Tom Vaughan Email and Phone Number
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An accomplished and high achieving senior / exec leader across multiple industries. B2C, B2B and international achievements with over 15 years of experience, with the last 12 focused across insurance and animal health markets. An analytical and strategic problem solver who thrives on generating results that really matter. I’m a passionate and curious marketing leader (and team player) who has led large high performing teams to drive growth and brand strategies internationally across EMEA and North America. I have helped lead marketing transformations including strategy and operations across brand, growth, conversion, lifecycle and retention.Some of my recent achievements include restructuring a marketing team for greater integrated performance, formulating a new conversion strategy with clear objectives and KPIs and launching new digital communications and transactional websites to increase conversion rate performance and lower CAC. I champion the latest data, CRM and digital techniques to continuously make a difference to customers and generate high commercial value through high performance teams.
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Global Marketing DirectorPetcover Feb 2024 - PresentTullamarine, Victoria, Au• Led strategic initiatives to redefine marketing, strategy, and growth for Petcover group across Europe and APAC.• Guided successful change across multiple pet and general insurance brands to achieve growth outcomes.• Owned and aligned business development, brand management, lead generation, and conversion strategies.
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Company DirectorMarketing Strategy Solutions Ltd Jan 2024 - PresentMarketing, strategy and growth consultant that helps companies to simply solve their marketing challenges in order to grow and scale. Specialising in:-Brand strategy-Proposition build and execution-Performance marketing & analytics, CAC:LTV, acquisition and retention marketing -Digital, CRM and marketing automation -Conversion rate and lifecycle optimisation -Data analysis, insight, profiling & segmentation-Direct marketing -Budget management-B2B and B2C A strategic, passionate and analytical problem solver who thrives on helping companies to achieve tangible results Insurance, E-commerce and animal health industries
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Svp MarketingTrupanion Jun 2022 - Nov 2023Seattle, Washington, UsSVP / Marketing Director for North American Pet Insurance company. Recruited to lead marketing and conversion efforts, overseeing all aspects of acquisition, retention, and branded communicationsResponsible for leading marketing teams to help grow the Trupanion brand in North America and supporting growth globallyAchievements include: Full team restructure achieving greater cohesion, and performance across the full conversion funnel and customer journey Formulated new conversion strategy including core objectives, tactics and KPIs across top, middle and bottom of funnel Rationalised headcount and removed vendor investment wastage to optimise marketing budget. Recruited and outsourced e-commerce project to third party and achieved delivery of new North American website including French translation for Canadian province Quebec Undertook thorough analysis of conversion performance funnel including new reports and insights in order to establish strategic prioritiesRebuilt lead conversion journey across offline, digital, e-CRM to transform the main conversion performance funnel from business centric lead generator to audience centric value generator. Carried out A/B testing across digital and e-crm channels and introduced new comms channels such as SMS, and outbound dialler to profiled leads. Introduced new geo-demographic data sources in order to understand different user profiles and to optimise marketing selection, prioritisation and ROI Achieved highest conversion rates despite pricing pressures -
Head Of MarketingAgria Pet Insurance Jan 2018 - Jun 2022Aylesbury, Buckinghamshire, GbLed the internal and external agency teams across Brand, Media, PR and Events, Digital / Direct Marketing, Customer Analytics, insight, strategy and loyalty including multi-million UK marketing budget responsibility. External agencies included, creative, media, digital and external comms. Monitored the performance of each marketing area and achieved a 100% growth in Gross written premiums, whilst maintaining the same advertising budgets. Accountable for two separate brands in the UK; Kennel Club Pet Insurance and Agria Pet Insurance. Successfully led/delivered the new brand strategy that included new brand guidelines, personality and tone of voice, resulting in increased brand awareness and a reduction in customer discounting of £250,000 a year, without reduction in GWP.Recognised for excellent performance being awarded Moneyfacts Pet Insurance Provider of the Year and Best Claims Services two years running in 2018 and 2019 with responsibility for award preparation and presentation.Delivered marketing automation and E-docs projects and achieved annual efficiencies of £200,000.Launched a new year 1 customer nurture program that replaced discounts with health-based incentives and increased retention rates by 5%.Ran flagship Crufts’s exhibition costing in excess of £150,000 and achieved a positive ROI of 1 through a new performance-based strategy.Managed the largest vendor accounts across digital, print and marketing automation. -
Head Of Direct MarketingAgria Pet Insurance Sep 2016 - Dec 2017Aylesbury, Buckinghamshire, GbSuccessfully recruited and re-structured the marketing team into performance-based teams and transformed the percentage of Online sales from 18% in 2016 to 30% within 12 months after introducing new marketing automation and CMS software’s Dotmailer and Umbraco.Provided leadership and motivation to a Marketing team lacking direction resulting in a disciplined team focused on performance achieving KPIs.Implemented and embedded marketing automation, digital marketing and CRM disciplines across all B2C and B2B marketing activities.
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Head Of CrmStaysure.Co.Uk Jun 2015 - Sep 2016Achieved promotion and appointed as Head of CRM for a Sunday Times Fast Track 100 (fastest growing companies in the UK) four years running.Full accountability for CRM activities across all product areas including both the insurance and travel businesses as well as customer journey from prospect and enquirer, to renewal, loyalty and reactivation.Led a team of 7 and managed relationships with CRM, data and email agencies.Played a key role in the introduction of a travel agency to customers with year 1 performance of £5 million revenue with £500k commission.Implemented Life and PMI products with third party broker, generating £200k commission in year 1.Implemented new customer journeys across email generating an additional £500k margin with zero extra marketing spend.Developed and presented the business case for the daily integration of marketing single customer view with marketing automation software Salesforce Marketing Cloud.Introduced net promoter surveys with CRM integration to target high value detractors, resulting in NPS improving 20% YoY.
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Marketing Communications ManagerStaysure.Co.Uk Dec 2012 - May 2015Introduced marketing communications to engage prospects and customers through each stage of their lifecycle.Leadership of a team of 5 marketing assistants and successfully reduced the cost of acquisition, increased customer retention and introduced the value of customer marketing to the business.Improved marketing communications that were contributing 10% of total monthly revenue to 30%, with CRM accounting for 50% of all policies sold.Implemented CRM strategy and contact strategy within 9 months across DM, email and SMS.
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Direct Marketing ManagerBrady Corporation Jun 2010 - Dec 2012Milwaukee, Wi, UsRecognised as a key member of the UK’s senior management team for Brady’s direct marketing divisions in the UK, reporting to the head of Brady UK and accountable for all CRM, Direct Marketing and campaign management for UK brands.Created 200+ annual campaigns across DM, Email and Outbound (telemarketing) generating over £45 million turnover.Responsibility for Database Marketing, CRM and Loyalty for Brady UK brands as well as a £5 million advertising budget, including cost centre ownership and P&L reconciliation.Pivotal member of European marketing team responsible for cost negotiation across all print and postage vendors providing over £750k cost savings to the UK. -
Database Marketing ExecutiveBrady Corporation Jan 2009 - May 2010Milwaukee, Wi, Us
Tom Vaughan Skills
Tom Vaughan Education Details
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The Institute Of Direct And Digital MarketingIdm Diploma In Digital And Direct Marketing -
University Of NorthamptonBusiness Studies
Frequently Asked Questions about Tom Vaughan
What company does Tom Vaughan work for?
Tom Vaughan works for Petcover
What is Tom Vaughan's role at the current company?
Tom Vaughan's current role is Strategic problem solver driving growth in insurance and e-commerce.
What is Tom Vaughan's email address?
Tom Vaughan's email address is to****@****orp.com
What is Tom Vaughan's direct phone number?
Tom Vaughan's direct phone number is +4411897*****
What schools did Tom Vaughan attend?
Tom Vaughan attended The Institute Of Direct And Digital Marketing, University Of Northampton.
What skills is Tom Vaughan known for?
Tom Vaughan has skills like Direct Marketing, Database Marketing, Marketing Management, Marketing, Customer Retention, Advertising, Marketing Communications, Multi Channel Marketing, B2b Marketing, Digital Marketing, Crm, Segmentation.
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