William Binnie

Managing Director & Chief Operating Officer @ Vapour - Distillery Production and Maturation Platform

About

🚀 SaaS, Digital, AI & Product Leader | Generative AI | Web3 | CX | Transformation Strategic leader with 20+ years driving AI, CX, and platform-led transformation across consulting, enterprise, and agency settings. I help organisations deliver human-centered innovation and measurable business value. I am Managing Director & Chief Operating Officer at Vapour Distillery Management Platform, driving the scale-up of the business unlocking value for clients through digital innovation. My work spans C-level engagement, value realization, product ownership, and emerging tech—especially Web3 and decentralized experience models. 🔹 GenAI Strategy | Product Lifecycle | Agile Ops 🔹 Web3, Blockchain, Decentralized UX 🔹 CX & Experience Innovation | ERP/CRM 🔹 Practice Leadership | Global GTM | C-Suite Advisory Let’s connect if you're looking to take your spirits to the next level with industry leading digital technology.

Country

United Kingdom

City

Banchory

Industry

Information Technology & Services

Skill

Team Leadership, Proposition Development, Social Media, Advertising, Digital Marketing, Social Media Marketing, Marketing Strategy, Marketing Communications, Web Design, Integrated Marketing, Online Advertising, Digital Media, Business Development, Corporate Communications, Email Marketing, SEO, Web Strategy, Digital Strategy, Event Management, Intranet Strategy

Experience

Managing Director & Chief Operating Officer

Vapour - Distillery Production and Maturation Platform

2025-6 - Present · 1 yr 4 mos

Scotland, United Kingdom

Digital Enterprise Advisory - EME Lead

Avanade

2024-4 - 2025-6 · 1 yr 3 mos

United Kingdom

🌍 Leading Avanade’s Digital Enterprise Advisory across Europe, shaping digital strategy, GTM execution, and practice capability. 🚀 Global lead for Generative AI Advisory offering – combining Microsoft Copilot, Copilot Studio & OpenAI to drive transformation. 📈 Created and scaled the Supercharge Value Realization program, generating $20M+ in qualified pipeline. 🧭 Led product strategy initiatives aligning AI offerings with enterprise goals and user-centric roadmaps. 🌐 Explored and defined Web3 advisory offerings, including decentralised value frameworks and immersive services. 🤝 Regularly engage C-level clients through executive workshops and AI-led innovation programs.

Nonprofit Industry Advisory Lead

Avanade

2021-10 - 2025-6 · 3 yrs 9 mos

🧩 Responsible for defining the go to market and developing the capability for Avanade's Nonprofit Advisory offering

Senior Director, Digital Experience Lead - Europe

Avanade

2021-8 - 2024-4 · 2 yrs 9 mos

🌐 Leading the development of Avanade Advisory's Digital Experiences capability across Europe. Member of the Digital Enterprise Advisory global leadership team.

Global Head of Experience

Atos

2020-5 - 2021-8 · 1 yr 4 mos

United Kingdom

🌐 Built a unified global CX/UX practice with 1,000+ FTEs across 60+ geographies. 🧩 Integrated product ownership and agile lifecycle practices to improve delivery precision and business alignment. ⚙️ Integrated Salesforce, PEGA, and ERP in platform-led transformations. 🌐 Initiated Web3 and blockchain exploration to support immersive CX strategies. 📣 Thought leader representing Atos at events and in the analyst community.

Head of Digital Engineering, Experience & Platforms

Atos

2017-10 - 2020-5 · 2 yrs 8 mos

United Kingdom

👥 Leading the Digital Engineering, Experience and Platforms team across the UK&I and Europe. Responsible for planning and growing capability across the disciplines, developing propositions and financial management with P&L responsibility.

Head of Digital Development

Atos

2015-3 - 2017-9 · 2 yrs 7 mos

👥 Managed a 60+ person digital engineering team, shifting from legacy dev to modern web/mobile stack. 📢 Launched a highly successful omnichannel recruitment campaign, staffing a UK innovation center. 🔧 Introduced Agile, Lean, and DevOps practices; aligned delivery to fast-paced digital transformation needs. 📊 Drove internal branding and collateral for UK-wide digital capability.

Moray Development Centre Operations Manager

Atos

2012-12 - 2015-2 · 2 yrs 3 mos

Moray

Head of Digital

Fifth Ring

2009-8 - 2012-12 · 3 yrs 5 mos

🎯 Led digital strategy for global Energy clients; Enabled Technology-powered framework to support channel shift and CX. 🛠️ Delivered eCommerce, CRM, and ERP integration projects with a focus on ROI and transformation. 📊 Implemented marketing automation tools and ran multi-channel engagement campaigns.

Head of IT/Head of Digital

AVC Media Enterprises Limited

2002-11 - 2009-8 · 6 yrs 10 mos

⚽ Delivered 3D tech platforms and digital media solutions for UEFA, FIFA, Special Olympics & elite sports brands. 🚀 Created TactX, a 3D match platform developed with uefa.com. 📈 Scaled IT/Digital team, modernised infrastructure & led product innovation.