Tom Laidlaw, Management Consultant in London, United Kingdom
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Tom Laidlaw

Verified Expert  in Management Consulting

Digital Strategy and Transformation Expert

London, United Kingdom

Toptal member since May 3, 2024

Bio

Tom is a digital executive with a record of success in developing products, content, operations, and high-performing technology teams. As chief digital officer at Frieze (Endeavor group), he led a CRM overhaul that scaled operational capacity, supporting 6x profit growth. Tom has focused on transformation and innovation projects, defining digital and product strategy, building roadmaps, and executing change management to develop digital maturity, data-led operations, growth, and new revenues.

Career Highlights

Chief Digital Officer
The Frieze

Case Studies

Expertise

  • CRM Systems
  • Customer Experience Strategy
  • Data Strategy
  • Digital Strategy
  • Digital Transformation
  • Events
  • Product Strategy
  • Stakeholder Management

Work Experience

Chief Digital Officer

2018 - 2024
The Frieze
  • Delivered a complex program to replace a legacy CRM and client engagement platform, providing a step change in operational scalability for corporate acquisitions to support new business opportunities and meet compliance requirements.
  • Drove the technology and data integration strategy for newly acquired event businesses, assessing capabilities and making necessary decisions for efficient onboarding and migration, identifying risks, and creating a roadmap for seamless integration.
  • Built a data warehousing platform to centralize access to all consumer and operational data sources, delivering automated reporting and audience segmentation to drive growth and efficiency across the organization.
  • Moved event ticketing and booking flows onto an internally developed mobile app for deeper audience engagement alongside improved ticketing security.
Focus areas: Digital Transformation, Digital Strategy, Data Strategy, CRM Systems

Skills

Other

Stakeholder Management, Digital Strategy, Events, Digital Transformation, Product Strategy, Agile Project Management, Streaming, Content Strategy, Customer Experience Strategy, Data Strategy, CRM Systems, Program Management, Data Migration, Customer Experience, Big Data, Process Automation, Analytics, IT Program Management, System Integration

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