About

Myles Mellor

A generalist commercial, digital and marketing operator. For 25 years I've improved how organisations grow, market and execute — from financial-services marketing at HSBC and Santander, through digital-and-marketing leadership in hospitality and consultancy, to commercial strategy at Kroll. Now I'm applying that same systems thinking to building with AI.

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The throughline across all of it is one pattern: fragmented activity turned into a repeatable, measurable system.A CRM transformation that hundreds of people actually adopt. An event-ROI method that travels from one country to the whole business. A marketing portfolio governed at £50m+ with the measurement to back the decisions. The value has never been in one specialism — it's in the integration.

A lot of that pattern ran through marketing and digital. My early career was financial-services marketing — econometric modelling and ROI governance at HSBC, campaign and communications management at Santander. Then I led digital and marketing in hospitality and consultancy: websites turning over £10m+ a year, performance-marketing returns of 500–700%, SEO, brand and the measurement underneath them. Two decades of web, SEO and domain work sit behind the modern stack.

The AI work is the current expression of that pattern, not a new identity bolted on. I use AI the way I've always used tools: selected by outcome, wired into how the work actually runs, and subordinated to the commercial point. I'm more commercial than developer — a two-decade web background rather than a software-engineering one — and the honest edge is the integration, not the implementation depth.

So I'm deliberate about what I don't claim. The internal AI remit at my current role is real but pilot-scale, not enterprise-AI leadership. The stronger evidence for how I work with AI comes from what I've actually built — the shipped work, the systems behind it, and an honest map of where I'm strong and where I'm not.

Track record

Kroll — Real Estate Advisory Group
Current
Commercial & operational systems, EMEA
The non-valuer commercial layer of a £16m EMEA business: Salesforce/CRM transformation across hundreds of users, an event-ROI methodology scaled from Italy to global, and the internal point person for AI exploration — honestly pilot-level, as AI adoption there is still early.
Peak Venues Group
Head of Digital & Marketing · Business Improvement
Led digital and marketing alongside business improvement at a multi-venue hospitality group: website strategy turning over £10m+ a year, 500% ROI from performance marketing, +300% brand awareness and 25% organic growth — plus the wider systems work (20+ technologies implemented, a 16-unit complex launched at 22% net profit, a centralised HR function for 75–85 staff).
Self-employed consultancy
2014–2018
Commercial & digital-marketing advisory
15+ international projects across digital marketing, SEO and websites — 8 client sites launched, 50%+ organic-visibility gains, 700% ROI on paid search — plus a startup proposition taken to £1.2m in its first 18 months (four restaurant openings).
Golden Buddha Beach Resort
2010–2014
General Manager, Thailand
Full P&L for a $3m resort operation plus $5m of land developments and a 30-person team — a rebrand and repositioning that took it to #1-rated in its region.
HSBC · Santander
Financial-services marketing, at scale
Earlier corporate career: governance of a £50m+ marketing portfolio (HSBC), £13m comms portfolios (Santander), econometric modelling and test-and-learn frameworks, harmonised metrics across HSBC / first direct / M&S Money, and a 55% cut in cost-per-response.

Foundations

Education: BSc (2:1), Operations / Production / Manufacturing Management — University of Nottingham
Qualifications: Financial-adviser (CeFA) · marketing & digital-marketing certificates
Digital foundation: 20+ years of website, SEO and domain management behind the modern stack
Languages: Spanish (fluent) · French, Italian, Thai (basic)