Profile banner
Tom Spaven

Tom Spaven

Brand Marketing: Global Giants + Scrappy Start-Ups

Atlanta, Georgia
youshouldtalkto+1
Favicon imagelinkedin.com
Favicon imageintro.co
Favicon imagethreads.com
Favicon imageinstagram.com

Summary

Tom Spaven is an experienced brand marketing leader with 17 years in global and U.S. brand marketing, working across both large global corporations like L'Oreal and Bacardi, and high-growth CPG startups such as Volley (tequila seltzer) and Goodwipes (personal care products). He specializes in brand strategy and building playful, exuberant brands in categories often perceived as sterile, aiming to challenge conventional approaches. intro+3
He is a strong advocate for authenticity and vulnerability in marketing leadership, stating that everyone in marketing is essentially 'winging it' due to constant changes. He believes leaders should acknowledge their weaknesses, hire to fill skill gaps, and avoid pretending to be experts in every aspect of marketing. This philosophy influences his approach to team building and strategy. youshouldtalkto
Spaven has a notable track record in the spirits industry, particularly during his time at Bacardi, where he served as Brand Director for Bombay Sapphire in North America. He was instrumental in driving innovation and visibility for the gin brand, focusing on consumer experience and market differentiation. His early career also involved working with luxury brands at L'Oreal, which informed his approach to premium brand building. campaignlive+1
As a founder of Lantern Fly Projects and a Member of Sunday Dinner Community, Tom demonstrates an entrepreneurial spirit and commitment to community engagement within the industry. He also offers advice on brand strategy to early-stage CPG companies, indicating a desire to contribute to the growth of new ventures. intro+1

Work

Education

Writing

One-word answers with Bombay Sapphire's Tom Spaven

January 1, 2020

An interview discussing his role as Brand Director for Bombay Sapphire at Bacardi, covering topics like the growth of the gin sector, brand challenges, innovation, and agency relationships.

Favicon imagecampaignlive.com

Tom Spaven, VP of Marketing at Goodwipes on the return to brand building

Podcast interview where Tom Spaven shares his perspective on the marketing industry, his career journey from large CPG companies like L'Oreal and Bacardi to startups like Volley and Goodwipes, and his belief that marketers are often 'winging it' and should focus on hiring for gaps rather than pretending to be experts in everything.

Favicon imagepodcast.youshouldtalkto.com

The Walmart Marketplace: "Copy & Paste" is a Waste, with Kiri Masters, Head of Retail Marketplace Strategy at Acadia and Tom Spaven, VP of Marketing at Good Wipes

Webinar (audio version) featuring Tom Spaven as VP of Marketing at Good Wipes, discussing strategies for the Walmart Marketplace and how brands should adapt their approach rather than simply replicating Amazon strategies. He describes Good Wipes' mission and brand philosophy.

Favicon imagedigitalshelfinstitute.org

Hobbies

Enjoys playing football (soccer). threads