Tightknit Hires Head of Insights and Effectiveness, Dom Fitzgerald

Tightknit Studio’s founders, Evan Roberts and Lee Simpson, have appointed former Thankyou marketer Dom Fitzgerald as head of insights and effectiveness.

He previously spent more than four years as strategic insights and category manager at Thankyou, which Tightknit works with as both an agency partner and fractional marketing department. It was his second stint at the brand; from 2016 to 2020, he worked in various marketing roles at the social enterprise.

He told LBB, “It’s an exciting time to be joining Tightknit. The chance to weave strategy, customer and consumer into a cohesive system within a creative company is rare.

“Translating data into stories that work commercially and resonate with people has always been my focus, and this allows me to take that further. Continuing to work on the Thankyou brand is an added bonus.”

Dom’s other client-side experiences include stretches at Kellogg’s and Soulfresh. He has also launched several brands himself, including vegan brand School Night and vegan nuggets brand Nuggly. In addition, he has run a consultancy called wtFMCG, via which he has worked with small and medium businesses in the category to drive growth.

When LBB revealed the launch of Tightknit in September, ex whiteGREY CEO Lee and TBWA\Sydney CCO Evan promised to simplify complexity, and work with clients in a range of capacities: as a traditional agency, alongside an in-house team, or as a fractional department. Dom’s appointment signals its ambition to prioritise commercial marketing experience, the agency said, and influence the full marketing mix, versus just promotion. Dom’s experience stretches across all four Ps: product, place, pricing, and promotion.

Lee said the studio wants to “take creativity to new places, and this appointment helps us do just that.”

“Dom is a seasoned client-side marketer, with experience spanning brands from Kellogg’s to Soulfresh to Thankyou,” he said.

“Working at the intersection of sales and marketing, his background in NPD, pricing and distribution strengthens our impact across the full marketing mix, not just the promotional ‘P’. This brings a deeper understanding of our clients’ businesses and where creativity can best unlock growth.”