Thomas Beverley

The 500 Distribution Dojo is an intensive 12-week programme where we help startups develop their predictable, scalable and repeatable "growth machine". I was asked by their Venture Partner to mentor on marketing strategy, customer development and channels, with a particular focus on Facebook and mobile marketing. Companies I've worked with: • Zenjob.de • Junomedical.com • Heycater.com • Voya.ia • AirSorted.com • TechWillSaveUs.com • Borrymydoggy.com • Codec.ai • Settled.co.uk • ClickMechanic.com • TrulyExperiences.com South Korea: • GS Shop • 29cm.co.kr • 10x10.co.kr

Building the future of mobile commerce. Download our first app, Fy here: http://l.iamfy.co/fy_linkedin

Joined Llustre as first marketing hire. Llustre was acquired by Fab and merged with Fab’s existing EU business. Grew European monthly revenue from < €1m to €4m+ in 6 months. • Responsible for all customer acquisition and retention activities including above-the-line, digital and customer marketing across European markets • Set strategic marketing direction and executed campaigns that led to record YoY and MoM growth across 20 European countries whilst improving ROI significantly • Put in place rigorous tracking and reporting processes that were the bedrock of channel and creative optimisation • Led global customer experience, insight and segmentation projects including implementation of Net Promoter Score system and processes, RFM segmentations and needs based behavioural segmentations • Member of European Executive team as well as Fab’s global C-plus team reporting directly to the CEO

onefinestay is an upscale, full service version of AirBnB. Reporting to the CEO, I was invited to join the onefinestay executive team in May 2011 just after their $3.7m Series A funding round. • Tasked by CEO and board to discover efficient host acquisition channels to allow onefinestay to scale aggressively and with more predictability within London • Controlled annual guest marketing budget. Developed channel mix online (paid search, SEO, display, social), offline (print, PR, promotions) and partnerships (travel agencies, online travel agencies) • Implemented a robust on and offline tracking and reporting system that was needed to execute a test, learn, scale channel discovery strategy and subsequent optimisation • Grew and led team of eight as well as building roster of freelance creative and PR talent • Led optimisation programme for eCommerce site • Involved in Series B funding round producing marketing revenue models, marketing deck / strategy and meeting with potential VCs. Round resulted in $12.2m of funding. • Led pre-launch and launch PR and marketing in NYC that resulted in home acquisition exceeding budget three months early allowing earlier guest launch • Home growth increased exponentially from 40 homes in May 2011 to over 500 in London and 40 in NYC by June 2012 whilst guest revenue increased 1000%+

Following company restructure assumed responsibility for all digital, BI and web design teams • Responsible for £20m of digital and customer marketing spend, team of over 20 and management of SEO, SEM, affiliate, white label and display partners and agencies • Overhauled digital team and structure bringing clarity to roles & responsibilities, integrating channels and giving clear direction improving morale and results • Implemented a dat and algorithmic focused approach to SEM that resulted in significant efficiency improvements and 30% over performance versus 2011 budgets • Revamped SEO strategy that enable Confused to regain #1 position on multi-million pound search terms within 12 months (e.g. car insurance) • Introduced results orientated channel dashboards and multi-channel attribution reporting allowing channel managers to make informed spend decisions and increasing exec and board confidence in marketing effectiveness and efficiency • Responsible for conversion rate optimisation and web design

Identified opportunity to develop a personal finance management tool and led project from initial business case and user research to board sign off and product development • Initiated relationship with Yodlee and managed technical and legal due diligence of Yodlee with Deloitte and Norton Rose • Led product development and build with Sapient Nitro inc. UX, IA and brand positioning

Joined Confused.com as member of ExCo reporting to CEO in charge of all customer marketing. • Hired, managed and developed email marketing, customer insight, customer services and content teams – 15 FTEs with five direct reports • P&L responsibility for customer marketing, managing £2m of annual spend that resulted in over £6m of profit – year on year revenue increases of over 300%

Invited by CEO to lead development and implementation of a new CRM strategy with an objective to substantially improve the monetisation of their database of over 15m customers. • Recruited new members of staff across campaign management, customer insight, content and customer services to fill identified skills and capability gaps • Overhauled email contact strategy and programme that resulted in step change performance across email marketing KPIs and industry leading eCRM programme

Marketing consultant working on direct and data based marketing strategies for Sporting Bet, John Lewis, Morrisons, Boots and Camelot Projects included: Strategic review / business planning, marketing effectiveness analysis, customer segmentation

Role focused on designing and undertaking analysis to improve marketing efficiency and solve business problems for Tesco and Tesco.com Projects included competitor marketing strategy, marketing effectiveness analysis, propensity modelling to improve response rates and ROIs on direct marketing campaigns. Led the build of Tesco.com's first recommendation algorithm using what would now be call AI techniques to incorporate dunnhumby's best practice learnings and models from 10 years of offline direct marketing (e.g logit regression with supervised and unsupervised models to predict response to different offers).