40 Under 40 2024: Tom Geekie, Jaywing

Tom Geekie

CEI
Jaywing
Australia

Tom Geekie's journey with Jaywing started in 2012 when he co-founded Digital Massive, a performance marketing agency that was later acquired by the agency in 2017. Four years and one global pandemic later, Geekie became the new CEO of an enlarged Jaywing after yet another Australian agency was integrated into the fold. 

Under his leadership, the company enjoyed steady growth of 6% to 12% for the next three years before jumping 30% in 2023-24 with a remarkable surge in EBITDA of more than 110% on the back of major new clients like Myer, Youi, New Balance, and QuickBooks, requiring a nearly doubled team size from 48 to 74 members. 

Geekie identified creative data and technology as core investment pillars of the business. He helped launch the company's brand and conceptual campaign team to diversify its offering and provide clients with greater cut-through in a market saturated with AI-generated content. Since the launch, the conceptual team has grown to 14 people, making up over 20% of the agency's revenue.

As a leader, Geekie nurtures the next generation of industry talent. This shines through his active involvement in speaking engagements, panels, and events tailored to support emerging professionals while spearheading a partnership with Macquarie University to establish an internal graduate programme, offering students entry into the industry. 

His progressive approach to leadership also puts his staff at the centre of policy changes and diversity and inclusion initiatives. Since becoming CEO, Geekie has implemented new initiatives to create a more diverse and inclusive working environment for the team with the help of an internal culture committee which he established. 

One example is Indigenous awareness, which advances the interests of Australia's First Nations people through awareness programmes. These programmes highlight the issues around aboriginal inequality and aim to support First Nations Australians looking for a career in performance marketing.

Another area is work-life balance. A father of two himself, Geekie’s policy on paid parental leave extends to three months for birthing parents or primary caregivers and includes fertility and miscarriage leave. His flexible working arrangements also consider working parents, giving staff the freedom to choose to work from home, increasing staff satisfaction and productivity.