Digital marketing agency iCrossing has appointed Mark Williams as its head of search in a new role that challenges the traditional model of treating search as two separate channels.
This internal promotion brings natural and paid search teams closer together under one leader. Williams’ previous role as strategy director saw him work across a portfolio of the agency’s clients, including M&S and Barclays, where he he will continue to play a leadership role.
iCrossing’s chief executive officer, Mark Iremonger, said: “Competing in paid or natural search in a silo is much worse than fighting with one arm tied behind your back - it’s more like having your arms fight each other! Search typically represents 50 per cent of traffic to a brand’s website, making it an incredibly important part of the marketing mix. As a market leader we’re able to bring these two expert teams together to unleash potential for our clients in a way that far exceeds a siloed approach.”
Williams said of his new role: “My focus will be on strengthening the UK search team. I will be delivering innovative strategies that evolve how we think about search marketing.”
Williams will report to directly to Iremonger.
A unit of Hearst Magazines, iCrossing offers a competitive advantage for its global client base with access to the vast content and data from one of the world’s largest independent media, information and entertainment companies.