James Snelson
Performance Marketing Lead - Europe @Levi Strauss & Co.
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WORK HISTORY
Performance Marketing Lead - Europe @Levi Strauss & Co.
Appointed into a newly created European leadership role with a mandate to centralise performance marketing strategy and strengthen commercial governance across markets.Own regional media investment strategy and lead a team spanning Performance, Affiliates and SEO. Accountable for forecasting inputs, annual planning and aligning media investment to broader commercial objectives.My remit focuses on two core areas:Strategic & Commercial Impact• Reallocated material investment from historically dominant lower-funnel channels into upper- and mid-funnel activity based on incremental return analysis, improving demand performance and closing forecast gaps.• Introduced break-even ROAS modelling aligned to profit contribution, embedding P&L thinking into media allocation decisions.• Challenged short-term revenue-driven investment shifts, protecting brand spend and influencing longer-term full-funnel strategy.• Formalised a pan-European incrementality testing roadmap and initiated transition from last-click to multi-touch measurement.Leadership & Governance• Lead and develop a regional management team, strengthening accountability and commercial ownership.• Own forecasting inputs into European revenue planning cycles.• Partner with brand, finance, product and analytics teams to integrate performance into wider commercial planning.• Standardised reporting across markets, improving clarity and executive confidence in performance outputs.
EDUCATION
De Montfort University
Bachelor of Arts - BA, Business, Management, Marketing, and Related Support Services
SKILLS
ABOUT JAMES SNELSON
I lead performance marketing functions with full commercial accountability across European markets.Over the past 12+ years I’ve progressed from hands-on channel execution to regional leadership roles, shaping media investment strategy, measurement governance and operating model design across Europe. My focus is on ensuring marketing investment drives sustainable profit contribution, not just short-term revenue metrics.Key areas of work include:Budget allocation and forecastingIncrementality and decision makingTransitioning attribution and measurement modelsEmbedding profit as a core performance KPILeading capability developmentIntegrating brand and performance into a coherent full-funnel strategy
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