Thomas Groot is responsible for Manchester City’s E-Commerce channels. He manages multidisciplinary teams, blending strategy and hands-on execution to optimize marketing, operations and customer experience for one of football’s biggest brands.

In his career at stichd, Thomas has managed e-commerce operations for multiple global sports merchandise brands, developed scalable go-to-market strategies, and introduced initiatives like A/B testing programs. His background also includes consulting at Valtech, where he delivered digital marketing and data projects for multinational clients, as well as two start-ups in Customer Experience Optimization. As a hobby, Thomas runs Extra Joss, the energy drink powder that has gained a strong popularity among Gen Z across Europe, selling over 1 million units annually.