Spotlight on Tom Goodchild Marketing Science Director

Spotlight on… Tom Goodchild

Tom recently joined the team at Fuse as Marketing Science Director, joining our growing strategy hub. Arriving from Group M’s Gain Theory where he led multiple marketing analytics projects for clients, Tom has been tasked with leading our drive to more accountable performance partnerships. We were keen to talk to him about his journey to Fuse and any advice he has for others looking to grow a career in marketing science.

Can you tell us a bit about the career path you took before joining Fuse?

When I started my career in 2010, I really didn’t know what I wanted to do. I had graduated from a degree in economics at the back-end of the economic crisis, so all of the government, public sector and private finance jobs were either not hiring or letting people go. I was lucky enough to get an interview with MediaCom, unfortunately I was unsuccessful, but the interview opened up a whole new world of marketing and analytics where I could take my career.

I eventually got a job at Starcom and spent just over four years there before moving to Gain Theory. Here I spent a few years using marketing analytics to look at what drives clients’ sales and business impact.

What drew you to working at Fuse?

I’ve been really lucky in my career to have worked across so many interesting clients and I found a real joy working with clients in the gaming and music sectors. What’s great about Fuse is that, not only do we work across some fantastic clients, we work in such an exciting space. I knew I could take what Fuse does across customers’ passion points of sports, music, entertainment & culture and combine it with my analytics capabilities to discover some new ways of working that will really drive business results.

So, what will your role at Fuse entail?

As my job title says, my role is in marketing science which is quite an odd one. Usually people associate marketing with more creative fields, having science in the title is really about bringing data and analytics to the role.

Over the past ten years, the industry has created an evaluation framework, led mostly across traditional and digital channels. We’re not quite there yet with partnerships so my aim is to use data and analytics to provide clients with a real business value from their partnerships. I need to find out what tools and capabilities we’re missing at the moment and work to fill that gap to be able to say what value partnerships bring to a business.

The team at Fuse is uniquely placed to combine our expertise in partnerships with a new data and analytics skillset, whilst also taking advantage of some of the brilliant capabilities we have within the wider Omnicom Media Group. This means we can provide our clients with the evidence they need to prove the business benefits of partnerships in both the short and long term.

Do you have any advice that you’d give to people wanting to start a career in marketing science?

There are three things I would suggest to anyone looking to start a career in marketing science:

  • Firstly, read everything you can about the industry. Read marketing publications and find out what’s happening across different media channels. How are they changing over time? What are the current key marketing trends? Really start to build up an idea of what’s going on in the industry
  • Secondly, start looking at new technology. A lot of marketing science roles are based in coding and tech stacks. I’m not expecting a graduate with no experience to be an expert in python or coding, but where you can really help yourself is to have an idea of what tools people are using, figure out what is interesting to you and build your knowledge by starting to think about how you could use this technology to create business benefits
  • The last thing for me is to have an inquisitive attitude to data. It’s quite easy to say what’s happening in terms of data- you can look at something and say it’s going up or it’s going down. Where you really add value is by being able to say why you think that’s happening. Some of the best people I’ve worked with take insights from data and use them to deliver business impact. Taking that inquisitive nature and making it more business focused is really key

In the short time that you’ve been at Fuse, what’s been your highlight of working here?

Besides from the great team I work with (and the free breakfast!), I was lucky that on the first week I joined Fuse held its annual commemorative David Pinnington lunch. It was lovely to see the whole company getting together to commemorate our late founder, to see people who had worked with David sharing memories of how fantastic he was, but also all the new joiners to the agency honouring him. David has built a brilliant culture and it’s great to see that ten years after Fuse was founded, the culture is still very much there alive.