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William Reed
International Marketing Leader - Performance Marketer - R.O.M.I. Implementer - M.Sc.
William Reed is the Head of International Marketing at Scandinavian Airlines (SAS), where he has been instrumental in developing and executing multi-channel marketing strategies that consistently meet revenue and return on marketing investment (ROMI) targets. His experience spans various aspects of marketing, including brand management and customer engagement, which are crucial for driving SAS's international growth.
Reed has a strong background in marketing analytics and attribution modeling, having implemented a custom attribution model at SAS to better understand the impact of various marketing channels on revenue generation. This model has led to significant improvements in return on advertising spend (ROAS), achieving increases of 93% year-over-year in the U.S. market alone.1
He is also recognized for fostering collaboration between different media agencies and internal teams to optimize marketing performance across key international markets, particularly in the UK and the U.S..12 Reed's strategic approach combines data-driven decision-making with creative marketing initiatives, making him a vital asset to SAS's leadership team.
