Tom Good

An experienced Head of UX, I blend product-focused design leadership with a passion for innovation and practical expertise in AI design and application. I build and mentor multidisciplinary teams, shape data-driven approaches, and launch experiences that move the metrics that matter – all for global brands. I’m comfortable working across a variety of projects simultaneously, and embrace complexity through a collaborative mindset.

BIMA

AI Council Member

Active council member since 2024, participating in regular council meetings and initiatives

  • Co-authored BIMA AI Standards, from initial draft through Alpha and Beta release

  • Judge for BIMA AI Award 2024, participating in a panel of AI experts

Marketing Week

Mini-MBA

Completed the CPD-accredited course focused on Marketing aspects of an MBA. The course is led by Professor Mark Ritson, and spans ten modules from Market Orientation and Segmentation through to Positioning, Objectives, and execution via Product, Pricing, Comms, and Distribution. The course blends theory with practical tools to develop effective, strategic marketing.

Various

Event Speaker

Presenting projects, insights and thought leadership in various industry and UX foused events.

  • Sitecore Symposium 2024, panel discussion around the successful launch of the new sitecore.com platform.

  • UX Crunch Events, including hosting sessions in agency spaces.

Professional Experience

MRM UK

London
March 2024 - Present

Head of UX Design

Following agency merger and restructure within McCann Worldgroup, working as department head for User Experience. Managing a team of six generalist UX designers in the London office and supporting agency growth as part of the Senior Leadership Team.

  • Supported the merger of A&O Shearman, with a new customer experience and Sitecore site, designed and launched in 150 days.
    +36k job applications | 70% engagement | 11% conversion | Drum Award Winner

  • Creation of Agentic AI e-commerce proof of concept in collaboration with Salesforce / Agentforce and luxury fashion brand Vince. Ideated new interaction patterns beyond simple ‘chat’ formats, including mass asset generation using GenAI.

  • Oversaw design and UX across a new digital brand and UX/UI redesign for Sitecore.com. 

    +38% pageviews per user | +22% av. sessions per user | +9% engagement

  • Design of a new digital product for S&P Global Dow Jones Indices, to prototype custom financial Indices.

  • Establishing a continuous optimisation process for Tourism Ireland, using an iterative hypothesis based structure.

2024

Hugo & Cat

London
Sep 2015 - Jan 2025

Head of UX Design

Leading the UX discipline within the London team covering UX Strategy, User Research, and UX Design. Collaborating with partner agencies within the network, and technology partners to deliver insight driven design, product design, and digital transformation.

  • Future digital brand expression and design system definition for Bentley Motors, defining a vision for all future touchpoints.

  • Customer experience framework, audience segmentation and platform redesign for ViiV Healthcare brands and ViiV Exchange site.

  • Experience strategy and multi-brand site redesign for Stanley, Black & Decker brands including Dewalt, Stanley, Black + Decker.

  • Design Sprint process for Thames Water, ideating new and innovative ways to address customer needs, later delivered through an agile website build program.

2023

UX Director

Oversaw UX output across all agency accounts, leading the User Experience team, and working collaboratively with clients and internal teams to deliver world class experiences across a range of industries.

2021

Lead Experience Designer

Led experience design quality at Hugo & Cat as UX team lead and line manager, oversaw a team of Experience Designers and establishing design processes and methodologies. Driving innovation with key agency clients including Royal Mail and Thames Water.

2017

Senior Experience Designer

Demonstrating UX expertise by leading design projects with international clients like Sony Electronics, exploring service design with partner agencies FutureBrand and UXUS, and defining omnichannel customer journeys for Stanley, Black & Decker.

2015

DigitasLBi

London & Hong Kong
Sep 2013 - Sep 2015

Senior Associate User Experience Architect

Crafting new customer experiences on large scale projects from concept through to end build. Including responsive website redesign for the National Trust and working with Renault on one of the world’s largest website design and build projects. Trialling lean build practices such as ‘build in browser’ to rebuild the Interactive Investor website.

2014

Associate User Experience Architect

Working on major projects for global brands, including app, web, smart watch, and specialist interface design. Spent several months working in Hong Kong within a new agency office to help build a new design team. Co-located with clients in the Cathay Pacific headquarters, requiring diligent client management and presentation skills.

2013

Sky

London
Aug 2012 - Sep 2013

Designer

Worked as a UI designer across Sky Go, Sky+, and Sky WiFi apps on iOS, Android, Xbox, PS3, and web platforms. Introduced automation tools to streamline asset creation and improve team workflow. Took on sole design responsibility for core products across platforms, contributing to product updates still in use today. Led concept development for future Sky TV platform experiences, combining research, prototyping, and cross-functional collaboration.

2012

One

London
Aug 2010 - Aug 2011

Junior Designer

Worked across a wide range of digital and print projects in a small studio environment. Took ownership of smaller design briefs, including brochures, magazine layouts, and campaigns for clients such as Crufts and St George’s Chapel. Designed websites for clients including BLESMA and the British Frozen Food Federation, and helped develop a Flash-based promotional game using principles of maths and game theory. Gained early exposure to project management, PR, and events, building a broad foundation in creative and marketing disciplines.

2010

 Education

Marketing Week

April 2021

Mini MBA Marketing

The Mini MBA in Marketing is a CPD accredited, MBA standard course. Covering the same core marketing modules as leading MBA programmes

Led by Professor Mark Ritson, the course covers core MBA marketing content in 10 modules. Starting with Market Orientation, Research, and Segmentation, then moving through applying this thinking with Targeting, Positioning, and Objectives and lastly executing the strategic thinking with Product, Price, Marketing Comms and Distribution.

The material combines the underlying research and theories with applicable methods to put the most effective and imaginative tactics and techniques for developing successful marketing strategy into action.

2021

Loughborough University

2008 - 2012

BA (Hons) Industrial Design & Technology, 1st

1st Class Honours Degree with Diploma in Professional Studies. Selected to Exhibit at New Designers 2012, short-listed for Enterprise Award 2012, winner POPAI Student Awards Silver 2010

Major project focused on targeted advertising, using a BID model of investment to allow shops in smaller communities or townships to jointly fund a digital loyalty system. The project aimed to directly tackle the decline of the high street and granted smaller businesses access to technology they would usually be unable to afford. 

Modules and focus areas:

  • Industrial Design sketching

  • Design for Manufacturing Technologies

  • Ergonomics

  • Entrepreneurship

  • CAD / CAMM

  • 3D modeling and rendering

  • Communication Design

  • Materials science

  • Product Design

  • Rapid Prototyping

2008

Other courses

  • Interaction Design Foundation

  • Google Online Marketing Fundamentals

  • Google Analytics Certificate in Advanced Analytics

  • IBM Design Thinking Practitioner

  • IBM Team Essentials for AI

Various