Trowbridge, England, United Kingdom
I help growing businesses increase conversion, retention and customer value by improving the end-to-end customer experience, product strategy and digital operating model. I’m typically brought in when a leadership team is asking: • Why are customers dropping out of key journeys? • Why isn’t traffic converting into customers? • Why is acquisition becoming more expensive? • Why does the customer experience feel fragmented? • Why are support costs increasing? • How do we create a best-in-class digital experience? • What should we focus on next? My background sits at the intersection of growth, customer experience, product, digital and brand. I co-founded Cuckoo Broadband, where I led Product, Experience and Brand from launch through to acquisition by Fern (Octopus). During that time, my focus was on creating a differentiated customer experience, simplifying complex journeys and using product, technology and brand to drive sustainable growth. That experience fundamentally shaped how I think about customer acquisition, onboarding, retention, service design and business growth. Prior to Cuckoo, I led global digital experience programmes at Nissan and spent a decade working with agencies including Digitas (Publicis), AnalogFolk, Haygarth (Omnicom), B-Reel and Studio Output, helping organisations such as Sky, Formula 1, HSBC, Jaguar Land Rover, National Trust and Harry Potter improve products, services and customer experiences. Today I work with founders and leadership teams on: • Customer experience and growth audits • Digital transformation programmes • Customer journey redesign • Product and experience strategy • Conversion, onboarding and retention optimisation • Product operating models and design systems • AI-enabled customer and operational experiences I typically work through: • Focused transformation projects • Fractional / Product, Design & Customer leadership engagements • Strategic advisory relationships Alongside this, my wife and I founded The Local (www.local.shop), a gifting business championing independent British brands. Brit now runs the business full-time while I focus on consulting, transformation and advisory work. Earlier in my career, I served in a specialist airborne regiment within the British Army Reserve, developing a deep appreciation for leadership, accountability and decision-making under pressure. Current availability: Fractional leadership engagements, transformation projects and a small number of advisory relationships. Book a discovery call: https://calendar.app.google/UFJEAcw7PDtATgUm8 www.tommytoner.com
Co-founder of a modern retail and gifting brand focused on reconnecting people with high-quality independent British producers. Leading product, brand and marketing, alongside digital platforms and end-to-end customer experience. Translating values such as trust, provenance and quality into clear propositions, customer journeys and operating systems. Hands-on across proposition design, UX/UI, go-to-market, partnerships, content, and experience delivery
I work with organisations to improve complex digital products and customer journeys — helping teams move from discovery and strategy through to experience design and delivery. My work typically focuses on product strategy, UX and service design across web and mobile platforms, partnering with leadership teams, product organisations and engineering groups to turn customer insight and business goals into clear product direction and shipped improvements. Projects have ranged from early product discovery and service design through to large-scale platform redesigns and digital transformation programmes. Clients and collaborations have included global brands such as Google, Nike, Jaguar Land Rover, American Express, Sony, National Trust, HSBC, Formula 1 and Pottermore, delivered through leading agencies including Publicis, Digitas, AnalogFolk, B-Reel, Studio Output, Haygarth, Imagination, Else and Somo Global.
Co-founded and scaled Cuckoo, a customer-first broadband challenger built to redefine experience in a traditionally broken industry. Led experience, product and brand from inception through national scale and acquisition. Key outcomes and responsibilities: • Defined and owned the end-to-end experience system, spanning brand, acquisition, product, service and loyalty • Built and led multidisciplinary teams across Product, UX, Engineering, Marketing and Creative, scaling from founding team to 100+ • Aligned experience vision with product and technology execution to drive adoption, retention and differentiation • Led the team through post-acquisition integration with Fern (Octopus), maintaining experience integrity while scaling across multiple platforms and customer bases • Delivered industry-leading customer satisfaction, including multiple MoneySavingExpert awards and top Trustpilot ratings This role shaped my approach to experience-led growth, particularly in subscription and platform businesses where brand promise and product reality must reinforce each other at scale.
Led experience-led transformation across Nissan’s global digital ecosystem, operating at the intersection of UX, brand, product and customer experience across 190+ markets. Key focus and outcomes: • Defined and embedded a consistent, brand-aligned experience vision across global digital touchpoints • Built and led a high-performing global experience design function, integrating in-house teams and agency partners • Partnered with product, engineering, marketing and regional teams to improve engagement, conversion and experience consistency • Established scalable design and experience systems that balanced global standards with local market needs • Navigated complex global governance, localisation and cross-timezone delivery to drive adoption at scale This role strengthened my approach to experience-led transformation within large, complex organisations, where alignment across brand, product and technology is critical to customer and commercial outcomes.