Meet the Player – Piers McDermott

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Step into the WePlay dugout and meet our Players - on their own terms.


Welcome to our new ‘Meet the Player’ series. Here, we take a look behind the scenes at the Players that make up the WePlay team, exploring who they are, their stories, and their experiences.

For our first edition, we sat down with 2020 Player of the Year and Senior Campaign Manager, Piers McDermott, for a quickfire Q&A.

Introducing Piers, in his own words.

Q. Take us through your professional experience – where did you start?

I studied Business Management & Marketing at The University of Brighton, before becoming Marketing Manager at Playwaze to build their SaaS business via organic marketing.

I had always followed WePlay and their CEO Luca, so I was delighted to join as a Paid Media Executive. It’s been a pleasure to play a part in the company’s rapid growth. 

I am now Senior Campaign Manager and Performance Specialist working across all clients, revenue streams, platforms, and, in particular, driving subscriptions for our OTT clients. 


Q. When did you join WePlay?

May 2018 – England’s World Cup Summer!


Q. So, what does your role actually entail? How would you explain it to Mum and Dad?

The bounce rate is pretty high when I try explaining it to my technophobe I may run out of word count with an explanation –  we rarely get to the bottom of the funnel.

In short, I’m a Senior Campaign Manager working across a portfolio of Subscription Video clients. My role is focused on driving awareness, interest, and subscriptions to our clients’ OTT/SVOD platforms. And, of course, being the pre-COVID office DJ.

In its simplest form, my job is to put the right message in front of the right person, at the right time. 


Q. What do you love most about your job?

I’m working in a fast-paced industry that mixes my two passions of sports and marketing. It enables me the freedom to explore and innovate, pushing industry boundaries to make a positive impact.


Q. How do you think the sports industry has changed since you entered it?

With the death of organic reach, the focus has shifted towards data-driven performance marketing and providing actionable insights to inform strategic executions. COVID has had a huge impact and forced a lot of businesses to turn to digital, unlocking many new opportunities and revenue streams. It’s understanding this on a client-by-client basis that is crucial.


Q. If you had to describe yourself with an emoji, what would it be, and why?

🚀 Just getting started.. Ready for lift-off!


Q. Which sporting experience is top of your bucket list?

Ole at the wheel, driving Man Utd to a league title! From a personal perspective, I want to complete a crazy endurance event. I mean, one of our clients is Ironman…. 👀


Q. If you could give your younger self one piece of advice, what would it be?

Patience. Trust the process and always be the hardest working in the room – Dwayne ‘The Rock’ Johnson.

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