Tom leads the Voice of Consumer Analytics proposition at adidas, and is part of the Global Strategic Insights function. Through digital consumer touchpoints, Tom supports strategic decision-making concerning consumer, brand, competitive, and product positioning, through to informing product creation and campaign planning.

Tom led the Data and Insights offering for the Sports, Retail & Leisure Sectors at Hill + Knowlton Strategies, previously specializing in digital analytics at Ketchum and Golin. With a consulting background and track record creating first-of-their-kind solutions for industry-leading brands, Tom is passionate about shaping available data to solve for novel business challenges, and champions data-led creativity.