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A consumer insights, product, user experience, strategy, analytics and market research professional through senior global roles as both consultant and client. A range of category experience from leading Consumer and Commercial Insights at BAT, Microsoft, Nokia and Ford Motor. A view on the latest developments in the Research and Analytics industry from senior client leadership roles at Kantar.Flexible, adaptable and thriving on change and new challenges with deep experience in building teams and operations.As passionate about partnering with the business to guide decisions with insight and analytics from multiple sources as about developing the people in my teams. Fortunate to have experienced a great deal through good times and bad and to have worked with and for some fantastically inspiring and clever people.Specialties: Strategy, Insight, Research, UX, CX and Analytics across Pricing, Brand and Marketing, Product creation and Innovation, Measurement and Tracking. Leadership through presenting and influencing, process and practice development and people management.Open to permanent, interim, contract and consulting.
Energy Systems Catapult
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Head Of Consumer InsightEnergy Systems Catapult Jan 2023 - PresentBirmingham, England, United KingdomBringing the people perspective to the fascinating and crucial innovation and communication challenge of reaching net zero carbon emissions.
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Global Head Of Insights For Wellbeing And Modern Oral CategoriesBat Dec 2020 - Aug 2022London, England, United Kingdom -
Strategic Client Partner (Senior Director)Kantar Jan 2019 - Nov 2020London, England, United Kingdom -
Insights Planner (Senior Director, Offer And Innovation)Kantar Tns Feb 2018 - Jan 2019London, United Kingdom -
Microsoft Customer And Market Research – Head Of Devices (Director, Microsoft Marketing)Microsoft Sep 2016 - Nov 2017Redmond, 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 -
Microsoft Customer And Market Intelligence - Head Of Retail (Director, Microsoft Marketing)Microsoft Dec 2014 - Sep 2016Redmond, 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)
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Markets Lead Nokia Mobile Devices Consumer Intelligence (Director, Nokia Marketing)Nokia Jul 2011 - Dec 2014London, United KingdomThe 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) -
Head Of Concepting, Portfolio And Brand Insights (Director, Nokia Sales And Marketing)Nokia Jul 2010 - Jul 2011London, United KingdomHead 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
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Solutions Concepting Lead – C&Ci Consumer Generated Solutions (Nokia Design)Nokia Jul 2009 - Dec 2010London, United KingdomSet 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.
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Head Of Services And Software – C&Ci Presearch & Testing (Nokia Design)Nokia Jan 2008 - Jun 2009London, United KingdomHaving 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
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Head Of Multimedia Research / Design Research – Nokia Consumer Insights (Nokia Design)Nokia Aug 2004 - Dec 2007London, United KingdomSet 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.
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Research DirectorSynovate Jul 2003 - Aug 2004London, United Kingdom -
Research Manager / Associate Director Nop AutomotiveGfk Sep 2002 - Jul 2003 -
Research Manager - Advanced ProductFord Motor Company Jun 2000 - Sep 2002 -
Senior Research Executive / Research ManagerGfk Sep 1997 - Jun 2000
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Market Research ExecutiveResearch International Sep 1996 - Aug 1997 -
Trainee/Research Executive In The Specialist And Industrial DivisionBjm Jan 1995 - Sep 1996
Tom Crawford Skills
Tom Crawford Education Details
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Business And Finance -
Computer Science -
Wellington CollegeEconomics, English, History -
London InstituteBusiness
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Wellington CollegeEnglish Language; English Literature, Maths, Chemistry, Physics, French, Geography, Cdt And History
Frequently Asked Questions about Tom Crawford
What company does Tom Crawford work for?
Tom Crawford works for Energy Systems Catapult
What is Tom Crawford's role at the current company?
Tom Crawford's current role is Consumer Insights at the Energy System Catapult.
What is Tom Crawford's email address?
Tom Crawford's email address is to****@****kia.com
What is Tom Crawford's direct phone number?
Tom Crawford's direct phone number is +150344*****
What schools did Tom Crawford attend?
Tom Crawford attended The Wharton School, University Of Brighton, Wellington College, London Institute, Wellington College.
What skills is Tom Crawford known for?
Tom Crawford has skills like Market Research, Product Marketing, Customer Insight, Marketing Research, Strategy, Product Development, Management, Marketing Strategy, Consumer Behaviour, Segmentation, Pricing, Competitive Analysis.
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Tom Crawford
Chandler's Ford2microgen.com, aptitudesoftware.com3 +185720XXXXX
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Tom Crawford
Enterprise Document Cloud Specialist @ Adobe - Middle East, Africa And Uki MarketsRochester -
Tom Crawford
Greater Bristol Area, United Kingdom -
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