Digital Director & Owner, Ada Digital Marketing
A results-driven and passionate Digital & Ecommerce expert with extensive knowledge of online media, combined with strong communication skills and analytical abilities.
Specialising in marketing analysis, online advertising and retail research, I pioneered the digital transformation of Walls & Floors.co.uk over a 10 year period - becoming one of the leading tile specialists online, and the biggest independent tile retailer in the UK. I now run my own digital marketing consultancy, Ada Digital Marketing.
Digital Director, Ada Digital, Nov 2019-Present
Ecommerce Director, Walls & Floors, Apr 2018-Oct 2019
Head of Ecommerce, Walls & Floors, Jan 2011-Mar 2018
Web Development, Walls & Floors, Jul 2009-Dec 2010
Joined Walls & Floors.co.uk 2009 turnover £10m, 2019 turnover £32m (+220% increase)
Built digital success with a focus on increasing target audience and revenue
Joining as a Computer Science graduate, I led the web development roadmap and all digital marketing (including search engine marketing). I personally executed and delivered a new Google Ads digital advertising structure and strategy, providing digital analysis and implementing conversion rate optimisation plans with successful a/b and multivariate testing at Walls & Floors.
Increasing Revenue +220% over a 10 year transformation online, and increasing Target Audience traffic +70% in the past 5 years, from 1.7m to 2.9m visitors per year, while maintaining a consistent target CPA.
CPC Costs reduced -25% with restructure of Search/Shopping campaigns and by focusing on Quality Scores and Custom Labels, resulting in improved ROI online, 500% ROAS and increased overall profit margin.
I continually evolve, develop, test and enhance website and advertising performance, with a creative and commercial mindset. I ensured forecasted online sales were achieved (exceeding Sales targets in 10 out of 10 years), with budgets controlled and aligned with business outcomes.
Turned insight into action to positively impact customer experience
Initiating and managing website improvements, including continuous UI/UX enhancements across online customer journeys, I solve both digital and marketing challenges.
Conversion Rate target of 4.00%, optimised from 3.75% to 4.30% +15% YoY with successful website redesign and replatform on Magento, optimising site performance using Google Analytics.
PageSpeed improvement from 3.8 to 2.4 sec. Page Load Speed +35% faster YoY, improving UX using Google PageSpeed Insights and Lighthouse Reports, achieving sub-3 second target.
Implemented survey/NPS strategy to analyse, track and truly understand customer behaviour and influences, overlaying Google Trends data. Leading, inspiring and guiding Marketing team to deliver effective strategies consistently, creating a 12-month Marketing calendar used company-wide based on anticipating seasonal demands.
Driving a Bounce Rate decrease -25% YoY across key Categories, Homepage record 12% low achieved. Successfully retaining a more engaged audience. AOV increased +25% YoY with re-alignment and focus on higher-end creative and in-demand content.
Utilised market data to enhance merchandising, digital marketing, and produce a promotional business growth strategy. I used industry benchmarking to set targets, exceed targets, becoming industry leaders online.
Launched Finance payment option online, first within the tile industry, after identifying ‘budgeting’ for project was a major challenge. Resulted in £250k incremental Sales in initial 12 months post-launch.
Created, launched and scaled digital marketing campaigns
From humble beginnings, Walls & Floors were a local, predominantly wholesale, B2B merchant with little online presence. I led the retail B2C digital transformation, building and coaching a new team of marketeers, launching new platforms and a new strategic vision.
Identifying trends and producing gap analysis, I influenced the Board to bring in new products with high or rising demand online and low competition, utilising the Google Keyword Planner data.
Creating relevant content/pages and targeted ads to nurture users to shortest path to conversion, scaling profitable Search/Shopping campaigns and products after proving initial success (from 1 campaign to 75 tailored campaigns).
An example, ‘Split Face Tiles’ demand increase +200% YoY, the first to source product in the UK and launch online, 4 weeks post-launch we completely sold out, this still remains a top 10 best seller today, producing over £250k in Sales per year. Similar successes with new ‘Wood Effect’ and ‘Moroccan’ categories.
Proved the impact of digital to become market leaders in sector
I provided analysis and data insight into consumer behaviour, to present weekly Digital updates to Directors and senior internal stakeholders in order to influence and drive decision-making - a first for the company.
Increase in search investment generated an average +11% uplift on total sales per annum.
This led to a Market Share increase, overtaking Topps Tiles, Wickes and B&Q tile share online in 2015, and a leading 30% share of the paid advertising landscape.
Achieving Walls & Floors business goal to reach target audience, be prominent and discoverable online, to innovate, inspire and provide efficient profitable advertising solutions.
Increased Revenue resulting in £32m turnover in 2019, becoming market-leaders online, while maintaining a consistent target CPA, profitability and controlling budget +£2m per year.
Launched and marketed Retail and Trade B2C websites, Wholesale and Specification B2B platforms, plus Amazon and eBay marketplaces all contributing to strengthening the Walls & Floors brand after performing consumer analysis and persona profiling, increasing brand search +25% in the previous 3 years.
Google Certified Partner
Passing Google Advertising Fundamentals, Mobile Advertising, Shopping Advertising, Video Advertising, Advanced Display and Advanced Search exams, as extracurricular study. Publicly speaking at various Google Events regarding digital transformation and business growth.
Specific skills include PPC (search, shopping, display, mobile and video with large advertising budgets), SEO, SEM, CRO, content strategy, inbound marketing, Affiliate marketing, Social Media management, executing innovative Email marketing campaigns and analysing consumer behaviour across desktop, tablet and mobile devices. Articulating specifications and working with Developers, ensuring output meets requirements and business objectives.
Expert in Google Ads, Google Analytics, Google Merchant Center, Google Search Console, Google My Business, Google PageSpeed Insights, Google Optimize, Google Tag Manager, Google Surveys, Google Keyword Planner and Google Trends tools.
Advanced in G Suite (Workspace), Microsoft Office 365, Magento, WordPress, Wix, SEMRush, Screaming Frog, Facebook/Instagram Ads, Microsoft/Bing Ads, LinkedIn Ads, HubSpot, Dotdigital, MailChimp, Hotjar, Crazy Egg, Affiliate Window (Awin), Trustpilot, Survey Monkey, Zoho, Xero, Accelo, Github, Slack, Trello and Jira platforms.
Awards, Events & Publications
The Tile Association, (TTA) Best Ecommerce website Award Winner
Internet Retailing, IRUK Top500 Award for leading UK ecommerce and multichannel retailer
Internet Retailing, Digital Innovation Report, Conversion Rate Optimisation (CRO) Report
BSc (Hons) Computer Science degree, Coventry University 2006-2010
Modules include: Computer Architecture, Computing Perspectives, Designing for Usability, Logic & Sets algorithms, Programming (Java), Database Systems, Project Management, User Interface Development (UX), System Architecture, Ecommerce Business, Digital Technology & Society, Search Engine Optimisation (SEO) and Pay-Per-Click (PPC) advertising.
Travelling / Football / Coffee / Music Festivals / Collecting Vinyls / AI & ML Technology
What my peers said:
“Your talk was brilliant to hear for both attendees and us. Excellent feedback all around ‘Best session of the day’. Thank you so much for participating in our event.”
- Mike Giannotti, Google
“Your journey at Walls & Floors is such an inspiration not only to the audience but also to us and you really know how to speak to a crowd! The audience really valued listening to your experience.”
- Pavlina Fojtikova, Google
“Running the entire Walls & Floors ecommerce I found Tom to be extremely competent. He's entrepreneurial, really understands the full suite of Google products across Search, YouTube, Display and has experience of working client side at a fast growth multichannel business.”
- Finlay Clark, Google