Our profile feature takes a look at some of the global professionals working across performance marketing, shedding light on the varying roles and companies across the flourishing industry. This week we head to London, to meet Barbara Marino.


Barbara Marino.

Job title and company: 

Commercial director – EMEA at Datalicious.

In one sentence, how would you describe what the company does?

Datalicious helps brands develop a better understanding of consumer behaviour through advanced marketing services and technology platforms.

What are the company’s unique selling points?

Datalicious is a data and analytics agency, offering a wide range of marketing analytics services and technologies including custom media attribution, segmentation and churn modelling and a single customer view. Our unique selling point at Datalicious is that we are a uniquely independent technology and solutions provider—we work with any marketing stack and never lock clients in. 

Within the last six months/year, what stands out as the company’s major milestones?

There have been many milestones in the last six months; but there are three that stand out for me. In October we launched a new product, Optimahub which has already been taken on board by a number of blue chip brands. Another major success for us was the publication of our Facebook media attribution study; this was the first of its kind and really showcased our expertise and was the first study of its kind for Facebook. Lastly, our international expansion has made things even more fast-paced and amazing to be a part of; we have opened offices in London, India, Singapore, Munich and New Zealand.

Duration in current role:

Six months exactly, things are moving at a really fast pace and to have such a string of successes in the six months that I’ve been here is exhilarating and we have high expectations for the next 6 months.

Where are you based?

I’m based at our London office.

Previous performance marketing-related companies you have worked at:

Before joining Datalicious, I was at Bright North Ltd an agency providing really innovative e-commerce solutions.

What are your main job responsibilities?

I am responsible for establishing and growing the brand in the UK and also EMEA market. My main job responsibilities are brand awareness, building relationships, client acquisition and leading teams that deliver client projects.

Take us through what you get up to on a typical working Monday:

Everyday is different depending on the projects we are working on, whether we are preparing for a pitch or working on events.

But Mondays are typically about planning for the week ahead, I start work at 7am because we have a head office in Sydney and it’s important to stay up to date. Often I have video calls between 7am – 8am. By 9am I am all set to start working in this time zone. By around mid afternoon I have conversations with clients from across the globe and towards the end of the day I catching up with the US. For example, this Monday I was talking to people in Turkey and Dubai. It is certainly not a tedious nine to five. You have to get into a different mindset, which takes adjusting but it’s good for the brain!

What top three websites can you be found browsing during your lunch hour?

  • Wired 
  • BBC News
  • eConsultancy 

What are your top three tips for someone looking to get their hands on a job like yours?

  1. Be curious about people, businesses and new technologies.
  2. Always be true to your beliefs and be consistent with that as from there you will start building your reputation and brand. 
  3. But mainly, I think it is down to a having an opened and inquisitive frame of mind and attitude everything else comes with it.

Career-wise, where do you see yourself in three years’ time?

There are really exciting plans at Datalicious for the next three years and thereafter; I see myself as a contributor to the success of those plans and being pivotal in establishing the brand across the EMEA region.

Tell us one thing people at work don’t know about you?

Well they probably don’t know that my plan B was to become a marine biologist!