Scene 1 (0s)
[Audio] Tom Lea 7 Arthaus Apartments London E8 3FF [email protected] 07784033555 Skills My time at KidsKnowBest has allowed me to gain a unique understanding of how a business and its departments can best run. As number one employee at a growing startup, I developed a resolve and insight that allowed me to grow a successful qualitative insights team, by my time of exit, KidsKnowBest was on track to make annual revenue of £6m. My skills lie around listening and managing those insights so that I can best relay them internally and/or to paying clients. I have managed relationships with many high end clients in sport, music and gaming including The FA, LEGO, Universal Music Group, Toca Boca, Comic Relief and many more ad-hoc reports. I now have a unique and unrivalled understanding and confidence in speaking on the behaviours of people and how best to highlight those through the experience of thousands of hours of calls, focus groups, data management and analysis, client conversations and senior management discussions. I have now been able to take these skills and apply immediate value to projects that are targeting an audience of any age. Experience JUNE 2023 - PRESENT Consultancy - Research and Strategy Consultant Having gained a large contact base, I have been working on a variety of consultancy projects. Currently working on a sports fandom report with a large gaming developer in Sweden. This will include me running quant polls for the Gen Z audience to highlight behaviours around sports fandom and engagement. Project managing a merchandise deal between a TV and film studio and a Premier League footballer. This will be the studio's first project involving a footballer with a view to commissioning further projects. Provided research and strategy consultancy to a brand partnerships agency. This included 2 days with the CEO and creative director to look at business needs and objectives. I ran sample quant surveys to show them the value of better brand selection based on their target audience's brand affinity. Freelance qualitative interviews on various bespoke projects with a wide range of audience demographics. This included group analysis of the insights from the interviews. AUGUST 2017 - MAY 2023 KidsKnowBest, London - Head of Youth Trend Spotting I was employee number one at KidsKnowBest, where I had full exposure to various roles to contribute to a growing start up. I gained skills in sales, business development, video production,.
Scene 2 (2m 51s)
[Audio] social media and copywriting as the company grew. In 2020, I started the Youth Trend Spotting (YTS) department with the aim of providing the company with a USP of gaining knowledge and understanding of the behaviours of kids, teens and parents through daily zoom calls. I grew this to a team of 5 that conducted calls in the UK, USA, Brazil and Spain which allowed us to develop a qualitative research tool that I then sold as a monthly subscription service. In the last 2 years, the department turned over more than £250k in fees through YTS trend reports. The behaviours of people of all ages was consistently tracked to inform strategies from product development and innovation, gaming development, social media strategies, launch strategies, audience retention and new user acquisition. I personally managed and bought in clients including Universal Music Group, Audible, LEGO, Hasbro, Mattel, Toca Boca, Comic Relief US and The FA. Many clients also actioned further work with the company on the back of business objectives that were realised through their trend report subscriptions. Key achievements; Conducted and managed over 5,000 interviews with kids, parents and teens across 4 territories Managed the creation of a qualitative data product tool which was then sold to 12 clients and counting Daily management of a large data platform that included both quant and qual insights. In depth analysis of the platform which included, adding tools that allowed the user to filter through the hundreds of thousands of data points into usable and coherent data that allowed us to tell a story through the use of qual and quant insights. Analysis of data and insights to inform business decisions in new client outreach, existing client audience retention, product innovation, marketing comms YTS contributed to over £500k in revenue to KidsKnowBest and helped the business win over £3m in marketing pitches Managed a team of 5 moderators and transcribers Presented at panels and on company insights days to crowds of over 100 people. Developed an unrivalled understanding of the youth space as someone who has spoken to thousands of families across many territories Managed the use of insights that went into every KidsKnowBest proposal across strategy, video production, influencer marketing, paid media and research. JUNE 2010 -JULY 2017 Ladbrokes, London - Data Analyst Day-to-day work involved monitoring betting patterns across global football markets Highlighting betting irregularities and discussing those with the trading team Spotting trends in consumer behaviours and discussing ways in which those should be marketed across social and on the website Provided insights to help with strategy for major tournaments and events happening globally JUNE 2007 -AUGUST 2008 Savills, London - Commercial Valuation and International Investment Placement Student As part of the placement year, I worked in the valuation team on various large portfolios.
Scene 3 (6m 12s)
[Audio] with various blue chip clients My time in the international investment team involved meeting with some of the largest pension funds in the world to discuss investment in some of the most sought after commercial properties in London Report writing for large property deals Client meetings and price discussions Education SEPTEMBER 2005 - JUNE 2009 Sheffield Hallam University - Real Estate Management Awards/Achievements Member of the MRS Society. I was asked to present at the Global Child Forum event at the Royal Palace in Stockholm. The audience included the Swedish Royal family and heads of some of the largest FMCG companies in the world. Mentor for a charity in Hackney that helps disadvantaged young people. Provided support for students with ADHD and autism at a school in London..