Chris Other
Customer, Marketing & Ecommerce Director @Toolstation
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WORK HISTORY
Customer, Marketing & Ecommerce Director @Toolstation
Accountable for shaping and executing the customer strategy that drives revenue growth at Toolstation. Leading cross-functional teams across customer insights, data analytics, marketing, and digital to deliver a cohesive, results-oriented approach.Built an insight driven customer strategy to prioritise activity and engage the whole business to deliver an improved proposition. Delivering market outperformance in 2024, more focussed trading decisions and a base for bolder brand communication.Developed same day delivery proposition with external tech business to deliver incremental sales and new customers for the business. Integrated into existing store processes, delivering improved customer convenience, with annual sales of £4m.
EDUCATION
MiniMBA
Mini Marketing MBA
The London School of Economics and Political Science (LSE)
Data Science for Executives, Data Science
Sheffield Hallam University
BA (Hons) Accounting and Management
The Chartered Institute of Management Accountants
Chartered Institute of Management Accountants (ACMA)
SKILLS
ABOUT CHRIS OTHER
Customer-obsessed executive leader with a track record of driving growth, improving operational performance and building high-performing, collaborative teams. Experienced across UK and international retail, delivering high-impact customer propositions through data, digital, AI and marketing transformation.I specialise in breaking down silos, simplifying complexity and aligning cross-functional teams behind clear customer and commercial outcomes. Known for working with pace, clarity and energy to unlock customer value and deliver measurable results.KEY VALUE-ADDING STRENGTHSDRIVING SALES GROWTHGenerated an additional £10m sales per year through implementing Google Vertex AI for Retail to improve online search and merchandising, requiring new ways of working and improved product data to improve the customer experience. Added £5m incremental sales through implementing a new approach to customer behaviour and frequency data. Driving increased loyalty, personalised activity to drive customer spend and frequency, reducing reliance on digital marketing channels.Reversed a 23% post COVID driven decline of online customers (1.3m >1.0m) and increased new credit customers by 58%. Utilised econometric and recency/frequency modelling to increase retention and establishing new digital marketing strategies. IMPROVING OPERATIONAL EFFICIENCY AND COST EFFECTIVENESSTransformed the use of multiple marketing support agencies to deliver a more cost effective and focussed approach to in store and online marketing and brand building. Consolidated and restructured multiple speciality agencies into one lead agency.Reduced digital marketing costs by 25%(£16m to £12m) without damaging sales performance. Focussed on stronger, more efficient channels, utilised latest Google Pmax campaigns, improved data provision and digital assets.BUILDING COHESIVE AND COMMITTED TEAMSCombined three teams to build a new function to lead the change from a product orientated to a customer orientated business. Created a new vision, restructured and recruited key roles to build a collaborative customer focussed culture in the business.Restructured, relocated, and merged eComm Trading and Marketing teams into a single team focussed on delivering high quality at lower costs. Overcame the emotional impact through a clear vision and a determined engagement strategy.
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