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Harry Lang has worked in marketing agencies, in-house and as a consultant for 25 years

This is the website for his marketing guidebook, 'Brands, Bandwagons & Bullshit'. And this page is his CV

HARRY LANG's CV

I’m a customer-centric, strategic and data-driven marketing leader specialising in inspiring high-performance teams for disruptive B2C, D2C, B2B and D2B digital and mobile brands.

With 25 years of integrated, brand, performance and digital marketing experience and a strong industry profile via regular columns in The Drum, Campaign and Marketing Week, I'm comfortable meeting challenging customer acquisition and retention targets requiring an innovative, analytical and collaborative omnichannel approach to reach - and beat – ambitious commercial KPIs.

WORK ACHIEVEMENTS

September 2022 – Present – VP of Marketing, Kwalee

  • Responsible for cross-functional strategic leadership across a team of 83 marketers globally

  • My agile teams in a matrix org structure run GTM strategies for Performance (Search, Paid Social, Programmatic, Display), Growth (ASO, UA, monetisation and product marketing), Creative Design, Brand (PR, Social, Content, Investor Relations, Website and SEO) and PC Console (Product Marketing, Influencer, PR, Community, Digital Media, Partnership marketing and Social)

  • Leadership responsibility for all Creative Strategy, Product Marketing, Corporate Comms, Sales Funnel Optimisation and Localisation plus close collaboration with Marketing Science teams

  • Responsible for building sales funnel strategy, recruitment campaigns and the ED&I program

  • Responsible for creating MQLs and converting to SQLs for PCC and Mobile Publishing teams  

 

Results Delivered: -

  • 12% YoY improvement in net revenue across 70+ mobile App games globally

  • #1 App in US App Store – Hunt & Seek  – plus reached over 1 Billion App installs

  • 25%+ ROI against £35 Million+ UA budget on paid social, display and SDK networks

  • Increased EMEA ARPDAU and LTV and reduced churn through product positioning strategies

  • Created brand guidelines/ style guide, new website (SEMRush Health score increased 37% to 99% in 6 months), ‘Hitseeker’ Platform, Gamemasters Summit (800+ delegate digital conference)

  • Evolved a 6 pillar content strategy into a fully integrated organic MQL sales funnel

  • Created 11 PC game launch strategies and launched Wildmender & ROBOBEAT as hit PC games

  • Negotiated and executed partnerships with Rainforest Alliance, UNICEF, IRC and Monstercat

 

September 2020 – June 2022 – Interim Marketing Director, Buzz Bingo (PE Backed)

  • Responsible for a team of 25 for the UK’s largest retail/ online / mobile bingo operator

  • Digital – BuzzBingo.com – brand building, customer acquisition, product marketing and retention

  • Retail – 91 bingo clubs across the UK – brand building, admissions, and retention

 

Results Delivered: -

  • Responsible for two KPI-beating DRTV campaigns and one integrated brand campaign

  • Reduced CPAs on mobile by 11% and web by 8% through localisation & B.I. analysis

  • Delivered infrastructure for omnichannel loyalty program

  • New brand design and guidelines book delivered in under 3 months/ £14,000

 

December 2017 – September 2020 - Managing Director, Brand Architects

  • Founder of successful strategic brand, acquisition, and PR consultancy in online gaming

Interim placement as Marketing Director, Genting Casinos, February 2018 – March 2019: -

  • Led the affiliate, social, paid search, retail, copy and content teams and designed integrated

acquisition, conversion, retention, product marketing and reactivation strategies

  • Led  brand architecture project for the new ‘mobile first’ GentingBet.com brand

 

Results Delivered: -

  • Improved App Store chart ranking by more than 50 places through ASO

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

  • Significantly enhanced commercial results with 30%+ increase in customer volume and 20%+ reduction in CPA achieved through direct response digital, Paid Social, PPC and CRO

 

October 2015 – December 2017 – Chief Marketing Officer, Pinnacle.com

  • Created a versatile, high energy product marketing strategy for sports betting, casino and esports operator Pinnacle.com (25 markets) and Pinbet88.com (Asia)

  • As a member of the Executive Team, I managed a team of 34 channel marketers

 

Results Delivered: -

  • 21% above target new customer acquisition and 16% above target NGR

  • Increased active player days by 15%+ and book volume by 18%+ in 5 key markets

  • Rebuilt the mobile casino product to enhance conversion by 10%+ YoY

June 2014 – October 2015, Strategic Brand and Marketing Consultant, Rank Group

  • Led a team of 12 across PPC, programmatic, affiliates, TV, PR, social, copy and SEO

 

Results Delivered: -

  • 34% increase in depositing customers in first 6 months through DRTV and DR digital

 

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

  • Responsible for exceeding ATL & BTL KPIs for bwin Casino, Party Casino, Foxy & Cheeky Bingo

  • Deployed a €23 million+ budget across 15 EMEA markets plus the New Jersey launch

 

Results Delivered: -

  • Increased YoY turnover by over 20% via ATL, performance, SEO, CRO and affiliate optimisation

January 2010 – June 2012 - Head of Marketing, WMS Inc. (Now Light & Wonder Inc.)

August 1999 – January 2010 – Integrated agency roles at 141, Angel London & FCB Inferno

  • Clients included The NSPCC, Allied Domecq (Inc. Courvoisier, Malibu, Champagne Mumm, Perrier-Jouët & Laphroaig), Penguin Books (Award-winning ‘Are You Good Booking’ campaign creator), Ivobank (Fintech), ASDA, Playstation and Budweiser

 

PROFESSIONAL & EDUCATIONAL QUALIFICATIONS

  • Fellow and Mentor for the Chartered Institute of Marketing (CIM)

  • 2024 – conference founder, The Gamemasters Summit

  • 2021 – Windsor Leadership, Developing Leaders Programme

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

  • 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

 

ADDITIONAL SKILLS & ACHIEVEMENTS

  • Regular writer for The Drum, Campaign & Marketing Week

  • Creative Pool judge 2024

  • Experienced conference speaker – Data.ai, Game Day X, PGC, ICE, EIG & Power50

  • Guest on LBC, 30+ podcasts and content writer of 200+ SEO optimised articles

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

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

 

You can also get in touch and follow me via my social pages: -

LinkedIn       

https://www.LinkedIN.com/in/MrHarryLang

Twitter         

 https://Twitter.com/MrHarryLang

Insta             

https://www.Instagram.com/MrHarryLang

Facebook     

https://www.Facebook.com/MrHarryLang

TikTok         

https://www.TikTok.com/@MrHarryLang

Biography

Harry Lang was born in Reading in England and grew up in the Berkshire village of Stanford Dingley.

Having been to school at Elstree and Harrow, he spent three glorious years at Newcastle University studying Geography. Sometimes.

After a brief student internship at Saatchi & Saatchi, he graduated with a 2:1 in 1999 and entered the M&C Saatchi graduate program working in the sponsorship division as a minion for the Benson & Hedges/ Jordan Formula 1 account team. He then started his strategic apprenticeship at Creatif Marketing Consultants in Bermondsey before joining 141 Worldwide, the integrated arm of the Bates advertising group in 2001, where he managed accounts for British American Tobacco and Allied Domecq.

 

A brief stint at youth marketing agency Angel followed where he worked for his dream client, Penguin Books, on its multi award winning ‘Are You Good Booking?’ campaign. A move back to big agency life saw him running the Budweiser account at Inferno, and he also had a hand in creating the ‘Keyboard Guitar’ viral campaign for Sony PlayStation. A disgruntled client saw an enforced but well-funded exit, and a joyous period of gardening leave, during which he travelled Europe and wrote his first unpublished novel, ‘Parabolic’.

 

A planned migration to Sydney was curtailed with a job offer in an online poker start-up, Goalpoker.com. Strip club status meetings, random gangsters, a pop video and renting a 737 on a credit card to fly twenty models (and a former EastEnders cast member) to Ibiza are just the chapter headings for this disastrous/ amusing segment of his career, and the inevitable implosion of the business pushed him into a series of more stable roles in the gaming industry - from CWC Gaming’s Costa Rica/ Macau adventures to the launch of Jackpot Party.com for WMS.

 

In 2012, Harry moved to Spain to work in Gibraltar as Head of Marketing at bwin.party after which he took another period of gardening leave and wrote his second unpublished novel, ‘Try Morality’. Remaining in Southern Europe, he spent 2014 as a consultant for Mecca Bingo. He enjoyed an idyllic three years by the beach in Sotogrande, and was married at the Monasterio de San Martin in 2014.

 

On returning to the UK with a desire to leave the gambling industry in 2015, Harry failed dismally and became Executive Marketing Director at leading sportsbook Pinnacle.com.

In 2017 he founded Brand Architects as a brand marketing consultancy and he and his wife welcomed their beloved daughter to the world in 2018. During Covid Lockdown in 2020 he wrote 'Brands, Bandwagons & Bullshit' as a guide for young marketers trying to break into marketing, advertising, PR and media.

In October 2020 Harry joined one of his clients, Buzz Bingo, as Marketing Director and in January 2022 he joined tech scale up firm Stint.co, the leading student staffing platform in the hospitality industry, as CMO.

Harry lives in South West London and enjoys skiing, golf, cycling, rugby, writing and reading when time allows.

C.V.

Starting out in integrated marketing agencies, Harry spent most of the last sixteen years in online, mobile and retail gaming, most recently as Marketing Director at Buzz Bingo, the UK's biggest bingo company. He then spent a brief period as CMO at Stint before returning to consultancy, leading  Brand Architects from April 2022.

Throughout his career, he's been responsible for brand strategy and channel marketing delivery for some of the biggest global brands in all the main gaming verticals across web, mobile and native apps: - 

  • Beverage - Budweiser, Champagne Mumm, Courvoisier, Perrier Jouet, Malibu

  • PC, Consiole & Mobile Games - Kwalee

  • Technology - Playstation, Rightlander

  • Publishing - Penguin

  • Sportsbook - Pinnacle, bwin, GentingBet 

  • Casino - Party Casino, bwin Casino, WMS Jackpot Party, Pinnacle Casino , Grosvenor Casino, Genting Casino

  • Poker - Absolute Poker, Party Poker

  • Bingo - Foxy Bingo, Mecca Bingo, Cheeky Bingo & Buzz Bingo

  • eSports - Pinnacle eSports, CSGOEmpire, Puntt.gg, PandaScore

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