Tom Peters

Director, Innovation

“Tom brings positive energy to every meeting and gathering. Alongside his creative ideas and extensive experience he’s a great asset to True.” — Natasha Asher-Relf

Tom Peters


Innovation Director Tom has spent 15 years working with amazing and game-changing brands — from Deliveroo to Sky. His work has involved ‘thinking, starting and scaling’ new ideas and businesses, and being part of teams that make life more fun and convenient for consumers.

meet Tom

Why did you choose True?

I’m passionate about understanding the impact of changing consumer habits on the way people live, eat, shop, socialise and exercise. True’s focus on disruptive consumer brands, combined with the B Corp status and ‘doing business for good’ mantra, really appealed to me. I also saw enormous value in a model that blends startups, scale-ups and corporate partners with innovative thinking and technology.

How would you describe your job to a five-year-old?

I make shopping easier, quicker simpler and more fun for people.

What do you love most — and least — about your job?

Love — the variety, but with a consistent focus on consumers, retail and the supporting tech. I’ve never ‘hated’ any part of jobs I’ve had. I dislike over-complexity and jargon which can be a common issue in consulting.

Name an idea or company that reimagined a business or industry — one you wish you’d thought of.


Which person or people helped shape and inspire who you are today?

No one person has done this. I believe my character and personality has been shaped by a broad range of friends, family, colleagues, teachers and those I’ve simply interacted with during my life. One way I think about this is each of these influences represents a ‘thread’ which has enabled me to ‘weave’ my own unique ‘life tapestry’. The great thing about this concept is it can always have additional threads added to it — your life tapestry is forever changing and evolving.

true cv

Tom’s expertise at True:

Tom is supporting the development of True’s Technology Partner Programme. He has also informed and led True’s recent work on the topic of Q-commerce.

True stories featuring Tom


Q-Commerce: our quick takeaways on a rapidly evolving sector

Not a day seems to go by that a New ‘Quick’ grocery operator doesn't raise funds - launching in a new country or forming a new partnership. In just the past few weeks Berlin-based Gorillas has raised $1bn, and launched a partnership with Tesco.

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Events, Reimagined

This October, our team was finally able to meet in person for a few fun-filled days of getting to know each other — and our new brand — a little better.

view story

relevant people

Mike Tattersall

Managing Director, Innovation and CCO

“Mike is one of those rare people who can inspire, educate and drive a team whilst being a kind, humorous and empathetic leader. He creates an environment that encourages communication and collaboration in a way that makes you want to work hard and show up every day!”

Mike Tattersall

Liam Buswell

Director, Innovation

“Liam is incredibly smart, cool and collected. He’s very good at articulating difficult concepts, which is very helpful when discussing horizon technologies and is always happy to go above and beyond to help everyone across the team.”

Liam Buswell