senior director, marketing innovation

Asda

Dom Burch is the founder and MD of Why Social, a strategic marketing consultancy, and former senior director of marketing innovation and new revenue at Asda.

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

More recently he was responsible for marketing innovation, helping explore new revenue opportunities. In his tenure he helped build a pipeline of digital assets that unlocked investment from FMCG brands who valued having access to Asda's 18m customers.

This included overseeing the transformation of Asda.com's adserving capability, which will enable Asda to become a credible media publisher. He has also built Mum's Eye View on YouTube, capturing 11m views since launch in under 18 months.

His 'Thought of the Day' column explores the ever changing world of social media marketing.