Our Fellows

Ian Cruickshank

Global Head of Transformation, WPP

30+ years of setting up, building & transforming businesses with a pragmatic, data-driven, customer-focused approach that cuts through complexity. From start-ups to complex global corporates across multiple sectors.

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Meet the Fellow

Background

30+ years - Transforming businesses across Finance, Fintech & FMCG to Automotive, Travel, Gaming & Drinks.
15 years - Building, growing award-winning digital solutions for advertising agencies.
6 years - Setting up, growing startups in FinTech & Marketing
9 years - Transforming global, FTSE 100 buisnesses in Finance & FMCG

Market sector focus

Finance: RBS / Bank of Ireland / Deutsche / Hargreaves Lansdown
FinTech: RateSetter
FMCG: British American Tobacco / GSK / Unilever / Colgate Palmolive / Cadbury
Drinks: Moet & Henessey / AB Inbev / Guiness / Oddbins / Coca Cola
Automotive: VW / General Motors / Buick / Mini
Travel: TUI / Thomas Cook / First Choice
Government & Public Sector: NHS / RAF / Army
Gaming: Atari / Playstation / SportingBet
Telecoms: 3 / BT / Panasonic
Charity: Oxfam

Experience

WPP: Head of Global Transformation - Advising British American Tobacco through one of the biggest global transformations in history.
Hargreaves Lansdown: Marketing Director - Advised management board on growth opportunities & led creation of online “Savings” & “Advice” platforms resulting in £2.1bn+ incremental deposits & a 94% share price increase.
RateSetter: Chief Marketing Officer - Grew from start-up to £1Bn + loans. 200%+ YOY growth. #1 P2P platform.
Dragon: Founded and scaled a marketing agency to £2.2m revenue with 36% margin advising banks like RBS, Deutsche, Bank of Ireland reposition and rebuild post 2008 financial crisis.
Agencies: Board Director / Digital Director - Established & scaled digital operations for multiple, award-winning, advertising agencies driving new revenue streams.

Areas of expertise

Skills: Transformation, AI & Machine learning, Tech & data, UX/UI, Product Design, Strategic Guidance, Revenue generation
Strengths: Problem solving, Idea creation, Communication, Curiosity, Adaptability, Consulting & advice

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