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I’m a Head of Digital Marketing with a strong performance background across full-funnel channels, focused on turning data into practical strategy and measurable growth. Over my career I’ve led paid media and marketing investment decisions across budgets ranging from £1M to £12M, helping teams build coherent customer journeys and improve acquisition efficiency and revenue outcomes. I’ve driven double-digit growth and efficiency gains by aligning targeting, attribution, and CRM/marketing automation with board-level goals—whether that’s scaling e-commerce acquisition, improving lead and sales intake, or optimizing acquisition costs through experimentation and tracking upgrades. I’m hands-on with platforms like Google Ads, Meta, LinkedIn, HubSpot and Salesforce, and I enjoy simplifying complex MarTech reporting so stakeholders can act confidently on the numbers.…I’m a Head of Digital Marketing with a strong performance background across full-funnel channels, focused on turning data into practical strategy and measurable growth. Over my career I’ve led paid media and marketing investment decisions across budgets ranging from £1M to £12M, helping teams build coherent customer journeys and improve acquisition efficiency and revenue outcomes. I’ve driven double-digit growth and efficiency gains by aligning targeting, attribution, and CRM/marketing automation with board-level goals—whether that’s scaling e-commerce acquisition, improving lead and sales intake, or optimizing acquisition costs through experimentation and tracking upgrades. I’m hands-on with platforms like Google Ads, Meta, LinkedIn, HubSpot and Salesforce, and I enjoy simplifying complex MarTech reporting so stakeholders can act confidently on the numbers.

Tom Coad

Pro

Digital Marketer, PPC Manager, Performance Marketer, +4

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I’m a Head of Digital Marketing with a strong performance background across full-funnel channels, focused on turning data into practical strategy and measurable growth. Over my career I’ve led paid media and marketing investment decisions across budgets ranging from £1M to £12M, helping teams build coherent customer journeys and improve acquisition efficiency and revenue outcomes. I’ve driven double-digit growth and efficiency gains by aligning targeting, attribution, and CRM/marketing automation with board-level goals—whether that’s scaling e-commerce acquisition, improving lead and sales intake, or optimizing acquisition costs through experimentation and tracking upgrades. I’m hands-on with platforms like Google Ads, Meta, LinkedIn, HubSpot and Salesforce, and I enjoy simplifying complex MarTech reporting so stakeholders can act confidently on the numbers.…I’m a Head of Digital Marketing with a strong performance background across full-funnel channels, focused on turning data into practical strategy and measurable growth. Over my career I’ve led paid media and marketing investment decisions across budgets ranging from £1M to £12M, helping teams build coherent customer journeys and improve acquisition efficiency and revenue outcomes. I’ve driven double-digit growth and efficiency gains by aligning targeting, attribution, and CRM/marketing automation with board-level goals—whether that’s scaling e-commerce acquisition, improving lead and sales intake, or optimizing acquisition costs through experimentation and tracking upgrades. I’m hands-on with platforms like Google Ads, Meta, LinkedIn, HubSpot and Salesforce, and I enjoy simplifying complex MarTech reporting so stakeholders can act confidently on the numbers.

Available to hire

Manchester, United Kingdom

I’m a Head of Digital Marketing with a strong performance background across full-funnel channels, focused on turning data into practical strategy and measurable growth. Over my career I’ve led paid media and marketing investment decisions across budgets ranging from £1M to £12M, helping teams build coherent customer journeys and improve acquisition efficiency and revenue outcomes.

I’ve driven double-digit growth and efficiency gains by aligning targeting, attribution, and CRM/marketing automation with board-level goals—whether that’s scaling e-commerce acquisition, improving lead and sales intake, or optimizing acquisition costs through experimentation and tracking upgrades. I’m hands-on with platforms like Google Ads, Meta, LinkedIn, HubSpot and Salesforce, and I enjoy simplifying complex MarTech reporting so stakeholders can act confidently on the numbers.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Intermediate

Intermediate

Work Experience

Head of Digital Marketing at Freedom Media Group

March 1, 2024 - February 1, 2026

Led digital marketing for multiple hospitality and events clients, managing budgets from £1m to £12m per year and driving performance improvements across paid media and CRM. Accountable for P&L and marketing investment decisions covering acquisition and retention, revenue growth, efficiency, LTV and long-term profitability. Managed performance marketing channels including Google Ads, Apple Ads, Amazon Ads, affiliates, paid social and CRM integrations, with reporting and measurement upgrades. Supported web optimisation and CRO using marketing software including HubSpot, Salesforce and Google/Meta ecosystem tools. Oversaw a team and delivered tactics that improved sales, customer retention and booking performance.

Head of Digital Marketing at Freedom Media Group

April 1, 2022 - March 1, 2024

Owned digital marketing performance across multiple sectors (legal, financial services and e-commerce), improving lead and sales intake via annual £2m+ media spend. Managed end-to-end strategy and execution across a broad channel mix (CRM via Salesforce, HubSpot, paid social, paid search, SEO/AEO and web optimisation), aligning metrics and branding. Delivered web optimisation using tools including Hotjar, Mouseflow, Google Optimise and GA4, and onboarded new clients via account-based marketing. Included managing client portfolios across OOH/TV/radio measurement alignment and building measurement approaches to improve acquisition efficiency and pipeline generation.

Head of Digital Marketing at Freedom Media Group

April 1, 2020 - April 1, 2022

Led digital marketing strategy and performance across sectors and managed large-scale budgets and teams. Managed multi-market PPC and performance improvements, and drove consistent performance enhancements by aligning media strategy, attribution and reporting with business objectives.

Head of Performance Marketing at Freedom Media Group

April 1, 2020 - April 1, 2022

Rebuilt e-commerce performance strategy to boost sales by +25% vs forecast while reducing the £6m annual spend through multi-channel optimisation. Managed a team of 6 and reported into the board. Owned P&L accountability for marketing investment across acquisition and retention, optimising revenue growth, efficiency, customer lifetime value and long-term profitability. Managed and operated Google Ads, Apple Ads, Amazon Ads, affiliates, paid social, CRM and website optimisation, with Google/Hubs and CRO tooling. Ran workloads and budgets across a client portfolio, including hospitality and events brands, delivering improved booking and acquisition outcomes.

Order Head of Marketing at Clothes2Order

October 1, 2018 - February 1, 2020

Developed digital strategies and managed a £1m annual budget to grow the customer base using PPC, SEO, paid social and CRM channels. Increased customer retention by 20% and grew workwear sales by £250,000. Led a team of 3 and improved owned and earned channel performance via CRM workflows. Managed external PR and creative agencies and built content pipelines to ensure consistent brand positioning across touchpoints.

Head of Digital Marketing at Freedom Media Group

February 10, 2018 - February 10, 2020

Developed and managed digital strategies with an annual £1m budget to grow customer base through PPC, SEO, paid social and CRM. Improved customer retention by 20% and grew workwear sales by £250,000. Led a team of 3 direct reports, improving owned and earned channel performance through enhanced CRM workflows. Managed PR and creative agency relationships and internal content pipelines to support both brand awareness and performance acquisition, maintaining consistent brand positioning across customer touchpoints. Planned and drove events and opportunities to gain new business.

Head of Paid Media at Latel & Gordon Lawyers

May 1, 2017 - October 1, 2018

Accountable for a £12m digital budget and aligned marketing efforts with business objectives. Implemented improved analytics and reporting systems using Supermetrics to reduce CPL by 20% via CRO, attribution changes and reporting upgrades and enhancements. Supported ongoing performance management and continuous improvement to better track effectiveness of paid activity.

Performance Marketing Manager at The Hut Group (Myprotein)

November 1, 2014 - April 1, 2015

Owned a £20M e-commerce performance budget and led D2C strategy execution with a team of 6. Innovated with new platforms including Yandex in Russia and delivered 38% CAGR growth by launching full-funnel marketing campaigns. Reported regularly on performance updates and changes to stakeholders, including through tools such as Google BigQuery and Tableau.

PPC Manager at The Hut Group (Myprotein)

November 1, 2014 - April 1, 2015

Owned approximately £6m annual spend across English-speaking markets including the UK, USA, Canada and Ireland. Optimised PPC strategies and delivered consistent performance improvements. Managed paid search execution to drive stable acquisition outcomes and scale marketing investment responsibly across regional performance needs.

Senior PPC Executive at The Hut Group (Myprotein)

February 1, 2013 - April 1, 2014

Owned £1M spend and helped transition from agency to in-house budget management across D2C brands in beauty, clothing and gaming, while leading direct reports across global regions. Spearheaded implementation of DoubleClick (SA360), driving £56M in revenue and delivering approximately £2M in savings; collaborated with senior leadership to scale revenue across 16 D2C brands in 128 countries.

Senior PPC Executive at The Hut Group

February 1, 2013 - April 1, 2014

Owned £1m spend and supported transition from agency to in-house budget management across multiple D2C brands. Led a team of 3 direct reports for global regions and spearheaded implementation of DoubleClick (SA 360), delivering £56m in revenue and £2m savings. Collaborated with senior leaders to scale revenue across 16 D2C brands in 128 countries.

Marketing Manager (Digital Search / PPC) at The Hut Group (Myprotein)

February 1, 2012 - February 1, 2013

Owned PPC campaigns and coordinated SEO efforts with an agency to improve online visibility and traffic. Managed and executed D2C marketing activity with a performance focus and supported innovation in media and targeting.

Performance Marketing Manager / Digital Search Executive at The Hut Group (Myprotein)

February 1, 2012 - February 1, 2014

Owned £20m e-commerce performance budget and led D2C strategies by heading up a team of 6. Innovated with new and full-funnel marketing approaches and launched campaigns that delivered 38% CAGR growth. Reported changes to stakeholders across product and analytics updates, including Google BigQuery and Tableau. Also accounted for PPC campaigns and coordinated SEO efforts with an agency to improve online visibility and traffic through search performance management.