Rebekah Shaw

In an increasingly complex digital landscape, performance marketing requires both technical expertise and the ability to align multiple markets, stakeholders and channels around a single strategy. Over the past four years, she has played a central role in transforming the performance marketing capability for Philips across Western Europe, leading a centralised activation model spanning 16 markets and a complex ecosystem of digital platforms. 

As Executive Director for Performance at OMD EMEA, she leads the team responsible for paid media activation across Western Europe. When she first joined, centralisation was met with scepticism across several markets. Through consistent stakeholder engagement, transparent communication and a focus on collaboration, she helped shift perceptions and build trust across local teams. Today, Western Europe is recognised internally as one of Philips’ strongest performing regions globally. 

Her work has delivered measurable commercial impact. She led the paid media strategy and activation for the Cannes Grand Prix-winning “Better Than New” campaign, driving sell-out performance for refurbished products in Germany and supporting the expansion of the category across multiple markets. She also introduced a more integrated performance strategy that delivered the best ever Black Friday for Philips.com, exceeding forecasts by 31% and surpassing ROAS targets by 15%. 

Alongside delivering business growth, she focuss on building stronger teams and integrated ways of working, mentoring colleagues and helping create a culture of collaboration and accountability across markets.