Tom Dixon: Extraordinary Objects
Image Credit: Tom Dixon
Key Results
+100% increase in ROI across digital channels
Reduced overall media spend with improved efficiency
Improved customer acquisition and CRO performance
Clear KPI-led reporting implemented across regions (EMEA, APAC, Americas)
Stronger cross-team alignment and global agency performance
The Challenge
Tom Dixon is a globally recognised design brand operating across highly competitive luxury furniture and lighting markets. The challenge was to scale digital performance efficiently across regions while protecting brand equity. This meant driving customer acquisition and ecommerce growth without increasing overall media spend, improving channel effectiveness, and creating clarity across a complex international marketing ecosystem spanning EMEA, APAC, and the Americas.
The Approach
We owned the end-to-end digital marketing function, overseeing PPC, Paid Social, Google Shopping, Affiliate marketing, SEO, Email, and Amazon Marketplace activity. Working closely with the Ecommerce team, we supported customer acquisition initiatives and CRO optimisation to improve onsite performance and conversion rates.
A key focus was efficiency: we analysed and optimised every channel to ensure spend was delivering the strongest possible return. This included building bespoke reporting frameworks aligned to core KPIs, introducing database segmentation to better understand customer variants, and proactively aligning internal departments to improve transparency and execution. We also managed and optimised agency relationships globally to ensure the right channel mix and campaign strategies were in place for each market, while initiating innovative, cost-effective brand awareness initiatives to support long-term growth.
The Results
Through a more rigorous, insight-led approach to digital investment, overall marketing efficiency improved significantly. Media spend was reduced while performance increased, resulting in a 100% improvement in ROI. Campaigns became more targeted, reporting more actionable, and channel performance more predictable. The introduction of customer segmentation and clearer cross-team alignment created a stronger foundation for scalable growth across regions, while maintaining the premium positioning of the brand.
About the Brand
Tom Dixon is a British design brand celebrated for its innovative approach to furniture and lighting. Known for sculptural forms, rich materials, and a distinctive aesthetic, the brand operates globally across residential, commercial, and hospitality sectors. With a strong focus on craftsmanship and modern design, Tom Dixon continues to shape contemporary interiors worldwide.
Visit Tom Dixon here: www.tomdixon.net