HI I'M TOM,
DIGITAL DELIVERY LEAD
I help organisations and brands deliver amazing digital experiences and build highly effective teams, while keeping things efficient and enjoyable.
10+ Years Leading High-Impact Digital Teams and Projects
Certified Agile Practitioner & Scrum Master
Global Experience Across Markets & Languages
Expertise Across Client-Side & Agency Environments
WHAT I DO
DIGITAL PROJECT DELIVERY
AGILE TEAM LEADERSHIP
I manage digital projects from start to finish, ensuring smooth execution, on-time delivery, and alignment with business goals. Whether it’s launching a new product or a platform migration, I make sure everything runs seamlessly.
DIGITAL STRATEGY & PLANNING
I build and guide Agile teams to work efficiently and adapt as projects progress, whether they’re new to Agile or refining their approach. Through hands-on leadership and coaching, I help teams deliver value quickly.
WORKFLOW & OPERATIONS
I develop actionable digital strategies aligned with both business and customer goals. From eCommerce growth to optimising customer journeys, I create practical roadmaps that drive results.
I streamline workflows and processes, enhancing team productivity. My goal is to ensure your teams are set up for success with the right tools and workflows, delivering high-quality results efficiently.
PROFILE
With over 10 years of experience working in both client-side and agency environments, I’ve led digital projects for global brands like Dyson, where I managed large-scale digital teams and initiatives. Having spent the past 3 years in Amsterdam, I most recently set up and led Dyson’s regional eCommerce and Digital Delivery team.
As a Certified Agile Practitioner and Scrum Master, I specialise in combining technology, design and people to deliver digital solutions that drive real business value. I’ve worked across industries such as retail, energy, charity, and telecommunications, helping teams and organisations work smarter and deliver better digital experiences.
EXPERIENCE
Agile Delivery Lead
Dyson EMEA (Amsterdam) | 2021 - 2024
Relocated to Amsterdam to establish and lead Dyson’s regional eCommerce and Digital Delivery team across EMEA, managing large-scale digital initiatives and cross-functional teams to drive customer engagement and revenue growth.
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Scope of Work: Oversaw digital delivery across multiple owned channels; Web, Social, CRM/Email, and third-party retailer platforms, aligning with Dyson’s global strategy.
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Team Development: Directed the strategy, recruitment, and development of a cross-functional Agile team, including UX, content, and digital marketing, fostering collaboration across digital, eCommerce, and marketing functions.
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Strategic Impact: Delivered over €28 million in incremental revenue across 2023 by executing 40+ briefs for 20 EMEA markets in 12 languages, contributing to Dyson’s regional growth.
Key Projects Delivered
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New Digital Experiences: Led the creation of tailored online experiences for regional markets, enhancing customer engagement and satisfaction, this includes; Led the pilot of a regional range reset, introducing a new approach for upselling floorcare accessories through eCommerce channels. This initiative drove significant increases in accessory sales and revenue, establishing a framework for wider application across markets.
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eCommerce Optimisation: Spearheaded initiatives like A/B testing, UX design improvements, and conversion rate optimisation to increase online performance metrics.
Technology rollouts and localisation: Led the rollout of new technologies across the EMEA region, supporting localisation and maximising impact. -
User Research: Quantitative and Qualitative User Research led initiatives, to enable a user centric approach and influencing strategy, planning and design
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Digital Compliance: Led a series of compliance initiatives, balancing UX improvements with legal compliance, reducing a regional risk of €15 million.
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Creative Campaigns: Managed end to end multi-channel campaigns, from creative concepts, production through to rollout and localisation. and Digital Governance: enforced digital governance, ensuring global standards were met across all assets, leading the rollout of Dyson’s Perfect Execution framework.
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Customer Loyalty and Membership: Created an EMEA customer loyalty and retention reporting suite, resulting in increased owner registrations and marketing opt-ins across the region. Launched new customer support channels, including an Amazon Alexa support feature, reducing contact center traffic by 12% and improving NPS by 8%.
Digital Project Manager
Dyson (Malmesbury, UK) | 2019 - 2021
Led digital projects with a focus on improving customer experience and driving digital engagement across Dyson’s owned channels.
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Platform Migration: Managed the migration of Dyson’s European websites onto a new CMS (Adobe Experience Manager), coordinating with local teams for smooth transitions and streamlined workflows.
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Product Launches: Directed the digital launches of flagship products, including Dyson V12 and V15, from user research, creative production to final rollout, achieving consistent, high-impact execution across markets.
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New Experience Delivery: Led the initiative to develop an enhanced onboarding journey for Dyson’s new robotic product line, enhancing initial customer experience and retention.
Various Digital Agency Roles | 2015 - 2019
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Managed client relationships and commercial responsibilities while delivering projects in sectors like retail, utilities, and telecommunications.
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Focused on app and digital product development, website design, and multi-channel marketing strategies.
PROJECT EXAMPLES /
HOW I DELIVER RESULTS
DIGITAL EXPERIENCE DELIVERY
Coordinated the delivery of digital experiences by bringing together technology, design, and operations. Ensured that all elements worked together to deliver high-quality, customer-centric solutions that enhanced engagement and drove growth.
TECHNICAL PLATFORM DELIVERY & MIGRATION
MULTI-CHANNEL CAMPAIGN EXECUTION
DIGITAL PRODUCT DEVELOPMENT
Managed complex technical platform launches and CMS migrations, making sure transitions were seamless and supported both the operational and digital needs of the business.
Led integrated campaigns across multiple platforms, ensuring consistency in messaging and creative execution. Coordinated the creative concepts, production, delivery, rollout, and localisation of digital assets to align with brand goals. These efforts drove brand engagement, increased conversion rates, and met other key brand objectives.
Supporting and managing the full digital product lifecycle, from concept to delivery. I turn strategy into actionable roadmaps and prioritised backlogs, ensuring that features and improvements align with both customer needs and business goals. By focusing on solving impactful customer problems, I help deliver digital products that enhance engagement and drive meaningful business metrics.
UX RESEARCH & PRODUCT DISCOVERY
BOOSTING ECOMMERCE PERFORMANCE
Led teams in conducting user research and product discovery, gaining valuable insights that informed product development, UX design, and strategic planning. This approach fostered a customer-centric mindset within teams and organisations, ensuring that digital solutions met real user needs.
Optimised eCommerce experiences through a range of initiatives, including A/B testing, UX design improvements, and refined customer journeys. This resulted in measurable improvements in critical metrics such as conversion rates (CVR) and average order value (AOV).
BUILDING TEAMS & OPTIMISING WORKFLOWS
Built and developed high-performing teams, streamlining workflows to boost efficiency and improve delivery speed. These efforts resulted in faster, higher-quality project completions and better team collaboration.