Vision.
Mary Keane-Dawson is an internationally recognised leader with extensive experience in digital media, marketing communications, advertising, and technology. She has a proven track record of enhancing commercial performance and team efficiency, strategizing investment plans, and driving significant business growth across startups, scale-ups, and established enterprises.
With a master’s qualification and hands-on experience managing multi-million-dollar global accounts, Mary excels in developing and executing digitally-driven marketing strategies.
She is deeply committed to lifelong learning, fostering DE&I in workplaces, and mentoring emerging talent. Her leadership roles include board advisor/NED positions at the Conscious Advertising Network, The Internet Commission, MAD//Fest, Made In Britain 2023, ALF BD100 2023, and serving as a judge for the AdExchanger 2023 Awards.
As the Chairperson of the British Interactive Media Association, Mary is a sought-after speaker and panellist at international digital technology and media marketing conferences. She’s also the proud recipient of the NDA Media Hero Award 2022 and a BIMA 2022 Hall of Fame Inductee.
Mary's core competencies encompass customer data and media analytics, attribution modelling, data interpretation, strategic media planning, and advertising technology. She specialises in integrated media campaign optimization and has a talent for simplifying complex consumer content engagement strategies. Her expertise spans programmatic advertising, SSP, DMP, influencer media, and platforms like TikTok, Facebook, Instagram and more.
Mary has successfully secured and managed global advertising creative and media partnerships for top-tier clients including HSBC, Barclays, Ford, Mazda, RBS, British Gas, Philips, AMEX, John Lewis, Ted Baker, Nestle, Nespresso, IBM, Booking.com, British Airways, American Airlines, Mastercard, Regions Bank, Netflix, Vice Media and Mazda.
With over 20 years’ experience, Mary excels in business strategic planning, consultative sales, and communication design. She is a collaborative and inspiring leader, renowned for her ability to drive change and business transformation, scale companies, and protect margins. Her financial acumen includes detailed P&L management and commercial deal-making on multi-million-dollar investments.
Professional Journey and Key Achievements.
Mary began her career on Fleet Street, selling display advertising for The Observer Magazine. Her drive and talent quickly propelled her into the world of magazine publishing.
EARLY CAREER:
By the age of 28, Mary had ascended to the role of Managing Director at Aspen PLC. She later became Global MD, leading a management buyout that took Aspen off AIM listing. Following a successful sale to private equity firm 3i, the Aspen Group was restructured, and Mary played a key role in acquiring Spafax.
Senior Management Roles:
Magazine Publishing and Licensing Deals:
Mary spent the first part of her career building newsstand magazines and brands. A notable achievement during this period was selling the Judge Dredd 2000AD franchise to Sylvester Stallone’s production company in 1990.
Throughout her career, Mary has excelled as a new business strategist and a driver of business growth. She has had the privilege of working with and developing exceptionally talented teams, fostering an environment of innovation and success.
Business Growth and Talent Development:
Growth and Acquisition of Spafax:
Under Mary's leadership, Spafax became the world’s largest in-flight entertainment business. In 1999, she spearheaded its sale to WPP. Managing Spafax out of the USA, Mary secured major contracts with leading airlines such as American Airlines, Delta, and United, significantly growing the organisation.
Today, Mary is a full-time business and personal development coach. She also adds value at a senior level to those who invite her help. Recent projects include the strategic development of a football-focused AI-powered insights and data business, crafting the brand narrative and organisational design for a scaling renewable energy company, and providing one-to-one and board coaching to drive sustainable growth.
Current Endeavours:
Over the past eight years, Mary has held prominent positions, including being a main board member of Ogilvy, Global CEO of TAKUMI, and Global CEO of TimeOut Media PLC. Her leadership and vision have left a lasting impact on these organisations.