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James Hawden
Senior Director, Digital Demand and Experience @OpenText
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WORK HISTORY
Senior Director, Digital Demand and Experience @OpenText
New Hope, PA, US
EXPANDED LEADERSHIP: Promoted to lead a unified \"Digital Demand & Experience\" organization, combining the global web/organic teams with the Digital Advertising function.• MULTI-MILLION DOLLAR BUDGET: Owning the strategy and execution of a multi-million dollar paid media budget across PPC, Programmatic, Out-of-Home (OOH), and social platforms to accelerate global growth.• DEMAND ENGINE (MQLs): pivoted focus to aggressive demand capture, aligning paid and organic strategies to drive Marketing Qualified Leads (MQLs) while maintaining a seamless experience for all site audiences (investors, partners, and job seekers).• INTEGRATED STRATEGY: Bridging the gap between \"Paid\" and \"Owned\" channels to ensure consistent messaging and maximized ROI across the entire buyer journey.
EDUCATION
Solent University
BA (Hons), Business Studies
SKILLS
ABOUT JAMES HAWDEN
I build the integrated digital engines that drive enterprise growth. Currently, I lead the global \"Digital Demand & Experience\" organization at OpenText ($5.2B revenue), unifying the power of our high-traffic web estate with a multi-million dollar paid media strategy.My focus is simple: bridge the gap between \"brand experience\" and \"demand capture\" to deliver MQLs and customer retention.THE STRATEGY: INTEGRATED DEMAND & AEOWe are moving beyond the traditional divide between \"Paid\" and \"Organic.\"• Demand: Orchestrating a seamless buyer journey across PPC, Programmatic, and Paid Social that aligns perfectly with our web experience. • AI Innovation: As customer consumption shifts to LLMs, I am pivoting our organic web strategy toward Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO)—maximizing visibility where future customers are actually searching.THE LEADERSHIP: INVESTING IN INNOVATIONWith AI transforming how we work, I believe it is critical to invest in human exploration. I evolved our culture with \"Creative Time\"—a dedicated weekly block for my team to experiment without the pressure of immediate deliverables. From hackathons to knowledge-sharing, this \"no-judgment zone\" empowers my team to push boundaries and spark the fresh perspectives that drive our success.CORE IMPACT: • Scaling Teams: Grew the digital organization to 50+ experts across Demand, Advertising, UX, Development, and SEO. • Driving Traffic: Architected strategies that delivered over 250% growth in web traffic while improving engagement. • Digital Transformation: Leading the shift to a seamless \"marchitecture\" that ensures customers meet the right content at the right time.EXPERTISE: Digital Demand Generation, Paid Media Strategy, Global Web Strategy, AEO & GEO, MarTech Stack Optimization, Large-Scale Team Leadership.
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