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Rob McGowan, Managing Director, Edit

What has been your path to power?

I chose to study for a Geography degree, which is where my love of data sprung from. I then very nearly followed in my father footsteps with a career in academia, but instead, I was drawn to the marketing sector as I find the interactions between people and products especially interesting. I started my career working in market research before joining dunnhumby and, subsequently, Merkle.

 

I joined Edit (previously known as Response One) in 2010, working my way through various strategic and management roles before being appointed managing director in June 2020, right in the midst of the pandemic. Most recently, I was part of the team that was pivotal in taking Edit private in Autumn 2021, ensuring that our primary focus remains driving value for businesses from their customer data.

What impact has the pandemic had on demand from your clients?

We were fortunate enough to have a diverse base of clients. While sectors such as hospitality and entertainment were down, others such as professional services, finance and retail saw increases in demand for our services. We’ve won new clients consistently over the last 12 months, and some of the use cases for our expertise have been quite innovative, for example, using marketing technology to reduce student dropouts at a leading university. 

Do you get a seat at your clients’ strategic discussions? If not, what will it take to get you there?

We certainly do get a seat at the table and it’s often the case that the most successful partnerships see the value in this. For a brand like Jaguar Land Rover, we would influence how the brand is activated, how the targeting can be improved, and how data can influence what the brand becomes. The best agency-client relationships are where there is mutual respect for the role that the other plays and data should absolutely play a significant, influential role in decision-making. The data that first-party specials like Edit have is fundamental to that and most clients appreciate that now. So it’s far easier to have that seat at the table now than it was when I first started out in this industry 20 years ago.

 

What are your key areas of focus for the business in 2022?

As the industry starts to shift away from the use of third-party data, we want to enhance our reputation as first-party data specialists, building on our 25-year pedigree in this space. We were also delighted to be awarded B-Corp status this year, so more than ever, our focus will be on building sustainable business practices. At the heart of our company culture will be people-first led decisions and we are looking at increasing diversity at all levels. Lastly, we are looking at how we expand on our consultancy on delivering guidance on best practices regarding consumer control and data governance.

 

How do you apply your leadership skills a) within your own business and b) on behalf of your clients?

Firstly, I have never been one to micro-manage. I genuinely believe that if you allow people to be independent and work independently, they can be champions of their success. Why not let people run with their own ideas? There’s an area of experimentation in this philosophy, which probably hails back to my data and market research background. If there isn’t the trust and faith in their skillsets and experience to let them do so, then why did you hire that person in the first place?

 

Secondly, I think the qualities of a good leader are empathy and an ability to understand other people’s perceptions, perspectives, and opinions. You need clarity to communicate decisions concisely. An agency leader needs to understand the pressures a client is under and realise that your work with them is only a part of it and try to see the bigger picture. I would try to impart this wisdom to those I lead in the hope that they too would gain this skill of perception and understanding to break out of the prison of previous experience.

 

What key skills or attributes do you consider have contributed to your success in this role?

Data fluency and a great passion for the subject. I’m also very competitive, which has been a huge driver in my career. I like to be the best or deliver the best for my clients, channelling that competitive drive to deliver results and have a thriving business.

 

 How did you develop – and continue to develop – these skills or attributes?

I’m a constantly curious person. I think that breadth of perspective helps and means that I’m always learning and adding to my knowledge and awareness. Marketers deal with the market, the market is made up of people, of all persuasions and interests and personalities, so having respect for that and knowledge of the world around you is important. I never discount the opinion of anybody, regardless of job role or position. This mindset ensures you don’t get lost in your own opinions.

How do you ensure that your proposition keeps pace with your client’s goals and requirements so that you are leading rather than lagging behind their demands?

Since our acquisition by The Salocin Group, we’ve had new talent join with a wealth of experience. New people mean new ideas. We must be braver than our competition and willing to approach our client’s challenges in ways that exceed the pace of the industry. We like to have a solution ready before they even knew they had a requirement for it. A lot of that comes from our comprehensive planning stages during initial client onboarding and our experience across many sectors. Diversity of skills and talent is a priority of our hiring, training and development processes for our Editors because a broader understanding of the market and more knowledge mean more positive challenging of entrenched opinions across our ways of thinking and delivering for our clients.

Rob McGowan
has been included in:
  • 100 Enablers 2022 (EMEA)

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