Wax
Digital

A marketing consultancy for small and growth-stage businesses, artists, labels and managers.

Get in touch

Services

Senior marketing strategy without the agency overhead.

Marketing Audit

A structured review of everything you've got running: channels, funnel, messaging and execution. What's working, what isn't, and where to focus first.

Marketing Strategy

A complete marketing strategy built around your business: audience, positioning, channels and campaign architecture joined up into one coherent plan. Ongoing strategic advisory available beyond the initial scope.

Audience & Growth

Audience segmentation, channel prioritisation and growth mechanics designed to put your brand in front of the right people at the right scale.

Funnel & Campaign Architecture

Full-funnel strategy from first touchpoint to conversion. Where you're losing people, why, and a structure built to fix it.

Social & Content

Content frameworks, platform approach and best-practice engagement tactics that compound over time.

Lifecycle & Email

Email marketing strategy built to generate revenue: D2C, lifecycle sequences, segmentation and automated nurture that retains the customers you've already earned.

Paid Media

Paid channel selection, audience targeting, budget allocation and campaign structure, built to complement the organic content strategy.

Influencer & Partnerships

Identifying the right voices at the right scale - micro, mid-tier, or macro - and building the brief, structure, and campaign integration to make it work.

Music marketing needs? See the dedicated music marketing services →

Track record

5K → 500K
Spotify Monthly Listeners in 12 months
Boy Soda, Warner Music Group
145K → 2M
Spotify Monthly Listeners in 18 months
Balu Brigada, Warner Music Group
22%
Retention lift, by rebuilding the digital subscriber retention strategy including behavioural segmentation, automated nurture and win-back sequences.
The Australian Financial Review
126%
Of revenue target, first sellout conference in ADMA Global Forum's history.
Association of Data-Driven Marketing & Advertising

About

A decade of experience across music, tech and media.

Tom Heath

Tom Heath, Strategic Marketing Consultant

Hi, I'm Tom. I've spent the past decade leading marketing strategy across music, tech and media. Six years of that at Warner Music Group, running end to end campaigns for the label's priority artists. I now work independently through Wax Digital, bringing that depth of strategic thinking to businesses, artists and labels who need senior thinking without a full-time hire. I work across the full marketing stack - holistic strategic thinking with the individual channel experience to back it up.

2026–Now

Wax Digital

Working independently with businesses, artists and labels on marketing strategy, brand development and campaign planning.

2019–2026

Warner Music Group

Senior marketer running WMG's priority artist release campaigns. Ownership of campaign strategy from brand positioning through fan acquisition, social & content, digital & paid, partnerships and experiential fan activations.

2018–2019

The Australian Financial Review

Building lifecycle marketing strategy for the AFR's digital subscriber base. Running acquisition, engagement and retention campaigns, and automated nurture sequences built in Salesforce Marketing Cloud.

2016–2018

Association of Data-Driven Marketing & Advertising

End-to-end demand generation for Australia's leading marketing industry body: thought leadership content, conferences and courses for senior marketing professionals.

2015–2016

Aprimo / Teradata

B2B marketing for an enterprise marketing automation platform. Lead generation, email campaigns and C-suite executive roundtable programmes across ANZ.

Music Marketing

Senior music marketing strategy: on demand.

A dedicated music marketing practice built on six years running campaigns at one of the world's biggest labels.

Services

Artist Brand & Positioning
  • Artist brand development
  • Sound profile and cultural positioning
  • Tone of voice and visual identity direction
Campaign & Release Strategy
  • Album and release campaign planningPre-launch, launch and sustain phases.
  • Campaign architectureDigital channel mix, sequencing and key moments.
  • Marketing funnel designMapping and optimising the journey from first discovery to genuine fan.
  • Catalogue strategyBack-catalogue reactivation, re-release planning and anniversary moments.
Audience & Fan Development
  • Audience identification and segmentationWho the real fans are, where they live, and how to reach more of them.
  • Fan engagement strategyTactics for turning passive listeners into active community.
  • Superfan mechanicsLoyalty structures that convert community into advocacy and revenue.
Digital Channels & Content
  • Social and content strategyBuilt around the artist's unique selling points and release cycle.
  • Platform-native tacticsContent pillars, formats and cadence per platform.
  • Creator and influencer strategyFinding and activating the right voices at the right moment.
  • Paid ad strategyChannel selection, audience targeting and budget allocation.
DSP & Streaming
  • Editorial playlist pitchingPitch preparation and submission strategy for streaming editorial teams.
  • DSP platform strategyPlatform optimisations, pre-saves, release timing and algorithmic triggers.
Operations & Digital Infrastructure
  • Digital infrastructure planningDistributor, website, email platform, music landing pages.
  • Merchandise & physical strategyVinyl/CD, merch product offering.

Contact

Let's talk.