Capel Group

We've set out to build a new type of global agency network with a focus on unlocking the value and potential of independent agencies.

I'm most excited about the mutual ownership model that we believe aligns incentives, leaves agencies founders to keep doing what they do best and opens up a new growth engine that unlocks the potential of their talent.

Chief Operations Officer

Butter - A Shopify Partner Agency

Working with e-commerce merchants across APAC / Hong Kong on their Shopify Plus strategy. 

Butter has been recognised as a Shopify Plus level partner - giving us access to the best of Shopify in the region, as well as a nice reward for the team to be recognised for their expertise on the platform.

Our expertise lies in:
- Migrating e-commerce merchants to the Shopify Plus platform.
- Geo-expansion of Shopify Plus stores to new markets, complete with localisation.
- Optimisation of Shopify stores with best in class UI/UX and Shopify web development.

Founder

NYU Stern School of Business

Spring Exchange Semester at NYU Stern studying full time. Subjects include: Valuation, Entrepreneurial Finance, Managing Growing Companies and Brand Strategy.

MBA Candidate (Full Time - Exchange)

OMD APAC

- APAC Lead for Nissan Motor Co.
- APAC Lead for Hasbro, Inc. 
- Key member of OMD's regional pitch team.

OMD is part of the Omnicom Media Group (OMG), the media services division of Omnicom Group Inc. (NYSE: OMC), the leading global advertising, marketing and corporate communications company, providing services to over 5,000 clients in more than 100 countries.

Regional Business Director - APAC

The Economist

Asia's Acquisition Team lead, with P&L responsibilities. 

Tasked with developing regional digital innovation strategies and pilot digital programs for China and the region.

APAC Digital Marketing Lead

UM Worldwide

Global Digital Media lead for the Cathay Pacific Central Team.

Cathay Pacific Airways (HKG:0293):  Cathay Pacific, Dragonair (now Cathay Dragon), Asia Miles plus Cathay Pacific & Dragonair Holidays.

Global Digital Media Director

Responsible for digital strategy and execution across the Melbourne office. 

Main Clients: 
- Coles Group (ASX:WES): Coles Supermarkets, Coles Online, Coles Insurance, FlyBuys, Liquorland, Vintage Cellars and Coles Group & Myer Gift Cards. 
- Origin Energy (ASX:ORG)
- L'Oreal Group (EPA:OR): L'Oreal Paris, Garnier & Maybelline New York

Digital Strategist 

Agency Managing Partner | Client Leadership, Digital Experience, E-Commerce | I help large brands implement complex digital projects & platforms

With over 15 years of senior leadership experience in both global and independent agencies, I’ve developed a unique skill set that combines paid media expertise, technology implementation, plus strategic business and client leadership. 

I have worked at a regional level across APAC, managing complex businesses and navigating the needs of diverse stakeholders, including C-suite executives and multinational brands.

My experience spans the entire digital ecosystem, from leading large-scale, integrated media campaigns to overseeing the end-to-end implementation of sophisticated digital commerce platforms. 

I have:
- Managed $50M+ in media budgets, optimizing performance marketing strategies to drive growth across APAC
- Led cross-functional teams to deliver large-scale digital commerce solutions, integrating platforms like Shopify and Magento
- Collaborated with senior stakeholders, including C-suite executives, to align media and digital strategies with business objectives
- Delivered measurable results for multinational brands like Cathay Pacific, Nissan Motor Co., and Hasbro, managing complex, multi-market media operations

This combination of senior-level stakeholder management, hands-on platform integration, and deep expertise in digital marketing allows me to drive growth and innovation for large, complex organizations across the APAC region.

"Working with Michael and team was a game-changer for our digital project - providing a quality product that has driven our business to new levels.”  Sam Cooper, CEO - CCW Global

"Michael is vested in our success and his team's cutting edge approach allowed us to unlock our customer acquisition." - Oliver Rust, Head of Product - Truflation

I have worked with leading brands at a senior stakeholder level, including Nissan, Apple, Cathay Pacific, Carlsberg, Estee Lauder Companies, Hasbro, FedEx, MetLife, Tai Ping Carpets, and more.

Michael Ashton

Bettrweb

Founder & Chief Executive Officer

Vanilla Travel

Chief Operating Officer

Founder of Bettrweb | I build sales websites that are so effective they pay for themselves | Website Development Agency, Web Development, Website Design

Want to get an inbox full of leads from your ideal clients while also reducing ad spend?

Unfortunately, most founders can only dream of achieving that. But there’s a way to get there. 

As a founder myself, I know the stress that working with non-ideal clients puts on your business and… you! 

- they pay less than you want
- you have to take on more work than you can comfortably handle
- you have to work long nights and even weekends
- you always feel like your business is in survival mode

I know how you feel, because I was in the same situation as you!

I founded my company 4 years ago selling web dev projects. The first few years were a real struggle. 

I realised that I can’t continue like this. So I worked tirelessly to get out of the low-quality client valley. 

I tried every approach I could find - social media, email marketing, google ads, facebook ads, linkedin, cold calling, cold emailing…

Some worked. But none got repeatable and scalable results. 

Until I finally found the right approach. And it was so powerful that I quickly got booked up 6 months in advance with high paying jobs from my ideal clients.

The approach that I found My is simple - use interactive landing pages. They engage people while also providing data-rich leads.

After experiencing the power of this approach, I decided to pivot and start helping other founders generate leads from their ideal clients.

Interested? Here’s how I can help you:

1. Get a FREE assessment of you business today → https://bettrweb-testeng.scoreapp.com
2. Want a done-for-you solution? Head over to my agency Bettrweb, where I + a team of pro’s will do it all for you.

Through Bettrweb I have helped 100+ clients transform their websites into sales channels that generate leads from their ideal clients.

Ready to upgrade your business from survival mode to hefty profit mode? 

Then fill out this FREE business evaluation and get a personalized report on what you can do to get more leads from your ideal clients >>> https://bettrweb-testeng.scoreapp.com

A bit more about me…

I'm the founder of Bettrweb - a web design and development agency based in Riga, Latvia. I've been in the web industry for over 8 years now, and have a passion for all things ecommerce, digital marketing and SEO. I have worked in several ecommerce and digital services businesses and have even built some myself (enduring both successes and failures).

In my spare time (which admittedly isn't as much as I'd like), I love to dabble in technology and motorsport. I haven't missed a single Formula 1 race in the last 2 seasons!

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Michael Ashton

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