Dom Burch is the founder and managing director of Why Social and former senior director of marketing innovation and new revenue at Asda.

Dom trained in PR and has spent the last 17 years in a variety of PR and social roles at Asda, Direct Line, and Green Flag.

More recently he was in charge of marketing innovation at Asda, helping to create new revenue opportunities for the retailer, both online and in store. This included overseeing the transformation of the ad serving capability of Asda.com, that enabled Asda to become a credible media publisher.

He also built “Mum’s Eye View” on YouTube, an award-winning and innovative approach to branded content video marketing. It captured 11 million views in under 18 months and attracted just shy of 200,000 subscribers with little or no media spend on the platform.

He has successfully managed large and small teams, turned around an underperforming part of Asda, driven double-digit increases in revenue and profit, and had fun doing it. He is passionate about developing people and building successful teams.

In February 2016 he left Asda after 13 years.

Achievements
Dom is proud to have been recognised as one of the leading figures in social media, PR, and marketing in Europe. He was ranked eighth in The Drum’s Social Buzz Top 50 in 2015, which recognises the 50 most influential individuals in social media marketing and was credited by The Holmes Report as being one of the top 25 innovators across the EMEA region.

He was also included in The Drum’s 2015 Digerati, an annual celebration of the 100 most influential people across the breadth of the UK’s digital marketing industries.

Approach.
Never stop being inquisitive.
Network, network and network some more.
Be healthily paranoid that your assumptions could be wrong.
Take a chance once in awhile, be humble when it goes wrong.
Learn from your setbacks.
Find a good mentor. And then coach others in return.
Ultimately work should be pleasurable. If it’s not, change something, including your attitude.
Speaking topics
Retail in the 21st century: how digital disruption and consumer fatigue is forcing retailers to adapt or die.
Programmatic ad serving: how retailers can beat the ad blockers through carefully targeted relevant advertising.
Social brands: how companies must adopt digital thinking throughout their organisations and not just market themselves on social media channels.
Living in the land of the pocket tappers: what I have learned working for Asda and why it matters to every company trying to compete.
Don’t try to make friends in a crisis: how communications professionals must put credit in the bank with key stakeholders before they need it.
Hiding video on YouTube: how brands continue to get it horribly wrong and how influencers and social talent are ripping up the rule book.
How to run a successful press office in the digital age.
How to drive innovation when budgets are tight and computer says no.
How to win friends and influence people: 10 simple steps to building your network in the digital age.
Five post-it notes that changed my life: how I discovered the art of successful coaching and why it matters more now than ever before.