James Storr

Experiences

Oversaw the Digital Analytics function across EMEA & APAC, leading a 9-person team that optimized large-scale Display, SEA, Metasearch, and Social campaigns for Sojern travel clients.
Shaped regional performance strategy by applying in-house machine learning and automation solutions, reducing manual operational effort by 60% and strengthening competitiveness.
Introduced AI prompt engineering into campaign analysis, budget allocation and creative optimization processes, cutting execution time by 30% and accelerating performance gains.
Built automated data pipelines (BigQuery, SQL) and dynamic dashboards (Tableau) to support campaign monitoring, prioritization and faster decision-making across client portfolios.
Partnered with Product, Engineering and Data Science leadership to develop scalable processes and predictive models, contributing to innovation roadmaps and repeatable regional growth.

Owned and directed the global digital acquisition performance strategy and €70M+ media budget, leading cross-functional execution across a 30-person Customer Acquisition organization and delivering a record €1.1B in online revenue.
Built and led a 6-person Digital Analytics team, designing and deploying an end-to-end global acquisition performance framework that unified tracking, measurement, and reporting across channels, enabling data-driven optimization and strategic goal-setting at scale.
Orchestrated the adoption and global rollout of self-funding acquisition models and Customer Lifetime Value optimization, establishing the foundation for sustained long-term growth.
Led advanced analytics and Machine Learning initiatives, including Attribution, Marketing Mix Modeling, and Predictive Revenue, embedding a data-driven culture across the organization.
Modernized tracking, data, and reporting in a complex, privacy-compliant environment (GDPR, ITP, ATT) by implementing automated pipelines and real-time dashboards (Tableau, MicroStrategy), boosting productivity and accelerating decision-making globally.

Led the global paid search strategy across all Accor websites, driving +350% Paid Search revenue growth and generating €670M+ in annual revenue on a €30M+ media budget.
Built and scaled a high-performing team of 11 international Paid Search Managers, focusing on skill development, cross-cultural collaboration, and management best practices.
Defined and executed worldwide paid search campaigns across all brands and business lines, ensuring strategic alignment, optimal budget allocation, and consistent performance.
Spearheaded global optimization initiatives, including sophisticated audience strategies, bid management, automation, A/B testing, and managing beta programs with ad partners, boosting performance and conversion rates.
Launched and scaled campaigns for new business initiatives and recently acquired brands, ensuring seamless integration, expanded market coverage, and measurable revenue growth.
Renegotiated contracts with agencies and technology partners, optimizing spend and reallocating budget to high-performing campaigns.

Led Accor's global paid search, paid social, and SEO channels, focusing on execution and delivery of measurable business results.
Designed and implemented the worldwide SEM strategy, standardizing best practices and providing training to local e-commerce teams and agency partners.
Executed daily operational management of global SEA and SEO activities with partner agencies, covering campaign setup and optimization, new product and feature launches, content marketing, business listings, and link-building initiatives.
Piloted the company's first advanced bid management and A/B testing solutions, establishing foundational frameworks for automated bidding, and landing page CRO.
Introduced the company's first paid social campaigns on Facebook and connected audiences across channels, earning the Kenshoo Audience Driven Marketing Award.
Delivered actionable performance insights to senior management and regional teams, enabling data-driven decisions and continuous strategy improvement.

Education

Skills

Certifications & Awards

2024

2021

2018

2018

2017

Languages

Director of Performance Marketing