Andrew Whelan, MBA

Manager, Digital Marketing Transformation at Accenture Interactive

    • Summary

      Andrew is a Manager within the Digital Marketing and Customer Experience areas of Accenture Interactive (AI), the Digital Marketing agency within Accenture. He is the AI Thought Leadership Lead and Chairs the FS Management team. Andrew is a Design Thinking Academy coach with repeated prize-winning hackathon results which have been publicly praised and implemented by the Barclays Retail CEO amongst others. His most recent engagements included a global evaluation of customer experience and digital marketing transformation for one of the largest global retail banks and end-to-end digital strategy roadmap for a major UK corporate bank. He is a subject matter expert in Digital Marketing - writing and delivering thought leadership in Programmatic, Social, Mobile and emerging marketing technologies to clients, non-profits and the AI community.

       

      Outside of Accenture, Andrew worked for the London City Incubator whilst completing an MBA at Cass Business School where he received a ‘Distinction’ (highest mark) on his dissertation in Corporate Entrepreneurship and won the Entrepreneur Scholar Award. He has over 7 years of experience in digital marketing and business development at a leading US online bank and a mobile advertising platform, including co-founding an algorithm-driven social recommendation app start-up. He was also national CEO of a US 6-city non-profit start-up and now advises UK start-ups on mobile digital marketing and product development.

    • Experience

      Accenture Interactive

      Manager, Digital Marketing Transformation
      Feb 2014 - Present
      Accenture Interactive (AI) helps CMOs and marketing organizations drive superior performance through relevance at scale. We offer a comprehensive suite of analytics, consulting and technology to drive up marketing performance, drive down the cost per interaction and create relevant consumer experiences on a massive scale. AI was named a leader among global digital experience service providers by Forrester Research Inc. Andrew is the Thought Leadership Lead for Accenture Interactive UK&I, as well as the Chair of the Financial Services Management team.

      Recent work includes:
      • AI ‘Hackforce’ Offering Lead – Led development of Design Thinking and Innovation-as-a-Service offerings for and client Ideation/Prototyping sessions. Team Leader for 1st prize winning team at the Barclays #AccessHealthcare Hackathon - Sept’15; ‘Hack/Make the Bank’ team lead for cryptocurrency competition, Level39 Prize winner - Nov’15.
      • Global Retail/Wealth Bank – Managed and designed a customer experience evaluation for £1.8bn global operating model transformation project, reporting directly to the Global Head of CE. Outputs included: 6 Experience Principles; 2 Personas from Design-Thinking workshops; 2 Experience evaluation models for 6 global markets
      • UK Retail/Commercial Bank – End-to-end review, competitor bench-marking and roadmap of digital capabilities for major UK bank including mobile sales and marketing, analytics-based customer segmentation, and social media monitoring.
      • Digital Marketing Bootcamp - Produced and delivered week of Digital Marketing immersion training for new staff for one of the world’s largest social media platforms, including modules and case studies based on experience in: display, social, video, email, SEO/SEM, mobile and programmatic marketing channels
      • Leadership feedback: “Many thanks again for all your support with the Digital Marketing training – very much appreciated…The feedback after the session you gave was excellent, Thanks a million.” –Senior MD
      • UK Retail Bank – Reporting directly to the CDO and Director of Product, designed and managed three digital work streams targeted at creating UK market-leading customer on-boarding offerings including mobile ID&V, digital account opening optimisation for mobile and online proactive engagement nudges.
      • UK Charity & SMB Clients – Lead team of 5 to create “Go Digital” pilot programme to identify digital capability gaps, and delivered digital marketing workshops, social media training and roadmap to future capability improvements for charities and SMBs. Now developed as a series of MOOC video lessons for used in Global training campaign.
      • Client feedback: “I like ‘digital’ but Andrew’s genuine enthusiasm, in-depth knowledge and real life examples really helped to galvanise the group and get everyone embracing social media.” “We all learned an enormous amount. Andrew’s training has been really great for the team, and has not only given us the opportunity to improve our presence but also the chance to understand our business.”

      UrbanEmber.com & SwipeWise (Startups)

      Co-Founder & Chief Marketing Officer 
       Oct 2013 - Current
      Led team of 4 from a Launch48 hackathon to develop UrbanEmber.com, a travel marketing web app platform that developed early partnerships with TripAdvisor and Groupon.
      Decided in 2014 to pivot into a  ‘Tinder-meets-Yplan’ gamified mobile app model that delivers activity recommendations based on mobile location insights and social network analytics via a programmatic marketing algorithm.

      PwrdBy

      International Business Development Director
      Jan 2012 - Jan 2014
      The PwrdBy.com app builder empowers the nonprofit community to expand their missions and connect with their supporters across the more than 90 million smart phones like iPhones and Androids at a ridiculously affordable rate.
       
      We make technology for thought leaders, boundary pushers and icons of change in the nonprofit sector. We’re incredibly passionate about the intersection of philanthropy and mobile technology. The ways mobile can be leveraged to advance the philanthropic space seem boundless and limitless to us. Creating operational efficiency, cutting costs, expanding relationships, making deeper connections and transparency just barely touch the surface of what we believe mobile is capable of.

      London City Incubator

      LCI Associate
      Apr 2013 - Dec 2013
      The London City Incubator helps early-stage high-growth start-up businesses (Digital Marketing, Clean Technology, and Medical Devices) to prepare for investment.
      • Won 1st Place in the I2P Europe commercialization plan competition - for developing unique product idea with clear market demand using innovative technologies.
      • Chosen as best written/verbal proposal and business presentation in competition of six European university teams of MBAs and Ph.Ds.

      Cass Business School

      MBA Graduate
      Sep 2012 - Dec 2013
      • Cass MBA Entrepreneur Scholar Award
      • Finalist in three European business development competitions including:
      • 1st place winner of the Idea 2 Product (I2P) European competition
      • 1st place in the Cass Strategy Consulting competition.
      Completed MBA with a Merit (69.4), and a Distinction on final dissertation, titled "How to Harness the Power of Corporate Entrepreneurship.

      Philanthro Productions, Inc.

      Chief Executive Officer at PHILANTHRO, Inc.
      Apr 2010 - Aug 2012
      • Promoted from Sponsorship Director to COO and Co-President in LA, then advanced to National CDO and CEO thus demonstrating vision to initiative to lead national organization.
      • Managed +150 volunteer members including doctors, lawyers, bankers & entrepreneurs across 5 major cities.
      • Increased revenue by +3,000% over 4 years through fundraising initiatives allocated to over 50 charities.
      • Implemented “Social Enterprise” business strategy in which every $1 donated to Philanthro = $8 donated to partners while operating at 3x the national average efficiency with 90% of profits donated to non-profit beneficiaries.

      Macerich

      Revenue Analyst
      Oct 2010 - Aug 2012
      • Managed over $13bn annual revenue in a portfolio of 12 large shopping centres, leading to 35% increase in applied cash by developing more efficient procedures.
      • Selected as Business Development specialist responsible for acquiring and managing accounts with business owners leading to 45% growth in accounts over prior year.
      • Researched and delivered ‘Industry Knowledge’ presentations to managers at weekly meetings, demonstrating expertise in the REIT industry and public speaking skills.

      ING Direct Bank

      Business Development Manager
      Feb 2008 - Oct 2010
      • Awarded ‘ING Top Global Associate’ and ‘National Sales Associate of the Year 2009’ based on top sales performance in personal, business, retirement and mortgage financial products.
      • Promoted from retail mortgage sales to Wholesale Business Development consulting team that managed and advised a network of over 8000 wholesale mortgage brokers.
      • Pioneered Social Media program, leveraging LinkedIn and Facebook to increase B2B exposure by +500%.
      • Advised brokers with up to $1bn in loans per month and exceeded targets of $10bn annually.

      Prescriptive Music

      Account Executive
      Apr 2007 - Nov 2007
      A leading digital marketing consulting focused on delivering tangible sensory branding experiences through music with clients including luxury hotels, restaurants, and retailers.

      • Built and maintained client relationships at a with luxury clients including Ritz-Carlton, Four Seasons, Intercontinental, and Wolfgang Puck restaurants.
      • Leveraged start-up environment by contributing to digital marketing, sales, and music programming departments to improve brand consistency.

    • “I like ‘digital’ but Andrew’s genuine enthusiasm, in-depth knowledge and real life examples really helped to galvanise the group and get everyone embracing digital marketing and social media. We all learned an enormous amount. Andrew’s training has been really great for the team, and has not only given us the opportunity to improve our marketing presence but also the chance to better understand our business.” 
       -Accenture client
       
      "Andrew's energy and willingness to get his hands dirty are surely two of his most amazing professional qualities. No task is too small, yet his ability to turn things up a notch makes for constant growth!"
      - Chris Brereton, Founder @PwrdBy Mobile platform
       
      If one wants to convey Andrew's personality into one word, then it would be "Agility". The agility is reflected in his deft handling of issues - spanning from arts to aerospace. His versatility is such that; he not only criss-crosses through un-chartered waters, with ease, but also creates an indelible impression.
       
      -Jithender Reddy, London City Incubator

    • Skills

      Selected Functional and Industry Expertise

      Digital Marketing Strategy

      Retail, Wealth and Commercial banking

      Mobile, Display, Video and Programmatic Marketing

      Mobile / Web start-ups

      Design Thinking Methodology

      Fintech innovation

    • Education

      Cass Business School

      International Business, Master of Business Administration (MBA)
      2012 - 2013
      - In 2012, the Financial Times ranked Cass full-time MBA programme 7th in the UK, 14th in Europe and 38th in the world;
      - Cass teaching in Corporate Strategy is ranked number 2nd in the world (only after Harvard), the only UK business school in the top ten;
      - Cass teaching in Human Resources Management,which includes Organisational Behaviour and Leadership, is ranked 3rd in the world
       
      • Core Modules: Strategy; Accounting & Finance; Organisational Behaviour; Quantitative Methods; Business Economics; Principles of Finance; Marketing; Operations Management; Human Resource Management; Corporate Finance; Corporate Governance; Information Management.

      University of California, Los Angeles

      Communication Studies, Mass Media; Spanish, B.A.
      2001 - 2006

      Studied abroad: UCLA Summer Session at Universidad de San Jose, Costa Rica, and UCLA EAP at Universidad Carlos III Madrid, Spain.
      Provost List Honors.
      Alumni Scholars Club.

      Activities: Bruin Woods, Dance Marathon, Student Alumni Association, Alumni Scholar Club, UCLAradio.com, UCLA Spirit Squad - Yell Crew,

      Santa Maria High School

      Honors, Top 1% of Graduating Class, HS Diploma 
      1998 - 2001
      Activities:
      ASB Student Body - President
      Junior Statesmen of America - Chapter Founder and President
      Key Club Academic Society - President
      Varsity, Track & Field
      Varsity, Cross Country
      Varsity, Volleyball

    • Honors & Awards

      I2P - Idea To Product European Competition - 1st Place

      NPOWER Energy Challenge 2013 - MBA Finalist

      CitySpark Entrepreneurship Winner (2013, 2014)

      Cass MBA Entrepreneurship Scholar

      ING DIRECT, Global Associate Recognition, Top Associate 2009.

    • Let's Chat!

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      London, United Kingdom

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