Chief Executive Officer
Tom is an expert in developing membership organisations and creating high value partnerships. He has worked across several sectors and deployed a number of successful change programmes.
With a breadth of experience in strategy development, operations and commercial delivery, Tom brings to the Institute a strong set of skills that complements the IBD Trustees’ expertise, especially around market and audience analysis, agile planning, membership engagement and partnerships development.
His career started as a marketeer at McDonald’s with highlights including launching new products, implementing a global rebranding programme at national level and working on a range of high-profile sports and media partnerships.
Passionate about sport, Tom jointed Everton Football Club as Head of Marketing in 2008 where he was responsible for the club marketing strategy, working with key corporate partners and representing the club to a range of key stakeholders.
Tom’s expertise in building engagement opened the door to the National Trust where as Members and Donors Director he oversaw the development of a new membership strategy, leading to a more tailored member experience and resulting in significant growth.
His next role was as a Director of Membership and Marketing at The Royal Horticultural Society where he oversaw the growth of the corporate partnerships portfolio and increased Membership numbers to over 500k.
Building on these successes, Tom became a specialist consultant for membership associations. As such, he has helped the Multiple Sclerosis Society to re-engineer its membership proposition and the National Hair & Beauty Federation to support its members with a programme of activity to grow their businesses during the current period of economic uncertainty.
Born and raised in Manchester, Tom holds a Diploma for the Chartered Institute of Marketing and BSc (Hons) Hotel & Catering Management Studies for Manchester Polytechnic University.
In his free time, Tom is keenly interested in learning and applying the life lessons of sports and beyond and spending quality time with his family.