Culture | 3 MIN READ
We caught up with Duncan Heath, who recently returned as Partner Manager. We asked Duncan about his return to Fresh Egg, his thoughts on his new role and (most importantly) his favourite way to eat an egg.
This is a new role, what are you looking forward to accomplishing?
Although it’s technically a new role, actively developing partnerships with key tech providers is something Fresh Egg has done for many years.
It’s great that it’s now a formal position, though, since relationships are fundamental to all businesses and being able to focus on building these will be a win-win for everyone.
I look forward to fostering partnerships that generate new business for both parties and ultimately improve the quality of service clients receive from all involved.
It's been fantastic to see all the hard work that the RSPCA and Fresh Egg teams have put into developing a CRO framework and the process paying dividends. There’s been such enthusiasm for the programme internally, and it shows in the results - everyone should be very proud of their achievements.
Duncan Heath, Partner Manager
There’s been a lot happening in the digital marketing world, what has caught your attention?
It's a testament to the excitement and speed of adoption that it already feels cliché to say "AI". We're only at the beginning of our journey with the discipline right now, yet already it's disrupting long-established services (e.g. copywriting is a very different proposition than it was six months ago) and demonstrating some incredibly innovative applications (E.g. Meta is testing the use of AI-generated display ads on FB).
The possibilities of AI are literally limitless. Initially, I think we'll see it used to make existing marketing tasks quicker, higher quality and more scalable. However, (I think) as it develops, it will start to be used to facilitate marketing formats and methodologies that we've not seen before, especially around the predictive marketing space.
We’ve recently run our webinar on AI in CRO, what is your take on how the tech will influence the conversion/experimentation industry?
As mentioned above, I think it will initially aid existing CRO tasks. It will help identify leakage points in a journey, and it will be able to generate hypotheses and prioritise them, and perhaps even create designs and tests.
Beyond that, though, I see AI being able to create content and experiences on the fly for individual users and convert them at a higher rate than any human-led optimisation program ever could. The issue that web personalisation has always faced is that it’s challenging and time-consuming to manage – AI removes those barriers.
What from your previous roles will you bring to this new one?
I have diverse experience from previous roles, from SEO and CRO to broader digital strategy. I can leverage this background to ensure that partnerships with tech providers align with the agency's strategic vision and contribute to desired outcomes. My diverse skill set and experiences will enable me to effectively evaluate, select, and manage partnerships with tech providers, optimising digital marketing efforts for the agency and its clients.*
* The above was written in a few seconds with AI using a basic prompt. Whilst it's pretty dry, it's also pretty accurate.
How do you keep up with the fast-paced world of digital?
I work with many brilliant people who constantly teach and inspire me. The value of chatting about industry developments and new ideas with anyone and everyone is immeasurable. The spark of human creativity knows no limits as long as you get the setting right.
What tips would you have for anyone looking to get into the world of experimentation?
Learn a bit about good experimentation methodology, then start testing. There is no better or faster way to learn than by getting your hands dirty, trying new ideas and being prepared to fail.
You can only use one tool to do your job, what is it and why?
As I do many different jobs, this is a tough one to answer. I think I’ll be boring and say email (Outlook). We take it for granted now, but it’s such a refined communication tool, and my life would quickly disassemble without it.
If you could use only one website (or app) what would it be and why?
Google Maps. Travel is challenging and time-consuming. I’d say Google Maps has saved me more time and grief than probably any other app.
What’s your favourite brand, and why?
Guinness. For their incredibly emotive advertising, and it just tastes so good.
What are you most looking forward to continuing your journey with Fresh Egg?
Exploring new ideas and opportunities with a company that is open to adventure and that felt like home again on day one.
What do your friends and family think you do for a job?
They’ve given up trying to understand, especially as I have many.
What's your go-to hobby out of work?
Swimming – which I do mainly because it’s one of the few times I can switch off and focus a little more than breathing.
Finally, I don’t think we’ve ever asked you this, what is your favourite way to eat an egg (if there is one)?
As quickly and efficiently as possible. Ideally prepared by someone else.