Product Strategy · Brand Development
YouGov — Global Panel Growth & Digital Marketing
As VP of Digital Marketing at YouGov, Dan led a global marketing overhaul spanning three website launches, a viral user-generated campaign, and a comprehensive digital strategy that grew the research panel by 20% and increased qualified leads to sales by 12%.
The Challenge
YouGov needed to grow its research panel and improve lead quality across multiple global markets simultaneously. The challenge was building coordinated marketing and digital infrastructure across the UK, US, and Germany — each with different launch timelines and audience dynamics — while improving internal efficiency across marketing, PR, and sales.
Our Approach
Dan built and executed an integrated digital strategy: email marketing for both clients and panel members, targeted digital advertising, and coordinated social media management. Three new market websites launched in rapid succession — UK in December 2014, US in January 2015, Germany in February 2015. He also created YouGov Asks, a user-generated video campaign inviting panel members to submit content, which drove significant organic engagement. Alongside the campaigns, he defined repeatable processes for digital marketing and social media that improved cross-functional efficiency.
The Outcome
Panel membership grew by 20%. YouGov Asks generated over 39,000 views. Qualified leads delivered to the sales team increased by 12%. Journalist engagement improved through targeted outreach. The operational frameworks built during this period created lasting efficiency gains across the marketing organization.