Looks like you have JavaScript disabled. For the full Twine experience, you will need to re-enable it.

I am a commercially-driven Digital Marketing Consultant with over 25 years of experience spanning media sales, global agencies, and national brands. I translate board-level objectives into high-performing digital engines and professionalise marketing stacks for businesses of all sizes. Having run the UK's largest paid search department at MediaCom and mentoring SME leaders one-to-one, I bring a full-circle perspective from the media owner, the agency lead, and the brand side. In my current practice (since 2020) I provide strategic digital leadership and fractional CMO services to SMEs, non-profits, and educational institutions, translating ambitious plans into actionable roadmaps with measurable outcomes. From leading multi-location PPC for Citygate Motors to guiding donation campaigns for Hertfordshire Community Foundation, I help organisations maximise impact within their own budget constraints. My experience across corporate and SME environments informs my ability to drive growth while improving margins through effective attribution and performance-focused governance.…I am a commercially-driven Digital Marketing Consultant with over 25 years of experience spanning media sales, global agencies, and national brands. I translate board-level objectives into high-performing digital engines and professionalise marketing stacks for businesses of all sizes. Having run the UK's largest paid search department at MediaCom and mentoring SME leaders one-to-one, I bring a full-circle perspective from the media owner, the agency lead, and the brand side. In my current practice (since 2020) I provide strategic digital leadership and fractional CMO services to SMEs, non-profits, and educational institutions, translating ambitious plans into actionable roadmaps with measurable outcomes. From leading multi-location PPC for Citygate Motors to guiding donation campaigns for Hertfordshire Community Foundation, I help organisations maximise impact within their own budget constraints. My experience across corporate and SME environments informs my ability to drive growth while improving margins through effective attribution and performance-focused governance.

MEL MACK

Fractional CMO, Marketing Strategist, Marketing Consultant, +3





I am a commercially-driven Digital Marketing Consultant with over 25 years of experience spanning media sales, global agencies, and national brands. I translate board-level objectives into high-performing digital engines and professionalise marketing stacks for businesses of all sizes. Having run the UK's largest paid search department at MediaCom and mentoring SME leaders one-to-one, I bring a full-circle perspective from the media owner, the agency lead, and the brand side. In my current practice (since 2020) I provide strategic digital leadership and fractional CMO services to SMEs, non-profits, and educational institutions, translating ambitious plans into actionable roadmaps with measurable outcomes. From leading multi-location PPC for Citygate Motors to guiding donation campaigns for Hertfordshire Community Foundation, I help organisations maximise impact within their own budget constraints. My experience across corporate and SME environments informs my ability to drive growth while improving margins through effective attribution and performance-focused governance.…I am a commercially-driven Digital Marketing Consultant with over 25 years of experience spanning media sales, global agencies, and national brands. I translate board-level objectives into high-performing digital engines and professionalise marketing stacks for businesses of all sizes. Having run the UK's largest paid search department at MediaCom and mentoring SME leaders one-to-one, I bring a full-circle perspective from the media owner, the agency lead, and the brand side. In my current practice (since 2020) I provide strategic digital leadership and fractional CMO services to SMEs, non-profits, and educational institutions, translating ambitious plans into actionable roadmaps with measurable outcomes. From leading multi-location PPC for Citygate Motors to guiding donation campaigns for Hertfordshire Community Foundation, I help organisations maximise impact within their own budget constraints. My experience across corporate and SME environments informs my ability to drive growth while improving margins through effective attribution and performance-focused governance.

Available to hire

I am a commercially-driven Digital Marketing Consultant with over 25 years of experience spanning media sales, global agencies, and national brands. I translate board-level objectives into high-performing digital engines and professionalise marketing stacks for businesses of all sizes.

Having run the UK’s largest paid search department at MediaCom and mentoring SME leaders one-to-one, I bring a full-circle perspective from the media owner, the agency lead, and the brand side.

In my current practice (since 2020) I provide strategic digital leadership and fractional CMO services to SMEs, non-profits, and educational institutions, translating ambitious plans into actionable roadmaps with measurable outcomes.

From leading multi-location PPC for Citygate Motors to guiding donation campaigns for Hertfordshire Community Foundation, I help organisations maximise impact within their own budget constraints.

My experience across corporate and SME environments informs my ability to drive growth while improving margins through effective attribution and performance-focused governance.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Intermediate

Intermediate

Intermediate

Intermediate

Language

English

Fluent

Work Experience

Director & Consultant at Mack Digital Ltd

January 1, 2020 - Present

Providing strategic digital leadership and fractional CMO services to SMEs, non-profits, and educational institutions. Successfully adapting high-level corporate strategies for budget-conscious SMEs and non-profits. Notable engagements include The Selby Trust (1:1 digital mentoring and workshops on SEO, website design, and paid media), Brick Digital (fractional CMO with a four-stage, KPI-driven plan), Hertfordshire Community Foundation (Digital Advisor for communications and donation campaigns), Citygate Motors (complex multi-location PPC across 26 locations and 5 brands with CPL targets), and Hogs Back Brewery (Non-Executive Director with multi-channel development).

Head of Digital & Trading at Casual Dining Group

January 1, 2016 - December 31, 2020

Strategic lead for Bella Italia, Café Rouge, and Belgo. Directed the digital customer acquisition strategy with a £1.2M budget, managed 4 direct reports and multiple agencies. Transitioned from brand-led to always-on performance, reducing CPCs from >£1 to £0.19 and Cost Per Cover from >£20 to £0.78. Delivered 18,000 extra covers and £252K in incremental revenue in a single year while trimming paid spend by £100K through improved tracking and attribution.

Digital Marketing Manager at Wickes

January 1, 2013 - December 31, 2013

Managed a £3.6M annual budget, driving over £90M in revenue through integrated search, programmatic, affiliate and social campaigns. Collaborated across UX, product, and commercial teams to implement digital attribution and mobile-to-store modelling to understand ROPO.

Head of Paid Search at MediaCom

September 1, 2010 - December 31, 2012

Led the UK’s largest performance department, managing 38 staff and 7 direct reports. Accountable for over £42M in annual spend for global blue-chip clients including Dell, VW Group, GSK, and Emirates.

Ecommerce Acquisition Manager at Camelot (The National Lottery)

September 1, 2014 - May 31, 2016

• Strategy: Led a £4.2M media budget focused on player acquisition across search, programmatic, and affiliate channels.