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Management Team

Seth Richardson (CTO of Rakuten Marketing)

Seth co-founded Rakuten Attribtuion (formerly DC Storm) in the UK in 2004, designing and coding the early versions of its ground-breaking digital marketing technology platform. In 2006, Seth became CEO and has successfully taken the company onwards, orchestrating a number of key new product launches, and further developing its intuitive technology alongside first class service. 

Well known in the Search and Affiliate space, Seth led the company towards its acquisition by Rakuten in 2014 and is now the Chief Technical Officer of Rakuten Marketing. He is respected within the industry for his expertise and knowledge. His astute business acumen assists brands to optimise their digital marketing via actionable insight and gives clients control across all digital channels; ensuring they have the competitive edge to succeed online.


Lewis Lenssen (SVP of Strategic Initiatives)

As Rakuten Marketing's SVP of Strategic Initiatives, Lewis has helped to mastermind the digital marketing technology company’s growth strategy, building relationships with advertisers and the key agencies and networks looking to further optimise their digital marketing activity.

Previously, he founded and built the search specialist travel advertising agency Netizen Digital before turning his attention to helping a range of leading fashion and luxury brands to maximise their social media and online PR presence.

With extensive experience in digital marketing delivery, measurement and valuation, Lewis has a deep understanding of the channels available for marketing and building businesses online, but more importantly, how these should be tracked, analysed and prioritised.


James Collins (Managing Director)

James has spent his whole career in the IT industry and has held senior project management and consulting roles. As well as a sound understanding of technology, he has strong people management and change management skills that enable Rakuten Attribution (formerly DC Storm) to deliver excellent and scalable support services.

James joined DC Storm in October 2009 and has focused on building the professional service teams that support the DC Storm software. As well as a flexible and responsive client management and support desk, James has led the development of a training and accreditation program and a team of consultants. Following the acquisition by Rakuten in 2014, James was appointed the Managing Director of Rakuten Attribution.


Peter Hutchinson (VP Insights)

Peter started his consulting career working for Deloitte in their ERP implementation practice. In the last six years he has applied these skills to digital marketing and has been a director of a specialist search agency and a travel focused, full service advertising agency. Peter has a broad understanding of all channels of digital marketing but has also been involved in the detailed strategy planning and execution of several very large and successful search campaigns.

Since joining Rakuten Attribution Peter has provided consulting services to some of the larger clients and has helped several of the agency clients to plan the migration of their existing clients to, what was then, DC Storm.


Tom Lewis (Global Client Services Director)

As Global Client Services Director, Tom runs a team of client managers, consultants and analysts, facilitating the effective delivery of bespoke tracking and attribution solutions that meet client requirements. Tom's project management skills and detailed knowledge of the complete digital marketing mix ensure the effective delivery of all Rakuten Attribution solutions, helping clients to realise maximum value from the Storm Platform.

Before joining Rakuten Attribution Tom managed agency teams specialising in the delivery of global multi-language PPC campaigns, gaining valuable experience with clients across a wide range of industries.

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