Tom Crawford Email & Phone Number

Birmingham, England, United Kingdom

Bringing the people perspective to the fascinating and crucial innovation and communication challenge of reaching net zero carbon emissions.

London, England, United Kingdom

London, England, United Kingdom

London, United Kingdom

Redmond, Washington, Usa

• Establishing support of the consumer and commercial Microsoft Surface business, spanning portfolio planning, design, engineering and product marketing• Leading a senior team of product and brand research specialists• Representing the voice of the customer in all stages of product and marketing creation with Marketing Leadership• Developing audience and segmentation strategy• Building the Surface brand territory

Redmond, Washington, Usa

• Leading a ‘blended’ team across product and service categories in Seattle, Helsinki and London• Overseeing integration of Nokia insights team to Microsoft Customer and Market Research (CMR)• Driving sales, revenue and profit through world class insight delivered across all Microsoft product categories (Windows, Office and Xbox)• Building Microsoft branded retail, general retail and OEM retail go to market strategy (e.g. brand architecture, portfolio)• Driving accountability for (and continuous improvement of) Microsoft's investments in the retail channel• Utilising and developing all means to create and consolidate insight (consumer, customer and shopper research / behavioural and usage data / advanced retail telemetry systems / observational research)

London, United Kingdom

The voice of the consumer in key decision making, leading a team from across Consumer Intelligence to support and influence Marketing leadership in:• Brand and Marketing strategy – Supporting development of the new brand architecture and brand essence • Nokia Lumia – overseeing all consumer studies and intelligence to optimise product positioning, marketing creation and measurement• Marketing Creation – ensuring that all campaigns benefit from consumer focussed development (targeting, messaging & media) through development of systematic and cost effective methods and research practices.• Retail - Assessing our CI assets, identifying gaps and redundancies and planning Consumer Intelligence to improve our retail performance.• Consumer Engagement and Digital – Applying all of our consumer assets (principally our consumer journey understanding) to future development. • Operator Sales and Commercial – Ensuring that operator engagements benefit clearly and measurably from consumer input (principally developing segmentation, targeting and B to B insights)

London, United Kingdom

Head of Concepting, Portfolio and Brand - Nokia Consumer Analytics and Insights (Director, Nokia Sales and Marketing)• Concepting and idea generation – driving Software and Hardware development in key Symbian, Meego and Windows Phone programs • Portfolio – Responsible for creating and modelling a new approach to planning the offer (early phase + 3yrs)• Brand & Marketing – supporting key development activities, re-modelling the series architecture and driving key metrics into decision making• Leading a team of senior managers responsible for business integration and product programs• Analytics and Insights – driving the change in how we utilise all available sources of behavioural, survey and consumer understanding data to guide product / offering creation with maximum ROI on marketing investment

London, United Kingdom

Set up and ran a pioneering process of consumer lead co-creation and testing to deliver to the new Solutions and program way of working. Through this initiative we have achieved great success in scoping and defining both a new way of working for C&CI and delivered a truly consumer focused start to the new solutions concepting programs.

London, United Kingdom

Having set up the function (including establishing the vision and mission for the team, specifying and recruiting roles etc…) great success in driving the future of the Nokia Services & Software portfolio was achieved through…• Co-ordination and planning (Business needs and requirements, project planning and resourcing, budget planning and allocation)• Stakeholder management – to the most senior levels in S&S. Gathering and purifying requirements, presenting and consulting, driving action through consumer understanding)• Line management and coaching – of a team of Senior Managers serving the service entities• Process development and deployment – research process and integration into wider R&D, Design and Product Marketing systems• Change management – developing consumer lead governance models, insights development from sources across the business

London, United Kingdom

Set up and managed the Consumer Insights Design Research function, building and executing the necessary process and tools to deliver to the front end of the design concepting process. Senior manager responsible for all consumer insight for Multimedia Computers and Multimedia Experiences entities. Principal development over previous role has centred around definition and management of a senior team within Nokia where I have experienced all aspects of people management from specifying requirements for candidates, through recruiting and managing to conducting appraisals and IIP sessions with staff.

London, United Kingdom

Microsoft Senior Marketing Leaders Executive Program, Business And Finance

Computing And Information Systems, Computer Science

Gce A Level, Economics, English, History

Business And Finance, Business

Gcse, English Language; English Literature, Maths, Chemistry, Physics, French, Geography, Cdt And History