Tom has built his career around understanding human behaviour and triggers to purchase. His strategic retail marketing leadership delivers behaviour changing initiatives that drive conversion, simultaneously helping brands and retailers to upscale shopper marketing both regionally and globally. He has led transformation initiatives for global brands such as Evergreen – which converted from a much- loved legacy brand to an ecommerce success story. He has led teams to award-winning creative commerce activations including Boots ‘Bootiques' landing Silver at Cannes in 2021. Tom's role has expanded from Head of Retail to Head of Commerce partnering brands such as SC Johnson, Diageo, Lycra, LEGO to create connected brand campaigns across channels, helping clients to commercially navigate rapidly changing shopping behaviours, including Gen Z. His report “How to avoid eroding brand strength in a cost-of-living crisisâ€' has been published in partnership with WPP's BAV. Tom's views on the future of retail are regularly sought by the media including Management Today, Internet Retailing, The Grocer, The Drum