Tom Trafford

I am in charge of all paid digital and organic digital channels for Upzelo. On the paid side of digital marketing this includes Google Ads, Microsoft Ads, LinkedIn Ads, Quora Ads, Reddit Ads and Gartner paid listings. In terms of the organic digital marketing i work with an SEO agency to optimise the site's organic traffic. I also am in charge of the blog and the content that we post via our organic social channels. I lead the optimisation of the website through A/B testing and am the go to person for data analysis whether that be website analysis or platform feature usage. I am a member of the senior management team and work closely with various heads such as Finance, Product, Design, Revenue and the CEO to drive our business growth.

I was the channel source owner for Google and Microsoft Shopping Ads for the European Markets ( Great Britain, Germany, France and Italy). My key responsibility was to maximise net revenue while hitting our merchant partners cost of sale targets. My Job involved working with over 150 businesses and optimising performance through product level pricing, margin/ device bid adjustments and A/B tests on new features or different pricing strategies. During my time at Connexity my region saw an increase in revenue and margin versus the year prior.

I was in charge of all paid digital marketing for My PT Hub. Operating across Google, Facebook, Bing, YouTube, LinkedIn and many more. I also held responsibility for our review site partnerships working with the likes of G2, Gartner Digital Markets, Sourceforge and Trust-pilot. At the time of me leaving My Pt Hub, we had seen YoY growth of 80% in paying customers and 9 of the best months in the companies history had occurred during my time there.