Ross Brannigan

CityJet is an iconic Irish brand in the aviation and travel industry with an illustrious heritage. My time spent there gave me the chance to learn this intrinsically from great management, supportive colleagues and some external partners that operated as part of the team.

#Functions:
▪ I was fully responsible for all strategy and execution of functions related to eCommerce @ Cityjet.
▪ Directly responsible for 2 reports and several important commercial vendor relationships.

#Achievements:
▪ Planned and executed a pan-European Meta-Search & Affiliate sales channel from bottom-up.
▪ Development & launch of online Ancillary Strategy (including Hotels, Guides & Transfers).
▪ Introduction of on-site user feedback mechanisms to support Web Development Strategy & UX.
▪ Introduced ROMI metrics that improved marketing performance (including ROI and CPA uplift).
▪ Introduced front-end improvements including container tags that reduced dependancy on 3rd party vendors, reduced costs and improved operational effectiveness.
▪ Proposed further initiatives including mobile solutions to improve UX and cyber security solutions to reduce fraud and unwanted robotic traffic.

*Please note I voluntarily left my position from June 2017 after successfully achieving much of the above in order to travel and focus on long-term career enrichment & progression opportunities.

airberlin is one of the leading airlines in Europe and flies to 138 destinations worldwide each year. The second largest airline in Germany carried more than 31.7 million passengers in 2014. airberlin offers a global route network through its strategic partnership with Etihad Airways, which has a 29.21 percent share in airberlin. The airline with the award-winning service operates codeshare flights worldwide with 21 airlines. The fleet is among the most modern and eco-efficient in Europe. Together with other airlines, airberlin belongs to Etihad Airways Partners, a new brand with which Etihad has been uniting shared activities since the end of 2014.

#Functions:

▪ Responsible for online channel of airberlin (airberlin.com including domestic German & International point of sale), reporting directly to VP Online & Direct Channels
▪ Development of strategic commercial business plan & roadmap for airberlin.com
▪ Commercial lead for airberlin.com sales development
▪ Full budgeting and annual revenue outlook for web (triple-digit MM revenue contribution, double-digit % sales-channel share for seat-only business)
▪ Developing route-based online sales focus for short, medium & long-haul business units
▪ Driving cross-departmental commercial focus for online sales
▪ Strategic Business Planning for commercial uplift of online sales process

#Achievements:

▪ Introduction of incremental "Net Net" revenue initiatives (i.e. non-cannibalized revenue streams)
▪ Commercial personalization & big data projects to increase Flight Product sales
▪ Established partnerships with industry-leading technology providers to improve revenue & innovation focus
▪ Integration of Airline Online Sales KPI's with Google Analytics (sample template: http://bit.ly/aviation_google_analytics)
▪ Achieved fluency in german language for business and management culture/style @ top-tier German multinational organization (listed as AB1:GR Xetra)

Group-buying deal business flourished at the height of the Great Recession and Groupon grew fast to fill consumer demand during times of austerity. I had the opportunity to experience this and scale Groupon's affiliate marketing across 42 international markets.

#Functions:

▪ Responsible for Groupon's international affiliate business (25+ markets outside US & multi-million $ revenue channel), reporting to former management based in Berlin (pre-IPO)
▪ People Management (team lead managing 4 direct reports supporting international affiliates, analytics & business development)
▪ Sales management for international affiliate programs (+25% growth YOY)
▪ International network, publisher development and management (at the time one of the world's largest affiliate programs). This included Zanox & Tradedoubler platforms.
▪ Strategic vision & input for business Intelligence & reporting dashboard development to enable data-driven marketing & decision making
▪ 12-month contract based in Berlin, Germany


#Achievements:

▪ YoY growth of global affiliate revenue base
▪ Launch of several new markets (including European expansion, South America, MENA & APAC)
▪ Launch of mobile affiliate programs in Europe
▪ Launch of grouponshop.com (Germany, France, Spain & Italy)
▪ Became advanced in business German language/culture & learned to lead international teams

Michael Dell started the entrepreneurial journey in his college dorm room & grew his company into a Fortune 500 and market-leading global brand. I had the absolute privilege to be part of this organisation and manage their display marketing business in Europe.

#Functions:

▪ A manager, on the European consumer marketing team, responsible for Dell's display media business and online advertising activities across Europe (13 markets - UK,
DACH, FR, BNLX, ES, IT, Nordics, IE )
▪ Strategic initiative development & projects (marketing innovation, publisher development, media reach opportunities, audience targeting optimization with internal
customer segments, identifying cost efficiencies, demand generation, aligning product launches with media plans, supporting regional go to market plans)
▪ Significant advertising spend/budget management & responsibility ($12mm + annually), revenue/KPI forecasting and accountability for business performance across 13
markets (revenue/sales - $35mm+, demand/traffic - 5mm site visits +, and ROI/cost efficiencies 3x to 20x annually)
▪ Agency management - indirectly managing team of media planners, executives and analysts responsible for online media execution across Europe (achieved via proactive
project management & development of agency effectiveness survey)
▪ Vendor management - leveraging several external partners to maximize online media capabilities & profitability across 13 European markets (primarily leading
publishers, media agencies, technical experts & ad technology providers - Google, Criteo, Mediaplex, Intel, Mediacom, WPP and many more.)

#Achievements:

▪ Significant growth & over-achievement of online sales for consumer business across Europe in FY11/12 (despite a deep recession)
▪ Scaling of retargeting program across Europe as one of Europe's first large-scale implementations (at the time, retargeting was not a pervasive demand channel)
▪ Achieved significant cost reductions in media budget via co-marketing with Intel

Early-stage European hire, proud to be part of a great company, trying to change the world and make it a more connected place.

#Functions:

▪ On-boarded as first dedicated sales support head for online and inside sales teams and early stage European / Landing team employee (within first 50 members of EU
HQ)
▪ Junior but important role supporting EMEA sales, marketing and operations management teams during Facebook's period of high-growth & scaling from Sillicon Valley
start-up to large established multinational

#Achievements:

▪ Development of market insights for sales team (e.g. audience growth & engagement, EMEA competitive position and strengths vis-a- vis traditional media
outlets).

Thinking big and proud to have the opportunity to start my digital career with one of the pioneering organizations in online advertising.

#Functions:

▪ Setup of EMEA mid-market/SMB media display business in Dublin office (Q3FY08) with sales management, reporting directly to Head of EMEA Account Management
▪ Support for Senior EMEA Business and Sales management in SMB channel. Key point of contact for business and market intelligence
▪ Co-ordination of Ad Ops, Financial Ops, Optimization, Credit and Sales teams across global locations (virtually). Guidance for team of 15 sales executives
(on-site in Dublin).
▪ Planning & executing global media campaigns for agencies and direct advertisers (EMEA, APAC, LATAM, US). Some of these included Profero, William Hill & Western Union.
▪ Management of key accounts with responsibility for quarterly revenue target and book of business
▪ Initiated role as search executive in Q406 - Q407 with absence from Q407 - Q308 to complete Marketing MBA and business school

#Achievements:

▪ Supporting Senior Management with setup of Dublin sales office in Q3 2008
▪ Scaling sales business and key account managing business generated by team of 15 sales executives

I was fortunate to land an international marketing internship with a small catalan start-up that became eBay Enterprise today.