Tom Hoehn

Tom Hoehn is currently the EVP of Digital and Social Media at 4media group. Prior to this, they worked as the Vice President of Digital Marketing - Community/Content at The Michaels Companies, Inc. from November 2017 to June 2020.

At The Michaels Companies, Inc., Tom lead a diverse team responsible for Michaels' digital marketing programs. Tom managed multi-million-dollar media and agency budgets and relationships and was results oriented, providing online and offline impact measurement. Tom also partnered with platform relationship management including Google, Facebook/Instagram, and Pinterest, as well as being the business owner for the company's mobile app (which saw ~6M downloads). Additionally, they drove search marketing (SEM and SEO) at scale and industry leading social media presence on platforms such as Facebook, Instagram, YouTube, Pinterest, and Twitter (~700K annual customer engagements across all platforms combined).

Under Tom's leadership, the company made a substantial transition of print media spend to digital and they were a driving force in change management as part of the overall digital transformation. This transformation led to 100% e-Commerce YOY growth. Additionally, Tom's content efforts included 1,500 step-by-step projects, 200+ "How-to" videos, and 5K+ tagged user-generated content (UGC) projects pieces. Tom also set up an Online Classroom environment with up to 18 classes per week using a custom front-end and a ZOOM back-end. Participation ranged from 150 to 875 people per class. Other areas of digital scope that Tom was responsible for include Influencer Marketing, Affiliate, Store hours listings, and Website reviews.

Tom Hoehn has a B.S. in Printing from Rochester Institute of Technology, a Certificate in Marketing from Columbia Business School, and an A.S. in Printing from Rochester Institute of Technology.

Tom Hoehn reports to Ed Cyster, Global CEO. Some direct reports include Alexis Miranda - Social Media Specialist, Melanie Teoh - Social Media Coordinator, and Madison Kellerstrass - Digital Media Manager. They work with Susan Matthews Apgood - EVP, Client Engagement & News Generation Founder, Troy Watters - Director, Production Services, and Jim O’Reilly - Executive Producer.