A strategic retail marketer with strong commercial awareness, Tom blends the ability to deliver behaviour changing initiatives that drive conversion while helping brands upscale marketing programmes regionally and globally – a rare skill set. He has a proven track record in activating business growth with innovation and flair across the purchase journey, with a particular focus commerce, digital and experiential.
In recent years he has led the transformation of Evergreen from a loved legacy brand to an ecommerce success story. He was helped lead on Boots ‘Bootiques’ campaign to re-establish the iconic retailer as a credible gifting destination across many categories including landing a raft of awards along the way including and a Silver Cannes Lion in 2021.
Tom’s role has been recently expanded from Head of Retail to Head of Commerce, where is he is helping brands such as SC Johnson, Diageo, LYCRA, LEGO and others navigate uncertain times in the retail space to accelerate growth across channels.
He has published thinking on the UK retail landscape in partnership with BAV. His views on grocery retail partnerships, the new era supermarket, the future of the high street are regularly sought by the media.