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How did you get into AdTech, and what do you specialise in today?
I came into AdTech through Ad Sales. Early in my career at organisations like the BBC, Freeserve and Bebo, I was focused on online advertising and branded content, which gave me a front-row seat to how quickly digital behaviour was changing. As the ecosystem became more complex, I found myself increasingly drawn to the technology, insight and creative effectiveness side of the industry, which is what ultimately pulled me into AdTech.
My first major step into the space was at Inskin Media, where I built and led an award-winning insights team and helped shape how the industry thought about creative impact and attention.
Early in my career at organisations like the BBC, Freeserve and as part of the UK launch team for Bebo, I was focused on Ad Sales and branded content, which gave me a front-row seat to how quickly digital behaviour was changing.
As the ecosystem became more complex, I became increasingly drawn to the technology, insight and creative effectiveness side of the industry.
At Inskin Media, I built and led an award-winning insights team and helped shape how the industry thought about creative impact and attention.
From there, my work at the IAB strengthened my emerging channels expertise, working with more than 70 organisations across video, CTV, gaming, ad tech and in-app to align best practice and support a sustainable digital ecosystem.
Today, I specialise in turning complex data, product narratives and research into clear, commercially meaningful stories.
Whether at Inskin, the IAB or now as Marketing Director at Azerion, my focus has been on brand strategy (effectively launching Azerion as a new player in the UK market), product storytelling, thought leadership and insight-driven marketing that support commercial performance and strengthen market influence. All whilst leveraging a growth mindset as Azerions M&A ambitions constantly expanded and our offering evolved.
In short, I got into AdTech because I’ve always been motivated by the intersection of creativity, technology and audience behaviour.
What I specialise in now is helping organisations communicate with clarity, elevate their value and make sense of an increasingly complex digital landscape, whilst ensuring there is still that vital human connection to the conversations..
What types of opportunities are you exploring right now?
I'm just beginning the journey, but looking at similar broad Marketing and Insight Leadership roles
How has the job hunt in AdTech felt for you so far?
It's a funny time of the year, but given the industry mergers, restructures and macroeconomics, it feels like momentum is building again, especially in DOOH, Retail media, CTV and Audio sectors
What’s been the biggest challenge for you?
The more senior you get, the fewer the roles there are.. and the current climate means there are a lot of people looking.
Which platforms or methods have helped you find opportunities?
Obviously JobsInAdtech.com, events, Linkedin, WhatsApp Communities, dedicated recruitment teams, and getting out there and chatting to my network.
What Hiring Managers Should Know
At this early stage I'm not going to be that fussy - it's been a while since I have been looking for a job, so to marry the prince you may need to kiss a few frogs.. And if it's not mixing too many metaphors I do need to get back into the saddle. That said, a job spec that showcases where I can help build something is always going to be more appealing, compared to something overly corporate, which may not benefit the breadth of my experience.
When reading a job description, what do you look for first?
Location, Job Level, the "why" of the business, and the overall package - I can get a sense of culture from meeting the people or talking to friends in the industry.
What signals tell you a company “gets” AdTech talent?
Given my experience, I'd like to think there would be a few connections already working there.. but the way they frame the nature of the business, and its objectives / challenges would be pretty telling.
Conversely - what instantly turns you off a job ad?
Buzz Words, false claims, and a general vagueness - sometimes its hard to tell whether the job would be in my wheelhouse, also a lack of professionalism in their approach / description.
Have you noticed anything companies consistently do well — or poorly — in their hiring processes?
Some drag it on - surely you know pretty quickly if the person is going to be a good technical and cultural fit, and will be connected enough to garner a decent third party opinion or two.
How important is speed of response when evaluating roles?
Speed isn't essential - I've recruited so I know what running the day to day is like - but clear and transparent communication with timelines and mutual expectations is key to establishing a good recruitment process. It also builds trust for a future employment
Are any industry trends influencing your career choices?
The growth in and interplay between DOOH, Audio, CTV and Retail Media... and the obvious rise and potential over reliance on AI. This is still an industry that relies on Humanity.. and in the rush to play with the new shiny toys that is often forgotten.
What do companies often misunderstand about candidates in AdTech?
It's not all about the youth... experience counts for a lot.
Why should top companies want to hire you?
I'm not sure all top companies would want to hire me! ... they "may" need a specialist in a certain marketing specialism, but with the breadth of my experiences I may be more suited to an emerging / challenger business or one looking to help establish a better footprint in the EU market. That said, my ability to cover a range of roles from PR, Events, Socials, Insights, Brand and Go to Market Strategy, Sales Enablement, Thought leadership, Industry reputation/ Networking and integrate into a fast paced and evolving business might hit the sweet spot?!
Specialism
Marketing and Insights Director
Location
London
Actively Seeking
Marketing, Research and Commercial Enablement
By Dominic Tillson, Marketing and Insights Director