Tom Peterson
About Tom Peterson
Tom Peterson serves as the Chief Marketing Officer at Lazydays, where he manages a $30 million annual advertising budget and has led significant digital and brand transformations. His efforts have resulted in increased EBITDA, website traffic, and brand awareness, contributing to the company's growth from 6 to 18 locations.
Work at Lazydays
Tom Peterson has served as the Chief Marketing Officer at Lazydays since 2020. He manages a $30 million annual advertising budget, focusing on optimizing resources for digital and brand transformation. Under his leadership, Lazydays has seen significant growth, expanding from 6 locations to 18, with plans for 4 additional locations in Q1 2023. Peterson has implemented various strategies that have led to a 50% increase in EBITDA within 18 months and a 16% increase in value perception. He has also revamped the company's digital strategy, achieving a 45% year-over-year increase in new website visits and an 82% increase in mobile users.
Education and Expertise
Tom Peterson holds a Bachelor of Science in Business Administration with a concentration in Marketing and Management from Slippery Rock University of Pennsylvania. He also studied at the University of Alabama at Birmingham - Collat School of Business, focusing on the Retail Excellence Program. Additionally, he attended Fork Union Military Academy. His educational background supports his extensive experience in marketing leadership roles across various industries.
Previous Marketing Roles
Before joining Lazydays, Tom Peterson held several key marketing positions. He was the Chief Marketing Officer at YouFit Gyms from 2016 to 2020 and at The Krystal Company from 2012 to 2014. Prior to that, he served as Chief Marketing Officer and Executive Consultant at Ovation Brands for one year in 2014-2015. His earlier roles include Chief Marketing Officer at Aaron's, Inc. from 2009 to 2012 and Senior Director of Marketing at Arby's from 1997 to 2009. He also held the position of Vice President of Marketing at CKE Restaurants, Inc. from 1994 to 1997 and Regional Marketing Manager at Ponderosa Steakhouse from 1992 to 1994.
Achievements in Digital Marketing
At Lazydays, Tom Peterson has led several successful digital marketing initiatives. He implemented a digital transformation strategy that integrated various technologies, resulting in a 48% reduction in Customer Acquisition Cost and a 35% reduction in total marketing spend. His efforts in enhancing user experience and interface design led to a 70% increase in website traffic. Additionally, he developed a 'Best in Class' Digital Marketing Transformation and Virtual Experience Roadmap, which included components such as SEM, SEO, and CRM integration.
Brand Development and Growth
Tom Peterson has played a crucial role in brand development at Lazydays. He designed a new brand positioning strategy that increased the company's stock price from $25 to $31 and improved awareness scores by 15%. His leadership in brand revitalization efforts resulted in a 50% increase in EBITDA within 18 months. Furthermore, he implemented a 'First Party Data' dependency strategy, which led to 25% more efficient campaigns and optimized budget allocation.