Carolyn Watt

Introduction: Over 20 years commercial leadership experience working across a broad range of industry verticals and sectors to define and deliver data-driven business transformation strategies

My experience across FMCG / CPG, Media and Entertainment, FINTECH, EDTECH, eCommerce, ADTECH, Government and ‘Not for Profit’, enables a flexible, adaptable and broad perspective in helping business of all sizes shape their future via data-driven strategies to drive transformational change, market growth and stakeholder engagement.

Differentiation: Understanding the PEOPLE, PROCESS and TECHNOLOGY of each unique business within their market and helping define both the WHAT? (data driven solutions to create game-changing organisations able to compete in a digital age) and the HOW? (envisioning the staged transformation and making it happen)

Current Role: Leading Transition to Platform Business / Building Partnerships with Largest Global Advertisers

Currently Global Head of Strategy and Innovation at Quantcast the privately owned, market leading Artificial Intelligence (AI)-driven programmatic specialist leading the transition from a managed service to a platform business in partnership with global enterprise clients.

Quantcast is a demand side platform (DSP) which uses it’s own first party data (based on relationships with global publishers) to help brands build audiences (based on their interests, demographics and intent to purchase) and activates (and measures) those audiences programmatically all within the same platform (based on a subscription or SaaS operating model).

I have been instrumental in agreeing the current ‘developing technology’ partnership with GroupM globally. But my main focus is to lead the global strategy team at Quantcast selling programmatic advertising via our platform to the Top 100 global brands. My role also includes ensuring the product roadmap is attuned to the commercial and UX needs of advertisers across all programmatic advertising from display, to connected TV, audio and beyond.

With full P&L responsibility, I lead a global matrixed team (across Sales, Product, Engineering and Global Sales) in driving significant revenue from our Top 100 global client brands including Sky, Dell, Microsoft, Nike, Walgreen Boots Alliance and Tesco. The business unit is now the largest and fastest growing representing over 60% of global revenue.

Business Transformation

Prior to joining Quantcast I was the Founder and Managing Director of management consulting agency Yabber Digital where for nine years I provided consultancy, advisory and project management services to help organisations transition to digital-first businesses as well and defining and scaling platform businesses across complex demand and supply side ecosystems.

The focus of Yabber Digital was to consult for or advise Venture Capital businesses, Angel Investors as well as the executive leadership teams of start-ups, enterprises, Government and not-for-profits to define digital-first data-driven Customer Experiences, Operations or Business Models. The output was a significant shift in how businesses operate, perform, communicate and lead.

Clients for whom I consulted (on average 3 – 9 month engagements) include Channel 4, Sky, Lufthansa, American Airlines, E.ON, BP, Bank of Ireland / Post Office, HSBC, First Direct, Cooperative Financial Services and Visa Europe, COI, De Beers and Department of Health, two leading British political parties, Nike, Jaguar Land Rover, Ford, Volvo and Unilever

Other Relevant Experience

Prior to setting up my own business I worked both client and agency side defining digital strategies to drive the effectiveness of all above and below the line marketing. This includes setting up the earned media division of Mindshare a WPP Company and leading the sales and marketing for LBi Netrank%27s full bluechip client base pre and post Netrank’s January 2008 acquisition by the digital agency LBi.