Thomas Malbon

TTG 30 Under 30 (2019). Strategy and operations leader with 10+ years' experience in a private equity–backed environment, partnering with Founders, CEOs and Board to drive growth, operational cadence, and decision-making. Trained data scientist with ability to translate ambiguous priorities into clear, measurable KPIs or OKRs and manage cross-functional execution.

Head of Business Intelligence at Blue Bay Travel (2020-09 – Present)

Strategic advisor to CEO and Board, translating commercial priorities into decision-ready insight and driving growth strategy, forecasting, TTV performance, and marketing efficiency.

• Strategic advisor to CEO and Board, translating commercial priorities into decision-ready insight (growth strategy, forecasting, TTV performance, marketing efficiency).
• Set executive KPI framework and performance reporting to support governance and weekly/monthly operating cadence.
• Drove ~60% uplift in website lead conversion by redesigning call-centre strategy and execution model informed by funnel analytics.
• Delivered ~50% lead-processing automation and ~2 FTE capacity return by building AI-augmented holiday quote automation.
• Built real-time BI stack on Google Cloud ("Anorak") combining SQL/Python pipelines, dashboards and self-serve insights for leadership teams.
• Created automated data distribution ("Pulses") to eliminate manual workflows and return ~1 FTE capacity via proactive performance updates.
• Implemented pattern-recognition models to quantify operational risk (churn/cancellation/attrition) and inform mitigation plans.
• Owned cross-functional delivery across marketing, sales/call-centre operations and technology partners; integrated multi-source datasets (GA, Meta, Ads, PBX, APIs, flat files).

Marketing & Business Intelligence Manager at Blue Bay Travel (2017-01 – 2020-08)

Supported post-investment transformation by building marketing analytics, governance and operating processes for scale during LDC private equity investment.

• Supported post-investment transformation (LDC private equity) by building marketing analytics, governance and operating processes for scale.
• Delivered ~520% database growth and ~30% revenue contribution from email by redesigning lifecycle strategy, segmentation and performance measurement.
• Built PPC reporting and call-tracking to improve attribution and budget allocation; grew PPC contribution from near-zero to ~30% of revenue (by 2023, sustained thereafter).
• Centralised multi-channel insights (GA4, Meta, Microsoft Ads) and maintained/beat ROI of ~£2.5 per £1 invested through performance management.
• Modelled ATL impact to inform strategic spend reallocation and improve investment decisions.

Marketing Team Leader at Blue Bay Travel (2013-01 – 2016-12)

Led and developed a team of 5, running day-to-day delivery and prioritisation across PPC and above-the-line campaigns.

• Led and developed a team of 5, running day-to-day delivery and prioritisation across PPC and above-the-line campaigns.
• Introduced core growth-enabling tooling (telephony tracking, analytics suite, ESP) to improve reporting, decision-making and scalability ahead of PE investment.
• Primary point of contact for external partners and major campaigns (e.g., Experian, Boots and media collaborations).

BA in English Literature and Language – University of Oxford (2009-09 – 2012-07)

Postgraduate Diploma in Computer Science and Data Analytics – University of York (2020-09 – 2023-09)