Tom has over 30 years marketing expertise in B2C and B2B marketing having worked for FTSE 100 businesses, SMEs and start-ups. He is customer centric and commercially astute with an award winning record of achievement in improving accountability of marketing investment for brands such as Holiday Inn, Royal Mail and Carlsberg. A strategic and creative thinker he loves solving problems, identifying growth opportunities and advising on the best ways to capture them to improve business success.
Tom Hings Marketing Limited Providing marketing consultancy for companies large and small:- Panosonic, Zoopla, Rockingham Speedway, Newlife Appliances
Shoptility Limited Set brand/marketing strategy for new online start up.
Intercontinental Hotels Group PLC Established Holiday Inn Express and Hotel Indigo brand marketing communication strategies. Developed strategic recommendations on how to drive better marketing effectiveness for IHG’s hotel estate. Coached marketing communications team creating individual learning programmes and key assessment criteria to monitor performance.
Royal Mail Group PLC Led development of new b2b and consumer brand strategies. Developed brand and product architecture making products and services easier to understand and guide future NPD. Created multi-channel communications campaign to announce Royal Mail’s biggest ever pricing change, (size based pricing). Result: 94% awareness of the change beating Postcomm target of 75%. Rationalised agency roster saving the business £500k. Undertook departmental restructure introducing improved ways of working and optimising team performance.\
Carlsberg UK Led £20m relaunch of Carlsberg portfolio involving product reformulation, packaging redesign and new advertising strategy, (“Carlsberg don’t do....”). Arrested Castlemaine XXXX sales decline and falling distribution.