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In-house case study · 2016 to 2022Global performance marketing at JLL.
6 years building the digital paid media, organic and marketing analytics function for JLL across divisions. This is the track record IOMMIX was built on.
From EMEA reorganisation to global ownership.
I joined JLL in September 2016 as an internal consultant. European performance marketing was inconsistent across countries and divisions, agencies were fragmented, and spend wasn't tied to what each country or business line actually contributed to profit.
I structured an international performance marketing team, consolidated digital agencies from 19 down to a handful, established an internal paid media centre of excellence and built a marketing operating model that made marketing effort proportionate to commercial return across Europe.
By March 2019 the remit had grown into a global one. I became Global Head of Digital Performance Marketing for JLL, leading a dispersed team across 10 locations, fluently speaking and delivering in 12 languages.
Paid media, organic and analytics stopped being separate functions. Traffic, subscribers and enquiries grew, even through the pandemic, while media budget and agency costs were controlled.
The method behind the numbers.
IOMMIX didn't exist as a name yet. Every part of it was already there.
Insights
Spend mapped to real profit contribution
Orchestration
Built and ran a regional and then global team
Measurement
Built JLL's marketing analytics practice from scratch
Marketing mix
19 agencies consolidated to a handful
Innovation
In-house SEO team, ABM and technology stack
Growth
Increased traffic, enquiries, digital contribution to sales
Three things that became Iommix.
Ownership beats recommendations
Consultants hand over decks. What moved the needle at JLL was owning execution, not advising from the side.
Systems outlast one person
A global team across 10 locations only works with a system, not a hero. I built it so it didn't depend on me being in the room.
Discipline travels across markets
The same discipline that worked in one country worked in 12 languages. That's the part I wanted to repeat for other businesses.
From one company to many.
I came in as an internal consultant on a narrow European brief. The ownership grew as the model proved it worked, from one region to the whole business.
By early 2022 I'd run that model at global scale inside one of the world's largest real estate businesses worldwide. I left to replicate the same exercise in the education sector, at Global University System.
Iommix exists to bring the same B2B international marketing orchestration, paid media, organic, analytics and team structure, built end to end and not just handed over as a deck, to founders and CMOs who don't have years to build it themselves.
Questions people ask about this one.
Was this a client engagement?
Why call it a case study if it wasn't consultancy work?
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Build smart growth and global impact. Work with former Vodafone, WPP Media, JLL, Global University Systems.