James Hatto

Digital StrategistQueenstown, New Zealand

James manages a portfolio of Kia Ora Digital accounts across Australia, New Zealand, the UK, the United States and Singapore, most of them ecommerce. He runs both sides of search for them, organic and Google Ads, and owns the plan and the reporting on each one: what the opportunity is worth, what gets worked on this quarter, and what it returned.

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About James

James runs client accounts from Queenstown, and the book is mostly ecommerce: Shopify and Shopify Plus stores, BigCommerce, Magento and a run of custom builds, spread across Australia, New Zealand, the UK, the United States and Singapore. Several of those brands run a separate storefront per market, so international targeting and duplicate content are a standing part of the job for him.

The day to day is the plan and the accountability behind it: what the opportunity is worth, what gets worked on this quarter, what shipped, and what came back. He works alongside the technical and content teams to get it done.

He also manages Google Ads for many of the same accounts, so paid and organic get planned as one channel. That is where the two stop bidding against each other for the same terms and start covering the gaps each one leaves: paid holding the ground organic has not reached yet, organic taking over the terms that are expensive to keep buying. He co-wrote the agency's piece on SEO versus Google Ads, which is the question clients ask him most often.