I'm Tom Goodwin, and I make marketing pay.

I have spent fifteen years getting founders, agencies and fast-growth businesses more customers for their money. I started in 2010, learned paid media on real budgets, and worked my way up to running search across a £20m+ portfolio as Search Director at Medialab, the UK's largest independent media agency.

Along the way I led the strategy and pitch that won a 13-market Gucci account at Assembly, and I served as Managing Director of Ascend Global, where I positioned and negotiated the agency's acquisition by MOOT Group in 2022. So I have grown accounts, led teams, won the big pitches and sold an agency. That range is the point: I have sat in most of the seats my clients sit in.

In 2024 I founded GAMEPLAN., a performance, media and technology consultancy, and went full-time on it. GAMEPLAN. is an AI-first operation by design. Through Clean Code Sites we ship custom websites in 48 hours using agentic build and reporting workflows. I do not advise on AI from the sidelines, I run my own business on it.

I work with founders, CMOs and agency leaders who buy proof, not adjectives. That is why this site leads with numbers.

The disambiguation

Yes, there's another Tom Goodwin in marketing. He writes about digital Darwinism. I do the natural selection.

To be precise: I am the performance marketing and AI consultant, founder of GAMEPLAN., based in London. I am the operator who runs the campaigns and builds the systems, not the author of Digital Darwinism.

The route here

• 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.

What I care about

Honest measurement. Senior people doing the actual work. Operations that scale on systems, not headcount. And telling clients the truth, including when the answer is that they do not need me.