get to know cordero
The name “Cordero” comes from founder Tommy Lamb’s last name, translated into Spanish. It first appeared in sunny Palm Springs as Casa Cordero — a mid-century modern vacation rental designed to elevate the guest experience. What started as side project quickly became a creative outlet for building immersive environments. Whether guests were booking a weekend getaway or solo sabbatical, the goal is the same: rest, recharge, and remember…
Intention shapes experience…
From there, Cordero expanded beyond walls and rooftops — into consulting, creative, and customer experience strategy. Today, Cordero is a partner to brands across retail, lifestyle, tech, and mission-driven industries. We bring a hospitality mindset into every interaction: design with care, show up with clarity, and always make it personal.
Tommy Lamb brings nearly two decades of experience at the intersection of brand, lifecycle, and loyalty. He’s led performance marketing and CRM programs for some of the world’s most recognizable companies — always with an eye on connection, community, and conversion.
Most recently, Tommy consulted at Change.org, leading global lifecycle strategy for the world’s largest civic action platform. He boosted engagement by 35% through rigorous testing, integrated AI for real-time personalization across 20+ languages and regions, and championed accessibility-first content standards.
Before that, consulted as Head of Retention at Common Thread Collective, he built a high-performing team from the ground up, delivering +134% revenue and +156% profitability. He led CRM and loyalty for brands like Riddle, Plunge, Jaxxon, and Skullcandy, and refined pricing and GTM strategy to grow department margin by +85%.
Tommy also consulted for Columbia Sportswear, assisting across their RFP process, platform migration, and strategic implementation of automated programs. He helped guide the expansion of lifecycle triggers, loyalty initiatives, and performance visibility to drive measurable improvements in customer retention and cross-channel personalization.
Previously, Tommy was VP of Owned & Earned Channels at Within, where he led lifecycle, affiliate, influencer, marketplace, and SEO for clients like PacSun, Virgin, and Coldwater Creek. Under his leadership, channel performance soared: Lifecycle (+77%), Affiliate (+63%), Marketplaces (+50%), SEO (+50%), Influencer (+45%). Additionally, his department continue to receive the highest marks in employee satisfaction and retention as well as client satisfaction and retention.
Earlier consulting work took him to The RealReal, as Director of Retention where he relaunched SMS ahead of holiday, evolved loyalty strategy, scaled cross-channel retention, and drove an 8X revenue increase.
At Sephora, Tommy served as Director of CRM Strategy, delivering 100% YoY comps and 85% incremental revenue through agile CRM testing across app, personalization, and loyalty.
Before that, Tommy built CRM programs for Savage X Fenty at Techstyle, led retention for Teleflora, applied beauty insights at Dermstore, helped turn around BCBG, and got his start in eCommerce at Lucky Brand.
Tommy holds an MBA in Marketing from Pepperdine University and earned three Bachelor’s degrees in Marketing, Management, and Economics from Westminster University.