London, UK

©2019 BrandArchitects

harry lang cv

Harry@BrandArchitects.co.uk 
 
BrandArchitects.co.uk www.linkedin.com/in/hclang

 

A passionate, creative and entrepreneurial marketing professional specialising in strategic vision, KPI-driven channel marketing integration, strategic insight, commercial acumen and delivering significant growth for ambitious and disruptive digital brands. Core skills include brand creation/ development, data analysis, omnichannel strategy and copywriting within challenging targets and with tight budgets/ timeframes requiring an innovative, pragmatic, brave and flexible approach.

WORK ACHIEVEMENTS

December 2017 – Present - Managing Director, Brand Architects

  • Founder of strategic marketing, digital, brand and copy consultancy

  • Clients include esports skin site CSGO Empire (interim Marketing Director across 35 markets, acquisition, conversion, retention and react strategy and brand architecture project), Genting Casinos Ltd, compliance brand Rightlander and Cryptocurrency operator Lite Bet

  • Interim placement at Genting Casinos Feb – Dec 2018: -

  • Fast response mandate in which I worked at Chief Marketing Officer level to drive positive and significant change across the interactive business

  • Embedded to rapidly increase customer acquisition volume, lead mobile website and App strategy and support offshore interactive team migration to Malta

  • Led the affiliate, social, paid search, copy and content teams and designed integrated marketing acquisition, conversion, retention and reactivation strategy for the UK market

  • Led and delivered a brand architecture project for the new ‘mobile first’ Genting Bet brand

Results delivered: -

  • Redesigned an integrated marketing strategy and budget linked to stringent KPIs

  • Increased casino App Store chart ranking by 50+ places through ASO

  • Wrote and initiated actions from strategic White Papers on brand architecture, acquisition (PPC/ SEM), offshoring strategy & ‘Mobile First’ strategy

  • Significantly enhanced commercial results with 20%+ increase in customer volume

  • Designed hierarchy, wrote JDs and led interview process for 12+ new offshore roles

 

October 2015 – December 2017 – Chief Marketing Officer, Pinnacle

  • Created a versatile marketing strategy for sports betting, casino and esports operator Pinnacle.com (Western Hemisphere, 25 markets) and Pinbet88.com (Asia, 8 markets)

  • Responsible for brand, acquisition, conversion, retention and reactivation of customers on web, mobile web and native App platforms and build of world’s favourite esports Betting Hub

  • As a member of the Executive Team I managed 28 people globally and was responsible for marketing, product marketing and cross-functional ROI across 100+ markets

Results delivered: -

  • 24% above target new customer acquisition and 16% above target NGR

  • Increased active player days by over 10% and book volume by over 15% in 5 key markets including China, Russia and Canada using PPC, SEM & affiliates

  • Rebuilt the web/ mobile casino product to enhance conversion by over 10% YoY

  • Delivered the award winning Pinnacle.com global rebrand and eSports Hub

  • Built and launched native IOS and Android Apps and mobile sites

June 2014 – October 2015, Strategic Brand and Marketing Consultant

  • Developed Brand Architecture for Product Madness - ‘Heart of Vegas’ social casino

  • Interim Placement - Rank Group - Head of Marketing for MeccaBingo.com

  • Led a team of 8 across PPC, programmatic, affiliates, ATL, PR, social, copy and SEO

Results delivered: -

  • 34% increase in depositing Mecca players over first 6-month period (Q1-Q2 2014)

  • Responsible for delivering record native App and web bingo/ casino players at target CPA through a £7 million+ budget. Key channels included TV, PPC, SEM & SEO

  • Delivered ASO campaigns to achieve 2nd place visibility in the App Store

July 2012 – June 2014 – Head of Marketing (Casino and Bingo brands), bwin.party

  • Responsible for meeting KPIs against a €23 million+ budget across 20+ markets

  • Strategic planning, affiliate planning, social media, brand strategy, SEO, video content, copywriting, budget management, delivery against KPIs, multiple casino and games platforms including the launch of Party Poker Casino in New Jersey

Results delivered: -

  • Increased YoY turnover by 15% via digital and affiliate activity in 15 markets

  • Designed ATL and online strategy for Foxy and Cheeky Bingo to achieve over 30% uplift in new depositing customer acquisition using TV, affiliates, PPC and SEO

  • Delivery of native App casino/ bingo strategies for bwin casino, Party Casino and Foxy Bingo and increased App store chart rankings for each MoM over a 1-year period

January 2010 – June 2012 - Head of Marketing, WMS Inc. & Williams Interactive

  • JackpotParty.com (+ interim VP Marketing, Williams Interactive LLC in Chicago)

    • Created and launched Jackpot Party Casino from scratch in the UK

    • Responsible for all PPC, digital media, PR, SEO, SEM and social media

July 2007 – January 2010 – Managing Director, The Fridge Ltd

  • Founder of online gaming’s first integrated marketing agency. Clients included 888, Foxy Bingo and an interim placement as Marketing Director at Ivobank

August 1999 – July 2007 – Integrated agency roles at 141, Angel London & Inferno

  • Clients included The NSPCC, Sparks Charity, BAT, Allied Domecq (inc. Courvoisier, Malibu, Champagne Mumm & Perrier-Jouët and Laphroaig) Penguin Books, BT, ASDA, Sony Playstation and Budweiser

  • Created Penguin’s award winning ‘Are You Good Booking’ campaign

 

 

PROFESSIONAL & EDUCATIONAL QUALIFICATIONS

  • 2018 – present – MBA student, Edinburgh Business School, Heriot-Watt University

    • Distance learning Masters - marketing core (elective in International Marketing)  

  • 2000 - 2002 Diplomas from Institute of Sales Promotion and Institute of Marketing

  • 1996 - 1999 University of Newcastle upon Tyne. 2:1 BSc degree in Geography

  • 1990 - 1995 Harrow School, Middlesex

ADDITIONAL SKILLS & ACHIEVEMENTS

  • Experienced conference speaker – ICE, LAC, EIG, Power50, IGB Affiliate & Betting on Sports

    • Author of two novels - ‘Try Morality’ and ‘Parabolic’ available on Amazon

  • Team Leader in the Press Zone at the London Olympics 2012