Scaling growth through data-led creative and
AI-powered experimentation.

Promotion for headphones offering a payment plan of one payment of £200 or four payments of £50 with Clearpay.
Advertisement for Afterpay, a payment service, showing a mobile phone screen with an online order of a washing machine priced at £400, with four installment payments of £100 each scheduled between October and November.
Promotional graphic for Afterpay, showing a mobile phone with a payment schedule for a $400 washing machine, indicating payment in four installments; includes text "Ease the load. Afterpay it." and options for electronics and applications.
A person holding a smartphone displaying the Afterpay app, with text promoting the app and stating terms and conditions, while seated with legs crossed and wearing black pants.

BIO / THOMAS SMETHURST

Creative strategist with a background in high-scale customer acquisition on paid social, specialising in driving data-driven performance.

KEY SKILLS

Hand holding smartphone displaying Afterpay payment options for a washing machine with a background of vertical light blue curtains.

Data to Creative Translation

Conversion-Led Briefing & Direction

Multi-Channel & Multi-Region Management

RESULTS

3.4M+ Customers Acquired from Paid Social

48% Reduction in CAC across Key Channels

600+ Creative Experiments Annually

Line of social media icons: Instagram, Facebook, TikTok, Google, YouTube, Reddit.
Promotion for Afterpay, highlighting access to over 60,000 shops and services. Features an iPhone screen displaying a digital wallet with a contactless payment sign and a Mastercard logo, with text about paying in four installments over six weeks.

STATICS

Always-On Branded Concepts

A smartphone screen displaying an order for headphones costing $600, with a payment schedule. Next to the phone, a graphic promotes an afterpay day event with 4-day sales event from August 14 to 17.

Growth-Led Trade Support

Screenshot of a tweet from Jake T. showing a $100 Amazon.com.au gift card and mentioning Afterpay, with a note about paying in 4 interest-free installments over 6 weeks.

UI-Based Design

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UGC

Social-Native Hooks

Engaging Feature Explainers

Merchant Collaboration

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MOTIONS

Motion Variations of Top Performing Statics

Growth-Led Trade Support

Bespoke Animations For Video Placements

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“It’s been a pleasure working with Tom. He's had so many accomplishments at Afterpay, from leading the creative program for paid acquisition to scaling the referral program. Tom has a natural way of bringing people together and is always the first to offer a helping hand.”

— Julia Fischer (Customer Acquisition Lead, Afterpay)

“Tom has a stellar work ethic that combines creativity, commercial focus and analytical thinking. He is accountable to his work, translates insights and always has actionable goals that results in measurable impact.”

— Kate Fowler (Partner Marketing Manager, Afterpay)

UGC assets spotlighted as an example for creative best practices in activation (action) at an Apps on TikTok Event.

— TikTok For Business