Omar Crutchley
Digital Marketing Strategist | Expert in Addressable Media & Brand Growth
Dubai
Summary
With 15 years of experience in crafting and executing cutting-edge digital strategies for globally renowned brands, I bring a comprehensive understanding of the digital landscape, spanning performance, e-commerce, SEM, social, programmatic, and affiliate marketing. My background with top-tier agencies and client-side roles has honed my ability to develop strategic, data-driven approaches that drive measurable impact. Known for my leadership and operational acumen, I foster innovation within teams, consistently pushing boundaries to deliver exceptional results in complex, high-stakes environments.
Overview
2025
2025
years of professional experience
3
3
years of post-secondary education
Work History
Head of Addressable for Emirates
UM
12.2023 - Current
- Spearheaded a global team of 12 experts across social, programmatic, and CTV campaigns, delivering a 20% improvement in KPIs through precision-targeted and high-impact ad placements in 60+ markets.
- Developed and executed a comprehensive addressable media strategy, resulting in a measurable increase in campaign relevance and brand lift.
- Pioneered and implemented advanced brand safety frameworks and ad tech solutions that reduced risk exposure by over 30%, setting new benchmarks.
- Built a high-performance culture, leading professional development initiatives that enhanced team productivity by 25% and fostered a dynamic, agile approach to campaign execution.
- Successfully led the first-ever programmatic activation on Netflix in MENA, setting a precedent for premium digital partnerships and driving substantial engagement—showcasing a unique ability to open new high-impact media channels for brand growth.
Senior Performance Lead
Hyatt
1 2023 - 12.2023
- Performance lead for Hyatt across APAC, covering search, social, display and programmatic activity.
- Project lead on in-housing performance marketing activity for all of APAC, including developing and setting data-driven strategies and establishing measurement frameworks and KPIs to track performance.
- Collaborated with individual hotels across APAC on planning, analytics and campaign management to ensure a cohesive strategy and seamless execution of performance campaigns.
- Led implementation on a full funnel strategy and new attribution model based on the business’ structure as well as business goals, taking into account the views of multiple stakeholders and different budget sources
Regional Performance / Business Director - APAC
Wavemaker
11.2018 - 01.2023
- Team leader and mentor of a team of 20 high-performing performance specialists excelling in delivering exceptional results for key APAC clients across various categories.
- Fostered a culture of collaboration, innovation, and excellence, resulting in increased efficiency and productivity.
- Spearheaded the development of dynamic multi-channel strategies that effectively met and exceeded key performance indicators (KPIs).
- Collaborated closely with the CEO and finance team to establish ambitious financial goals, implemented effective tracking measures, and successfully delivered on them.
- Consistently delivered innovative solutions to clients that not only enhanced their understanding of customer journeys but also drove incremental growth.
- Created Tableau and Power BI dashboards / visualizations to help clients understand overall performance against business objectives.
Head of Paid Media
Edelman
06.2016 - 05.2018
- Successfully managed a wide range of marketing channels including SEM, SEO, social media, display, affiliates, radio, print, outdoor and television, consistently delivering exceptional results for clients.
- Spearheaded the development and implementation of successful strategies in channel management, forecasting, and new business development within the Paid Media department, driving key decisions alongside C Level management.
- Collaborated with key industry leaders to understand emerging trends and drive digital innovation for clients
Senior Account Manager
Latitude Digital Marketing
09.2014 - 06.2016
- Led the development and implementation of digital strategy across multiple channels (SEM, SEO, Affiliates, Display, Social Media) for key clients in banking, travel and retail (ecommerce).
- Developed reporting systems and dashboards in Tableau and Excel that helped save 30 hours of manual work each month.
- Held monthly roundtables alongside the Managing Director and closed a new retainer contract worth $130,000 USD.
Senior Digital Marketing Specialist
NetBooster
09.2013 - 09.2014
- Managed the paid search activity for Emirates and Accor Hotel across multiple regions (APAC, MENA & WAIO).
- Responsible for creating and presenting all reporting (weekly, monthly and quarterly) on Emirates and Accor Hotels’ activity.
Senior Search Planner
Mediacom (contract position)
05.2013 - 09.2013
- Managed paid search and paid social activity for all clients, focused on the Western Europe region.
- Drove insights, optimization, and recommendations to improve performance utilizing platforms such as Google Analytics, Marin & DS3.
Digital Marketing Executive
ASOS
07.2012 - 04.2013
- Planned and executed paid search across 42 international markets (UK, US, Australia, Spain, Italy, France, Germany, Russia)
Digital Marketing Executive
Profero
09.2010 - 06.2012
- Performed on-going analysis on campaign performance, compiling new strategies and produced media plans.
Education
Bachelor of Arts - International Business
University of East London
London, United Kingdom 09.2007 - 05.2010
Skills
Paid Search
Paid Social
Programmatic
Google Analytics
Adobe Analytics
Tableau
Power BI
Timeline
Head of Addressable for Emirates
UM
12.2023 - Current
Regional Performance / Business Director - APAC
Wavemaker
11.2018 - 01.2023
Head of Paid Media
Edelman
06.2016 - 05.2018
Senior Account Manager
Latitude Digital Marketing
09.2014 - 06.2016
Senior Digital Marketing Specialist
NetBooster
09.2013 - 09.2014
Senior Search Planner
Mediacom (contract position)
05.2013 - 09.2013
Digital Marketing Executive
ASOS
07.2012 - 04.2013
Digital Marketing Executive
Profero
09.2010 - 06.2012
Bachelor of Arts - International Business
University of East London
09.2007 - 05.2010
Senior Performance Lead
Hyatt
1 2023 - 12.2023
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