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com | 1
ADRIAN DAVID WATKINS

SNAPSHOT
An ambitious Sales Director and Business Owner offering leadership experience and a
wealth of knowledge in digital commercial, content, marketing, and best practice functions
within publisher, agency, mobile and converging markets. A proven corporate track record
which includes consistently exceeding targets of $MM, company acquisition, new product
and market launches, monetising new territories and driving successes in the more recent
programmatic (real time bidding) space.

Career history demonstrates rapid progression within world class media organisations
including Virgin, News Corporation and CBS, as well as private consulting and running/selling own businesses.

More recently completed a year-long honeymoon/working sabbatical, before relocating to the largest digital
growth market of Southeast Asia and have now founded an independent trading desk, Performance Asia,
specialising in buying digital advertising through real time bidding (RTB).

KEY SKILLS
Exec/MD with International experience, including corporate acquisition and leadership in big-brands
such as News Corporation, Virgin, CBS and the UK Government
Understanding of digital sales, data & content synergies which is essential for brands and agencies /
editorial strategy / and platform delivery
Excellent business development, sales, client facing, account management, marketing and presentation
skills
Strong leadership and organisational skills, strategic thinking, leadership, personnel management
End-to-end P&L: resource / budget allocation, forecasting, implementation, timelines
Monetisation of new markets including new product launches
Leader and team player who prides on delivering through a mix of accepted business methods,
entrepreneur style and sound business acumen.


EMPLOYMENT HISTORY
Performance Asia
Managing Director and Founder Mar 14 to Present
Performance Asia launched Southeast Asias (SEA) first independent digital media trading desk specialising in
programmatic and real time bidding (RTB). Through a range of platforms, it offer advertisers a single,
comprehensive resource from which to reach and engage with global audiences across the universe of digital
media at the cheapest price possile.

Key Achievements (first 90 days):
Already won business from a number of global brands servicing clients from SEA to APAC and
occasionally beyond
Increased volume of full time staff within 6 weeks due to volume of workload
Already setting plans for additional aggressive scale and expansion due to commercial opportunties


CBS Interactive Asia
Account Director, Consumer (including CNET.com & GameSpot.com) Aug 13 to Mar 14
Relocated to Singapore and recruited to maximise sales revenues within the Consumer Division across APAC
through . Key highlights:

Closed over US$1M net in first 6 months
Closed Q413 as highest individual contributor and second highest for entire FY13 (after only 4 months)
Grew a low-spending Key Account to be biggest Regional advertiser over FY13
Managed all Key Regional Accounts and consumer team employees


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Influenced change of ethos to selling consultative client solutions by fully understanding KPIs of
client/agency and in turn building longer-term strategic partnerships with key brands and agencies.
Assisted Executive Team with strategic planning, internal communications, leading key meetings, etc
Closed first ever custom sales solutions for Malaysia and Philippines
Scaled Regional agency and brand contacts including Group M, PHD, Universal McCann, DWA, Havas,
Dentsu, Starcom and HP, Canon, Espon, LG, Starhub, ASUS, Garena

Regrettably, the CBSi Asias Consumer Division migrated to Australia, and as such all Consumer Sales roles
were terminated. While I was offered a move to Australia, I wanted


Sabbatical & Honeymoon Sep 12 to Aug 13
Commenced sabbatical and honeymoon. Initially planned for 6 months, but after falling in love with Asia, we
remained for additional half year to immerse ourselves in local culture. Ran a bar/restaurant in Cambodia
(http://goo.gl/qnZv1) for 5 months where we transformed a loss leading business to the top 12 in Siem Reap.


Key Achievements
Highly successful multi-channel marketing campaign to generate new business and retain customers
Awarded TripAdvisor.com Certificate of Excellence in May 13 (awarded to only top 10% global
businesses)
Launched successful retail opportunities for bar/restauarant branded goods
Enabled business to turn a healthy profit - for the first ever time!



Digi-Group UK
Sales Director and Founder Feb 11 to Aug 12
Launched a suite of services providing advice and management to start ups and existing SMBs, primarily
focusing on: (a) ideas incubation, (b) commercial, marketing & business strategy, and (c) launching/managing a
digital footprint including social media activity.

DigiReward: brokerage agency providing International agencies, brands and consumers with a turnkey
solution for loyalty, reward and redemption schemes. Key Achievements: Won over 25 International
clients, until the core assets of this company were sold to a top European Agency in 2012.
DigitalDesired: offering advice and a toolkit of digital services to help small businesses launch a digital
presence; included such products as website build, email creation, marketing advice/execution and
social media management. Key Achievements: Scaled to include clients from London to LA, many still
trading successfully based on advice and infrastructure created by DigitalDesired.
DigitalSolved: private consultancy for companies with longer-term requirements including digital and
fashion clients. Key Achievements: Helped several businesses plan from concept to investment, and
beyond.



News Corporation Fox Interactive Media (FIM) IGN Entertainment Inc.
International Director of Business Development Feb 08 to Feb 11
German Business Unit Lead / Managing Director Mar 09 to Feb 11
Direct reporting line to MD International for IGN Entertainment - at the time the largest global digital mens 18-
35 entertainment network comprising brands: IGN.com, AskMen.com, Giga.de, RottenTomatoes.com and
Direct2Drive.com (subsequently acquired by Ziff Davis).

Key responsibilities
1. Business Development, Media Sales & Client Services
Reported directly to SVP International and indirectly to Global President to deliver c.$MM International revenues
by re-educating sales teams, signing successful commercial multi-market partnerships and securing content
licensing deals. Achieved primarily through:


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Large partnerships/deals in existing markets: involving ecommerce, advertising/sponsorship, marketing
and emerging businesses such as generating revenue through in-game micro transactions in free to play
games
Monetisation of new markets: creating and launching strategy to monetise International footprint through
ad agencies, ad networks, RTB/GDN, and signing paid-for content syndication partners
New business practices: re-writing current business practice to provide new revenue streams for the
business (e.g. writing bespoke content for a large retailer in the UK; influencing change of working
relationships with ad sales teams)
New platform/media partnerships: developed new revenue lines and/or brand extensions for the
business through mobile, digital distribution and print.

2. New Business Acquisition, Product Launch Owner, German Business Owner
Led acquisition by Fox of German business GIGA Digital in April 2009 and assumed role of Germany Business
Owner (on top of existing International role). Key functions included
P&L, strategy and commercial ownership: creation of new revenue streams following successful
acquisition to deliver US$2M within 1 year through: strategic partnerships and management of 35+
internal local sales team; ensuring spending was in line with forecasts, and understanding the key levers
to increase success of newly acquired businesses.
Leadership/Management of team: recruitment; setting of KPIs and ensuring performance met;
leadership, training and mentoring
Day to day running: e.g. securing new office space; ensuring business ran in line with financial
expectations, management of sales force; monthly reports to Global Leadership Team
Managing hard launch of IGN.DE: recruitment of Editor-in-Chief; creation and launch marketing plan and
then ongoing delivery.


Virgin Media Telco (previously NTL Telco, Telewest Telco, Virgin.net) Apr 04 to Feb 08
Promoted over 4 years to become key Senior Commercial function involved in launch of Virginmedia.com the
UKs biggest telecommunications TV/ISP and largest worldwide Virgin company:

Senior Commercial Development Manager (Virgin Media Telco) Aug 06 to Feb 08
Appointed as senior manager of newly-formed Commercial Development Team following a successful
integrations of NTL, Telewest and Virgin.net. Key (successful) motivator in 2007 for this team was to double
online ecommerce revenues to c.MM and acquire best of breed online content (copy and video) for
Virginmedia.com (launched 8 February 2007).

Key responsibilities pre launch of Virginmedia.com
1. Commercial Development and Account Management
Management and upsell of all strategic partners across www.blueyonder.co.uk, www.virgin.net,
www.ntlworld.com
2. Development of new portal Virginmedia.com
Commercial lead of Senior Governance Committee formed to deliver Virginmedia.com.
Owner of Senior Working Group to audit existing online properties and recommend ecommerce and
content partnerships to define new portal proposition and create cost savings. Included such
responsibilities as determining headcount and costs for delivering Virginmedia.com.
Signing of several travel, finance and lifestyle deals each totalling MM

During and post launch of Virginmedia.com
Specifically tasked with defining Virginmedia.coms commercially lucrative channels:
Owned P&L for the Lifestyle Channels (money, jobs, property, travel, shopping, dating, womens, etc.) and
developed headcount and editorial strategy
Liaised with new Publishing team to ensure revenue and traffic targets beaten
Identified cross-platform opportunities (TV, mobile, print, bundling with subscriber access proposition) such
as owned/licensed video streaming and download, web tv, etc
Purchased compelling online content and generate new business opportunities
Identified new market trends to incorporate into existing strategies.



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Online Head of Commercial, Telewests Telco (www.Blueyonder.co.uk) May 05 to Aug 06
Recruited into this new role to become the Telewest digital commercial expert: advertising, sponsorship,
ecommerce, paid search, broadband television, mobile and premium content acquisition. Lead negotiations,
advised/defined on strategy at Senior Leadership meetings, managed external accounts.

Key responsibilities:
Devised and delivered commercial strategy across online to generate revenues in excess of 1M
Signed new partnerships to support and upsell core Telco customer subscriptions
Managed and optimised multiple agency and client relationships.

Key achievements: Doubled online revenue across the board to c.1M; Successful pitch to advertising agency to
secure six-figure advertising deal over web & IPTV platform at the time a UK first!

1. Commercial Ownership
Management of leading UK advertising agencies, client direct accounts and PR
Optimisation of etail strategy to generate high-yield revenues
Management of Google relationship and implemented new strategy to increase revenues by c.35%
Subsequently, blueyonder became one of the highest revenue generators for Google within Europe.

2. Launch of Broadband Web TV Network a UK first!
Blueyonder.co.uk was the first company to stream full length movies online for free within the UK.
Successfully modelled a pilot revenue solution with two different advertising agencies (one online, one
television) to ensure complete revenue saturation; negotiated carriage deals with TV content providers
for this new proposition


Ecommerce & Campaign Manager (www.Virgin.net / NTL Group Ltd) May 04 Apr 05
Hired into commercial team to create and deliver strategy for ecommerce on the www.Virgin.net, as well as
optimisation online advertising campaigns. Key tasks included:

1. Business Development and Account Management
Ownership of ecommerce target including requirement to sign new strategic partnerships
Account management of existing merchant partners to maximise revenues
Close liaison with content team and other key stakeholders to develop new areas to exploit revenue
opportunities
Invoicing, accounting and reporting on ecommerce clients
Close liaison with Sales Team to identify campaigns to optimise
Ensure advertising is delivering as effectively as possible through report productions and direct client
liaison
Identify other methods to increase click thru rates and campaign exposure such as creative changes and
e-newsletter sponsorship.

Key achievements:
Consistently beat monthly targets each month (circa 12% per month); implemented new internal
processes which led to increased revenue upsides ongoing.
Refined processes internally for immediate understanding of available revenues. Recommended several
new concepts (such as more visible formats in EDMs) to enhance opportunities.


Chartered Institute of Personnel and Development (CIPD) Jun 03 May 04
Digital Marketing Manager for www.cipd.co.uk (Enterprise Division)
Owner of Digital Marketing roadmap while influencing Digital spend across entire Enterprise division. Key tasks
included:
Ensuring All Enterprise products fully-commercialised through innovative and scalable technology
Digital Marketing Leader step changing old-school mind-set to improve marketing strategies while still
meeting offline branding and messaging requirements


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Owner of all online projects including data insights, search engine promotions, Google and Overture
relationships, build of a new content management system with integrated etail capabilities


London Tourist Board (UK Government) Sep 01 May 03
Commercial and Digital Manager for www.visitlondon.com
Headhunted into new three-man web team for delivery of new consumer, B2B and Corporate websites to:
1. Create commercial offer for this new digital venture:
Integration of content and commercial proposition
Creation of sales rate card; promotion and sale of banners across all websites; identification and
development of future advertising and online marketing strategies.
Scoping and development of technical specification for in-house ad server

2. Digital Leader and Trainer within London Tourist Board:
Redesigned infrastructure to integrate online presence; created methodology and supervised all areas of
content migration (70,000+ pages) to new platform; identified additional content requirements
Ongoing management of dynamic and current content including data mapping as Web Editor and
responsibility of final approval of all content before publication.


British Tourist Authority (UK Government) Sep 00 Aug 01
Online Editor of www.visitbritain.com
First contact for 33 global content curators for all content/technical issues and day-to-day management
of partners, especially for web development and media agencies.
EDUCATION AND PERSONAL AWARDS (1992 2000)
University: Nottingham Trent University: BA (Hons) Graphic Communications Management:
Included Sales and Marketing, Project Management, PR, Publishing, Promotions, New Product Launch,
Web Design, Business Strategy, Management and Leadership.

School: Poole Grammar School, Dorset: A-Levels and GCSE:
3 A-levels: English Literature, Politics, General Studies, 12 GCSEs including. English and English
Language A* and A, Mathematics C and others A*-C
Awards:
English Prize, Walker-Scott Trophy 1996 and commendation for outstanding creative writing
WHSmith Young Writers Competition 1995;
Young Enterprise Competition 1997: launched company in roles of Managing Director and later also
assumed Sales & Marketing role aim to make money over 9 months. Awarded Best Regional Company
Trophy.


OTHER EXPERIENCE, INTERESTS AND ACTIVITIES
Enjoy general current affairs, reading, eating and travel
A digital sponge! Continually reading and sharing via social media any interesting digital news
Successfully represented town and school in various football and rugby championships and huge
football fan!
Leader of Poole Grammar School Council, now an Alumni.

OTHER DETAILS
Personal website: http://goo.gl/6B1z
Testimonials: http://goo.gl/MM4Ke
LinkedIn profile: http://goo.gl/ULxdQ

PERSONAL INFORMATION
DOB: 19
th
April 1980
UK Passport
Living in Singapore (working on an Employment Pass)
References: Available on request