Novi Appoints Tom Coad as Head of PPC to Strengthen Paid Media Leadership

UK digital marketing agency Novi, has announced the appointment of Tom Coad as Head of PPC, further strengthening its leadership team as the agency continues to invest in senior expertise and data-driven performance marketing.

Tom joins Novi with a proven track record of delivering performance-led growth across a range of sectors including legal, financial services, and e-commerce. He has previously worked with leading brands such as THG, MyProtein, Slater & Gordon, and Missguided, managing both national and multi-million-pound digital marketing budgets.

In his new role, Tom will lead Novi’s PPC offering, overseeing strategy, campaign performance, and the continued development of the agency’s paid media frameworks and optimisation processes.

Tom brings a strong background in full-funnel digital marketing and advanced performance strategy. His experience includes delivering multi-channel campaigns across Google Ads, Microsoft Ads, and paid social platforms, as well as integrating CRM platforms such as HubSpot and Salesforce to support scalable growth.

Throughout his career, Tom has consistently driven measurable results, including reducing cost per lead by 20% through conversion rate optimisation and reporting enhancements, improving form conversion rates by 28% through customer journey optimisation, and achieving over 35% lead growth through advanced analytics and AI-assisted media strategies.

Working closely with the wider leadership team, Tom will focus on delivering measurable commercial outcomes for clients through automation, data-led decision-making, and continuous optimisation.

The appointment reflects Novi’s commitment to ensuring clients benefit from a highly experienced team. Rather than relying on junior account handling, Novi’s structure ensures that clients work directly with senior specialists, including the Managing Director, Director of Client Services, and Head of PPC. This approach provides strategic oversight across every campaign and ensures that clients receive the highest level of expertise and accountability.

Aaron Crewe, Mananging Director at Novi, said:

Tom’s appointment is an important step in strengthening our paid media offering. His experience working across complex, multi-channel campaigns and his focus on delivering measurable results make him a strong addition to the team. As we continue to grow, it’s essential that our clients benefit from senior-level expertise across their campaigns.

As Head of PPC, Tom will lead the agency’s paid media strategy and work closely with the client services and data teams to ensure campaigns are aligned with each client’s commercial objectives, with a strong focus on ROI, customer lifetime value, and sustainable growth.

Commenting on his new role, Tom Coad said:

From my first meeting with the team, it was clear that Novi isn’t just about data, it’s about the people and the shared drive to move the needle for clients. There’s a rare sense of alignment here that you don’t find everywhere. I’m thrilled to be part of such a forward thinking group and to lead a PPC strategy that matches the high standard of innovation the agency is known for. I’m not here to impress, I am here to help and I am really excited about what the team offer already and I’m confident in expanding on that offering with my skills and experience.

The appointment forms part of Novi’s continued investment in talent and leadership as the agency expands its capabilities across PPC, SEO consultancy, paid social, and data-driven marketing strategy.