James Russell-Rands is a performance marketing leader who turns offline and multi-channel channels into measurable growth engines. At Tide, he leads offline performance marketing, using a test-and-learn approach across TV/VOD, OOH, print, brand partnerships and sponsorships to drive scalable customer acquisition.
James thrives at the intersection of brand and performance, helping businesses make traditionally “unmeasurable” channels accountable and commercially impactful. With experience across agencies, media owners, and client-side teams, he brings a pragmatic, results-driven perspective on growth strategy.

Passionate about fintech, retail, and high-growth startups, James enjoys exploring how creative, data-led marketing can unlock new opportunities beyond digital.