Lex leads the digital strategy practice for McDonald’s in Europe. His team covers digital marketing and media, along with social strategy, monitoring and engagement technology as well as
the CRM and data science teams.
He was previously a Client Partner within the Business Partnerships team at Facebook in Paris, France, Where he worked with a select group of clients who partner with Facebook to drive better ROI on their marketing investments.
Before moving into the role at Facebook, Lex spent over ten years in the advertising business across Europe, North America and the Middle East – most recently as the Regional Director for Digital Strategy & Innovation for Leo Burnett MENA. In this role he engineered the fusion of ATL and BTL agencies, Leo Burnett and Arc Worldwide into a holistic brand agency and the acquisition of Flip Media by the Publicis Groupe. He oversaw the digital, direct and CRM competencies for the region, covering clients from General Motors to McDonald’s and P&G to du Telecom.
Before joining Leo Burnett, Lex was a 360° Business Director for JWT & RMG Connect in Paris, and the WPP France Lead for the HSBC business. He has also worked for the relationship marketing group FullSIX, and began his career at The Richards Group and OgilvyOne.
He has an MBA in Strategy from the UPF in Barcelona, and undergraduate finance degrees from EuroMed Marseille and the Westminster (formerly Harrow) Business School in London. He is trilingual and truly multi-cultural.
Senior Director, Digital Marketing & CRM, Europe • February 2014 - Present
Digital Transformation Lead, Europe • Lead partnership with Corporate teams & McKinsey to architect a global digital organisation & drive recruitment. • Developing a top-to-bottom digital training programme to transform beyond marketing. Digital Commerce, CRM, In-Restaurant Experience • Development & roll out of extended digital experience through mobile commerce, personalised offers & communication and a digitised in-restaurant experience. • Definition & deployment of CRM& data strategies from infrastructure, technology (DMP/DSP), tools to consumer segmentation & strategy. Marketing, Communication, Sponsorship & Media Partnerships • Lead SWAT team of European Digital Marketing Directors on ‘back to basics’ programme to drive science into search, targeting and social communications along with consumer data strategy across multiple markets. • Drive European sponsorship & marcomms campaigns (Olympics, FIFA World Cup, UEFA Euros) & key media partnerships.
Client Partner, Business Partnerships • 2012 - 2014
Business Partnerships Team • Account Management for a select group of global & local clients to drive ROI on their marketing investments. • Focus on digital & social strategy in partnership with creative & media agencies as well as brand marketers to leverage the breadth & depth of the social graph. • Clients & Brands: P&G, Orange, BNP Paribas, Accor Groupe Vertical Lead for Telco, Financial Services & Travel • Coordinate the vertical offerings for France and Facebook’s presence within the sectors & performance based ecommerce business. Facebook Home & Facebook Phone Product Launch Team with European Telco Partners.
Regional Director, Digital Strategy, MENA • 2010 - 2012
Regional Digital Strategy Lead • Head up digital & CRM practices (ex Arc WW), managing a team of digital strategists & direct marketing planners • Strategy development for new business (eg.GM, Yahoo!) & e-business lead (eg. PMI eCommerce) • Develop & manage digital training programme for all regional employees Process Management • Change agent for agency model & product, making digital & social part of core offering • Definition of internal processes for digital development & production • Identification of suppliers, management of internal & outsourced production (Syria, India, US) Brand coverage • Luxury: Richemont (Mont Blanc, Vacheron Constantin), Jumeirah Hotels & Wild Wadi, Philip Morris • Tech & Telco: Yahoo!, Blackberry, du Telecom, Emirates • FMCG & Auto: P&G, Kellogg’s, Fromageries Bel, Diageo, GM
High Potential Future Leaders Programme • 2004 - 2010
JWT & RMG Connect, Business Director • HSBC - WPP teamHSBC France Lead - Launch of online bank • Coordination of mulit-functional team across strategy, creative, online media and research. • Set-up of analytics cell to optimise media, measure ROI on customer acquisition & lifetime value • FullSIX – Marketing Services Agency, Senior Account Director • CRM, online strategy, web development across telcos, FMCG & luxury products • HyperMarketing Lab: R&D into global CRM best practice & development of internal products • Ogilvy & Mather – Account Executive • IBM EMEA integrated business unit: Software, Server & Business Solutions on & offline advertising, DM, web
University of Colorado - Executive Education, New York, USA • 2010
MBA - Strategy & Finance, Barcelona, Spain • 2004
Diplôme du CESEM Méditerranée - Finance, Marseille, France • 2001
BA (1st Class Honours) European Management, London, UK • 1999
A charity organisation that raises money for children's education in developing countries through social travel.Charity, Fundraising, Social Business, Travel
Relaunch of the McDonald's Happy Meal platform - Happy Studio, web and mobile application for added value beyond physical toys.Experience, Web Development, Mobile App, CRM
Global launch with Telco partners of Facebook Phone and Facebook Home Mobile OS.Product Launch, OS, Mobile, Facebook
Social launch of Ariel/Tide pods in France.FMCG, Launch, P&G, Campaign
Redevelopment of McDonald's Arabia digital ecosystem; development of new website multi-country and multi-language infrastructure; social presence across major platforms and networks.Branding, Webdesign, Social, Digital Strategy
Launch of the HSBC Direct Online Savings Account - campaign development, new customer onboarding experience and CRM programme.Finance, Launch, E-Commerce
Management and organisation of McDonald's first European Hackathon in partnership with BeMyApp.Hackathon, Event
Product Reviews by Parents Community - vikalou.com.Wordpress, Acquisition, Affiliation, Social, Community Management
Digital Consulting - radonstrategy.com.HR, recruitment & Training, Business Model, Growth Hacking, CRM & Data, Social, Media Mix, Design, Technology
Check out the blog - RelativelyDigital.com.Webdesign, Blog, Digital, Gadgets, Digital Life
There is no such thing as digital strategy, only strategy in a digital world (and that works for social too).Anon
Occam's razor: All other things being equal, the simplest solution is the best.William of Ockham, Franciscan friar
You won't 'get' digital from a slideshow, nor in a meeting room, it's like a sport, practice makes perfect.@ppc