Toby joined TUI from Tesco in 2018 as UK Brand and Content Director and was promoted to Global Marketing Director in 2023. He’s been responsible for the global TUI rebrand that began in 2021 and most recently his team developed TUI’s first Christmas ad seeing Santa’s Elves go on a well deserved TUI holiday.
Toby is responsible for the core Group disciplines of customer insight, brand strategy, brand identity and brand advertising and has recently created a Group Media function to help maximise media effectiveness. In addition he oversees the Global Content team.
Prior to TUI Toby worked at Tesco as part of the brand turnaround team tasked with rebuilding trust in the Tesco brand. From 2015 to 2017 he was Digital Marketing Director responsible for content, CRM, performance marketing and social media and in 2017 he became the Customer Propositions Director with responsibility for seasonal and evergreen propositions.
In the earlier part of his career Toby worked agency side as a planner at AMV BBDO for 5 years before moving to Dare for 9 years where he progressed to Managing Director.
He lives in northeast London with his wife and two (soon to leave home!) children.
