Malcolm Cotton2018-09-03T08:56:24+00:00
Malcolm CottonSenior Partner, Marketing Optimisation

Malcolm Cotton is part of a multi-disciplinary team of strategy, execution and growth experts.

  • End-to-end or specific needs. Our team is structured to provide the exact skills you need
  • A ‘think + do’ approach. With expertise, methods, and networks to rapidly deliver tangible business benefits
  • A collaborative, pragmatic, and flexible culture. Sharing insights and expertise to bring the best to our clients

Malcolm is a Senior Partner in Digital Work’s Marketing Optimisation practice, helping businesses grow at pace.

He is a marketeer, an accomplished strategist, entrepreneur, mentor and business manager. As a business leader, he has successfully launched, built, acquired, merged, sold or managed over a dozen marketing businesses in his career.

Malcolm is a highly strategic and creative business leader who is adept at leading teams, driving growth and improving profitability. He is equally at home developing effective marketing strategies for brands and has a passion for challenger brand thinking.

He puts his past achievements and current value as a consultant at Digital Works Group down to a mix of experience, beliefs and ways of working;

  • He is passionate about solving problems and simplifying the complex.
  • Believes true business insight only comes from a deep understanding of a subject – you get out what you put in.
  • He has a strong conviction that there is no point in having a good idea if you don’t execute it properly.
  • He demonstrates a rare balance of commercial nous and strategic thinking.

Malcolm has core expertise in:

  • Strategic planning
  • Business leadership and operations management
  • Customer engagement & customer journey modelling
  • Customer acquisition
  • Integrated marketing
  • Digital & data strategy
  • Brand positioning & brand development

Key achievements include:

  • Led the strategy that won one of the UK’s largest ever integrated marketing contracts, worth over £50m, to consolidate all of Orange & T-Mobile’s CRM, retail and direct marketing into one agency.
  • Built a marketing services group with billings of over £40m and 400 staff for Communisis Plc.
  • Built and sold technology sector marketing agency, Worth, following 15 consecutive years of profitability.
  • Led the strategy for the launch of EE across digital, B2B, CRM and direct marketing channels.
  • Was part of the management team that built Chemistry Plc into the UK’s largest independent agency which was shortlisted for Direct Agency of the Year in 2012 and ranked 4th in the UK digital agency league table.
  • Has won over 30 marketing industry awards.

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