ThisThat appoints VP of Sales & VP of Growth, gearing towards $100m ARR


ThisThat, the global award-winning, pioneering data company revolutionising advertising metrics for the new era of community-led advertising, is proud to announce its progress towards its ambitious expansion goals for 2024. With a keen focus on strengthening its leadership team, ThisThat has made strategic appointments to drive its growth trajectory forward.

Tom Shannon joins ThisThat as Vice President of Sales, marking a significant milestone in the company’s growth. With a decade of SaaS Go-To-Market (GTM) leadership, Tom has a proven track record in driving high-performing teams in venture capital/private equity-backed businesses, from $0m to $100m in ARR. Leveraging his extensive background as one of the first commercial hires at the high-growth consumer insight business, Attest, and his tenure leading a team at digital experience leader, FullStory, Tom brings invaluable industry knowledge and scaling experience to ThisThat.

In his new role, he will lead ThisThat’s sales efforts, leveraging his industry knowledge to advance the company’s goal of reaching $100 million ARR. His appointment underscores ThisThat’s dedication to both SaaS and managed service solutions, along with a targeted GTM strategy, solidifies its position as a leader in the SaaS industry.

Commenting on his appointment, Tom Shannon said, “The ‘what next’ in brand lift and campaign measurement has been underserved for far too long. I’m excited to continue the journey taking the ThisThat products to market as we scale to help more and bigger brands do better when it comes to effectiveness, insight and ultimately, creating a better ecosystem for consumers.”

Concurrently, Joe Adsett, formerly Growth Director takes on the new role of Vice President of Growth, spearheading efforts to pivot towards a more targeted and effective strategy aimed at enhancing Product-Market Fit (PMF) segments. This initiative is crucial as ThisThat continues to broaden its range of SaaS offerings. This strategic move comes on the heels of ThisThat’s impressive growth in Q4 and marks a significant step in the company’s journey towards expansion.

Max Osborne, Founder of ThisThat, said: “Our clients absolutely love our product suite. Building to their needs has and always will be our top priority. Now however we’re ready to grow and make an impact in the marketing ecosystem. Tom, a GTM leader who has seen the $0m to $100m journey now has scope to make that happen here. All while Joe, exited founder, performance marketing 30-u-30 and all around PPP (Product, Packing, and Positioning) genius will now get to focus his efforts to evolving our PMF segments as we expand our product offerings. My confidence in the next phase of growth could not be greater.”

ThisThat is already celebrated globally by the best agencies in Influencer Marketing as well as brands such as Meta, Google, Visa, Unilever, Disney and Roblox. In the last two years, the company’s revenue has grown 20x, with 89% of its revenue coming from retained clients and all while boasting an impressive 36% EBITDA in 2023. ThisThat is committed to pushing boundaries, building and delivering cutting-edge tech and solutions all within the broader mission to make marketing more enjoyable. To learn more about ThisThat visit

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