Haider Ali and James Dawkins featured for their contributions to performance marketing, client growth and innovation.
Haider Ali
Driving commercial impact in Organic performance
Haider progressed from apprentice to his current role over a decade and now leads a global team of 17 specialists within the agency’s largest service area. He delivered strong commercial impact through a 72% pitch win rate, 9% revenue growth for organic performance, and more than five major website rebuilds secured through integration with sister agency Kitty. He also helped shape Roast’s response to an AI and LLM-driven search landscape through process development, product innovation, and work on proprietary technology including RoastWriter.
Leadership, culture and talent development
Haider made a notable cultural contribution through long-term mentoring, training and internal progression. He designed and delivered academy training, helped hire more than five specialists into the Organic team, and supported several junior colleagues into senior leadership roles. Since taking on the head of department role in September 2024, his team recorded only 5% turnover, reinforcing a culture of continuity and stability. Beyond his formal remit, Ali also captained the summer softball team and an internal houses team, helping strengthen cross-agency connection and community.
Reputation and leadership impact
Testimonials described Ali as a calm, thoughtful and technically strong leader who improved strategy, execution and team confidence, while guiding colleagues and clients through major industry change. His leadership was presented as approachable, collaborative and effective across SEO, content, GEO and digital PR. One judge called him “incredibly well-rounded and impactful”.
A version of this announcement was featured in Campaign.
James Dawkins
Client strategy
James Dawkins has built a strong record of commercial and operational impact across eight years with the business. He progressed from account executive to account director and helped reposition Roast from a delivery-focused agency to a strategic growth partner.
He has represented Roast internationally, led senior training for a Fortune 500 client, and helped secure the largest enterprise brand campaign in the organisation’s history at the time. He also led the transformation of the reporting stack through investment in Funnel, unlocking more than 2,000 hours in annual efficiency savings.
Commercial growth and performance
In client services, Dawkins increased his revenue contribution by 140% in year two and by a further 17% in year three, supporting the agency’s 27% growth in 2025.
Culture and leadership reputation
Beyond commercial delivery, Dawkins contributed to a connected and inclusive culture at Roast. He introduced long-running charity initiatives, ran the company softball team and an internal darts league, and helped create repeatable activities that strengthened belonging across departments. Through Roast Academy, he mentored and trained emerging talent, combining social cohesion with professional development. As House Captain and a member of the Social Committee, he worked to ensure activities reflected a range of interests and helped colleagues feel welcomed, included and heard.
Testimonials described Dawkins as a trusted, expert and caring leader whose proactive mindset, strategic clarity and dependable support strengthened client performance and deepened important business relationships.
Internal and external feedback highlighted his ability to retain and expand major accounts, educate stakeholders, and deliver results while embodying the organisation’s values. One judge commented that he had contributed “massive efficiency gains and explosive commercial growth”.
A version of this announcement was featured in Campaign.
What This Means for ROAST as an Agency
This double recognition reinforces ROAST’s position as a performance marketing agency with strong depth across both organic performance and client services.
It highlights not only individual achievement but also the agency’s broader focus on:
- performance-led growth
- operational efficiency
- innovation in AI and search
- talent development and leadership culture
ROAST’s inclusion in the Media Week 30 Under 30 2026 list, alongside coverage from Campaign UK, highlights ROAST’s profile in the UK performance marketing industry.
