Tom Trafford
Head of Digital Marketing @Thrive
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WORK HISTORY
Head of Digital Marketing @Thrive
Brighton, GB
I was promoted into this role to focus on the long-term digital direction for Thrive. My main priority is maturing our strategy so we can move beyond just \"getting leads\" and start winning larger, global enterprise accounts. I oversee the digital budget and work closely with leadership to make sure our growth is actually hitting the bottom line. Built the strategy that contributed to a record year for revenue, resulting in a 120% increase compared to when I first joined. Managing a global website refresh focused on the enterprise market, making the site easier to navigate and better suited for high-value global clients. Improving how we track the journey from \"lead to opportunity\" to get a clearer picture of where our revenue is actually coming from and where we should invest next. Using data from 34 countries to identify high-growth regions and align our sales, marketing, and product roadmaps with the biggest revenue opportunities. Leading the monthly and quarterly marketing reporting, providing the senior team with a clear view of our performance vs. our financial targets. Working with Sales to improve their outbound and upsell data, giving them better visibility on who to target and when.
EDUCATION
University of Birmingham
Bachelor of Science, BSC, Business, Management, Marketing, and Related Support Services
ABOUT TOM TRAFFORD
I’ve spent the last 9 years in digital marketing with a focus on two things: finding the right traffic and turning that interest into company revenue.I’ve been scaling businesses across B2B, SaaS, ecommerce, and travel, with a heavy focus on driving efficiencies across SEO, paid media, and in particular CRO. I’m always looking for the areas that will drive the most performance fastest, whether that’s through A/B testing across different regions, industries or finding ways to improve every touchpoint in the digital journey.Since I joined Thrive, we have doubled our ARR and grown the sales pipeline by 50%. I have led a website migration to Webflow, followed by a second full refresh in 2025.We have managed to scale our SEO, increasing our keyword visibility, increase our year over year lead growth, introduced 5 new marketing channels and 4 new AI tools into our performance stack.I really enjoy the data analysis side of things, especially when it reveals those marginal gains that deliver a real revenue impact down the line. I’m always on the lookout for new tools, formulas, or systems that can unlock a new level of performance and help us move faster.
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