Description

I'm Tom, a senior marketing strategist with 10+ years across tech, music and media, now working independently through my strategic marketing consultancy: Wax Digital.

My background covers the full scope of digital marketing. I have deep execution knowledge across individual digital channels, but where I add the most value is at the strategic level: building coherent marketing strategy and auditing how channels work together to drive a converting funnel.

What I can help with:

- Marketing strategy and audits

- GTM planning and launch campaigns

- Positioning and messaging

- Funnel design and conversion architecture

- Audience growth and channel strategy

- Content and social strategy

- Lifecycle and email marketing

- Influencer and partnership strategy

- B2B demand generation and lead gen

- Music marketing - everything above, plus artist brand development, release strategy, DSP platform strategy, and label services

I'm AI proficient and have embedded it into my day-to-day workflows. It significantly increases what I can deliver as a solo operator.

If you need a senior marketing partner who can hit the ground running, let's talk.

Industry field of expertise

Languages

English
Native or bilingual

Workplace preferences

Remote only

Primarily works remotely

Wax Digital
Founder, Strategic Marketing Consultant
January 2026 - Today (5 months)
In 2026 I founded Wax Digital (to bring senior marketing strategy to businesses, artists and labels who need it without a full-time hire or agency overhead.

Two practices under one roof: general marketing strategy for small and growth-stage businesses, and specialist music marketing for artists, labels and managers. Working remotely with clients across the EU, UK, US and Australia.
Email marketing Content marketing Webmarketing strategy Social media Project Management
Warner Music Group
Senior Marketing Manager
FILM AND AV
October 2019 - January 2026 (6 years and 3 months)
Sydney, Australia
Owned integrated campaign strategy across brand, digital, paid media, CRM and partnerships for the label's highest-priority projects, managing budgets up to $250k.
Drove 600% audience growth within 12 months by identifying emerging audience signals and building channel activations around them - organic social, CRM, paid amplification and influencer partnerships.
As project lead, coordinated all internal departments and external partners around the shared mission and across end-to-end campaign rollouts, aligning teams around objectives and milestones.
Project Management Content marketing Email marketing Partnerships Paid Social
The Australian Financial Review
Lifecycle Marketing Specialist
PUBLISHING
December 2018 - October 2019 (10 months)
Sydney, Australia
Developed multi-channel lifecycle campaigns to drive user acquisition, engagement and retention.
Built automated subscriber retention and win-back programs in Salesforce Marketing Cloud, achieving 22% lift in retention and 27% average open rates.

The AFR was losing digital subscribers through passive churn - people disengaging before they cancelled. I diagnosed the problem through audience segmentation, identifying subscribers who hadn't accessed their subscription in 90+ days. From there I built a 6-week nurture sequence to re-engage them with high-value content and reinforce subscription value, and a separate 5-step win-back sequence in Salesforce Marketing Cloud for those who had already lapsed, using a targeted discount offer to lower the barrier to return. Result: 22% retention improvement, 27% average open rate.
Email marketing SQL Marketing Automation Customer Loyalty/ Retention