Jamie Fox, Marketing Automation Lead at FDJ UNITED, thrives on finding new ways to make customer experiences more engaging, interactive, and relevant. This year, much of that focus has been on preparing for the 2026 World Cup, where his team is using everything from real-time content to custom-built experiences to connect with customers throughout the tournament.
In this Q&A, Jamie shares the campaign he's most excited about, how working with Movable Ink has helped shape his career, and why marketers shouldn't be afraid to expand their skill sets beyond their core expertise.
What campaign are you most excited to work on this year?
We are currently building out our World Cup campaigns for 2026, and these have pushed some of our boundaries with custom apps, onsite personalization, and a wide range of Movable Ink email and mobile content, from basic to more complex executions.
We have done everything from simple countdown timers for each game to scratch cards, personalized rewards, add-to-calendar experiences for key events, polls, and an engagement badge collection campaign designed to drive more onsite activity.
All of this, and we also have our normal custom apps that we use daily, which we have enhanced with a World Cup theme to fit with the rest of our comms during this period.
How has Movable Ink helped you in your career?
Working with Movable Ink has really helped me understand how we can increase engagement with our customers and improve their journey. It has also heightened my status within FDJ UNITED through what I have learned over the past few years.
I have used my expertise with tools like Movable Ink to progress internally and build out my own teams that specialize in dynamic content, applying it across all the brands and markets we operate in.
I have also improved my much-needed public speaking skills by presenting at events like Think Summit, Mavens, Move: London, and more. This has then given me more opportunities to speak at other company events.
What's your greatest efficiency hack for working smarter not harder?
Automating a lot of our previously very manual campaigns, like sports event sends. We have managed to start sending our daily event-based comms around various sports, especially our secondary sports, where we either had to spend a lot of time building campaigns or did not send any comms at all.
With some data-driven AI decisioning, we can send comms to customers based on their preferred sport and a relevant, personalized event. We then use Movable Ink to pull in the most up-to-date odds and event information and deliver it to the customer in real time.
This has reduced the time spent on these campaigns and freed up time to work on more automated journeys or last-minute ad hoc campaigns.
How do you get the most out of a partnership with a company like Movable Ink?
We lean heavily on our Client Experience Manager to give us support and help us understand where our biggest and easiest wins can be. Whether it's sharing how other companies have found success and advising where we can apply those learnings, or helping with our custom app builds and finding solutions to get the most out of our dynamic content, that guidance has been invaluable.
I also suggest working out what performs best through insights into the blocks you use and putting more effort into the ones that are most effective. We sometimes find that a simpler, out-of-the-box app is more effective than one we have spent months developing.
What are the main goals your team aims to achieve with your email program?
Email is a channel that is both powerful and problematic. It is a space where we can see incredible gains, but it is also very crowded. Staying relevant, avoiding spam traps, and keeping customers engaged are regular conversations with no easy answers.
We aim to keep up to date with best practices, do A/B testing where possible, and utilize tools like Movable Ink to be as engaging as possible. We want to make our emails something people want to interact with and know they will be interested in through hyper-personalization.
Optimizing for mobile (even though we build everything on desktop) is something we must constantly remind ourselves of. We need to produce campaigns that work well in mobile inboxes and keep that as a focus throughout development. More than 80% of our audience is mobile-first.
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