Dan McManus
Commercial Digital Acquisition & Marketing Systems Leader
Dan@01D.co.uk❖(+44) 07950-864-647❖LinkedIn: https://www.01D.co.uk❖Newcastle upon Tyne (Available UK-Wide Hybrid)
Executive Profile
Commercial digital acquisition specialist and systems architect with over 13 years’ experience scaling data-driven growth across e-commerce, B2B, and D2C environments. Proven track record in performance marketing, advanced attribution, and aligning marketing metrics directly with sales closed-won revenue. Based in Newcastle, I operate effectively across the UK, specializing in hybrid engagements that blend focused remote execution with intensive on-site collaboration.
Specialist in bridging commercial strategy with technical execution. As a systems architect, I independently designed and deployed three production-ready platforms (SendB2B.co.uk, NewLife.help, Fulfilora.com) utilizing AI-augmented development (Gemini CLI), Docker, and PostgreSQL. Highly experienced in C-Suite reporting, managing cross-functional teams and external agencies, and operating in environments demanding measurable impact, structural turnarounds, and robust Martech infrastructure.
Employment History
Performance Marketing Manager - EU Automation (B2B)
- Full ownership of a £4.5m annualised PPC budget across Google & Microsoft Ads, covering EMEA and international markets for high-intent procurement queries.
- Designed and implemented advanced multi-touch attribution models in Looker, integrating paid media, CRM, and conversion data for complex B2B buying journeys.
- Conducted comprehensive audits of existing paid media structures, identifying material inefficiencies in spend allocation and intent matching.
- Reframed paid search from a last-click tactical channel to a strategic revenue driver through executive-level performance reporting.
01 Data Ltd: Digital Marketing Services
Marketing Effectiveness Diagnostic & Consulting - £150m General Merchandise & Homeware Retailer
- Interim Customer Acquisition Manager managing a £5m paid acquisition budget and 4 direct reports.
- Identified agency underperformance and produced recommendations to redeploy inefficient spend toward cost-effective channels.
- Led ongoing digital transformation support to replatform digital infrastructure for workflow efficiency.
- Restructuring of Digital Marketing processes including reporting, campaign automation, and campaign production.
- Assessing contribution of all paid acquisition activities and identification of incremental revenue opportunities.
- Funnel campaign planning and integration of new acquisition channels as interim project manager.
Digital Transformation Consulting - £50m+ National Healthcare Charity
- Audited paid acquisition activity, delivering a £400,000 saving by project end without impacting revenue.
- Managed data compliance processes ensuring alignment with the Digital Services Act (2024).
- Delivered the 2024 digital marketing strategy, optimizing the reinvestment of saved budgets.
Interim Leadership & Consulting - £100m Global Electronics Distributor
- Led the integration of Google Analytics 360 and Search Ads 360 across 22 international markets for private equity stakeholders.
- Lead team of Digital Performance Marketing executives, training in procedure and tactical use of Performance Max.
- Project-managed multi-department workflow designs for Performance Max implementations.
Marketing Effectiveness Diagnostic - £80m Global Luxury Fashion Brand
- Digital Performance Marketing Audit identifying inefficiencies in paid advertising processes managed by 3rd party agency.
- Recommended actions to maximise return on ad spend in Social Media and Search Engine Advertising.
- Alternative proposals for phasing of advertising spend to allow reduced dependency on 3rd party agencies.
Digital Acquisition Manager - Ideal World (B2C/B2B)
- Restructured paid acquisition away from TV toward digital markets, managing a £1m annual budget.
- Managed agency and in-house acquisition of Google & Bing search plus affiliates.
- Audience segmentation to identify high value clusters of customers and resource delegation for acquisition.
- Implemented fully automated channel reporting and dashboards to support fast paced decision making.
- Optimised campaigns and re-architected strategy to deliver a 6x revenue increase at 50% cost, maintaining a 1000%+ ROAS for Marketplace.
- In-housed PPC from an underperforming agency and introduced attribution reporting to identify unproductive spend.
- Targeted B2B acquisition campaign to recruit new airtime partners and promote trade spend partnerships.
Senior Paid Media Specialist – SCS (D2C)
- Responsible for a £6m digital marketing budget across PPC, Affiliates, Social Media & Retargeting; delivered a non-branded ROAS of 2000%.
- Managed traffic generation for digital channels and footfall to 100 physical store locations.
- Implemented Online & Online-to-Offline multi-touch attribution modelling.
- Planned and tracked annual budget and performance, adjusting spend between channels to maximise return.
- Managed digital media agencies and in-house team to oversee strategy, implementation, and optimization.
Digital Strategy & Marketing Manager – The High Street Group
- Directed £300k acquisition budget, CRO, and digital strategy for >20 brands.
- Optimised paid and organic search, including SEO audits, and developing campaign landing pages.
- Implemented tracking and reporting of analytics data for marketing campaigns.
- Architected and integrated web properties across CMS platforms (WordPress, Umbraco) and custom tech stacks.
Digital Marketing Specialist - Lowes Financial Management
- Orchestrated £100k budget across Google, Bing & Social Media for high-affluence client campaigns.
- Moderated and developed four company websites utilizing UX Design, HTML, CSS, JavaScript, and Razor script.
Digital Marketing Manager - C & D Trade LTD (B2C)
- Managed all PPC & paid social strategy, plus all digital brochure campaigns to showcase range.
Digital Marketing Executive – STBM (B2B)
- Produced CMS websites and deployed SEO best practices to maximise organic traffic and lead conversions.
Technical & Marketing Arsenal
Leadership & Commercial Strategy
C-Suite ReportingCross-functional LeadershipAgency ManagementBudget Forecasting (£6m+)Sales AlignmentRevenue Modelling
B2B Operations & Martech
Complex CRM IntegrationLead Scoring & RoutingLooker & Looker StudioGoogle Analytics 360Search Ads 360Performance Marketing (PPC)Advanced Google Sheets & Excel
Architecture & AI Development
AI-Augmented Engineering (Gemini)Systems ArchitecturePostgreSQL & SQLDocker / ContainerizationNext.js / TypeScriptStripe API
Education
Chartered Institute of Marketing
Northumbria University
Interests
TravelTennisTechAstronomyFilmsBooks