Tom joined Urban Outfitters EU in 2023 to lead a transformation of the brand’s marketing mix. Under his leadership, Urban Outfitters has shifted heavily into influencer partnerships and social channels, driving a significant step-change in KPIs across new customer growth, demand generation, and marketing efficiency.

With more than a decade of experience spanning retail and pureplay, Tom has consistently demonstrated how data can be harnessed to prove true marketing ROI, win C-level buy-in, and secure significant investment in growth-driving activity. His approach ensures creative meets performance marketing best practice while building credible brand impact.

Based in Birmingham, Tom is married with two children.