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Dont Panic
60 Square Street
Greater Manchester
United Kingdom

T: 01706 828855

Dom Burch
Founder and MD of What Crisis Ltd

Former senior director marketing innovation and new revenue Walmart UK (Asda).

Dom trained in PR and has spent the last 17 years in  a variety of comms roles at Asda, Direct Line and Green Flag, including head of PR and head of social.

More recently he was in charge of marketing innovation at Asda, helping create new revenue opportunities for the retailer, both online and instore.This included overseeing the transformation of's adserving capability, which will enable Asda to become a credible media publisher.

He also built Mum's Eye View on YouTube, an award winning and innovative approach to branded content video marketing. It captured 11m views in under 18 months, and attracted just shy of 200,000 subscribers with little or no media spend on the platform.

He has successfully managed large and small teams, turned around an underperforming part of Asda, driven double digit increases in revenue and profit, and had fun doing it. He is passionate about developing people, and building successful teams. 

In February 2016 he left Asda after 13 years.



Dom is proud to have been recognised as one of the leading figures in social media, PR and marketing in Europe in recent months.

He was ranked 8th in The Drum's Social Buzz Top 50 in 2015, which recognises the 50 most influential individuals in social media marketing, and was credited by the Holmes Report's as being one of the top 25 innovators across the EMEA region.

He was also included in The Drum's 2015 Digerati, an annual celebration of the 100 most influential people across the breadth of the UK's digital marketing industries.


His approach can summed up as follows:

- Never stop being inquisitive.

- Network, network and network some more.

- Be healthily paranoid that your assumptions could be wrong.

- Take a chance once in a while, be humble when it goes wrong.

- Learn from your set backs.

- Find a good mentor. And then coach others in return.

- Ultimately work should be pleasurable. If it's not, change something, including your attitude.


Speaking topics include:

1. Retail in the 21st century, how digital disruption and consumer fatigue is forcing retailers to adapt or die.

2. Programmatic ad-serving, how retailers can beat the adblockers through carefully targeted relevant advertising.

3. Social brands, how companies must adopt digital thinking throughout their organisations, not just market themselves on social media channels.

4. Living in the land of the pocket tappers, what I've learned working for Asda Walmart, and why it matters to every company trying to compete in 2016.

5. Don't try to make friends in a crisis, how communications professionals must put credit in the bank with key stakeholders before they need it.

6. Hiding video on YouTube, how brands continue to get it horribly wrong, and how influencers and social talent are ripping up the rule book.

7. How to run a successful press office in the digital age.

8. How to drive innovation when budgets are tight and computer says no.

9. How to win friends and influence people, ten simple steps to building your network in the digital age.

10. Five post it notes that changed my life, how I discovered the art of successful coaching, and why it matters more now than ever before.


Fee band: £1k - £3k

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