George Mortimer
Education
I help organisations turn digital marketing into a measurable growth engine — combining performance media, advanced measurement and modern automation to deliver scalable commercial outcomes.
’m a performance marketing leader with over 18 years’ experience working across agency and enterprise environments.
Throughout my career I’ve led global and regional performance programmes across paid search, paid social, programmatic and digital growth strategy — managing large-scale media investment and building high-performing teams across multiple markets.
My focus has always been simple: turning marketing investment into measurable business outcomes.
Today I help organisations improve how their performance marketing works — from strategy and measurement through to automation, experimentation and scalable operating models.
My approach to performance marketing
Performance marketing is evolving rapidly. Automation, AI and changing privacy standards mean that traditional campaign management is no longer enough.
The organisations that succeed today treat performance marketing as a system, not a set of individual campaigns.
My work focuses on building those systems — combining strong strategic foundations, modern measurement frameworks and structured experimentation to drive sustainable growth.
This means focusing on the areas that actually move the needle:
• Clear commercial strategy and forecasting
• Reliable measurement and attribution
• High-quality signals for platform automation
• Consistent experimentation and optimisation
• Scalable operating models across teams and markets
Career Highlights
Global Performance Leadership – IKEA
Led global performance media strategy across 35 markets, overseeing more than €500M in annual media investment and establishing the operating model for paid search, paid social, programmatic and digital growth.
Senior Agency Leadership – dentsu
Directed multi-channel performance capabilities for major regional and global clients, building high-performing teams and delivering measurable commercial growth across paid media programmes.
Data & Measurement Transformation
Implemented advanced attribution, experimentation and measurement frameworks to support executive decision-making and improve transparency across marketing investment.
Automation & AI Innovation
Introduced automation and AI-enabled optimisation workflows to improve efficiency, speed and consistency of performance delivery across global markets.
Google Partners Honours All Star of the Year
out of 600 individuals and a total of 50 agencies, I won the top honour of being awarded "Google Partners Honours All Star of the Year". This is achieved through winning case study submissions, best practice implementation and innovative marketing strategies.
Leadership & Impact
Alongside delivering performance results, much of my work has focused on building capability within organisations — helping teams operate more effectively in an increasingly complex digital landscape.
This has included developing global best-practice playbooks, establishing governance frameworks and mentoring performance specialists across multiple regions.
By combining strong leadership, technical expertise and commercial focus, I’ve helped organisations transform marketing into a measurable growth function rather than a cost centre.
Beyond Work
Outside of work I’m passionate about exploring how technology and AI continue to reshape marketing and digital experiences. I regularly share insights and perspectives through my “Marketing with Mortimer” content platform, where I break down complex marketing topics into practical ideas that businesses can apply immediately.
I also enjoy travelling, staying active and spending time with my Fiancee and my Portuguese Water Dog, Rick.
Want a second opinion on your paid media performance?
30 min