LinkedIn: [Paul R. Tinsley](http://www.linkedin.com/in/paul-r-tinsley)
Executive Summary
Paul Tinsley is the Chief Marketing Officer (CMO) at Furniture And Choice, a UK-based online retailer specializing in stylish, affordable furniture with a strong digital-first presence. Based in Manchester, UK, Tinsley is responsible for overseeing the brand, marketing, and customer experience strategies across the entire organization, ensuring an integrated approach to growth, digital performance, and customer engagement.
Professional Profile and Role
- Current Role: Chief Marketing Officer, Furniture And Choice
- Location: Manchester, GB
- Education: Manchester Metropolitan University
- Key Competencies:
- Full-stack marketing leadership covering design, digital marketing, and end-to-end customer experience
- Brand development and campaign strategy across digital and traditional channels
- Performance marketing with a focus on data-driven decision making and ROI maximization
- Market expansion through innovation in messaging, media, and customer targeting
- Direct Decision Power: Listed as a key decision maker at Furniture And Choice, overseeing substantial marketing budgets and responsible for agency partnerships (e.g., McCann Manchester, Jaywing).
Notable Achievements & Business Outcomes
- Pandemic-Driven Growth:
Furniture And Choice, a 15-year-old brand founded in 2005, experienced steady then rapid growth during the COVID-19 pandemic. Tinsley played a pivotal role in responding to changing customer behaviors by redeploying marketing strategies tailored to digital-first audiences.
- Quantifiable Results:
- 32% uplift in orders following collaborative campaign and performance marketing work with Jaywing
- 18% increase in Facebook advertising revenue through refined targeting and channel optimization
- Over £100,000 in profit-diluting media spend re-assessed, reallocating resources for optimal return
- Brand and Channel Integration:
Tinsley exemplified the ability to unite brand and performance marketing approaches. Leveraging smart targeting and real-time feedback, Furniture And Choice expanded into new digital channels and broadened its brand reach.
- Award Recognition:
- Winner, Northern Digital Awards 2020: Best Affiliate Campaign
- Shortlisted, Performance Marketing Awards 2022: Best Managed Affiliate Programme
Recent Initiatives & Campaigns
- ‘Keep on Living’ Campaign:
Under Tinsley’s creative direction, Furniture And Choice launched its debut TV advertising campaign for Black Friday and Christmas, in partnership with McCann Manchester. The campaign was supplemented by activity across VOD, SKY Adsmart, and social channels.
- Key Messaging: Focused on making online furniture shopping easy and stress-free, emphasizing quick delivery (3–5 working days) and hassle-free returns.
- Strategic Aims: To capitalize on peak trading periods, boost brand awareness, and reinforce ease of service.
- Media Planning: Collaborated with UM Manchester for media buying and planning, ensuring integrated multichannel exposure.
Leadership Style and Public Statements
- Tinsley frequently emphasizes the importance of balancing subjective brand-building with objective, data-driven performance:
> “It’s easy to grow a digital store but not easy to grow a digital brand.”
- Advocates for personalization, targeted content, and agility in marketing strategy to adapt as market circumstances change.
- Values the integration of creativity with analytic rigor to maximize customer engagement and revenue impact.
Strategic Partnerships & Influence
- Has directly overseen significant partnerships with external agencies for creative, digital, and media buying functions (notably McCann Manchester and Jaywing).
- Acts as a primary spokesperson in external communications regarding innovation in digital commerce and retail customer experience.
Professional Interests
- Design, digital transformation, marketing innovation, and the end-to-end customer journey.
- Exploring new audience channels and leveraging automation and measurement tools to unlock operational efficiency and revenue growth.
Company Context: Furniture And Choice
- Founded: 2005, by Howard and Tom Obbard
- Business Model: Online-first furniture retailer, competitive on both style and value for money
- Reputation: Known for combining rapid delivery, free returns, and customer-centric service to differentiate from competitors
- Target Market: Value-conscious, design-oriented UK consumers seeking hassle-free online furniture shopping
Contact Visibility & Engagement Channels
- Public Profiles: Highly visible on LinkedIn as a senior executive and brand spokesperson
- Industry Presence: Cited in marketing and retail trade press, with commentary on brand campaigns and digital commerce trends
All statements and data points above are directly drawn from Paul Tinsley’s public professional footprint and verifiable media coverage relating to his tenure at Furniture And Choice.
