As Director of Digital Marketing & CRM at TUI, Will is responsible for customer acquisition and retention, leading a team of 70 marketeers to deliver over 330m visits and £4bn in turnover across TUI’s portfolio of products. In addition, Will is currently accelerating the use of personalisation to drive a better customer experience and smarter marketing outcomes.
Passionate about leading with purpose, Will builds high-performing teams that are happy and empowered. He is known for placing particular focus on nurturing the development of those around him and enjoys creating experiences that find the sweet spot between what customers want and businesses value.
Will’s journey at TUI began 10 years ago, joining the multi-disciplinary graduate programme. Subsequently progressing to run the development of TUI’s global app, Will led the acquisition strategy to establish a user base of over 10 million customers across Europe and designed and built the end-to-end proposition. Despite the challenges posed by the pandemic, record growth and even a couple of awards resulted in mobile being successfully embedded within a traditional business.
Outside of work, Will is at his happiest exploring, whether diving into the history, culture and food of a new destination, or experimenting with a new recipe to be enjoyed (or not!) with family and friends. He enjoys watching and playing sports and recently began volunteering as a mentor to young adults.
