Alastair Little

An influential and strategic media leader with over 15 years of experience building media capability, leading multi-market strategy, and driving commercial growth for world-class brands. Proven success creating high-performing agency partnerships in complex, matrixed environments, in UK and EMEA. Combines deep, full-funnel media expertise with a track record of elevating media performance through insightful, actionable use of data.

Adept at fostering a culture of excellence, leading and upskilling teams, and embedding best-practice frameworks.

Vice President | Growth at WPP Media UK (2024-04 – Present)

Leads new business and growth initiatives for Mindshare UK, shaping go-to-market propositions, commercial models, and strategic frameworks to secure and expand major accounts.

• Leads the 'how to win' strategy for all new business pitches, building and driving multi-disciplinary teams to deliver compelling, innovative, and commercially sound proposals, often under tight time pressure and scrutiny.
• Successfully transformed the integration of commercial and trading propositions into new business Strategic proposals, directly aligning with client needs while driving greater agency profitability.
• Championed a culture of media excellence by designing and implementing bespoke training programs, upskilling teams at all levels on strategic planning, commercial modelling, and pitch leadership.

Client Lead at Mindshare UK (2021-04 – 2024-03)

Held full P&L and leadership responsibility for a portfolio of strategic accounts, focusing on revenue growth, client retention, and elevating media quality across UK & European markets. Key Accounts: Meta, Ford, Vinted

• Guided Ford's European media strategy through a complex business transformation (dealer-led to D2C), partnering with global teams to translate strategy into effective, market-level execution.
• Developed and scaled a sophisticated, data-driven performance model for Vinted across Europe, establishing the brand as number one in its category and creating a benchmark for media effectiveness.
• Led large, multi-discipline, inter-agency teams to integrate all communications for Ford (Advertising, CRM, Social, Website), leveraging analytics to improve marketing ROI across multiple product lines.
• Unlocked new revenue streams by developing and executing multi-million-pound integrated partnership deals for Meta and Vinted (e.g., Gamesmaster, Big Brother, Hollyoaks), quantifiably elevating brand metrics while delivering direct commercial return.

European Head of Digital & Media at People Against Dirty (Ecover & method) (2019-02 – 2021-03)

Held full responsibility for all media planning, cross-channel integration, and marketing efficacy across all European markets, leading both strategy and agency partner management.

• Developed and embedded a new, audience-first planning framework across all European markets, driving consistency and improving ROI.
• Upskilled local market teams by introducing live performance reporting dashboards, increasing data-driven agility and the sharing of cross-market insights.
• Led the management and review of partner agencies across Europe, establishing new ways of working to drive best-in-class campaign execution and accountability.

Associate Director at Endeavour Investments (2018-01 – 2019-01)

Analysed investment opportunities and served as interim Marketing Director for a portfolio company, executing a performance-focused turnaround

• Overhauled the marketing strategy for MyCarNeedsa.com, reducing paid media expenditure by 40% while simultaneously increasing lead volume and quality by 30%.

Co-Director | Grow@Mindshare at Mindshare (2016-01 – 2017-12)

Founded and led a new agency division from inception, holding full P&L responsibility for all operations, recruitment, and client growth.

• Built the division from a team of 2 to 7 and achieved P&L profitability within 7 months, demonstrating strong entrepreneurial and commercial leadership.
• Devised the cross-channel brand and performance strategy for the UK launch of AR mobile game 'Snatch', hitting ambitious VC-set growth targets within four months.

MA in Modern History – University of Oxford

Diploma in Professional Marketing in Marketing – CIM (2019)

Certificate in Business Management – Open University (2017)