Paul Toms
Chief Advertising and marketing Officer
Wayfair
Paul Toms oversees Wayfair’s world advertising and marketing technique and group, answerable for rising consciousness, activations, income and loyalty for all the corporate’s choices.
In Toms’ 15-plus years of working at Wayfair, he has labored in a number of capacities within the firm’s business group: main pricing, provider expertise, enterprise intelligence and specialty retail manufacturers. He additionally ran advertising and marketing for Joss & Predominant and was a frontrunner within the founding of Perigold.
Beforehand, Toms led Wayfair’s expertise groups, expertise and tradition as Chief Individuals Officer.
In a 2023 Investor Day presentation this summer time, Toms stated that within the second quarter, there have been greater than 85 million prospects on file that drive repeat buyer exercise. He additionally stated the corporate’s investments in proprietary advert know-how and deep partnerships allow it to develop search sooner than the market. For instance, Wayfair’s share of “Dwelling & Backyard” search site visitors has elevated greater than 50% and held post-pandemic. It’s also diversifying its advertising and marketing combine —by means of influencer advertising and marketing and Kelly Clarkson TV adverts, for instance — and units apart a few of its advert spending on analysis and growth, “incubating rising capabilities such
as authentic content material and quick kind video.”
Toms advised Dwelling Accents At this time that in 2024, the advertising and marketing staff will stay targeted on rising the Wayfair model globally and persevering with to lift the bar in delivering the absolute best procuring expertise for the house. “With our prospects on the middle of the whole lot we do, we’re excited to proceed making ever extra significant and genuine connections at each step of their procuring journey.”
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