Donald Pirie
+44 - | linkedin.com/in/donaldpirie | donpirie.com |-
PROFILE
Senior B2B strategist with 20+ years’ experience shaping brand narratives, ABM frameworks, and GTM
strategies for complex, global organisations. I specialise in reframing technical and abstract
propositions into provocative, emotionally resonant ideas inspiring creativity and delivering growth.
• Trusted partner to C-suites, delivering outcomes for Microsoft, UBS, EY, Saudi Aramco, UPS.
• Specialist in ABM, sector strategy, and messaging simplifying complexity and unlocking demand.
• Experienced in cultural and behavioural insight, value proposition design, and narrative reframing.
• Proven record of leading integrated teams across brand, media, creative, and technology disciplines
to deliver award-winning effectiveness.
CORE SKILLS
• ABM strategy & vertical messaging
• Narrative development, value propositions, messaging frameworks
• Behavioural & cultural insight (incl. GWI)
• GTM strategies & activation planning
• Integrated briefing & creative leadership
• Strategic storytelling & C-suite advisory
• Effectiveness frameworks & ROI measurement
SELECTED ACHIEVEMENTS
• BT Business – Elevated B2B positioning with sector-specific narratives and ABM frameworks (public
sector, enterprise, SMB), boosting leads +24%.
• Juniper Networks – Co-created 'The Now Way to Network' platform; full-funnel ABM and demand
strategy drove +49% consideration, increased MQLs, and 20% YoY growth.
• UBS – Led digital journeys under 'Banking is our Craft', embedding persona-driven storytelling and CX
strategy, delivering +12% leads and $3.5m revenue uplift.
• AMD – Directed 'Together We Advance' global platform, reframing technical leadership into
emotionally resonant storytelling across supercomputing, gaming, and sustainability.
• EY – Shaped 'Better Questions' platform, unifying global comms and strengthening leadership
reputation (+56% brand value growth).
• UPS – Built 'United Problem Solvers' platform, reframing logistics into human-centred solutions,
delivering +12% EMEA revenue growth.
• Saudi Aramco – Co-founded global agency team for IPO and brand launch; built F1 sponsorship
ecosystem, reshaping stakeholder perception.
• Kaspersky Labs – Created 'Bring on the Future' global platform, driving +23% enterprise revenue and
+$1.2m agency growth.
EXPERIENCE
Jun 2024 – Ongoing | Strategy Director, VML
CRM strategy leadership on Toyota & Lexus, designing connected ecosystems to enable loyalty and
growth. Crafted customer journeys and value propositions tailored to product lifecycles.
Dec 2024 – Ongoing | Consultant Strategist, The Effectiveness Partnership
Repositioned Juniper with 'The Now Way to Network', driving +49% consideration and 20% YoY growth.
Converted sceptical IT leaders into high-value prospects.
May 2022 – Nov 2024 | Strategy Partner, Publicis Groupe
Directed UBS.com transformation and 'Banking is our Craft' brand journeys. Defined personas,
messaging frameworks, and journeys across global markets; improved lead flow +12%.
Mar 2021 – Apr 2022 | Strategy Director, Omnicom (Maternity Cover)
Positioned AMD as a perceptual leader with 'Together We Advance'. Narratives for company leadership,
industry partners, and B2B audiences.
Oct 2020 – Jan 2021 | Strategy Director, PepsiCo (In-house)
NPD and brand experience strategy across 5 CEE markets, focusing on Gen Z growth.
May 2019 – Aug 2020 | Global Strategy Director, McCann Worldgroup
Partnered with Saudi Aramco on IPO and global brand launch. Built global sponsorship ecosystem incl.
F1, building energy influencer relationships.
Sep 2017 – May 2019 | Global Strategy Director, VML
Directed global strategy for Kaspersky ('Bring on the Future'), +23% enterprise revenue. IPA award.
Aug 2010 – Feb 2017 | Strategy Director, Ogilvy Group
Elevated BT Business’s positioning with sector-specific narratives and ABM frameworks. Leads +24%.
Led global platforms for EY ('Better Questions') and UPS ('United Problem Solvers').
AWARDS & RECOGNITION
• 3 × US Effie Awards (incl. B2B)
• Euro Effie Grand Prix & Agency of the Year
• 3 × Marketing Society Effectiveness Awards
• IPA Effectiveness Award
• Cannes, D&AD, One Show
EDUCATION - Oxford University – BA with Hons., History
