Tom Orton Email & Phone Number

Harrogate, Gb

Maidenhead, Berkshire, Gb

Maidenhead, Berkshire, Gb

Maidenhead, Berkshire, Gb

San Ġiljan, Mt

• Reporting into the CEO, I am responsible for creating, planning and executing our strategy for both Casino & Lottery, ensuring we maximise revenue from each customer visit to the site.• Integrated 26 global lotteries, 20+ game suppliers and over 1,000 games to site.• Personally responsible for getting Megalotto into 5 markets across Europe and ROW within the first 6 months of trading. Ensuring we had the correct partners in place to launch successfully in each one.• Responsible for choosing the most suitable acquisition partners to grow the business in all of our key markets and delivering the right proposition to maximise exposure with them.• Worked closely with the CEO to raise €5million in seed capital for the business and regularly update the investors on performance.• Leading a team of 5 staff, working across Commercial, Marketing, CRM and Operations. Ensuring that all areas of the business were focused on hitting the KPIs we had set.

London, England, Gb

• Complete P&L responsibility for William Hill Casino, delivering Margin of £50m+, which was +3% above plan for 2019, despite it being considerably behind plan when I took over in July. • This +3% growth in margin, was achieved whilst also cutting the Free Bet Spend by -10%. This was achieved through a thorough analysis of spend and the ROI from it. • Created a complete Strategy for William Hill Casino, working closely with Playtech and a number of internal teams to turnaround an under-performing vertical within the William Hill portfolio, leading to growth in all KPIs under my tenure. • Hiring and working closely with a Poker Manager to create a strong proposition for William Hill poker. Implementing a marketing strategy that led to double digit growth in both Poker and Side Game activity.

London, England, Gb

• Delivered improved Revenue from Cross Sold Sportsbook customers into Gaming, through increasing the Cross Sell rate by +8% and increased Spend Per Head in Gaming, during a period of lower Free Bet spend. • Using the available data, both transactional & onsite, to deliver a strategy that ensured William Hill maximized the profitability available from the real estate available on Sportsbook.• Leading on a number of product-led initiatives to grow multi-product play across William Hill. This included key changes that have since been implemented on the Sportsbook app.• Planning, delivering on and analysing full campaigns, including third parties, for the key sporting events of the year. Including a record-breaking Cheltenham Festival campaign in 2019.

Leeds, West Yorkshire, Gb

• Improved the Cross Sell Rate from Sportsbook to Gaming by +20%, during a time when Sky Bet activity was growing at exponential rates. • Solely responsible for planning all Cross Sell activity between Sky Bet and the multiple Gaming brands within the portfolio. My role involved analysing trends and previous performance to ensure that we created strong and profitable propositions to make the most of key sporting events, as well as delivering consistent growth in the conversion, and the profitability, of Bet customers in Gaming.• Working closely with a number of teams across Gaming, Sportsbook & Centralised services to deliver on the Cross-Sell strategy that I had created.• Regularly reporting to the Sky Betting & Gaming Leadership Team on current Cross-Sell performance and delivering my proposed strategy for their approval.• Worked closely with the Sportsbook team to ensure that Gaming was included in the planning process for all major sporting events throughout the year, giving the customer a seamless journey across the product.

Leeds, West Yorkshire, Gb

• A key part of the Gaming Insight team, leading and working on a variety of strategic projects across the business. Using my SQL and Excel skills to extract and manipulate data to ensure key stakeholders receive the correct information to make informed decisions.• Managing a direct report and working on development plans to help them improve their skill set and thrive within the business.• Leading on a project regarding Freebet Efficiency, working with a number of teams around the business (Data Science, Marketing, CRM etc.) to use data as a way of improving the efficiency of our freebet spend. Presenting to the wider business regularly.• Mentoring new starters in both technical skills and industry knowledge to ensure the Insight team was able to produce consistently high quality pieces of work.

Leeds, West Yorkshire, Gb

• Modelling out promotions by forecasting expected engagement, costs and possible incremental revenue for each of the highlighted target groups. Using any learnings found from previous iterations to ensure promotions are continuously adapted to maintain high levels of profitability.• Reviewing the affect promotions have had on the key metrics within the business. Using these findings, along with customer research to make recommendations to stakeholders, ensuring further iterations are optimised to better achieve their objectives.• A key member of the team that created and implemented a completely new customer segmentation process. Heavily involved in the theory and logic definition stage, all the way through to commercial planning and customer targeting.• Using SQL and advanced Excel skills to create Budget Models for a number of different products. Taking previous years transactional data to forecast the next 3 years budgets, split out by segment and value.• Leant Adobe Analytics skills to become the lead Onsite Analyst for the Gaming Tribe. Analysing and reporting on key customer journeys onsite and highlighting any possible issues to the Product team to ensure customers receive the best possible onsite experience.

Brighton, Gb

In charge of the creative design, implementation and delivery of all statutory mailings - Annual statements, Maturity Options packs, Policy Documents• Simultaneously managing a large number of campaigns, making sure that over 100,000 statements (across 2014) were sent out at the optimum time, whilst also ensuring all possible sales opportunities were maximised. • Being responsible for collating, analysing and reporting on all PR activity that was distributed in all local, national and online media. • Writing copy for both online and offline campaigns. Using email software to analyse what customers responded to and using this to improve open and click rates on future email campaigns.• Working with a large number of other teams, both internally and externally, to meet regulatory requirements and make the most of every touch point we have with our customer base.

Brighton, Gb

Communicating with our customer base to build and maintain relationships. Ensuring that I maximised every opportunity that would arise from these conversations, using both upsell and cross selling techniques.

Melbourne, Vic, Au

• Corresponding with customers, via phone and email, to ensure they received the quality of customer service they had come to expect from one of Australia’s biggest companies. • Training new members of staff to make sure they were both confident and compliant in their role.

Brighton, Gb

• A key part of the team which overhauled the journey for our customer base, designing and creating a new, personalised mailing which led to increased revenue from our mailing campaign.• Solely responsible for the creation and implementation of the document which shaped the message of the whole mailing.• Also placed in charge of the statutory mailings for Engage (annual statements, maturity packs, policy documents)

Brighton, Gb

Providing high quality customer service to a wide range of people, from all age groups and demographics. Deciphering the customers needs to introduce the correct products for them, whilst operating under data protection restrictions and financial service industry regulations.Dealing with customer queries and complaints via both verbal and written communications.

Bachelor'S Degree, Economics

Education record