Tom Etherington is the founder and director of WE-COM, an e-commerce SEO and digital marketing agency that works with national and international Retail clients. Over the last 12 years, he has worked at various agencies in the North East, most notably leading a multi-award-winning agency in Newcastle, before founding WE-COM in January 2025.
What was your first job, and how much did it pay? My first 'proper' job was in sports writing and reporting for a few different publications and companies, which I typically got paid by the article for, plus travel expenses and free sandwiches. It was great fun and I got a glimpse into 'how the other half lives', meeting Premier League footballers, managers, and TV pundits. I moved into digital marketing and got my first salaried role at a digital agency in 2013, which I think was around £14,000 per year.
What is the best advice or support you’ve been given in business? The best support I’ve received has been from experienced mentors who had already been there and done the roles I was in. This is also linked to the best advice: find a mentor! It can make a huge difference.
What are the main changes you’ve seen in your business/sector, and what are the challenges you’re facing? It’s been a tough few years for agencies, largely due to external factors. Businesses have been more cautious about where they invest, consumer spending is down, and the pressure to prove return on investment is higher than ever. Add to that the rapid rise of AI platforms, and the sector faces big questions about the impact this technology will have and how we can really use these tools in the right way.
As a new agency, our biggest challenge is proving the value of our unique operating model and showing that it’s a more effective way of doing things than how most of the established businesses in our space are set up.
What would your dream job be? I always hoped to start and run my own business, so this is pretty much my dream job. At some point in the future, I’d also love to put my experience directly into building my own e-commerce brand, or something that makes a real difference to people’s lives, like a charity or non-profit. Maybe both combined, if that’s possible.
What advice would you give to someone starting out a career in your sector? Focus on soft skills as much as technical skills. For every person that I’ve seen at the top of their game from a knowledge perspective, I’ve seen someone further ahead in their careers because of their ability to communicate clearly, manage relationships, and think strategically. It’s the difference between being good at what you do and being great.
What makes the North East a good place to do business? I genuinely believe that the talent in the North East is second to none, and the region shouldn’t be overlooked when it comes to creativity and innovation, especially in digital. There are some brilliant universities and colleges, events and networking opportunities, and business support programmes that help to nurture all of this. But more often than not, businesses and marketers in our space often focus on the agencies in Leeds, Manchester, and London, despite there being great options right here in the North East. There’s so much potential, and I always hope the region will catch up and get more opportunities to show all of this on a wider scale.
How important is it for businesses to play a role in society? It’s hugely important. Businesses influence society through what they sell, promote, or do on a day-to-day basis. I don’t think every business needs to be purpose or mission-led, but there is a responsibility to do the right things and contribute in a way that benefits the people and communities around you.
Outside of work, what are you really good at? I’d like to say something like football or long-distance running, but it’s not the case as much as I try. Something I am really good at, though, is keeping my young son entertained and making him laugh, which is the best possible way to spend time outside of work.
Who would play you in a film about your life? I asked my friends for some suggestions, and they weren't exactly flattering. My wife said Jamie Bell, so I’ll go with that. He'd at least have the accent nailed, being from the same area in Teesside!
Which three people would you invite to a dinner party, and why? Sticking with the North East theme, Bob Mortimer was the first person that came to mind, for the obvious comedy value, as well as Sam Fender and Brian Clough (if we’re talking about past and present). Comedy, music, and sport are covered, which is all you need!
