Tom Alexander is a taxonomy professional with 26 years' experience of designing classification structures for organisations as diverse as photo libraries, e-commerce and third sector.  After working in a team managing 30,000+ terms across up to 22 million digital assets, he is the in-house taxonomy manager at Cancer Research UK.  He works with taxonomy structures for external web, organisational knowledge, digital assets and within Cancer Research UK's design system.  His work promotes classification of content so people can find what they're looking for - laying the foundations for personalisation, to help serve content to people based on preferences to ensure they get more from a single visit to the website.