Growth & Marketing Leader

Hello, I'm Tom.
I grow ecommerce
and consumer
brands.

Open to Head of Growth, Head of Marketing & Head of Ecommerce roles

Fifteen years in ecommerce and DTC, most of it hands on. I built Money Clothing's online business from nothing, turned two watch brands profitable at Fields Luxury, and led a team of eleven at AllDomains. Lately I've been building AI into how I work, which is what a lot of this page is about.

Have a look around: a few numbers, four brands, what I'm building, and a game I made because I could. If you'd like to talk, the contact details are at the bottom.

Get in Touch Case Studies View Experience Download CV
Impact at Scale

A few numbers from the last few years

£150k/mo
Peak-month Meta spend at Money Clothing, scaled from a £10-20k monthly base at 4x+ blended ROAS
4 in a row
Record Black Fridays at Money Clothing, with the email programme built from zero
Loss → Profit
Two watch brands turned around at Fields Luxury as P&L owner
30k → 1.5M+
Users on a consumer platform in three years at AllDomains, leading a team of eleven
Case Studies

Four brands, four different growth problems

Case study · Paid social
Money Clothing
£150k/mo
at 4x+ ROAS

Peak-month Meta spend scaled from a £10-20k base. Four record Black Fridays in a row, email built from zero.

Tom OsborneDTC Fashion
Case study · Ecommerce turnaround
Fields Luxury
Loss to profit,
twice.

Swan & Edgar and Anthony James: full P&L ownership across media, product, AOV and retention.

Tom OsbornePremium Watches
Case study · Product-led growth
AllDomains
30k → 1.5M+
registrations

Community-led growth across five blockchain ecosystems, with a team of eleven.

Tom OsborneWeb3 Platform
Case study · Paid acquisition
artrepublic
3x → 10x+
ROAS rebuilt

Paid search and social rebuilt end to end for the art retailer after acquisition.

Tom OsborneDTC Retail

References available on request.

Expertise

How I Help Companies Scale

Launch products or ecosystems into market

Build acquisition engines from zero to scale

Develop partnership-led growth strategies

Improve retention and LTV

Turn early traction into repeatable growth

Architect and ship multi-agent AI systems

Applied AI Lab

Practicing what I preach: AI built hands-on

Ergora logo

Ergora: an AI workspace built end to end

A full AI platform (vertical packs for marketing, sales, content, leadership, PR) built in my own time as a working lab, with direct Vertex Gemini and Anthropic Claude routing, so I recommend from experience, not theory. ergora.cloud

NAVI logo

NAVI: Solana trading intelligence

A hands-on study in data-heavy product building: token discovery, technical analysis and signal feeds, with Helius, Birdeye and Jupiter data normalised into typed content. navi.trade

Dollarr logo

Dollarr: USDC-escrow gig marketplace

An exploration of on-chain marketplace mechanics on Solana: Helius RPC, USDC escrow, dispute resolution. dollarr.xyz

AI & Growth Consulting

Independent practice for small businesses: go-to-market strategy, practical AI adoption across marketing, and AI marketing tools built end to end.

Personal agent stack

12+ scheduled agents running daily: trend scout, code review, cost monitor, key rotation, DNS hygiene, inbound triage, voice-controlled via Telegram, retrieval-grounded second-brain on Supabase pgvector.

AI Marketing Skill

Have a coffee with Tom's second brain

Skip the calendar and get straight into a conversation with an AI agent built on Tom's voice.

Tom has spent hundreds of hours doing interviews, extracted from over 15 years of work, and a knowledge base of 21,000 marketing articles that refresh every week.

Founder-grade answers. No fluff, no fees.

If it's worth it, buy him a coffee to keep him around for longer.

Talk to Tom's Second Brain → Or reach out the traditional way
5 free questions per day · email-gated · powered by AI
Take it with you

Put Tom's second brain in your own tools

The same brain behind the chat above, available as an MCP server for Claude and Cursor, and as a Custom GPT for ChatGPT. Drop your email and both unlock.

MCP Server

Ask it from Claude & Cursor

Install the MCP server and query Tom's second brain straight from Claude Desktop, Claude Code or Cursor.

Enter your email above to reveal the install command
npx -y @tomosborne/second-brain-mcp

Add that to your MCP config. Full Claude Desktop & Claude Code setup is in the npm readme.

Custom GPT

Open it in ChatGPT

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Professional Journey

Experience

Mar 2026 - Present
Independent Growth Consultant
Self-employed
Working with several clients on growth and marketing assessments for consumer brands: paid media audits, funnel and lifecycle diagnostics, go-to-market strategy, data analytics and reporting
Helped implement and build AI automation systems for creative testing, reporting and forecasting, data and lead generation
Nov 2022 - Mar 2026
Head of Marketing & Business Development
AllDomains
Built and led an 11-person function: six direct reports, a freelance designer and four community moderators. Hired a marketing manager to run a product launch
Grew registrations from 30k to 1.5M+ in three years on a five-figure monthly marketing budget
Led launch go-to-market for two ecosystem expansions: 385k registrations in three months on one and 1M+ on the other
Grew the community from under 30k to 250k+ across X and Discord. Ran ambassador programmes and managed agencies, influencers and creative partners globally
Nov 2019 - Mar 2024
Fractional Head of Growth & Ecommerce, portfolio of DTC brands
Self-employed (sole trader)
Retained, concurrent engagements for three to four consumer brands at a time, some part-time and some effectively full-time, covering paid acquisition, lifecycle and CRM, site trading and the online P&L. The portfolio ran alongside AllDomains from Nov 2022, and the final engagements ended in Mar 2024 when I moved to AllDomains full-time. The four engagements are listed below
Nov 2019 - Mar 2024
Head of eCommerce & Digital Marketing
Money Clothing
Set up the brand's digital footprint from scratch: moved the store to Shopify, built the email programme, automation flows, loyalty scheme and affiliate programme
Scaled Meta-led paid spend from £10-20k a month to a £150k peak month in sale periods at 4-5x blended ROAS, 5-6x during sales
Grew online revenue from a few thousand pounds a month to hundreds of thousands a month. Total turnover reached £1.5-2M a year, with peak trading months of circa £1M across online and wholesale
Built Klaviyo email and SMS from a standing start to six-figure monthly revenue
Delivered four consecutive record Black Fridays
Online growth won JD Sports (web and in-store) and Very.com as new wholesale accounts and increased TK Maxx's order sizes
Launched womenswear and supported the Junior line into high-street outlets. Ran campaigns from creative to spend, including in-house product shoots during COVID and brand activations in Los Angeles
Hired and led the social media and influencer manager and directed the design team's ecommerce output
Nov 2021 - Mar 2024
Ecommerce & Digital Marketing Lead
Fields Luxury Ltd (Swan & Edgar · Anthony James)
Owned the full P&L for both brands and took both from loss to profit
Set up Klaviyo, paid social and Google PPC from scratch. Ran SEO and affiliate on a lean budget, low five figures a month across both brands, and managed the paid media and social content agencies
Growth came from more than media: launched an accessories range (straps, storage boxes), built cross-sell and upsell to lift AOV, cut checkout abandonment and improved customer lifetime value
2021 - 2023
PPC Manager (Contract)
Marshall Minibus (Bank of Ireland subsidiary)
Full PPC overhaul across Google and Microsoft Ads for the UK minibus manufacturer (a Bank of Ireland subsidiary). Cut CPL and CPA by roughly 35-40%
Nov 2019 - Sep 2020
PPC & Growth Manager
Art Republic
Rebuilt paid search and paid social, lifting ROAS from around 3x to 10x+
Overhauled social and content. Built omnichannel automation and SEO content that lifted engagement, retention and LTV
Jul 2017 - Sep 2019
Founder
L'Heure Luxe
Launched and scaled a luxury watch brand through digital acquisition and influencer marketing
Year 1: 100+ shipments to 22 countries across 6 continents
Built an online community of 15,000+ in year one
Apr - Jul 2017
Engagement Manager
Zapnito
Helped enterprise clients build and grow expert communities
Worked with clients including JP Morgan, Springer Nature, and News UK
Jul 2016 - Feb 2017
Head of Social Media Marketing & PR
Brathwait
Led social media marketing and PR strategy for luxury watch brand
Built brand presence and community across social channels
Jan 2014 - Jun 2016
Founder
The Rouse
Built and ran a guest-contributor business content platform solo: 100+ regular contributors including best-selling authors, VCs and serial entrepreneurs, publishing five times a day
Grew to 35,000+ monthly visits and 36,000+ social followers in 18 months, with posts earning 50-300 shares in their first 24 hours
Jul 2015 - Feb 2016
Chief Marketing Officer
KidEd
Led marketing strategy for consumer education mobile app
Achieved feature placement in Google Play Store and 6,000+ downloads in first week post-launch
2012 - 2014
Chief Marketing Officer
AlphaBlue
Led marketing for multi-award winning mobile app
Drove user acquisition and brand growth across digital channels
2007 - 2012
Various Roles
Stephen Osborne Developments Ltd
Supported business operations and development across multiple functions
Core Competencies

Skills & Expertise

Growth & Strategy

Growth Strategy GTM Execution Positioning & Messaging ICP & Persona Development Product Launch Strategy User Acquisition Funnel Optimisation Lifecycle Marketing North-Star Metrics Commercial & P&L Strategy

Partnerships & Community

Ecosystem GTM Partnership Strategy Strategic BD & Co-Marketing Ambassador Programmes Web3 Ecosystem Launches Discord / Telegram / X Community Creator & Influencer Partnerships PR & Media Relations Events & Activations

Performance Marketing

Paid Search (Google, Bing) Paid Social (Meta, TikTok, LinkedIn, Snap) Programmatic Advertising Affiliate Marketing Influencer Performance SEO & Organic Growth Attribution & MMM CRO & Landing-Page Optimisation ROAS Optimisation (3x → 10x+) Performance Analytics & Reporting

eCommerce & DTC

Shopify (Setup, Optimisation, Scaling) Customer Lifecycle Automation Loyalty & Retention Programmes Email & SMS (Klaviyo, Attentive) Conversion Rate Optimisation Marketplace Expansion (Amazon, Etsy) Wholesale & B2B Channel DTC Brand Building Product Launches (Apparel, Tech, Luxury) Founded & Scaled L'Heure Luxe

Leadership & Operations

Team Leadership Agency & Vendor Management Budget Ownership (six-figure+) P&L Ownership C-Suite & Founder Reporting Cross-Functional Collaboration Hiring & Team Building Mentorship & Coaching Stakeholder Management

AI & Automation

Multi-Agent Orchestration LLM Stack Architecture Cost-Tiered Model Routing Anthropic / Vertex / DeepSeek RAG Pipelines (pgvector) MCP Server Development n8n Workflow Automation Voice-Driven Agents Prompt Engineering Agent Observability & Eval
Challenge Mode

Beat My High Score!

Think you've got what it takes? Play Growth Invaders and see if you can top the leaderboard!

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Top Growth Hackers

  1. 1 Tom Osborne 15,400
  2. 2 Marketing Maven 12,800
  3. 3 Growth Guru 10,500
  4. 4 Funnel Master 8,900
  5. 5 ROI Wizard 7,200
Let's Connect

Ready to drive growth together?

Currently seeking Head of Growth, Head of Marketing or Head of eCommerce roles within high-growth technology and consumer businesses.

Email
contact@tomosborne.me

Book a Meeting

Tom's Second Brain

Buy Me a Coffee - $3

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