At Gannett, Tom led the growth strategy for the USA TODAY Crossword product, designing and executing a free 2-week trial program built to convert casual users into long-term subscribers.

He coordinated across paid and organic media channels to drive trial sign-ups at scale, developed new landing pages to reduce funnel friction, and built an elaborate onboarding flow complete with engagement reminders to maximize trial-to-paid conversion.

The program delivered 400% year-over-year subscriber growth, establishing the crossword product as one of Gannett's standout digital subscription success stories.

At Industrious, Tom architected the demand generation program from the ground up, designing a campaign strategy centered on a "free day of coworking" offer triggered upon completing a location tour. Developed in collaboration with the operations team, the program was built to lower the barrier to trial while creating a high-intent conversion path for prospective members.

To support broad paid media reach across Meta, Google, and programmatic channels, Tom led the development of a dynamic landing page that consolidated all Industrious locations into a single destination, automatically surfacing the location nearest to each visitor upon arrival. This allowed for efficient top-of-funnel targeting without sacrificing relevance at the conversion point.

The program delivered a 35% reduction in MQL costs quarter-over-quarter and 85% growth in marketing-attributed revenue in the same period, establishing demand generation as a core growth driver for the business.