While he’s already been working behind the scenes for a while, we’re happy to announce the appointment of Wulfric Light-Wilkinson as our new General Manager (GM) of EMEA.
Light-Wilkinson joins Wunderkind with extensive MarTech and digital marketing experience, having held senior executive and board-level roles at ForwardPMX and Quill Content—as well as advising and investing in fast-growth, scale-up SaaS businesses like Ometria (which recently raised a $21m series B).
As GM, he will be responsible for leading the growth and success of Wunderkind’s EMEA operations as we continue to eye expansion targets in strategic European markets. Light-Wilkinson will help the team as they expand Wunderkind’s solution into new sectors, while continuing to dominate in the retail space.
Speaking on his appointment, Wulfric Light-Wilkinson, said: “I already knew just how effective the Wunderkind solution is in driving significant revenue and providing another sales channel for its customers. It’s a combination of killer tech and a resilient and intelligent culture, built around a world-class team that always seeks to deliver best-in-class solutions to drive success, that will accelerate Wunderkind’s potential for growth. I’m excited to be a part of that next chapter.”
Light-Wilkinson joins at an exciting time for the business, having completed our rebrand to Wunderkind while also launching our SMS offering, announcing we have reached annual recurring revenues of $100m, and acquiring SmarterHQ.
“One of the most important qualities we were looking for in our EMEA General Manager was the hunger and the ability to rapidly build out our organisation across Europe,” said Ryan Urban, CEO of Wunderkind. “We’re looking to expand our European presence and move up-market. With Wulfric’s previous experience, it’s clear he’s best-positioned to help us do that. We couldn’t be happier to have him join the Wunderkind family in London.”
To learn more about Wulfric (also known as Wulfy), we sat down with him to discuss why he decided to join Wunderkind and what excites him about the future of the business.
Wunderkind: To begin, tell us a bit more about your background; where you’re from and what you were doing before Wunderkind.
Wulfric: I grew up in Cambridge in the UK but moved to London to study Business Studies and Computer Science at university. After briefly contemplating a career in finance, I became very interested in the then-emerging industry of digital marketing and eCommerce and joined one of the first European unicorns, Tradedoubler. More recently, I held executive positions at ForwardPMX and Quill Content—both of which disrupted the performance agency and content production industries. I also act as an advisor to VC-backed companies to help them scale and grow their business.
WKND: Piggybacking off of that, what was it that made you decide that Wunderkind was the right move for you to make?
WLW: Two key differentiators reinforced my decision to join Wunderkind. First, our cutting-edge technology and, second, our unique value proposition. Wunderkind’s technology is a trail blazer, especially given the addition of SMS and SmarterHQ into our arsenal. Second, the value proposition we bring to the market is bang-on for the next normal. We scale personalised messages with an unprecedented reach and scale to turbocharge revenues for our clients. The team at Wunderkind really understand the value we bring to the eCommerce market as a performance channel, achieving an average of 11-20% uplift in sales for online retailers and brands. Another thing that made the decision easy for me was the company culture and the growth mindset that is embedded across Wunderkind—it was clear to me at the outset that Wunderkind could go all the way.
WKND: What do you think are the biggest opportunities and challenges facing the Wunderkind Team in 2020 and beyond?
WLW: The opportunities for Wunderkind in Europe are significant. There is huge scope for us to move into new verticals and further into the enterprise sector. We have an amazing team in London that we will leverage to reach out to international corporations with HQs in EMEA. As regards challenges, we need to be adaptive when it comes to selling into different regions with different cultures and different languages. Another challenge we face is the rapid digital transformation of companies post-COVID, many of them focusing on digital as their primary channel for the first time. But I’m confident the Wunderkind team and our technology will help them grow revenue and maximize their ROI beyond their more traditional channels.
WKND: How has COVID-19 affected your approach as the GM of the EMEA office?
WLW: One of the biggest hurdles obviously is that we can’t meet face-to-face at the moment with the team or with clients. However, we overcame this by overhauling our internal and external communication strategy, finding new ways to engage and motivate the team and our clients – including virtual wine-tastings with clients, team games on Zoom, and roundtables with thought leaders from the wider digital community.
WKND: We’ve made a couple really big announcements in the past few months around our SMS offering and acquisition of SmarterHQ. What excites you the most about these two things happening?
WLW: They broaden our capability set, enabling us to provide greater value to our clients across more channels, and increase our ability to scale and personalize our messaging to our clients’ customer bases. Our revolutionary SMS product allows our clients to deliver relevant and timely messaging on an individual basis to enhance customer experience and drive brand loyalty and engagement. With SmarterHQ, we offer even more granular automated personalisation capabilities across both SMS and email, aggregating data in real time, thus allowing our clients to pinpoint and target specific customer segments.
SmarterHQ also dramatically accelerates our ability to ship more of the right products at the right time, fueling growth for eCommerce retailers and consolidating Wunderkind’s position as a market leader.