Leading Questions with Dom Williams – Mail Metro Media
Leading Questions
Mail Metro Media’s chief revenue officer, Dominic Williams, is in the hot seat for our probing and quick-fire Leading Questions.
Eight years into his tenure as chief revenue officer at Mail Metro Media, Dom Williams still measures success the same way he always has, happy clients and a happy team. In an industry that can sometimes lose itself in the technology and the data, it is a deliberately human-centred position, and one he has built a commercial operation around.
Williams leads all commercial functions across Mail Metro Media’s portfolio, from the Daily Mail’s digital properties to Metro and beyond. He is, by instinct, a relationship man, someone who hosts regular informal breakfasts with colleagues across departments to hear what is on their minds, and who puts client outcomes at the centre of his priorities.
Outside the office, he has become a visible figure in the industry for different reasons. Williams founded Padelfest, an annual charity tournament that raised more than £40,000 for the British Heart Foundation in its first year, drawing entries from WPP, OMD, Zenith and Global.
Mail Metro Media’s Padelfest returns to support the British Heart Foundation
Here, he reflects on leadership, the future of media and why staying humble might be the most underrated skill in the business.
Leadership
What principles guide your leadership approach?
Respect your colleagues – number one on my list. Every individual plays an important role in every successful team and should support one another, act with integrity, and create an inclusive environment.
Clients come first. In our industry, it’s all about relationships and trust. Prioritise clients’ success, so they know they can depend on us to deliver exceptional outcomes.
Test new things. We must always keep innovating across our products, platforms, and people. Challenge everything and keep looking for even better ways of working!
Love media. We work in what must be one of the most fast-paced, exciting industries out there, so bring passion and champion it, our people and our work.
These are our four core values at Mail Metro Media, which I’m proud to see our team embrace and I believe are the keys to our success.
How do you define success as a leader in today’s media landscape?
Happy clients – and a happy, motivated team. Getting amazing feedback from our advertising partners about our amazing team members is the ultimate marker of success in my eyes.
How do you personally stay ahead of industry disruption?
I’ve got three teenagers at home who are constantly educating me on social media.
Internally, I rely on the whole team and host ‘Dom’s breakfasts’ with people across departments on a regular basis to hear about their challenges and ideas first hand. Clients then keep me up to date on their priorities, which often involve navigating disruption – which we do together.
People and Culture
How do you build and maintain a strong company culture in times of rapid change?
Supporting my team. Communication is key, and our values underpin how we show up every day.
What’s your approach to developing future leaders within your organisation?
Nothing gives me more satisfaction than promoting internally and encouraging colleagues’ career growth. Some of our key members of the commercial team began their careers as interns or apprentices. Initiatives like Brixton Finishing School give us the gift of fresh ideas and perspectives. We then work hard to nurture talent by offering the best bespoke training, support and opportunities to suit their individual needs for growth.
AI, Innovation and Skills
What skills will define successful media leaders in the next decade?
Listening, collaborating and risk-taking. Our industry is constantly evolving; nobody can do it by themselves, and sometimes you need to take chances. They might not always work out, but I can guarantee you’ll learn something and become more resilient every time you do.
What’s your advice for aspiring media leaders?
Stay humble and curious. The moment you think you know it all, you’re in trouble!
The Quick-fire Round
Which book would you make required reading for all media leaders?
Clive Woodward’s How To Win.
Which leader from TV, film, or literature most inspires you?
Our chief client officer, Claudine Collins – there’s a reason Lord Sugar trusts her to vet his finalists every year on The Apprentice.
What’s your go-to source for inspiration when you need it – work or otherwise?
At home, it’s my wife and kids. At work, my clients. All of them keep me on my toes.
Media lunch or media breakfast meeting and why?
Breakfast. With never enough hours in the day (and never sure how it will unfold!), I like to start the day right by meeting with valued clients, preferably after an early morning game of padel.
Which media leader would you like to answer Leading Questions with next?
Mike Gordon – someone I’m always keen to hear more from…
Leading Questions is published by The Media Leader every Friday.