Tom Williamson

A sale is only the start, and how a team works together is what clients remember. My job is to make sure every part of ours pulls in the same direction. I lead our commercial function, building a strong sales culture and a new business team that brings in the right clients. I set clear targets, keep communication open and make sure what we promise at the start is what we deliver at the end. I’ve led teams for most of my career, from groups of 30 to more than 100, and I know a team performs best when people are clear on their goals, trusted to get on with it and supported when it gets busy. Since we launched in February 2025, we’ve supported 176 clients, and many return for repeat claims and ongoing support. For a sales director, there’s no better measure of a team working well.

A sale is only the start, and the team behind it is what clients remember. Ravi opens the door with new business. Chloe and Rob take clients through the claim itself. Matt keeps delivery and compliance on track, Jas looks after the relationship once the claim is done, and Lee leads the business. I work across all of it, making sure what we promise at the start is what we deliver at the end. Since we launched in February 2025, we’ve supported 176 clients, and many return for repeat claims and ongoing support. For a sales director, there’s no better measure.

Everything I know about sales and leadership I learned on the floor. In 2011 I started as a Senior Team Leader at Atlantis Dubai and Alton Towers. From there I moved up through Assistant Manager, leading up to 30 people, and Account Manager, looking after seven sites including Cadbury World and Butlin’s. In 2016 I became General Manager at Alton Towers, running a team of over 100 and delivering a 38% increase in retail contribution. In 2017 I took the Middle East regional role in Dubai, running retail across theme parks including LEGOLAND Dubai. We grew transaction value by 34% and cut labour costs by 23% a year through a new staffing concept. Back in the UK, I became Territory Manager for the UK and USA at Smiler, winning and managing key accounts including the Tower of London, Windsor Castle and Kew Gardens. In 2023 I moved into capital allowances as Business Development Manager at CBS. I became Head of Commercial in 2024 and Commercial Director in 2026. I’ve gone from selling photos in theme parks to helping businesses with their tax, but the job is the same: understand people, earn their trust, and deliver.