See links in the bio for newsletter and substack content on organic eCommerce growth.

My career began at a startup SEO agency, where I was the first in-house employee and helped scale it to a team of 10 (as much as a graduate can help, that is). The agency expanded its services too rapidly with an undersized team, which led to its decline. I gained exposure to various digital marketing channels, including managing the paid account for our second-largest client.

This agency was sold to another agency. Here, I learned the importance of connecting all elements of SEO into an overall strategy. I also saw firsthand how toxic culture and poor leadership can cause an agency to fail—an experience that shaped my career. The agency's reputation was so damaged that it had to rebrand. However, I met my current business partner, Antonio, during this time (Although we only worked together for about 6–8 months, he stuck around like a pungent smell you can't un-smell). Five years later, this agency's ethics were called into question when they directly copied our NOVOS proposition (I know!).

MADE.com
I moved in-house to MADE.com during its peak growth period. As the sole SEO managing all five markets, I inherited a declining channel after a failed A/B test on a major product category. Over two years, I generated over £20 million in non-brand growth. I also supported MADE through what was, at the time, the largest headless migration in Europe (as far as I’m aware).

Despite this success, I was offered only a £1,500 pay rise. After speaking with all the leading SEO agencies at the time, I knew there was a gap in the SEO market for this niche eCom knowledge.

NOVOS
After a failed attempt at launching a men's accessories website, Antonio and I pivoted to statement.digital. In March 2019 we rebranded to NOVOS and hired our first employee. By the end of this first year, NOVOS had grown to a team of 8. The following year, we doubled to 16, and the year after that, we reached 40.

In early 2022, Antonio and I sold NOVOS to our staff through an Employee Ownership model.

The Living House
In 2023, I invested in The Living House, an interior design studio. I own 20% and support the business's marketing and operations.

NOVOS 2.0
At the beginning of 2024, we launched NOVOS 2.0—a new strategy and direction for the agency. We're still focused on eCommerce but leaning more into our "Organic" expertise. The eCommerce industry is far too focused on short-term paid media for growth, and this is a problem we're aiming to solve with NOVOS 2.0.

If you have made it this far, well done

Samuel Hurley

Tim Richardson

Founder & Host

Fractional Agency Director | Pod, Newsletter and Events | Small time Angel Investor

CEO of ROIROI, a commerce agency built for the AI era. We deliver profitable growth for consumer brands by connecting design, development, marketing, data and AI.

I started my career at Goldman Sachs and Citigroup before moving into consulting and agency leadership. I later helped scale We Make Websites into one of the world’s leading Shopify agencies, working with brands including Pangaia, Toteme, Toast, Jigsaw, Hasbro and Alessi, through to its sale in 2021.

I'm bullish on AI, business, design, cycling, swimming, running and sauna-cold-plunging.

Founder

Reframing the way agency leaders think so they can make better decisions 🌿

I always assumed most consumer brands have a data problem.

When I ask them, they usually say the same thing

“Yeah, we don’t really trust our data.”

But I think that needs a reframe. 

It’s not so much a data trust problem. It’s a problem of having multiple sets of data, living in different systems, that are hard to consolidate into something you can actually make decisions on.

Marketing data. Inventory data. Returns. Fulfilment. Finance.

Each one makes sense on its own.

The moment you try to connect them, confidence drops and gut feel takes over. Which, can actually be a good thing. 

And of course, AI is upending this entire conversation. 

So I did what I usually do when I’m stuck with a question like this?

I asked someone who actually knows what they’re talking about when it comes to data; Henrik Hoffman Kraft co-founder at DEMA

We sat down for the first Offcuts pod of 2026 to unpack this all and ask whether - 'can you really trust your data'?

Of course, we also discussed the role AI is having on consumer brand data surfacing and decision making. 

🎧 Listen now wherever you fill your brain with podcasts 

#ai #commerce #data #finance #podcast

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