I'm Tom. Nice to meet you. I'm an editorial person with...

• Over 15 years in content-driven roles
• Worked in editorial, strategic, agency and thought leadership roles
• Built two editorial/thought leadership platforms from scratch, most recently at Barclays
• Specialist in creating and delivering SEO/GEO strategies
• Currently help deliver and refine Gen AI content for Barclays, including training for the Corporate Communications Department
• Expert in aligning content with key business objectives and commercial priorities

I can do...

• Editorial leadership & strategy
• Team management & cross-functional collaboration
• Thought leadership & executive ghostwriting
• Data-driven storytelling & insights translation
• SEO, analytics & audience development
• AI/GenAI content strategy & best practice
• Multi-channel storytelling (editorial, video, podcast, social)
• Strong experience in financial services, technology, retail, entertainment and content design
• Stakeholder engagement & executive communications

Right now...

I'm a Vice President at Barclays. 

For the past year, I have managed UK unlocked, the editorial, thought leadership and insights platform for Barclays. 

The platform is underpinned by data and insights, gathered from Barclays’ proprietary data as well as survey data, which are used to create narratives and editorial pieces.

In my time in the role, I have created and refined the content strategy for UK unlocked. The strategy’s application has included formalising how the site editorialises campaign press releases, how it can make enhanced use of Barclays’ proprietary data, both used and previously unused and refining the site’s look and feel.

Currently, I manage almost all of UK unlocked’s content creation and copywriting (including writing on behalf of senior leaders) as well as its editing, forward planning, analytical tracking and research, engagement with senior stakeholders and accountability for the platform. This has included influencing at senior levels with detailed presentations.

As part of my role, I have also delivered search engine optimisation for a number of key business priorities, on-page design work, picture research and scriptwriting for video content.

I have recently developed and refined the Generative AI strategy for content creation and have provided in-house training.

When compared against 2024, 2025 saw UK unlocked’s page views increase by 535%, natural search referrals increase by over 600% and time on site increase by 60%. 

I also helped to deliver a substantial increase in referrals from Gen AI platforms and LinkedIn.

Before Barclays

I was a Content Lead at VML Enterprise Solutions, where I helped build content strategies to help clients with all their content needs. 

Clients included Montblanc, Ford of Europe, British American Tobacco, Greene King, Lindt, Staysure Insurance, Public Investment Fund, and many more. 

My past work includes spells as Editor of hmv.com, Senior Editor at TechRadar, and News Reporter at NME. 

I am an experienced writer, interviewer, social media manager and podcaster.