About Me
Confident and adaptable digital leader with over 10 years experience that understands how data, technology, process and people come together to drive profitable growth and deliver seamless customer journeys.
Being a strong relationship builder, I enjoy working with and coaching diverse teams to deliver large scale projects. I’m passionate about collaborative leadership and building a culture that empowers those I work with to drive business growth through innovative thinking.
I have extensive experience across a number of Australia's iconic brands deploying cutting edge MarTech, customer data segmentation, conversion rate optimisation and personalisation solutions.
I thrive in challenging, fast paced environments where I can use my strong commercial acumen to drive increased revenue with new strategic and tactical initiatives.
Contact Details
Tom Sowerby
Brisbane, Australia 4000
(+61) 406 712 042
twsowerby@gmail.com
Work
Virgin Australia
Leader, Digital Marketing Technology and Optimisation • April 2019 - Current
Leading strategic initiatives such as single customer view and cross channel experience optimisation to identify who Virgin Australia should communicate with, through what channel, and deliver the right message throughout the customer journey. Leading key strategic tech acquisitions such as Tealium Audience Stream to de-silo customer data so it can be leveraged in marketing and digital customer experiences.
Digital Balance Australia Pty Ltd
Analytics and Optimisation Implementation Consultant • July 2015 - April 2019
Lead consultant across the two primary enterprise analytics platforms (Adobe, GA360) for some of Australia's largest organisations. Leading the planning and development of complex data integration solutions to allow businesses to get a holistic view of customer online activity and implement strategies and tactics to increase conversions and return on ad spend. Developing and mentoring of junior consultants and training of client employees to build capability and drive growth.
My Fitness File
Co-Founder • June 2011 - November 2019
Successful marketing strategy and execution using paid media (google, facebook), email automation (ActiveCampaign) and chatbots of a fitness/training app that analyses the strengths and weaknesses of athletes and automatically generates a training program designed to eradicate weaknesses in performance across multiple athletic disciplines.
The Brand Agency (Perth and Melbourne)
Digital Producer, Technical Project Manager • July 2012 - July 2015
Originally recruited as a web developer following a successful freelance project I lead, he role quickly evolved into digital production where I used my technical experience to assist with the planning and resourcing of the ~10 strong development team. Fast forward a couple of years I then took the opportunity to move to the Melbourne office and work across the company's biggest client (Bunnings) where I developed and up-skilled the team to handle development of digital assets for the Bunnings website.
Wordplay Media
Business Development Manager • August 2009 - July 2012
Responsible for building the client base of a boutique copywriting and web design agency as well as managing the 5 strong team of writers, designers and web developers to efficiently and profitably deliver projects.
Various Organisations
Freelance Web Development • August 2006 - July 2009
This period of time was between University and my move to Australia and was predominantly freelance web development for various UK organisations. This is where I "cut my teeth" and gained most of my pure technical development experience using .Net, PHP/MySQL and HTML/CSS/Javascript.
Education
Northumbria University
BSc Internet Computing (Hons) • September 2004 - June 2008
As well as being a sandwich course during which I gained a year’s industry experience, the course covered XHTML/CSS web development, PHP and MySQL database driven applications, JAVA, human computer interaction, development documentation, information architecture, networking and enterprise systems. My dissertation was a web development project developed in HTML/PHP/CSS and used a MySQL database. It was centred on improving user experiences using a custom built customer relationship management application which incorporated data capture and mining.
Skills
Digital Team Leadership
Working with and coaching diverse teams to deliver revenue generating projects using agile methodologies. Using collaborative leadership to build a culture that empowers people to drive business growth through innovative thinking.
Digital Marketing Strategy
Core understanding of how, when and where to market to existing and potential customers across paid/owned/earned channels, and how marketing, communication and segmentation strategies roll up into the overarching corporate strategy to drive business growth.
Strategic Data & Tech Integration
Connecting offline and online data sources that enable the effective use of a CDP (such as Tealium Audience Stream) to build customer profiles and audiences across all channels to drive business growth and power optimisation/personalisation.
CRM & Marketing Automation
Deep understanding of segmentation strategy and email, SMS, chatbot and push notification automation to nurture customer relationships that increase lifetime value and brand loyalty.
Adtech/Martech Implementation
Understanding business requirements and KPI's to develop and implement effective measurement of digital performance using tools like Adobe Analytics, Google Analytics, Tag Managers (GTM, DTM/Launch, Ensighten, Tealium) and optimisation tools (Adobe Target, Google Optimise).
Conversion Optimisation
Analysing a sales funnel and using tools and methodologies to identify where the holes are so that conversion rates can be improved at the top, middle and bottom of the funnel.
Australia Post
While working for Digital Balance I was embedded on site two days a week at Australia Post to support their in house data team with advanced implementation capability. During my time there I implemented Adobe Audience Manager and enabled cross platform visitor stitching, which laid the groundwork for advanced cross device personalisation and optimisation.
Adobe Analytics, Adobe Audience ManagerRACV
During my time with Digital Balance I assisted RACV while they searched for a replacement in house analytics specialist. I worked closely with all their product teams to ensure they had analytics implementation support as they rolled out various products and projects. One notable project I delivered was the delivery of Adobe Analytics via Google Tag Manager across a third party booking engine.
On site support, analytics implementation, Google Tag Manager, Adobe AnalyticsBUPA
When BUPA re-developed their online sales funnel they also decided to change tag management systems from Supertag to Tealium. Over the course of several months I created a data layer solution design and worked closely with both Bupa and Tealium to successfully re-implement their analytics solution.
Tealium, Supertag, Data Layer Development, Analytics ImplementationBankwest
On an intensive two week on site sprint I worked closely with Bankwest's app development team to implement Adobe Analytics into their iOS and Android banking apps. This deployment allowed them to gather detailed data on app usage which now allows them to enhance their apps based on real user behaviour.
App Analytics, Adobe AnalyticsFoxtel
During an intensive 4 day on site visit I successfully migrated Foxtel from Supertag to Ensighten. This project was under serious time constraints and despite the intense pressure I was able to deliver a solution that allowed Foxtel to continue gathering business critical data with no down time.
Supertag, Ensighten, Adobe Analytics, Marketing TagsiSelect
While working for Digital Balance I worked very closely with iSelect for a number of years. During my time there I completely re-deployed their Adobe Analytics implementation and consolidated their reporting capability which saved iSelect money as well as empowered employees to self serve business critical reports. I also worked closely with the marketing team to develop processes for Tag Management, and helped them integrate different data sources so they could more effectively optimise their marketing spend.
Marketing technology, Analytics Implementation, Process DevelopmentFitness Industry Online
Fitness Industry Online started out as a cost effective service that helped Fitness and Wellness Professionals to launch their websites. Over time it evolved into a SaaS that automatically and instantly deploys websites and then helps Fitness Professionals navigate the complicated online world.
SaaS, Custom website development, Business developmentMy Fitness File
My Fitness File is a joint project between myself and Dan Williams that started off as a labour of love and quickly developed into a commercially viable project. The software analyses the strengths and weaknesses of athletes and automatically generates a training program designed to eradicate weaknesses in performance across multiple athletic disciplines.
Custom web development, business development, SaaSI'm always around for a chat
If you've got a project or an opportunity that you'd like me to get involved with then don't hesitate to reach out using any of my contact methods. I'm always keen to chat, even if it's just an informal catch up for advice or a second opinion.
Testimonials
Contact Form
Don't be a stranger. If you want to chat about an opportunity or a project you've got on the go then get in touch. I'm happy to meet for a coffee, give impartial advice, mentor or just give a second opinion on an idea you've got.
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