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.

I'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

  • I'd just like to highlight the great work Tom did yesterday in deploying the GDPR fix across all our digital assets. His technical expertise and support were extremely valuable to executing this change. He also led our grads in helping test all digital touch points successfully.

    Digital Analytics Manager, AusPost
  • I requested that Tom join the project team for the TNS website redevelopment project and he picked up the Information Architecture role. With little prior knowledge he took previous templates and created strong workable page layouts for the entire site as well as managing the site structure and site map.

    Project Manager, TH_NK

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.

Or if you like forms, fill in this one (it just goes to the email address over there -->)