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James Moore
Global Head of Strategy @LePub
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WORK HISTORY
Global Head of Strategy @LePub
Amsterdam, NL
Lead strategy for Heineken Global, Desperados, Toblerone, Tinder and major new business pitches, guiding campaigns from brief to execution by combining advanced analytics with culturally attuned creative thinking- Direct a 15-person strategy team across Milan and Amsterdam, integrating brand and communications planners with the Data & Culture Lab (data scientists, ethnographers, and analysts) to deliver insight-driven, market-relevant campaigns- Oversee adaptation of Heineken’s global strategy across 52 markets, ensuring brand consistency while tailoring to local cultural and commercial realities- Spearhead the agency’s global effectiveness awards program, securing multiple Cannes Lions, Effies, and IPA Effectiveness Awards, and driving high-profile new business wins- Contributed to LePub being ranked #1 creative agency in the world by WARC for two consecutive years.
EDUCATION
The University of Manchester
Bachelor's degree, Psychology
University of Glasgow
Master of Science - MS, Data Analytics
The University of Manchester
BSc, Psychology
International School of Milan
International Baccalaureate, International Baccalaureate
SKILLS
ABOUT JAMES MOORE
I lead global brand strategy at LePub Amsterdam, working with some of the world’s most recognisable brands like Heineken, Desperados, and Toblerone.For me, strategy isn’t just about numbers or creative ideas in isolation, it’s about finding the human truths that can move culture and business at the same time. I use a mix of data analysis, cultural insight, and a lot of curiosity to get there.Over the past decade, I’ve worked on everything from launching Heineken 0.0 to helping small bars reopen with “Shutter Ads” and “Back the Bars.” I’ve seen first-hand how the right idea can travel the world, shift perception, and make a measurable difference.I’m happiest when I’m working with smart, diverse teams to solve tricky problems — whether that’s rethinking a brand’s positioning, finding new ways into a market, or helping a good idea become a great one.
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