Tom Walters

Responsible for driving the all social communities, active engagement, supporting content and strategy across all centrally-driven social platforms.

Additional support for all rich content creation for all Brands and driving these through InterQuest's online portals; websites, blogs, press publications and communities. As part of this, my duty is to maintain and build InterQuest brand websites and use SEO skills to make sure we reach the widest possible audience and drive this traffic… Show more

Responsible for driving the all social communities, active engagement, supporting content and strategy across all centrally-driven social platforms.

Additional support for all rich content creation for all Brands and driving these through InterQuest's online portals; websites, blogs, press publications and communities. As part of this, my duty is to maintain and build InterQuest brand websites and use SEO skills to make sure we reach the widest possible audience and drive this traffic back to the consultants teams.

InterQuest is a Group of specialist recruitment businesses targeting niche markets in technology, change management & analytics.

InterQuest connects opportunity with talent in challenging & rewarding roles across the UK, Europe & Asia. The Group consists of discrete best-in-class 'Recruitment practices', each expert in their respective fields; including ERP systems, e-commerce/m-commerce, Mobile, Real-time BI, Virtualisation, Telecommunications, Programme/Project management, Audit, Compliance, Analytics & Risk.

Each ‘Recruitment practice’ operates as stand-alone subject-matter experts, however to support the business opportunity provided by our increasingly diverse Customer requirements, InterQuest provides a successful ‘service-wrap’ to deliver the expertise of two or more of our niche Recruitment practices via InterQuest Solutions – a bespoke offering making it both easy & efficient to use multiple niche recruiters within the Group. Show less

Callcredit is the second largest marketing information solutions provider in the UK. As an Account Executive I was responsible for facilitating and delivering on Callcredits clients marketing and data requirements such as; segmentation and profileling; marketing campaigns; data purchase, hygene and management; retail planning; bespoke insights and analytical solutions to increase client ROI. The role required high levels of absorbing, analysing and communicating complex information; liaisng… Show more

Callcredit is the second largest marketing information solutions provider in the UK. As an Account Executive I was responsible for facilitating and delivering on Callcredits clients marketing and data requirements such as; segmentation and profileling; marketing campaigns; data purchase, hygene and management; retail planning; bespoke insights and analytical solutions to increase client ROI. The role required high levels of absorbing, analysing and communicating complex information; liaisng between the client and various internal teams; data management and analysis; prioritisation; query handling, investigation and problem solving. Show less

Building a responsive and engaging website for the start-up project management consultancy firm with social networking integration; developing creative content targeted at professionals seeking project management solutions for Enterprise Resoucre Planning systems deployment; Social Networking and Blogging training to target B2B clients.

FutureSense Group run ethical volunteer travel brands that aim to develop local communities globally. I was responsible for formulating strategy for FutureSense brand(s) communications across all media channels (GapGuru, Inspire Volunteer, Challenges Abroad, Challenges Abroad Australia and FutureSense Foundation); directly co-ordinate all communications for GapGuru and Inspire Volunteer including content, design, implementation and data analytics. Further responsibilities include new product… Show more

FutureSense Group run ethical volunteer travel brands that aim to develop local communities globally. I was responsible for formulating strategy for FutureSense brand(s) communications across all media channels (GapGuru, Inspire Volunteer, Challenges Abroad, Challenges Abroad Australia and FutureSense Foundation); directly co-ordinate all communications for GapGuru and Inspire Volunteer including content, design, implementation and data analytics. Further responsibilities include new product development, segementation and positioning and liaising with agencies.

I have also represented GapGuru as Marketing Manager on BBC local radio.
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Context:
I introduced a new framework that several professors informed me that this was considered significantly innovative. The framework combines four areas of marketing theory – strategy, integrated marketing communications, consumer behaviour and social media. Standard postgraduate dissertations require only one area of testing.

Title:
The title of my Masters Thesis was “The ‘Cons’ of Social Media: A Framework for Implementing an Integrated Marketing Communications Strategy… Show more

Context:
I introduced a new framework that several professors informed me that this was considered significantly innovative. The framework combines four areas of marketing theory – strategy, integrated marketing communications, consumer behaviour and social media. Standard postgraduate dissertations require only one area of testing.

Title:
The title of my Masters Thesis was “The ‘Cons’ of Social Media: A Framework for Implementing an Integrated Marketing Communications Strategy For Social Media”. ‘Cons’ is a pun, referring to the stages in the framework – Conversation, Consumer, Contextual Analysis… Leeds Metropilatan are internally peer reviewing this with the intent to have it published in an academic journal.

Method:
Initially I conducted qualitative analysis of marketing experts. Four MD’s of marketing agencies and an executive at a leading female hair care brand were interviewed. From this I selected key themes to conduct a wide analysis of consumers to test. I then conducted a quantitative analysis of consumers. Because of my ambitious choice of question I collected a much larger sample than required of a standard masters student.

Reception:
I first introduced the framework to a professor in November 2012 and he offered to work with me to turn the framework into a book. He advised I focus my dissertation on testing the model with the aim at producing an academically publishable journal article. The findings of the dissertation and the introduction of the framework are acknowledged to be significant contributions to academic knowledge through innovations in integrated marketing theory, online consumer behaviour and social media strategy. Show less

Context:
Trinity Leeds shopping centre launched in March 2013 creating with it 1 million sq. ft. of retail space, 46 new retail brands and 40,000 sq. ft. of leisure draw to the heart of Leeds city centre. I worked as team leader in a team of three on behalf of Leeds Metropolitan University.

Brief:
To assess the impact of the new Trinity Leeds indoor shopping centre on consumer behaviour in Leeds, forecasting impacts on footfall and the impact on existing… Show more

Context:
Trinity Leeds shopping centre launched in March 2013 creating with it 1 million sq. ft. of retail space, 46 new retail brands and 40,000 sq. ft. of leisure draw to the heart of Leeds city centre. I worked as team leader in a team of three on behalf of Leeds Metropolitan University.

Brief:
To assess the impact of the new Trinity Leeds indoor shopping centre on consumer behaviour in Leeds, forecasting impacts on footfall and the impact on existing retailers.

Duties:
Co-ordinate meetings, set SMART objectives for the project, delegate responsibilities and schedule workloads, formulate quantifiable research questions derived from the initial desk research; coordinate the primary research quantitative analysis of the data.
Research Consumer behaviour, the effect of planned versus evolved retail agglomerations, rtetail centres as destinations, how planned retail agglomerations affect purchase intentions; and

Outcomes:
Consumers viewed Trinity Leeds as a destination, so were more likely to visit other areas of Leeds city centre when it opened. Trinity Leeds would generate, rather than absorb, demand for local retailers. A report was issued including target audience profiles and strategic marketing recommendations. The main findings were presented to Leeds City Council, Leeds Metropolitan University and several independent business figures in Leeds. Show less