Tom grew up in country Victoria, Australia a lover of just about every sport but with talent that didn’t quite match up to ambition of play on the MCG every week…
He soon turned his attention to the world of digital marketing, beginning his career in Telstra’s digital media business – working on the development of performance marketing products. It was here that Tom and his business partner, Nick Biggin, spotted a gap in the market and founded Greenroom Digital in 2011.
Pioneers in understanding the true commercial value of fans, Tom and Nick built a business which focused on leveraging the passion of sport to engage, grow and connect fans with the things they love, nurturing audiences through the funnel to deliver tangible partnership ROI for both sponsor and rights holder.
By enhancing the fan experience and deploying data-driven digital marketing strategies, Greenroom unlocked an approach that delivered greater performance outcomes for brands and rights holders.
Tom moved to London in 2018, exploring an opportunity for further expansion of Greenroom through a partnership with global sport and entertainment agency, CSM. Despite visa delays and the looming birth of his first child, Tom and his wife, Adrienne, eventually made it to the UK, and Tom settled into life as part of the CSM family.
The results were immediate. Just one year after the expansion, Greenroom’s revenue had doubled in size – a crucial period of growth which enabled the business to weather the storm of COVID-19, without requiring external financing. As an entirely self-funded business, this was no small feat.
Fast forward to 2021 and Greenroom Digital was acquired by CSM as a strategic investment into digital and data services. Tom now leads a specialist Digital & Data division within CSM, which is home to 40+ team members.
Five years into life in London, he is now the proud father of two children and dealing with their disturbingly English accents.
In short, what started as a leap into the unknown has turned into a venture that is transforming the industry, ensuring clients are unlocking the maximum value from their investments in sport.
And whilst Tom’s business has evolved, and his life has changed, the guiding principle behind his work remains the same: to connect more people with the things they love and, by doing so, generate new revenue that makes the industry more sustainable and accessible.
