Greg Hal

Held overarching commercial and technical ownership of Dentsu's (iProspect) Paid Search practice in Norway, spanning Google and Microsoft Ads across a portfolio of 100+ B2C and B2B brands with annual managed spend exceeding $400M NOK.

Directed a team of 15+ specialists, including channel leads and subject matter experts, driving competency development, performance standards, and a forward-looking team culture. Served as the primary strategic point of contact for key clients and played an active role in both growing existing accounts and securing new business through pitches and commercial proposals.

Defined and executed the strategic direction of the Paid Search practice while ensuring synergies across adjacent disciplines including Social and Programmatic. Established quality frameworks, workflow standards, and scalable delivery models to consistently elevate output across the practice.

Managed Google and Microsoft partnership performance, owning KPI delivery against partner agreements and maintaining strong platform relationships. Collaborated cross-functionally with trading, client leadership, and specialist teams to optimise resource allocation and ensure alignment between capacity, demand, and client priorities.

Held end-to-end accountability for performance marketing across all paid channels for a portfolio of major B2C and B2B clients (Telia, Maxbo, SATS, Meny,...), owning their goals and KPIs across channels while driving growth and continuous efficiency improvements.

Operated within cross-functional client teams comprising specialists and media advisors across channels and disciplines, serving as the primary daily point of contact for both client leads and clients directly. Developed and led the execution of full-funnel performance marketing strategies, with implementation carried out in close collaboration with channel specialists.

Responsibilities spanned strategy development, in-depth channel analysis, and consultative advisory across paid search, paid social, and broader performance channels. Actively drove account growth through upselling and strategic recommendations, and led client development across the assigned portfolio.

Delivered client-facing presentations, workshops, and training sessions on performance marketing, translating complex channel insights into clear, actionable recommendations for senior stakeholders. Worked closely with platform partners including Google, Meta, and Snapchat on product testing, specialist programmes, and joint client development initiatives.

Led the Paid Search practice for iProspect Belgium, operating in one of Europe's most competitive and multilingual agency markets. Held full commercial and operational responsibility for the practice, managing a diverse client portfolio spanning multiple industries and both Dutch and French-speaking markets.

Played a central role in shaping the agency's paid search proposition, contributing to new business development, pitch strategy, and the commercialisation of search products and services. Translated complex search data and performance insights into clear strategic narratives for C-level client stakeholders, strengthening long-term client relationships and retention.

Drove continuous elevation of practice standards through structured specialist development, process improvements, and close collaboration with Google and Microsoft on beta programmes and platform initiatives — ensuring iProspect Belgium remained at the forefront of paid search innovation in the Belgian market.

Managed and optimised large-scale paid search campaigns across Google Ads, Microsoft Ads (Search Ads 360) for a high-profile portfolio of international B2C brands spanning travel, entertainment, FMCG, and gaming verticals. Operated in a fast-paced, results-driven agency environment with direct accountability for campaign performance, budget management, and KPI delivery across multiple accounts simultaneously.

Delivered paid search strategy and hands-on execution for globally recognised brands including Thomas Cook, Neckermann, Thomas Cook Airlines, Eurostar, Nintendo, AB-InBev, Club Med, Warner Brothers, and 20th Century Fox — each with distinct audiences, seasonal dynamics, and performance objectives requiring tailored approaches.

Worked closely with client teams and internal stakeholders to translate business goals into actionable search strategies, providing regular performance reporting, insights, and optimisation recommendations. Contributed to the development of junior specialists and maintained a strong focus on staying ahead of platform developments and industry best practices.

Held a broad digital marketing remit at Connections, one of Belgium's leading travel agencies, managing and executing activity across the full online marketing mix. Responsible for driving online visibility, traffic, and conversions through a multi-channel approach spanning SEM, SEO, email marketing, affiliate marketing, and social media.

Managed paid search campaigns across Google Ads, optimising for travel-specific performance metrics and seasonal demand patterns inherent to the travel industry. Supported organic search performance through on-page and content-driven SEO initiatives, while running email marketing campaigns targeting both acquisition and retention audiences.

Coordinated affiliate marketing partnerships to extend reach and drive cost-efficient performance, and managed Connections' social media presence to support brand visibility and engagement. Operated in a fast-moving e-commerce environment, developing a strong foundation across all major digital channels and a commercial understanding of online consumer behaviour in the travel sector.

Began career in digital marketing at Mo Group International, a boutique B2B advertising agency based in Brussels, managing paid marketing and SEO activity for a diverse portfolio of small and medium-sized businesses across Europe and the United States.

Handled end-to-end execution of paid search campaigns and organic search optimisation for SMB clients spanning multiple industries and international markets, developing a strong early foundation in campaign management, performance analysis, and cross-market digital strategy.

Gained broad hands-on experience working across multiple client accounts simultaneously in a lean agency environment, building core competencies in SEM and SEO while developing an understanding of the distinct challenges and opportunities facing SMBs competing in both local and international markets.