Just Eat: 'Marketing is the biggest spend in the business'

Just Eat's marketing budget is a "whopping figure", according to chief marketing officer Barnaby Dawe, who believes it has to be that way for a high growth business. Speaking today (20 March) at Advertising Week Europe, he said it is absolutely right that marketing should be one of the biggest spends for the business, and that the brand spends more on marketing than technology. Dawe said he is "trying to drive efficiencies" so the "ratio of marketing spend to revenue gets lower as we get older – our marketing budgets might increase but they shouldn't increase at the same rate as revenue". He added: "I'm conscious that the board, the CFO and the CEO feel that money is being well spent. That means having acute measurement tactics."