to footfall across 100 stores.

The High Street Group (£1.5bn property) · Lowes Financial Management (£2bn AUM)

• Progressive digital marketing roles spanning paid & organic search, CRO, and analytics implementation across property and financial-services brands.
• Hands-on web development throughout (HTML, CSS, JavaScript, Razor, WordPress, Umbraco), the technical foundation underpinning my current build capability.

Level 4 Professional Diploma & Level 6 Award in Digital Marketing

Search, Display & Measurement

BSc, Criminology and Forensic Science, 2:1