With over a decade of media experience predominately within digital environments, Tom has planned and delivered innovative media campaigns for top global brands such as Volkswagen Group, Lego and IBM. More recently at Initiative, Tom brings the next generation of planning to life, delivering culturally empowered communication strategies for brands that drive effectiveness. His role on NatWest spans their entire business offering, coordinating and overseeing the brand’s media mix to drive brand consideration for the bank, be it for their Retail, Business or Wealth products. Passions include leveraging data-driven insights to craft campaigns that engage audiences and drive results.