In our second “offline” edition, we catch-up with Sosandar’s former eCommerce Director Dane Stanley, and find out his connection with Star Wars, how he switches off, his advice to digital marketers…and much much more!
Why did you move into a career in digital marketing?
I consider myself very lucky as it was largely through opportunity rather than design. After a very brief time in business development (I was a terrible salesperson) I landed my first marketing role with Phones 4u. It was a highly entrepreneurial environment and at the time the website was little more than a store locator. One of my first projects was to launch a transactional website and put in place the digital marketing to support what was at that point, the UKs fastest growing high street retailer. It was a fantastic ‘learning by doing’ environment, and very result focussed, which laid the foundations for the next 25 years.
How do you switch off?
I’m a recently retired age group triathlete. The retirement means I no longer need to punish myself in a swimming pool 4 times a week, but I still enjoy getting out around the Peak District on my bike and doing the odd run.
I’m also finding getting frustrated on a golf course being a great way of switching off.
What’s your favourite book?
For those who know me this may come as a surprise personally it’s Wuthering Heights. I first read it as part of my English A-level and I still love it just as much. Heathcliff has his flaws (don’t we all) but he is such a compelling and complex character.
Professionally (and it’s tenuous) is “Start at the End” by Dan Bingham. A great story of setting goals, designing process to achieve them and the continuous search for improving.
What’s on your watchlist (streaming services)?
I’m currently binging Top Boy (yes, I know I’m behind the times) and looking forward to starting the next series of Slow Horses.
What’s your favourite inspirational quote?
It’s less of a quote and more of a mantra. “Relentless forward progress”. My triathlon coach kept that front of mind whilst racing Ironman, but it works in every situation where ‘it’, whatever ‘it maybe, seems difficult. Breaking challenging goals down into smaller, less daunting tasks allows you keep moving forwards, whether that’s a professional objective, or putting one foot in front of the other after 10 hours of racing.
Fun fact about you?
My middle name is “Luke” as my dad was watching Star Wars at the cinema when my mum went into labour J It could have been worse I guess…Dane ‘Darth Vader’ Stanley anyone?
What’s your most proud professional achievement to-date?
It would be easy to talk about the likes of launching Missguided or online banking service for SMEs, building the foundation for digital transformation at the Co-op group, delivering award winning campaigns such as the Baddie Winkle collaboration at Missguided, or building an online customer experience that allowed Slater and Gordon to be the first legal brand to retain the top position in the legal services Top 100 brands.
However, I’m prouder of the teams I’ve been able to build and the people I’ve hopefully helped to develop, and seeing those people to go on to have success.
What 1 thing would you tell your younger self?
Whatever you are doing, enjoy the journey and not just the result.
What was your favourite memory/experience from watching the Olympics?
I loved seeing Alex Yee claim the triathlon gold medal in thrilling fashion, a real demonstration of never giving up, giving yourself a chance and making what seems impossible happen.
What’s the biggest opportunity that digital marketers should make the most of?
There are so many, and the risk is that focussing on too many dilutes your effectiveness. The magpie mentality (“ooooh look, shiny new tech / service”) is all too common in our industry.
So, getting the basics right represents the biggest opportunity.
Understand your customer and challenge your assumptions about them. Understand what they want, and how your product and service meet than need. Know your points of parity and what makes a difference that would encourage customers to choose your brand rather than a competitor. Get close to the metrics that underpin your businesses performance and test how they can be improved (continuously!!!)
“Digital” is just a lense to achieve the above.
What’s your personal favourite brand?
I’m a massive fan of an organisation I was lucky to work for, the Co-op Group. It’s beliefs have kept it relevant since 1863 and as a brand, it lives its purpose every single day. I’ve loved seeing it’s rejuvenation in recent years and I really hope that continues.
About Dane…
Dane has 25 years of experience across Marketing and eCommerce and has a track record covering a variety of sectors including retail, financial and professional services across the globe.
He has driven both growth and transformation with brands such as Santander, Nationwide, Travelex, Co-op Group, Missguided, In The Style and Slater and Gordon. Most recently he was eCommerce Director at Sosandar. Connect with Dane on Linkedin.
