Tom Heath

In 2026 I founded Wax Digital (to bring senior marketing strategy to businesses, artists and labels who need it without a full-time hire or agency overhead.

Two practices under one roof: general marketing strategy for small and growth-stage businesses, and specialist music marketing for artists, labels and managers. Working remotely with clients across the EU, UK, US and Australia.

* Owned integrated campaign strategy across brand, digital, paid media, CRM and partnerships for the label's highest-priority projects, managing budgets up to $250k.

* Drove 600% audience growth within 12 months by identifying emerging audience signals and building channel activations around them - organic social, CRM, paid amplification and influencer partnerships.

* As project lead, coordinated all internal departments and external partners around the shared mission and across end-to-end campaign rollouts, aligning teams around objectives and milestones.

* Developed multi-channel lifecycle campaigns to drive user acquisition, engagement and retention.

* Built automated subscriber retention and win-back programs in Salesforce Marketing Cloud, achieving 22% lift in retention and 27% average open rates.

The AFR was losing digital subscribers through passive churn - people disengaging before they cancelled. I diagnosed the problem through audience segmentation, identifying subscribers who hadn't accessed their subscription in 90+ days. From there I built a 6-week nurture sequence to re-engage them with high-value content and reinforce subscription value, and a separate 5-step win-back sequence in Salesforce Marketing Cloud for those who had already lapsed, using a targeted discount offer to lower the barrier to return. Result: 22% retention improvement, 27% average open rate.

* Exceeded B2B revenue targets by 126% through end-to-end event marketing, demand generation and email nurture campaigns.

Developed and executed a full-funnel campaign strategy for Australia's premier marketing and tech conference, which had failed to sell out in previous years. Targeted mid/senior marketing professionals across enterprise and mid-market companies nationally across enterprise, mid-market and emerging businesses. Channel mix covered organic & paid social, OOH digital display, and email marketing across a 20k subscriber base. Each channel mapped to a specific funnel stage with continuous performance monitoring. Result: sold out at 1,000+ tickets against an 800-ticket target, 126% of revenue goal.