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Will McInnes
CMO at SER Group
Professional Background
Will McInnes is a dynamic and accomplished marketing executive with extensive experience in transforming and internationalizing enterprise software companies. As the former Chief Marketing Officer at SER Group, a premier software powerhouse anchored by strong DACH foundations and backed by prestigious investors such as TA Associates and Carlyle Group, Will is at the forefront of driving innovative strategies to elevate European HQ'd software companies across global markets, particularly in the USA.
Throughout his career, Will has successfully held pivotal leadership roles, notably as CMO at ultimate.ai, a groundbreaking company specializing in Generative AI for customer care. Under his leadership, ultimate.ai experienced a remarkable doubling of revenue and a robust build-out of a marketing engine designed to scale efficiently. This growth paved the way for ultimate.ai’s acquisition by Zendesk, a notable milestone in his career.
Before his tenure at ultimate.ai, Will was instrumental as the CMO of Brandwatch, a leader in social media analytics. He guided the company through a significant evolution from its Series B funding stages to achieving global category leadership with over $100 million in revenue. His strategic direction led to several successful mergers and acquisitions, culminating in Brandwatch being acquired by Cision and Platinum Equity.
Will's entrepreneurial spirit shines brightly through his role as Co-Founder & Managing Director of NixonMcInnes, one of the first social agencies in Europe. His pioneering work in the social media space established a solid foundation for further growth and innovation in digital marketing.
Will believes strongly in the power of brilliant, focused teams to build exceptional businesses. He is proud of the alumni network he has cultivated through his diverse teams, expressing gratitude for the quality relationships and networks that continue to thrive. His philosophy emphasizes collaboration and innovation as essential drivers of success, particularly in today's ever-evolving technological landscape.
Education and Achievements
Will's robust educational background reflects his commitment to professional development in marketing and management. He has enriched his knowledge through prestigious programs including:
- Finance Seminar for Senior Managers at the London Business School, where he honed his financial acumen in a leadership context.
- Core Curriculum at CTI – Coaches Training Institute, focusing on leadership and coaching methodologies.
- Advanced Certificate in Marketing from CIM, The Chartered Institute of Marketing, providing him with an in-depth understanding of marketing strategies and techniques.
- A Bachelor of Arts in Politics from the University of Liverpool, where he developed critical thinking and analytical skills that underpin his marketing strategies today.
These educational experiences have equipped Will with the expertise necessary to lead marketing initiatives that resonate within competitive landscapes, enhancing his ability to connect with diverse stakeholders.
Notable Positions and Organizations
Will McInnes has held several key roles throughout his career, showcasing his expertise and influence in the marketing sector:
- Chief Marketing Officer at SER Group – Currently spearheading the transformation strategies for a leading software enterprise.
- Chief Marketing Officer at ultimate.ai – Achieved strategic growth and facilitated acquisition, leading to increased market presence.
- Chief Marketing Officer at Brandwatch – Drove significant growth that established the company as a global leader in social media analytics.
- Non-executive board member at Wired Sussex – Contributed to the growth and development of the digital sector.
- Advisor at MishiPay – Leveraged expertise to assist in strategic direction for innovative retail technology.
- Scale Coach at Tech Nation – Provided insights and guidance during a six-month program aimed at nurturing new tech ventures.
- Product Marketing Manager at Crane Telecom Group – Focused on establishing marketing strategies for telecommunications products.
Achievements
Will's achievements over the years serve as a testament to his capabilities in scaling businesses and elevating brand presence. Noteworthy milestones include:
- Successfully doubling revenue at ultimate.ai during his tenure as CMO.
- Transforming Brandwatch from a Series B company to a global category leader, achieving revenues exceeding $100 million.
- Spearheading the acquisition strategies that led to successful outcomes for both ultimate.ai and Brandwatch, facilitating their growth journeys.
- Creating one of the first social media agencies in Europe through NixonMcInnes, paving the way for new opportunities in the digital marketing landscape.
Will McInnes’s professional journey reflects a relentless pursuit of excellence in the marketing sector, marked by innovative leadership, strategic transformation, and a commitment to building outstanding teams. As the landscape of technology and digital engagement continues to evolve, Will remains excited to leverage his skills to make a meaningful impact and guide organizations toward their full potential. Passionate about the intersection of technology and commerce, he is grateful for the opportunity to contribute to the future of digital technologies and AI.
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Will McInnes: A Leader in Marketing and Business Transformation
