Vision 100


Tom Barker

Head of digital

National Trust

Tom Barker has a history of working at quintessentially British brands. Prior to joining the National Trust he worked at the BBC to improve its digital marketing capabilities. He is now looking to drive digital transformation at the National Trust, which is investing £30m in the initiative and has already seen the launch of an updated mobile app and responsive website. As part of the project, he will be looking to increase engagement with the organisation by changing its perception among customers as people tend to view the National Trust as “a day out option and not a conservation charity”. He anticipates doing this through content creation as well as overhauling its digital infrastructure. Before joining the BBC, Barker worked agency-side on campaigns for brands including Nike, Honda and Kellogg’s.

Biggest challenge: “To consolidate the Trust’s online presence in order to provide a firm footing for the future.”