Founder · GAMEPLAN. · Performance, Media, Technology
More profitable customer acquisition, run by a senior operator, not an account team.
15 years across Google, Meta and TikTok. £20m+ in paid media managed. AI-first marketing systems through my consultancy, GAMEPLAN. No agency overhead, no handover risk.
Brands and organisations Tom has worked with
- Hilton
- THG
- YouGov
- ASOS
- Gucci
- IWG
- Revive Collagen
- FFS Beauty
- Fortnum & Mason
- Olivias
- Hallmark
- SunLife
- PushDR
- London Private Ultrasound
- Sharps
- GOSH
- Save The Children
- Huel
- Skyscanner
Work delivered across agency, in-house and consultancy roles.
The proof stack
Evidence, not adjectives.
- 01 £20m+ paid media managed at Medialab, the UK's largest independent media agency.
- 02 60% YoY Google Ads growth Google Premier Partner status earned, February 2024.
- 03 13 markets Gucci pitch won led the winning multi-market pitch at Assembly.
- 04 1 agency acquired negotiated Ascend Global's acquisition by MOOT Group, February 2022.
- 05 48 hours to ship a custom site GAMEPLAN.'s AI-first delivery via Clean Code Sites.
How I got here
Fifteen years, six stops.
- 2010 Assembly Started in performance marketing.
- 2013 Sofa & Chair Brand-side growth.
- 2018 Croud Consulting, the digital-nomad years.
- 2021 Ascend Global Managing Director; led the acquisition.
- 2023 Medialab Search Director, £20m+ managed.
- 2024 GAMEPLAN. Founded the consultancy, full-time.
Still scoping?
Explore the four ways I help.
Researching your options? Start with the work below. Already know what you need? Book a call instead.
Selected work
Case studies.
13 markets
Winning a 13-market Gucci pitch
Led the strategy and pitch that won a luxury client across 13 markets.
Acquired
Negotiating an agency acquisition
As Managing Director, positioned and negotiated the sale to MOOT Group.
+60% YoY
60% YoY Google Ads growth and Premier Partner status
Drove growth across a £20m+ paid media operation and earned Premier Partner status.
Writing
Latest from the blog.
The 48-hour website: how AI compresses delivery without compressing quality
A custom 48-hour website works because AI compresses production, not judgement. The time saved is build and boilerplate; the strategy, structure and quality control stay human. Here is how it ships.
How we won a 13-market Gucci pitch (and what enterprise pitching teaches you)
We won a 13-market Gucci pitch by solving the client's real problem, not performing creativity. Enterprise pitching rewards clarity, proof and operational credibility over showmanship. Here is the playbook.
When to hire an agency vs a consultant vs a fractional leader
Hire an agency to execute channels at scale, a consultant for a defined diagnosis, and a fractional leader to own the outcome and hold everyone accountable. Most scaling businesses need the leader first.
Speaking
Book me to speak on AI-first marketing and performance.
Talks for founders, CMOs and event audiences on the AI-first marketing operation, honest measurement, and being the answer when your customer asks an AI.
See speaking →In their words
What clients say.
"[TOM TO SUPPLY: client quote]"
"[TOM TO SUPPLY: client quote]"
"[TOM TO SUPPLY: client quote]"
Start here
Book a call, or send a brief.
Book a call
Twenty minutes to work out whether I can help and how.
- 20 minutes, no pitch, no obligation.
- I'll tell you honestly whether fractional, project or advisory is the right shape, even if it isn't with me.
- You leave with a clear next step either way.
Send a brief
Only name, email and a message are required. The rest helps me prepare, but skip anything you'd rather not share.
Common questions
Who is Tom Goodwin of GAMEPLAN.?
Tom Goodwin is a performance marketing and AI consultant and the founder of GAMEPLAN., a performance, media and technology consultancy based in London. He has 15 years in performance marketing since 2010, has managed £20m+ in paid media, and earned Google Premier Partner status in 2024. He is not the author of Digital Darwinism; that is a different Tom Goodwin.
What does GAMEPLAN. do?
GAMEPLAN. is an AI-first performance, media and technology consultancy. It runs paid media strategy across Google, Meta and TikTok, builds AI marketing operations and systems for teams and agencies, and delivers AI search and AEO work. It also ships custom websites in 48 hours through Clean Code Sites.
What's the difference between hiring Tom and hiring an agency?
You get a senior operator directly, not an account team layered over junior delivery. Tom has led a 15-person search division and managed £20m+ in spend, so you buy the decision-making seniority without agency overhead or handover risk. For agencies, he plugs in as fractional senior cover rather than competing for the account.
What does a fractional head of performance cost in the UK?
A fractional Head of Performance in the UK typically runs as a day rate or a monthly retainer scoped to one to three days a week. Pricing depends on scope, seniority and commitment length. Send a brief with your budget band and Tom will tell you honestly whether fractional, project or advisory is the right shape.
How quickly can an engagement start?
Most engagements start within one to two weeks of a first call. Productised work like a Google Ads audit can begin sooner. Book a call to confirm availability.
Prefer to read first?
Performance and AI marketing notes, occasionally, no filler.
No spam. Performance and AI notes, occasionally.