Tom is obsessed with creating cultural currency and has enjoyed a 25+-year career building world-class brands, making marketing that enters the vernacular of popular culture, and having a lot of fun along the

way.

Tom currently runs a consulting practice helping brands he loves find their voice in culture, working with partners such as the GAP, Huckberry, goop, Impossible Foods and several brands in the apparel, footwear, and food and drink categories. During this time, Tom served as the interim CMO of brands like Athleta, Rothy’s, TRX and Mack Weldon. Additionally, he has helped conceive and launch new-to-world brand such as Keeper’s Heart Whiskey, Kindred Motorworks, and a handful of apparel brands.

Earlier in his career, Tom was CMO at The North Face, where he oversaw all marketing and consumer engagement efforts, and was responsible for advancing the brand’s purpose initiatives, emotional storytelling strategies and business goals.

In addition to being named a Brandweek Brand Genius in 2012 and being named to Forbes 50 Most Influential CMO’s in 2018, Tom’s work has won most of the awards that people mention in these kinds of bios. He loves the power of storytelling and once was a relatively unaccomplished writer. (His words.)

What do you appreciate about being a collaborator at Newcastle? 

I provoke with annoying questions to stress test their assumptions. I eventually shut up and learn from a lot of other smarter people.

If you could instantly become an expert in anything, what would you choose and why?

Economics. I am terrible at managing money.

What's your most specific pet peeve that no one else seems to understand?

Servers who say, "How are the first few bites tasting?"

What's your go-to karaoke song?

“Born To Run” by Bruce Springsteen