Tom has been at the forefront of global marketing and brand innovation throughout his career bringing a wealth of expertise across multiple industries. Additionally, given his experience with Footwear, Sporting Goods, Apparel, Toy, Gaming and Software Technology companies targeting Kids and Teens, he’s also known as a Youth Marketing specialist.
Starting his career in London after graduating from UCLA, Tom moved to Europe and helped pioneer International Advertising solutions with Newsweek International. He then became International Advertising Director for Life Magazine’s 50th Anniversary issue helping to relaunch this iconic brand. He returned to the U.S. with a Global Sports Marketing agency, West Nally, to identify and secure corporate sponsorships from Coca-Cola; Gillette, Anheuser Busch, and others to underwrite the successful bid by the U.S.S.F. to bring the first World Cup to America for the 1994 FIFA World Cup.
For most of the 90’s Tom built Global Footwear, Apparel and Sporting Goods brands with Easton Sports, L.A. Gear and K-Swiss as V.P., International Marketing/Licensing for these companies.
At Mattel, Keefer held several leadership positions over an 8-year period including S.V.P., International Marketing overseeing a team of 50+ Marketing Directors managing $1.5 Billion of Boys and Girls Brands inclusive of Barbie®, Hot Wheels® and iconic Entertainment brands in partnership with the leading studios including Toy Story®, Batman® Cars®, and Harry Potter®.
During his tenure at Mattel, Keefer was tapped to become the SVP/GM of one of the first Customer Business Teams which resulted in being honored with the Sears Holdings Category Vendor of the Year award.
Post Mattel, Tom managed the Global Licensing Rights for the 2010 FIFA World Cup for the Toy and Sporting Goods categories. Concurrently, he headed up the Global Consumer Product Division of Green Rubber to bring a Recycled outsole technology to the Footwear industry for companies like Timberland®.
Based in New York and London, Tom headed up the BBC Worldwide Global Licensing Team managing a portfolio of Kids and Teen brands inclusive of Teletubbies, Top Gear and Doctor Who, earning the first ever International L.I.M.A. Retail Excellence award.
Tom helped launch and grow a tech-start up called Virtual Piggy (think Paypal for kids) that delivered a COPPA-compliant youth payment solution. Most recently advising PRIVO, Inc. in developing IAAS (Identity-As-A-Service) COPPA-compliant solutions for youth targeted brands.
Throughout his career, Tom has been a Global Retail and Omni-Channel specialist. The thread throughout has been his ability to embrace and promote new technologies to ensure retail brand relevance in serving the Footwear, Apparel, Sporting Goods, Toy, Licensing, Fashion and Tech industries.
Tom recently launched a conference called Melange that explores the latest innovations in Omni-Commerce and Wearable Technologies which are driving the convergence of Fashion and Technology.
For the past decade, Tom has been an advocate and catalyst for seeking sustainable manufacturing and conscience commerce solutions particularly in the footwear and apparel industries.