Russell James Smith

Russell James Smith

14 years creating digital experiences

Auckland, New Zealand
Online Media

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Russell James Smith's Overview

  • Senior Producer / Digital Strategy at Touchcast
  • Senior Producer (Contract) at Apple Europe
  • Production Director at AWA Digital
  • Lead Producer (Secondment) at Otto UK
  • Producer at Dubit
  • Interactive Producer at PoulterNet (Poulter Partners / Poulters)

449 connections


Russell James Smith's Summary

I have over 14 years professional experience in creating and managing online digital experiences.

I graduated in 1999 with a BSc Computer Visualisation from the University of Teesside in the UK. After university I joined a marketing agency and developed my expert hands-on web front-end skills. I introduced CSS layouts and a web-standards based approach; I promoted a user-centered approach to design.

Continuing in agency roles I grew my skills to also become a key player in developing and managing new projects, starting from business objectives and being involved in the specification, design, build and delivery. Often working directly with clients I evaluated technologies & platforms, wrote proposals, designed & documented user experiences.

In 2007 I took an in-house position with Apple where I managed a team of seven that created and maintained content on Apple's e-commerce sites across Europe. I liaised closely with business stakeholders, marketing and developers and managed my teams budget. The team responded to the business needs and strategy with creative and technological solutions and took care of day to day operations.

I relocated to New Zealand in late 2010. In Auckland I have worked for RAPP Tribal as a Senior Producer managing a wide range of digital projects. I am currently working in-house as the Web Manager for Working In where I drive digital strategy, manage website operations and oversee new development across multiple business critical websites.

I am a problem solver with a methodical approach and great attention to detail. An experienced team and project manager; I make informed choices to ensure projects are delivered. I also have the know-how required to implement business strategy online, consider the best digital tools that will solve a problem and deliver results. I thrive in an environment that enables me to continuously learn and explore new possibilities.

Russell James Smith's Skills & Expertise

  1. HTML
  2. HTML + CSS
  3. Advanced CSS
  4. CSS
  5. Information Architecture
  6. User Experience
  7. E-commerce
  8. SEO
  9. Web Project Management
  10. Social Media
  11. Website Management
  12. Project Management
  13. Content Management
  14. Web Content Management
  15. Email Marketing
  16. Digital Strategy
  17. Team Management
  18. Web Strategy
  19. Online Marketing
  20. Social Media Marketing
  21. Wireframes
  22. Functional Specifications
  23. Specifications
  24. Web Analytics
  25. Google Analytics
  26. Product Management
  27. Digital Marketing
  28. CMS
  29. Web Standards
  30. Proposal Writing
  31. Creative Problem Solving
  32. Brief Writing
  33. Web Marketing
  34. Website Localization
  35. Accessibility
  36. HTML5
  37. CSS3
  38. JavaScript
  39. Wordpress
  40. Requirements Gathering
  41. User Journeys
  42. Content Strategy
  43. Stakeholder Engagement
  44. Project Planning
  45. Financial Services
  46. Fashion
  47. B2B Marketing
  48. Usability
  49. Consumer Electronics
  50. Website Development

View All (50) Skills View Fewer Skills

Russell James Smith's Experience

Senior Producer / Digital Strategy


Privately Held; 51-200 employees; Marketing and Advertising industry

October 2013Present (1 year) Auckland, New Zealand

Web Manager

Working In

Privately Held; 11-50 employees; Media Production industry

October 2011October 2013 (2 years 1 month) Auckland, New Zealand

Working In provides services for companies in New Zealand, Australia and Canada recruiting skilled staff directly from overseas; both online and in-person via recruitment expos.

My role as web manager is to run the day-to-day operations, manage ongoing improvements and direct the long-term strategy of various websites including job boards and event ticket sales websites. Ensuring the websites serve the needs of our users, our clients and fall in line with our marketing and business strategies is critical to the success of Working In.

Key projects I have overseen include: The implementation of various on-site technical SEO improvements and a rationalisation of our content strategy to improve traffic to Working In's job-board websites (specifically making changes after Google implemented it’s Panda algorithm).

I managed the launch of an entirely new Working In Events promotion and ticket sales website in 2012 which replaced three existing websites. I designed an improved user experience. I evaluated several platforms and technologies for inclusion in the project I then briefed the project and liaised closely with a development partner to manage the design and delivery, coordinating the launch with the business. The new site has been very well received and lead to greatly improved efficiency in all our marketing activities and related operations and a reduction to our overall cost of sale.

I have also developed of an new B2B online strategy and website plan designed to increase the number of new sales leads and establish Working In as a primary source of expertise in international recruitment.

On an ongoing basis I monitoring and managing the SEO of our websites. Supporting integrations with our partners. Collaborating closely with the marketing team on the best practice use of email, social media and content marketing. Producing regular analytical reports on our sales and marketing performance online and a monthly report for the Working In board.

Marketing and Advertising industry

January 2011October 2011 (10 months) Auckland, New Zealand

RAPP Tribal is the digital and direct arm of DDB in New Zealand, part of the global DDB group.

My primary responsibilities within the agency was to manage the end to end delivery of projects. Overseeing the planning & budget, liaising with clients and suppliers then managing design and development team members to ensure a successful delivery.

I managed a wide range of projects for ANZ Bank, National Bank, Telecom NZ, Watties, McDonalds, Sky TV and NZ Lotteries.

I was heavily involved in a year long campaign for ANZ Bank focused around the 2011 Rugby World Cup, this involved a dedicated website, online advertising, email marketing, digital in-store and social media. I managed the overall production of all related assets and liaised directly with the client, technical partners and a media agency to ensure smooth delivery.

I also ran a large project related to the rebranding of the National Bank for ANZ Bank. This involved three main partners; RAPP overseeing the visual design and customer journey, an external development house and the bank marketing team and PMO. I worked closely with these partners and maintained the overall project plan and RAID as well as managing deliverables from RAPP.

For Telecom NZ I managed the delivery of an integrated online campaign that combined email marketing with a dedicated campaign website to drive adoption of online billing from Telecom customers.

Head of Publishing, EMEA, Apple Online Store

Apple Europe

Public Company; 10,001+ employees; AAPL; Consumer Electronics industry

April 2008October 2010 (2 years 7 months) London, United Kingdom

Apple runs it's own e-commerce stores selling iPhone, iPad, iPods and Macs plus a range or software and accessories direct to consumers and businesses. The European stores are all managed from the regional head office in London.

I managed a team of seven in London responsible for campaigns, merchandising, product catalog and pricing on the Apple Online Store ecommerce websites across the entire Europe region.

All content created was localised into 10 languages for use right across Europe. Our objective was always to delivering a great user experience while maintaining brand coherence and a fast turnaround.

I oversaw my teams day-to-day operations, and managed a large budget. I was also involved in the management and delivery of numerous projects to upgrade the store platform and experience.

My role involved extensive liaison within the global business. I worked closely with others in the business including logistics, distribution and marketing across Europe; the product managers & developers building the platform in California; and my counterparts in the other regional head offices.

In this business critical role I also gained considerable insight into the business mechanics that can make an e-commerce store a success and some of the strategies that Apply employs to drive innovation and excellence.

Senior Producer (Contract)

Apple Europe

Public Company; 10,001+ employees; AAPL; Consumer Electronics industry

October 2007March 2008 (6 months) London, United Kingdom

Initially hired on a short term contract Apple recruited me into a permanent role (see above).

Production Director

AWA Digital

Privately Held; 11-50 employees; Online Media industry

June 2004September 2007 (3 years 4 months) Leeds, United Kingdom

I joined AWA as one of it's first employees, it went on to become a well known and respected digital agency in Leeds, England. I worked on projects for clients & brands including ASDA, ASDA Financial Services, Coors, Driver Hire, Otto UK,, Freemans, Grattan, Look Again and

In this initially small company I fulfilled a variety of roles. I worked with email marketing systems, working to setup and implement new campaigns. I lead site builds in standards based HTML & CSS and developed templates for e-commerce and CMS platforms. I designed new user interfaces using tools including personas, paper wire-framing and online prototyping. I worked on new proposals helping to develop digital strategy and pitching to new clients. Also I acted as a consultant developing e-commerce customer journeys and improving existing client sites by reviewing and addressing usability, SEO and information architecture related issues.

Lead Producer (Secondment)

Otto UK

Privately Held; 5001-10,000 employees; Retail industry

March 2007June 2007 (4 months) Bradford, United Kingdom

Otto UK operates mail-order and e-commerce brands including Grattan, Freemans & Look Again from offices in Bradford & London.

On this secondment I worked in-house leading a small dedicated team developing the interface for a new brand and website: which launched in the Summer of 2007.



July 2003June 2004 (1 year) Leeds, United Kingdom

Dubit is a small innovative company working on marketing, promotions and research in the teenage market. I worked on in-house projects and digital projects for brands including BT Pizza Hut, Sky Television, Sony Ericsson, Tizer and Vue Cinemas.

As the Producer I liaised directly with clients to specify new projects and briefed design then project managed the build. I was responsible for considering usability and information architecture. I also had a hands-on role in the production of websites working to improve the use of HTML & CSS to deliver reusable applications.

Interactive Producer

PoulterNet (Poulter Partners / Poulters)

January 2000June 2003 (3 years 6 months) Leeds, United Kingdom

PoulterNet was the "new media" department within the well know Poulters full-service Marketing Agency. I worked on digital projects for existing and new clients; this included British Glass, Britvic, Department for Education and Skills, DePuy, Gala Group, HP, Learning Skills Council, Meadowhall, Morrison’s, MTV UK and Redrow Homes.

As the lead in the production department I developed standards based HTML & CSS techniques and introduced usability best practices to improve our delivery. I was involved in the development of new projects writing specifications, wireframing interfaces and the briefing of design and copywriting.

Russell James Smith's Education

University of Teesside

BSc, Computer Visualisation

October 1995June 1999

Sheffield College

BTEC National Diploma, Computer Graphics

September 1993June 1995

Russell James Smith's Additional Information


music, photography, design, technology, walking

Russell James Smith's Certifications

  • Internet History, Technology, and Security

    • Coursera
    • May 2013
  • Internet History, Technology, and Security

    • Coursera
    • May 2013

Russell James Smith's Languages

  • English

    (Native or bilingual proficiency)

Russell James Smith's Courses

  • Independent Coursework

    • Internet History, Technology, and Security (Coursera - University of Michigan)

Russell James Smith's Projects

Russell James Smith's Volunteer Experience & Causes

  • Volunteer Interests

    • Causes I care about:

      • Arts and Culture
      • Environment
      • Science and Technology

Contact Russell James for:

  • career opportunities
  • consulting offers
  • new ventures
  • job inquiries
  • expertise requests
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  • reference requests
  • getting back in touch

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