Roei Samuel

Connectd

Launched Connectd.com in January 2022
Raised $16m funding ($14m equity, $2m debt)
Generating $11m ARR (July 2025)

CEO & Founder

PEF Community

PEF is the biggest community of Post Exit Founders with a global network of world class builders with exits

Member

Various

Angel Investor

ETA Technologies

Board Advisor

Forbes Business Council

NEC Trust

I sit on the board of trustees for the NEC Trust, investing in CleanTech, poverty alleviation; and AgriTech projects in the third world.

Trustee

Barclays

On the Independent Advisory Board for the UK Government's Digital Growth Grant, being overseen by Barclays

Independent Advisory Board

The London School of Economics and Political Science (LSE)

Mentor at the London School of Economics' socially conscious spin-out accelerator.

LSE Generate supports students and alumni to build a socially responsible start-up, in the UK and beyond. Our year-round programme is packed with funding competitions, events and networking opportunities.

LSE Accelerator Mentor

London & Partners

Business Mentor

Virgin StartUp

Mentor

Exited Founder | Angel Investor | Host of Big Risk Energy Podcast | BBC Million by 30

I'm on a mission to lower the barriers to entry for those who want to build and scale a business. 

After exiting my last business RealSport 101, I began investing and noticed a distinct lack of diversity and accessibility in growth opportunities for startups.

In 2019, I launched Connectd to fix this broken system, making opportunities more accessible and diverse  for startups by giving founders access to expert talent and investors.

Since then, we've made incredible progress:

🗣 Conversations between startups and fractional talent: 117% increase from Q1-Q4 2024

💰 Biggest raise through Connectd: $3m

💼 Fractional talent recruited by startups per month: 90+

⬆️ Connectd ARR: 4x YoY, 3 years in a row

🚀 Connectd Seed Funding: $14m+

We're also partnered with Google Cloud, Capchase, Pearson, Vestd, Barclays Eagle Labs and more—helping thousands of startups unlock growth.

Alongside this, I have been a Virgin Startup Mentor, sit on the Independent Advisory Board for Barclays Eagle Labs as well as being an expert on Intro.

Here’s how you can connect:

📧 Join 15,500+ amazing folks from the startup community and subscribe to my 'Founder' newsletter for insights on launching, scaling and leading a winning startup from day zero including lessons from my 12-year founder career.

🌐 Come and join our Connectd community alongside 6,000+ members at www.connectd.com

And if you’re not ready yet? Stick around—I talk about startup development, scaling, and the future of work.

Feel free to jump into my inbox if you want to chat 📩

#startups #fractionaltalent #angelinvesting #startupfunding

Launched Connectd.com in November 2020
Raised $9m seed funding
Generating $6.8m ARR (May 2024)

I’m in The Telegraph today….

The headline is about how other founders and I work really long hours - 12 hour days, 6 days a week.

Lots of comments praising us and many more thinking we’re from another planet hahah.

The thing is, in my mind this whole debate is still centred on old-fashioned sentiments relating to ‘hard work’ or ‘laziness’.

Like those who want a four-day week are lazy (ridiculous), or that us founders who work on the weekends are the pinnacle of productivity.

It’s a completely false dichotomy! 

The real thing we should be discussing:

> Does your work fulfil you in a way that means you WANT to work?

> Are you rewarded such that long nights and weekends don’t feel like an awful chore but a worthwhile opportunity?

Because I absolutely KNOW that so many of the founders in the article are like me:

They’re not working nights because they’re really hardcore or resilient. 

They simply love what they do and care. 

And more jobs - not just founder roles - should be like this.

Insanely motivating. 
Incredibly exciting. 
And properly rewarding - financially, spiritually and mentally.

CEO @ Connectd | $14M ARR | #5 LinkedIn Top Startup UK | Ex-RealSport Founder (acquired)

We just ranked #27 in the Deloitte Technology Fast 50.

Insane. 

Started Connectd 4 years ago with the idea that people shouldn't be trapped in corporate.

Now we're one of the 50 fastest-growing tech companies in the country.

What makes this mean something isn't just the ranking - though it’s a real honour. It's WHY we're growing.

Every week someone tells us they quit their corporate job and now work 3 days instead of 5. Or they're making more fractionally than they ever did full-time.

That's the metric that matters.

The growth is just proof that people want options and freedom. They want to work on their terms.

Massive credit to the team who've made this happen. None of this exists without them.

Here's to everyone choosing a different game.

We've been talking about how the future is fractional and flexible for a while now. Exciting to see even more people catching on.

I spent two weeks in the US and I'm seeing so many people taking fractional work seriously. 

Startups want great talent. Smart people want ownership over how they work. 

Fractional is the best of both worlds.

Blessed to be invited onto CBS Austin to talk to Sierra Waggoner about the journey. 

Proud of the team who make all this happen and the people supporting us along the way 🙏

Full interview clip in the comments!

CEO @ Connectd | $13M ARR | #5 LinkedIn Top Startup UK | Ex-RealSport Founder (acquired)

OPUS

UJJI

Think of UJJI as LaaS... AI-powered Learning as a Service!

82% of scale-ups fail because teams have never scaled a business before. Those that succeed are built by winning teams that are able to scale knowledge and processes both, efficiently and effectively.

Often though, these businesses' ways of working are scattered across documents all over the place which people barely go through. This results in 143 minutes of an employees’ day wasted on teaching, learning and implementing processes…

UJJI uses AI to transform your internal knowledge into gamified training modules for your teams - no time or effort on your part. From bespoke customer success processes to sales objection handling, safety and compliance policies to new hire onboarding and culture building.

Have scattered documents, slides, links, videos, etc. in a Google Drive? UJJI AI extracts the knowledge and builds your gamified training experiences for your teams.

Just have the knowledge in people's minds? No problem! Jump on a call with UJJI AI and your team mates, follow the prompts and let UJJI transform the content of that call into gamified training... In minutes.

Whether it's processes, industry insights, or product updates, UJJI's got you covered.

The output, you ask? Training people actually engage with. On-the-go, gamified micro-learning sessions that weave into our routines so that our development becomes a habit, not another work task added to our plate.

UJJI has been designed as the easy, fun and affordable way for your busy, high-growth business to build, train and retain your teams as you scale.

Co-founder & COO

adam&eveDDB

Key accounts: Mars Petcare (IAMS & NOSEiD), DIAGEO (Corporate and Haig Club), Great Western Railway (GWR) and OLIO, the food sharing app

OLIO - getting Brits to see the dimension of the food waste issue, so they consider sharing food on an app - even though it may at first seem a bit weird. We created the ‘What’s weirder’ campaign to admit that sharing food on OLIO may be a bit weird, but definitely not as weird as the alternative: UK households binning £15 billion of perfectly good food every year.

IAMS - democratising tailored nutrition globally by tapping into a human truth: every pet parent believes their cat or dog is truly unique and so, need specific tailored nutrition to continue expressing their uniqueness throughout life. We brought to life 'IAMS Who I Am' to communicate our commitment to pet individuality and have been flexing our global platform throughout all our markets (USA, Canada, China, Japan, New Zealand, APAC, UAE and LATAM).

GWR - revaluing rail in the minds and hearts of the Great British public by running counter the modern way of doing things in an ever-changing modern world. ‘The Famous Five’ have been incentivising people to go on a timeless adventure throughout the South West of England and Wales rather than driving or flying to their final destinations. Award-winning work - Effie UK finalist, Campaign Big Awards, D&AD crafts for advertising graphite pencil, amongst others.

DIAGEO Corporate: building educational and truly behaviour changing responsible drinking campaigns globally. Campaigns will be rolled out as of Q3 2020.

Haig Club: interrupting people’s sleepwalking behaviour towards their drink choices with our global brand platform ‘Make Your Own Rules’. Via defiant and non-conformist comms, we’ve been breaking the outdated, limiting and stereotypical codes around scotch to recruit a new generation of drinkers into whisky.

Global Senior Planner

Strategy / Planning Freelance

Key accounts: Vivo (Telecom), Easy Carros and Two Design.

Vivo Meditacão (currently called Atma) - overseeing tech development, data collection, UI/UX whilst building comms & PR platform for the brand’s medidation & lifestyle app which is now accessible to more than 25 million Brazilians.

Easy Carros - business and brand strategy consultancy for the automobile digitisation solutions startup which is now raising series B in Brazil.

Two Design - creation of business and brand positioning across the company's portfolio of B2B and B2C architectural solutions.

Brand & Comms Strategist

Havas

Key accounts: Vivo and Reckitt Benckiser (Vanish, Veja/Cillit Bang/Procenex, SBP/Mortein, Durex/Jontex/Olla, Dermodex, Naldecon, Luftal) regional, LatAm and global.

Vivo - transforming home and 4G broadband bundle into something that’s not a bundle at all: a continuous frictionless online life with no interruptions.

RB - global brand guardian for all brands, developing brand strategies and deploying them to local needs and cultural nuances, based on business, comms, message and channel planning.

J. Walter Thompson Worldwide

Key accounts: Avon, Bayer (Redoxon, Coppertone, Bepantol)

Avon - rebranding as global brand guardian, reaching back to the company’s roots in order to encourage women to see and act on the impact they can make not only in their own beauty, but also in the world around them.

Strategic Planning Manager

Key accounts: Shell, Nestlé and Troller / Ford

Shell - evolving the historical approach of a brand that really understands cars to one that genuinely understands those who drive them and their main frustration: not moving physically meaning not moving forward in life.

Troller -  shedding light on the bold spirit that lies within the brand, giving a reason to our fanatic loyalists and new Troller lovers to buy it even after it was acquired by Ford, which applied changes in literally everything that involved the brand.

Strategic Planning Supervisor

Talent Marcel

Key accounts: Ipiranga, Tigre, Sodimac / Dicico, Semp Toshiba, Embratel and Mapfre

Ipiranga - evolving not only the comms platform but also the whole business model: from a gas station to a one-stop shop located at every convenient corner around Brazil, resulting in the year’s most awarded local brand strategy.

Mapfre - adding the insurance brand into the consideration list of Brazilians by breaking category conventions; whilst competitors targeted those who have no insurance, we looked for customers that were unsatisfied with their current services.

Tigre - reinforcing Brazil’s #1 plumbing brand’s superiority by remembering consumers that certain aspects of life require risk-free choices in order not to regret it later.

Key accounts: Santander and Heineken

Santander -  applying a back to the basics strategy to reframe it as a no bullshit bank at a time in which every other competitor was focusing almost entirely in anything apart from what people expect from a bank: financial offers.

Strategic Planning Assistant

Suzano

Manage company’s image (offline and online) / represent marketing area locally and abroad / distribute budget with Excellence Program for Paper Distribution to drive campaigns, events, public relations / brief agencies to develop strategies, campaigns and new visual identity.

Marketing Coordinator

Marketing Assistant

AgênciaClick Isobar

Key accounts: Fiat, TIM, Nivea, Sadia, Sky, Citibank, Sony Ericsson, Petrobras

Deep market and consumer behaviour research to gather valuable first-party data that served the agency’s planning department with more truthful, impactful and effective business and human insights.

Research Intern

Hi there!

I am a business, brand and creative strategist with over 12 years’ experience in Marketing, Communications, Advertising, Data and Tech.

I am currently the co-founder of UJJI, the "Learning as a Service" platform using AI to build training on businesses' specific ways of working. By transforming our customers PDFs and PPTs used to document company processes, UJJI AI builds gamified, micro-training experiences - 10x faster and at a fraction of the cost of traditional L&D methods.

In my previous life, I have worked for a range of different businesses in the most diverse of categories in Brazil and in the UK (MARS, Nestlé, Bayer, Santander, DIAGEO, Avon, Reckitt Benckiser, Shell and Great Western Railway, to name a few) winning multiple creative and effectiveness awards. 

Throughout my career, I have also provided business and brand strategy consultancy to startups and have launched corporate ventures to the likes of Vivo Meditação (VIVO Telecom) and NOSEiD (MARS Petcare). This means I have I have ideated, validated. developed, launched and scaled the below for these two global giants.

- Vivo Medita (the Brazilian equivalent to Calm and Headspace having now become a spin-out with now over 5 million downloads across Brazil)
https://appstore.vivo.com.br/sc/br/vivostore/detalle/vivo-meditacao/57239/

- NOSEiD (the AI-based dog tracker to help lost dogs return home awarded APG Creative Strategy Awards, UK Top Digital Innovations By Campaign Magazine and currently scaling throughout the USA)
https://iamsnoseid.com/

Rafael Guper

🚀 We’re just one day away! 🗓️

I’ll be joininh Adam Horne from Open Org  and Nadia Vatalidis, Head of People at Doist for a session on 𝘖𝘯𝘣𝘰𝘢𝘳𝘥𝘪𝘯𝘨 𝘐𝘯 𝘛𝘩𝘦 𝘈𝘐 𝘈𝘨𝘦: 𝘛𝘩𝘦 𝘞𝘩𝘢𝘵, 𝘞𝘩𝘺 & 𝘏𝘰𝘸 𝘠𝘰𝘶 𝘚𝘩𝘰𝘶𝘭𝘥 𝘉𝘦 𝘋𝘰𝘪𝘯𝘨 𝘐𝘵. 

This has been in the works for a while, and we're super excited to dive deep into the opportunities and threats, in real time, when it comes to leveraging AI in one of the most crucial People Ops functions: onboarding.

Register now if you haven't yet - https://luma.com/jzd7smsy

And if you have, then we look forward to seeing you there at 𝟭𝟮 𝗣𝗠 𝗨𝗞 𝘁𝗶𝗺𝗲!

#UJJIAI #OpenOrg #FutureOfWork #AI #LearningTechnology #Onboarding #PeopleOps #Webina

Co-founder @ UJJI AI ✨ Agents for automating your knowledge transfer, training and L&D

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The Battle

Roei Samuel

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Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Roei Samuel's LinkedIn Performance

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