Dynamic Duos: Yahoo’s Dan Richardson and Zoe Cocker
In this week’s Dynamic Duos, Yahoo’s Dan Richardson, APAC head of data, and Zoe Cocker, director of Yahoo Creative Studio and Premium Sales, share how they have worked together to transform Yahoo’s ‘data story’.
In Dynamic Duos, Mumbrella each week asks two members of the same organisation with a professional and personal affiliation to share with readers the importance of workplace relationships in an increasingly hybridised world of work.
Dan Richardson:
Zoe and I first met several years ago, after she landed in Sydney from the UK. Zoe had a reputation for being a creative and innovative person and I was keen to get to know her, so you can imagine I was taken aback when the first thing she said to me was ‘I think your data story is all wrong.’
I wanted to pick her brain further and we went for a catchup, and she gave me some of the best feedback in my career to date; ‘why do you spend all your time talking about other companies – what’s the Yahoo data story?’ From that moment on we put into play a strategy which would change the way Yahoo does business, especially in data and insights across Australia.
We’ve been working together ever since then, and now we have a relationship that allows us complete trust in the other and the permission to be blunt. We work so well in combination because we take a great deal of time to research and understand what’s coming next in the world of data. What really helps is that Zoe has a very rare skill of being able to take subjects that are difficult to understand, such as the evolution of 5G or the metaverse, and make them digestible for audiences.
In our duo I’ve earned myself the nickname ‘Data Dan’. We bring a cross-departmental culture that’s rare to see in a company, and it helps that Zoe is openly a data nerd at heart, and loves and respects the value of true insights to any big ideas.
Our relationship is built on a conscious and deliberate decision to merge creativity, innovation, and thought leadership, with the world of data and analytics, identity, and measurement. Zoe and I come together to meet in the middle and work on that synergy to create a format in the market that allows Yahoo to bring people in from all walks of life in the industry.
Our secret sauce is having the ability to go away by ourselves, where I have that time to dig deeper and become an expert in the world of data and innovation, and then come together and bring it all into a beautiful mix.
After all these years of working together Zoe and I are like old friends from high school; we may not see each other all the time and we’re busy running our own areas of the business, but when they meet up we immediately click and create something amazing with our customers or brands.
Zoe Cocker:
I first met Dan at Yahoo HQ, right back when we were still Yahoo7. I targeted him straight away having moved over from the UK office where the ‘guy with the data’ was the person I pestered the most with my hairbrain ideas. My intention was to make Dan my new partner in crime over here in Oz.
I have always been a firm believer that all great storytelling and strategy is built on making the stories as interesting and relevant as possible, human and personalised (not created by Chat gpt). So data is the way to root out a great story.
At first Dan thought I was completely nuts, I am sure, seeing data as hallmarks of great stories hidden from plain sight and throwing idea after idea at him about how we could bring this to life for clients. After a few sessions where Dan mainly sat in silence staring at me, I needed his help crafting a new message for our go to market. We were launching as Oath and I wanted to make data the hero of the story, but root it in tangible examples to make it easy to understand.
Finally we worked out the framework for what started and continues to be an awesome partnership. He brought the cold hard facts, the possible and the detail and I bought the magic, the link, relevance.
From then on we were unstoppable. We went from building a new Data narrative for the ANZ business to crafting workshops and thought leadership. We coined it Culture and Code and took our partnership on the road, helping educate the industry, our own people and unpacking the complexities and making it easy, relevant and educational. We shaped a new way of thinking for those we worked with and unpacked real value for clients.
I am a firm believer that you cannot be brilliant at everything, and the most successful people often have an amazing foil, a person that compliments those weaknesses. Dan thinks completely differently from me and I love that. He is so structured and methodical, he brings reason and knowledge to every occasion. He is great at complimenting my wild musings and blue sky thinking. He grounds me in reality which is exactly what I want and need in a partner in crime!
There is no point in surrounding yourself with people who think like you and agree with you. Dan could not be more different from me and often challenges how I see and present solutions to the world. I am eternally grateful not only to have someone like that but someone who never shies away from sharing his view.
Dan on Zoe:
Most memorable moment with Zoe: The most memorable moments with Zoe are when we’re on the road, travelling to parts unknown and flying by the seat of our pants. We laugh a lot, with a win-some-lose-some attitude and always learn something new about each other. It’s a strong bond. One particular memory really stands out though.
It was September 2019 and we were just taking our data and innovation workshops on the road. When we walked into the room for the first session it was like a cross between a smelly taxi and a sauna. The clients were all big burly blokes in polo shirts who seemed quite confused about what we were trying to do. Needless to say I left the meeting with a lot of doubt, wondering if our ‘big idea’ was actually going to work. The first thing Zoe did was crack up laughing after we left. Unphased, ready to go again, she went straight into a ‘5G Evolution’ thought leadership presentation to over a 100 agency execs and smashed it. That’s Zoe.
Her passion and storytelling shines though. It’s infectious.
Best word to describe Zoe: Fascinated. She is fascinated with everything and why humans behave the way they do. The only limitation to her fascination is time.
Zoe’s most annoying habit or endearing behaviour: Zoe’s most annoying habit takes place when we’re on the road, delivering our presentations. We’ll be in the most exciting and lively place for one night only, and Zoe will say ‘I’m sorry, but I’m going to take it easy, stay in, and order room service’. She’s the master of the smoke bomb.
Her most endearing behaviour is that she is warm, respectful and embodies a shared confidence.
Zoe on Dan:
Most memorable moment with Dan: Working with Dan there is never a dull moment. There is also nothing Dan hasn’t done or tried, from being a professional snowboard bum to video producer or even a Rapper! Dan has a story for every occasion and I have a million great memories of Dan, both socially and professionally.
However, one of the most stand out moments for me was when Dan and I both got up at the Martech Symposium in 2018, it was the first time our duo had taken to a stage together. Dan had always been the brains, but never the front man. Standing in front of a room filled with CMOs, with the challenge of making data exciting and interesting in 20 minutes, was not his comfort zone. He smashed it.
That really was the beginning not just of our amazing partnership, but this incredible career of making data understandable that he has now forged for himself. Dan now represents data/ privacy and identity not just for Yahoo but for the whole Marketing industry and I am so proud to have played a small part and seen him evolve into this powerhouse.
Best word to describe Dan: An onion, ha! Dan will never cease to surprise or amaze you, there are so many wondrous layers to Dan. I bet there are many people who have never got past the first, but those who have, hold Dan dear.
Dan’s most annoying habit or endearing behaviour: It doesn’t take much to influence Dan into letting his hair down, especially when he is ‘on tour’ and doesn’t have the family man responsibilities. Not necessarily a bad thing if he wasn’t constantly trying to drag you down with him! Even a freezing Monday night in Wellington where everywhere is shut won’t detract Dan from trying to trick you into drinking Espresso Martinis in the hotel bar. Even more annoyingly he also pulls up really well, unlike me!
If you and a colleague would like to submit your story to Dynamic duos, please email kwelch@mumbrella.com.au.
There are not too many newsletter items I mark for future reference. This is one of those rarities. Apart from the engaging nature of the people to which it refers, it has another great strength: it is anecdotal. I suspect everything Zoe and Dan develop is based on an anecdote, whether raw or distilled. And I would say that is their SuperPower!