Stop posting.
Start publishing.
I help founder-led brands run their content like a magazine – giving you a point of view, a publishing rhythm and a reason for your audience to care.
The problem
You're posting on social media. You're just not being read.
Your content calendar is full of formats, not ideas
Every post reads like it was written to satisfy the wants of an algorithm, not the needs of your reader
You're the founder, but you're also the strategist, writer and publisher – with no editor checking it
Growth and impact of your accounts is minimal because there's no storyline anyone can follow
I'm Tom,
I started as a journalist, editing titles like CAR Middle East and contributing to Esquire, Harper’s Bazaar, TimeOut & Evo before spending over a decade as Executive Creative Director at a Dubai-based agency working with brands like Etihad Airways, Ford, AD Ports Group and ADNOC Distribution.
What I learned across both: content without a point of view is just noise. What makes a masthead work – a magazine, a newsletter, a feed – is the same thing: a clear angle, applied consistently, issue after issue.
Twenty years of editorial thinking, now applied to your feed
That's the lens I bring to social media. Not "more content." Instead, a repeatable operation with its roots in editorial thinking.
✓ Journalist by training, creative director by trade
✓ Decade+ leading creative for global brands
✓ Specialist in founder-led, values-driven businesses
Here's what my clients say
"Working with Tom has been storming for our social media presence. His insights led to a significant increase in our engagement and reach, driving results that to be honest I didn't have any expectations about getting. He quickly understood our brand’s voice and crafted strategy and creative campaign ideas that really resonated with our audience. Beyond his expertise, Tom is a pleasure to collaborate with – always responsive, professional, and proactive. I highly recommend him to anyone looking to elevate their strategic social media efforts.”
Dan Truman Managing Director, Duga Digital
"Tom was incredibly helpful to bring a professional and fresh eyes perspective to our marketing efforts. He was communicative throughout and provided a high quality audit in a short turn around. The audit itself is full of useful insights and clear recommendations that we can immediately start implementing. Highly recommend."
Lisa Ichane Community Manager, The Workstyle Revolution
The Masthead Method
Three ways to work with me, depending on how much of the editorial operation you want to hand off.
The Audit | £149
I review your current social presence like an editor reviewing a magazine – voice, structure, cadence – and hand back a clear diagnosis and fix list.
The Workshop | £750
A custom working session with you to build out your editorial angle, flat plan and publishing rhythm – the Masthead framework applied directly to you or your brand.
Fractional editorial direction. I run your content operation the way a magazine runs its desk: flat plans, deadlines, a consistent voice, plus accountability for whether it's actually working or not.
The Retainer | from £1,000/month
The Positioning Workbook | Free!
Start here. A short, self-guided workbook to find your editorial angle and build your first flat plan.
Got any further questions?Drop me a line and let's talk.
