Transact Media Group

London, Dubai, Sydney & New York. 

Signals 
Outcomes
Brandformance 

The holding group of FairForecast.com & CreatorData.co.uk.

Founder & CEO

FinTech Alliance

Global Board Member

- Global Hub for Fintech
- Monetisation Strategies 
- Revenue Streams 
- Growth Tactics

Interim CEO

Creator Data

Successfully completed merger of Creator Data into Transact Media Group and now powering Transactional Signal Graph business unit of TMG.

ChaChing

Advisor

Leading all things commercial for the business EU + NA, opening up new markets in 2024.

Global Chief Commercial Officer (CCO)

ChaChing is a game-changing platform that's reshaping purchasing dynamics. It offers merchants the opportunity to acquire customers based on a cost-per-acquisition model, with a twist: it gives money back to the consumer and serves as an alternative advertising channel for better ROAS. Instead of competing for clicks and views, ChaChing focuses on competing for conversions.

My primary role is to onboard agencies, merchants and support my cross-functional teams with the overall brand in the UK market.

Managing Director, Sales

Start Ups

Advisor/NED/Investor/Partner

TikTok

Launched the TikTok Venture Capital Business.

Venture Capital, Lead/Founder - Global Business Solutions

Agency Partnerships, Manager - Global Business Solutions

Performace Agency Partnerships, Manager - Global Business Solutions

Insider Media

Rising Star 2021 (25 under 40)

Zeotap

Group Sales Manager - Havas, Dentsu + Indies.

UK Sales, Manager

UK Account Management Lead, Data Sales

Havas Media Group

Account lead on AXA, Hyundai, Michelin, and National Express. 

Planning Programmatic media buying across Display, Native, Mobile, Video, and Rich Media formats, whilst overlaying a variety of data providers such as Oracle Bluekai, Grapeshot, Eyeota, Ad Square to reach target audiences. 

I worked on a daily basis with SSPs/DSPs and liaise with media owners and data providers to find the best programmatic solutions for my clients.

Programmatic Partnerships Executive

Junior Programmatic Partnerships Executive

Compass News

Brand Partnerships

Joel Williams

Kurogo

We turn entrepreneurs into credible thought leaders through personal branding so they can scale their businesses, unlock untapped opportunities and outlast their competition.

It’s not a question of IF you should be building your personal brand, but why you haven’t started yet. 

1️⃣ Customers are willing to pay 13.57x more for those they consider to be elite experts 
2️⃣ 86% of customers trust a company when their senior management team are active on social media
3️⃣ Global executives believe up to 45% of company market value is attributable to CEO reputation

The figures speak for themselves, but if that isn't enough to convince you, check out some of our client results: 

🚀 Jack generated 2.5M views and 6 figures in revenue in 90 days with us 
🚀 Sue generated over 8.3 million views in 4 months
🚀 Olly generated 15,000 newsletter subscribers. 
🚀 Debbie got 1,021,073 views and generated 10,494 profile visits in her first 90 Days!
🚀 James became an Amazon Best Seller 
🚀 Mike won over £13K of new business within 1 Month!

Kurogo is the go-to agency for building powerful personal brands and converting them into meaningful opportunities and real ROI. Our results-driven approach has helped over 150+ founders and CEOs become credible thought leaders and achieve their business goals. 

Ready to become your industry’s go-to thought leader? Find out how we can help you build your personal brand, head to www.kurogo.co.uk or get in touch at hello@kurogo.co.uk.

Director of Growth

FUNC

Hi! We're FUNC!👋 The home of functional drinks. Through our online shop, in-person events and ever-growing community, we curate the best of functional drinks - helping people discover, buy and experience drinks with a purpose.

FUNC was founded two mates and I (officially in 2024), on a mission to make functional drinks mainstream (and actually easy to find!) In 2024 alone, over 260 new functional drinks launched across the UK and Europe, yet there was still no single place to discover and shop them all. So we built it.

FUNC brings the best of functional together - from chill to focus, good-for-gut to perform - making it easier than ever to find drinks that do good and help you feel your best. And the timing couldn’t be better: the UK’s no- and low-alcohol and functional drinks market is expected to grow at a CAGR of 7% between 2022–26. We’re for the first-timers and the functional pros - a community for the curious. And we live, breathe (and drink) functional. 

Our vision? To be the go-to for functional drinks - for everyone, every day.

Co-Founder

Child Action Northwest

Vice Chair

Non Executive Director and Trustee

BWOWNIES

Supporting the Founder of BWOWNIES, Keelan Waldock, on his mission to be the world’s most-loved brownie company. 

www.bwownies.com

Spring North

Spring North's core vision is to develop innovative solutions to create a positive impact on the lives of children, young people, families and the communities in which they live whilst challenging inequality and disadvantage – to enable them to meet their full potential.

Spring North is a member-based organisation which aims to improve the health and wellbeing of residents in the North West - with a focus on addressing inequalities, a target on deprived local communities and a concentration on vulnerable individuals and families. 

Member organisations of Spring North can gain a number of benefits, including: quality improvement, negotiating power and funding prospects, image and profile, strategic capability, business support and bid writing services.

If you’re a grassroots community group, new charitable start-up or an established voluntary organisation, and want to tell us about your work, please email office@springnorth.org.uk or call 01254 503200. 

Registered charity number: 1150126

Armago

Investor and Advisor

Hullo

Hullo is a national not-for-profit organisation born during the pandemic in March 2020. We exist to unlock the power of conversation and create an inclusive, safe and non-judgmental space for people to chat and connect with others. 

Our mission? To connect communities, one conversation at a time. 

Our vision? A world where everyone has someone to chat to.

Since launching, we've built a community of 100+ volunteers, we've connected with thousands of people across the UK and we've unlocked the power of conversation.

Founder

TEDx

Delighted to have spoken at TedX Durham University. The event, titled “Things Left Unsaid, was held on Saturday 8th June 2019 at the Gala Theatre in Durham. 

With 10-days to prepare my TedX talk on mental-health, my first hurdle was to decide specifically on a title. In the end, I chose the title “Mental Health: Where do we go from here?” 

My talk explored my battle with clinical depression in 2015/16, as I explained my symptoms and how my recovery continued well-beyond counselling and therapy. 

I also offered my thoughts on how we can, collectively, move to a better understanding of mental-health as a construct and change the way we perceive it. 

Mental health is being talked about more than ever before. We must build upon the foundations of awareness, and introduce 3 core strategies into our every-day life and society to improve mental-health awareness and support. 
1. Compassion 
2. Connectivity 
3. Community 

My TedX talk is on the official TedX YouTube.

Tedx Speaker

COO @ Kurogo | We Create Thought Leaders Through Personal Branding | x2 TEDx speaker | Advisor, Investor & NED | Law Graduate | I talk about entrepreneurship, agency life and grief

Hey! I’m Lewis. 👋 

Passionate about start-ups and all things charity. Love bright-coloured shirts 👚 and caramel lattes ☕️

- COO @ Kurogo. We create thought leaders through personal branding. Over the last 2 years, we've worked with some of the world's most exciting founders, CEOs and entrepreneurs to build their personal brands. 

- Advisor @ BWOWNIES

- Vice Chair and Non Executive Director at Child Action Northwest 
- Non Executive Director and Spring North.

Here’s 3 random facts about me: 

1️⃣ I’ve played the trumpet for 12+ years 🎺
2️⃣ I’m an only child 
3️⃣ I’m scared of rollercoasters and chalkboards

Lewis Alexander Baxter

For 21 years, I talked to my mum every single day.

Without fail.

Some days, we’d chat for two hours on FaceTime.

Other days, I’d receive a little message:

“How are you?”
“Thinking of you.”
“Good luck today.”
“Love you xx.”

At the time, I didn’t think much of it.

It was just... normal.

So woven into my day that I barely noticed it happening.

Until it stopped.

When she died, everything suddenly felt quieter.

In the mornings, when my phone stayed quiet.

In the evenings, when I’d reach for it without thinking.

And, then remember.

Grief doesn’t always live in the big moments.

It’s the little things, really.

A call that never comes.
A message thread you still scroll through sometimes.
A photo that catches you off guard on a random Tuesday.

The love stays.

You just can't send it anywhere anymore.

So if someone crosses your mind today - your mum, your dad, grandparent, your friend:

Reach out.

Even if it feels small.

Even if it’s just “thinking of you.”

Because one day, the little gestures or messages you took for granted, might be the thing you’d give anything to do again.

♻️ If this message resonates, feel free to repost. 

--

PS. hi, I’m Lewis! 👋 I talk about operations, agency life and human leadership.

COO & Builder | Co-Founder @ FUNC | Experienced NED | Exploring what’s next (and sharing stories on entrepreneurship, leadership & life)

I didn’t take a gap year at 18 or 19.

Truthfully, I didn’t feel ready for it.

And over the past few weeks, I’ve met a lot of younger travellers who are choosing to travel at that age. 

People from Germany, the Netherlands, Sweden, Austria, and the US.

We talked about their studies, what life is like back home, what they want to do after travelling, and what they’re curious about.

And we had some deep, philosophical conversations too: about time travel; about whether languages and dialect will stand the test of time, and about how different countries approach education.  

What stood out to me was their confidence.

Asking thoughtful questions. 
Navigating a new country so naturally at that age. 
Being open and warm with people they’ve known for five minutes.

Plus, doing all of it in a second language.

There’s a level of maturity there that I really admired.

It also made me reflect a bit.

At that age, I wasn’t ready, and that’s okay.

Many people aren’t.

But travel brings out something different in people.

More self-trust.
More independence.
More confidence in handling the unexpected.

Those conversations became a bigger part of my experience here than I imagined.

I’ve made new friends because of them.

And it changed my perspective about “readiness”.

People grow at different paces and in different ways.

I have so much appreciation for the younger backpackers who take that step early in life.

It’s a bold thing to do.

And you'll have the best experiences of your life. 

If you travelled young, I’d be interested to hear what it taught you.

--

PS. hi, I’m Lewis! 👋 I’m an operator, builder, and believer in doing work that matters. After 4 years as COO, scaling a personal branding agency to 7 figures, I now advise early-stage B2B founders as a fractional COO. After travelling Australia and Fiji, I’m currently in Bali! 🇮🇩

I’ve arrived in Bali!

Here for just under two weeks.

Travelling has been epic. I’ve loved every single minute.

BUT, I’ve been itching to get back to work.

Time to “lock in” (isn't this what we say nowadays?!?)

Work looks very different now.

Up to mid-October, I was in a full-time COO job.

I'd been in the role for 4 years; learnt so much and made some brilliant friends (clients and colleagues!)

Now, I’m working fractionally and supporting a few scaling companies.

That includes:

- A sports marketing agency (now consulted for ~3 months now)
- A client in gaming marketing (excited about this one, huge potential!)
- Growth Index (in Oct, we launched Retail Index ‘25, featuring the top 100 fastest-growing retailers).

Plus, I have a few more discovery calls in the next 1-2 weeks.

I’ll also be back in the trenches with FUNC. With Christmas and Dry January coming up, will be a fun few months. 

And after consuming a ridiculous amount of food in Australia (and Fiji), it's time to hit the gym again. 

If you're in Bali, let me know. I'm keen for a coffee or a co-working day! ☕️ 

--

PS. hi, I’m Lewis! 👋 I'm an operator, builder, and believer in doing work that matters. After 4 years as COO scaling an agency to 7 figures, I now advise early-stage B2B founders as fractional COO. After travelling Australia and Fiji, I'm currently in Bali! 🇮🇩

The simplest culture shift I made as COO.

A Friday ritual worth stealing.

Every Friday, at my previous agency, 20 team members joined our call from four continents.

We shared our ‘highlights, wins and learnings’, and it shaped the culture more than anything else.

When we were scaling, I started to notice something:

The wins mattered.

But what brought people closer was sharing HOW we got there (and the reflections along the way).

So we built a Friday ritual that became the heartbeat of the team.

This is what it looked like:👇

--

1/ Highlights & Wins -> Win Together Mindset.

Before any client status updates, we opened with the good stuff:

- What went well this week?
- Who deserves recognition?
- What are we proud of?

We split this into two parts.

Part 1: Client Wins

- Awards
- Viral posts
- Major shoutouts
- LinkedIn News features

These moments gave everyone visibility of the impact we were making, across the business.

Part 2: Team Wins

- Meaningful client feedback
- A great client call someone led
- Someone demonstrating our values
- A colleague going above and beyond

People felt seen.

Quiet contributions weren’t missed.

The team took a second to acknowledge each other.

It was never “my win”.
It was our wins.

We carried this energy into the rest of the week too.

Slack channels (# TeamWins, # ClientWins, # Learnings) filled up constantly.

--

2/ Learnings -> Staying future-proof.

Every week, someone brought something new:

- A Canva update someone spotted
- A change to LinkedIn’s algorithm
- An automation that shaved hours
- A Notion feature worth exploring

If it helped one person, it could help the whole team.

Somewhere along the way, we’d built a learning culture.

Curiosity spread.
Ideas compounded.
People started experimenting again.

When a team learns together, it grows together.

--

3/ Failures & Experiments -> What I’d add if I did it again.

Looking back, there’s one thing I’d introduce earlier:

A ‘Failures & Experiments’ segment.

Because I’d say this on calls:

“If failure isn’t safe, people won’t experiment, and results stay average.”

I’d carve out 10 minutes each week for:

- What someone tested
- What didn’t work
- What surprised them
- What they’d try next

No judgement.
Only learning.

Most breakthroughs come after a string of failed attempts.

It only takes one good experiment to shift how the whole team operates.

That’s the kind of environment I’d build even earlier next time.

--

So, why does this matter?

Whether you’re a team of 5 or 50, this simple ritual builds:

i. Connection - People feel seen
ii. Collaboration - Wins become shared momentum
iii. Psychological Safety - Failure isn’t feared
iv. Culture - Remote work feels human
v. Learning - You stay ahead without forcing it

These Fridays shaped the culture more than any system I introduced.

It gave people a space to show up as a team.

That made all the difference.

--

♻️ Found this interesting? Please repost.

I’ve posted for 28 days in a row.

Long enough to learn what consistency really does.

Daily posting was the plan all along.

I set out to be committed, intentional, and consistent with my content.

Documenting my travels and sharing lessons from scaling an agency, leadership insights and advice on hiring (and how to land your dream role at an agency).

Historically, I'd struggle to hit 'post' every day. Something was holding me back. 

Let’s be honest…

Putting yourself out there online feels a lil cringe at first.

You have to put any fear and imposter syndrome to one side. 

If you don’t, you’re leaving opportunities on the table.

Since leaving my full-time role (ironically, at one of the biggest personal branding agencies), I’ve had to do the thing we helped hundreds of clients do:

Build my own brand.

I’m selling me.

My services. 
My knowledge. 
My learnings from four years scaling a leading agency.

No ads (yet). 
No cold calling. 
And no client referrals (yet).

Just showing up every day on LinkedIn, trying to provide value.

And in November, here’s what that consistency created:

- 44,407 impressions 
- 1,378 reactions 
- 498 comments 
- 336 new followers

The metrics matter. Of course they do.

But more importantly, my content has opened doors.

- 27 people reached out (saying the content was valuable) 
- 6 became leads 
- 2 are now clients

(For context: 6 months ago, my LI content would get 100,000+ impressions monthly, but no inbound opportunities or leads.)

Next week, I have 4 more discovery calls.

Since stepping into fractional COO work for agency and B2B companies, every single opportunity has come through LinkedIn.

All because I've showed up.

That is the power of posting with purpose.

I’ve worked inside a leading personal branding agency for years.

I’ve seen what this platform can do for careers, opportunities, and businesses.

Now I’m experiencing it for myself.

And I’m just getting started.

--

PS. hi, I’m Lewis! 👋 I'm an operator, builder, and believer in doing work that matters. After 4 years as COO scaling an agency to 7 figures, I now advise early-stage B2B founders as fractional COO. After travelling Australia and Fiji, I'm currently in Bali! 🇮🇩

It’s surprising how quickly you open up when you’re miles from home.

People you meet by chance can feel familiar within hours.

The moment you’re on the move, speaking to new people becomes second nature.

You walk into a hostel, join a tour, or sit in a 4x4, and the conversations start immediately:

“Where are you from?”
“How long are you travelling for?”
“Where are you heading next?”

Everyone is slightly outside their usual routine, which makes it easier to speak to each other.

I spent two days on Fraser Island in Australia in a 4x4 convoy with people I’d never met before.

- A German girl (who had just finished college).
- Two Italians (on a working holiday visa in Aus).
- A Dutch law student.

And two English friends, travelling the East Coast.

Different countries, different backgrounds, very different lives.

Yet we spent the next two days together - driving across the island, swimming in lakes, taking photos, sharing stories.

Nothing forced.

We all happened to be in the same place, at the same time, for the same reason.

A few days later, it was the Whitsundays, two nights on a boat with around thirty people.

By the second day, people were speaking to each other quite naturally.

What brought us together was the shared experience of travelling.

Being on the move.
Exploring somewhere new.
Having the space to be present.

Travel shows how quickly a connection can form.

Perhaps this doesn’t happen as much at home.

We’re all so caught up in day-to-day life.

It’s easy to stay in your own little world.

But when you’re travelling, you meet people you’d never otherwise cross paths with. 

Connection feels, well - simple.

To anyone travelling right now, especially if you’re doing it alone:

Keep going.

Speaking to people you don’t know is part of the experience… and maybe it’s something we could bring back into everyday life too.

-

PS. hi, I’m Lewis! 👋 I’m an operator, builder, and believer in doing work that matters. After 4 years as COO, scaling a personal branding agency to 7 figures, I now advise early-stage B2B founders as a fractional COO. After travelling Australia and Fiji, I’m currently in Bali! 🇮🇩

No alternative text description for this image

This is the longest stretch I’ve ever worked on the road.

It’s changed the way I think about work more than I expected.

I’ve done the odd few days remotely in other cities.

Lisbon, Paris, Copenhagen.

Nothing like this.

I've been blending work with exploring, whilst travelling the East Coast of Australia. 

Travel has taken priority.

Exploring new cities, long days out, sightseeing, beaches (all that good stuff!)

But, I've needed to weave work around the travels. 

20-25 hours this month.

I’ve learnt about what 'work' actually means to me:👇 

--

1/ I struggle to work from home when I’m “home” (or in  a hotel room!)

In familiar surroundings, I slow down.

I get tired.
I drift.
I’ll happily lie in bed a bit longer.

But in a café?
A new environment?

My brain switches on.
I focus properly.*
I actually enjoy the work more.

Turns out I do better when I’m “out in the world”, not tucked away at home.

This isn't groundbreaking stuff. But, before my travels I was honestly pulling 15-hour days working in my room. 

When back in London, I'll mix up my environments. Hotel lobbies, coffee shops, co-working spaces.

*with coffee

--

2/ I’m reflecting on what a productive routine looks like for me.

Being away has made analyse my working habits more honestly.

- What pace feels sustainable?
- What do I genuinely value in a working week?
- What rhythm helps me do good work? 

For the first time in a while, I’m questioning my current defaults or habits.

I’m paying attention to what gives me energy.

And, what drains it. 

I'm thinking about how I want my days to look like, not just what they “should” look like.

Shaping a routine around your values, rather than someone else’s expectations, changes how you show up.

--

3/ I’m learning to let go of the “always on” mentality.

For years, I worked 60+ hour weeks without thinking twice.

Partly out of necessity.
Partly out of habit.

And in 22-23, because I was juggling a full-time job with my final-year studies.

Being away has shown me how that mindset sticks.

Even now. 

Without a '9-5', I catch myself feeling guilty for not clocking the same hours.

It's been tricky.

Not refreshing emails every hour. 
Holding back from replying to client messages immediately.
Trying not to refresh LinkedIn notifications the moment they pop up.

This month has reminded me that productivity isn’t measured in hours.

It’s measured in intention, energy, and doing the right things (at the right pace)

I'm still learning. 

Let's be real:

Boundaries aren’t a luxury; they’re part of doing good work.

--

This month has given me something I didn’t realise I needed:

Perspective.

A reminder that work can fit around life. Not always the other way round.

--

PS. hi, I’m Lewis! 👋 I'm an operator, builder, and believer in doing work that matters. After 4 years as COO scaling an agency to 7 figures, I now advise early-stage B2B founders as a fractional COO, writing this post from Australia while exploring what’s next.

I finally read The 4-Hour Work Week word-for-word.

It challenged more of my assumptions than I expected.

For years, it sat on my shelf as “the productivity book everyone talks about”.

I’d flick through a few pages here and there, but never gave it a proper read.

But reading it fully, slowly, gave me a different perspective.

Here are 4 ideas that really stayed with me:👇

-

1/ Productivity ≠ progress.

Ferriss talks a lot about the trap of being busy.

There’s a line that captures it perfectly:

“Focus on being productive, not being busy.”

It made me realise how easily a full day can deceive you.

Messages.
Quick wins.
Back-to-back calls.
Endless bits of “stuff”.

You get to the end of the day feeling active, but not necessarily any further forward.

It’s easy to confuse activity with progress.

A few years ago, when I started my first full-time job, I fell into this trap
(and it's hard to get out of!)

So, here's the critical question to ask yourself:

If I only had 2 focused hours today, what would genuinely move things forward?

--

2/ Start with the life you want, then build the work backwards.

Most of us do it the other way around.

We build our work first… and then try to fit a life around whatever space is left.

(usually very little space!)

Travelling Australia right now has made this land differently.

The environment you’re in shapes the energy you bring.

Your rhythm shifts depending on the boundaries you set.

Ferriss nudges you to design your weeks and months on purpose, not as an afterthought.

The more I travel, the clearer it becomes that you don’t stumble into the life you want.

You have to shape it deliberately.

--

3/ Test small. Move fast. Learn quickly.
 
The book is full of “mini experiments”.

Tiny two-week tests that teach you far more than long-term planning ever does.

The more I think about it, the more universal it feels.

It applies to scaling a business.
It applies to your career.
It applies to life in general.

You rarely need a perfect plan.

Instead, try something small, pay attention to what you learn, and let that guide the next step.

Some of the most important decisions I’ve made started as small tests like this.

And they compound in ways you don’t expect.

--

4/ Subtraction is often the unlock.

This was the bit that quietly resonated with me.

It applies to life as much as work.

We instinctively add when something feels off:

More meetings. 
More processes. 
More things on the calendar.
More you feel you “should” be doing.

Ferriss puts forward a simple principle:

“Eliminate before you delegate.”

Because if something shouldn’t be done at all, delegating it only scales the inefficiency.

Sometimes the thing that moves you forward is the thing you remove.

--

TL;DR: 

Reading the book properly made me rethink 'busyness', boundaries, experiments, and the value of doing less, but better.

PS. Have you read the book? Curious to hear what stuck with you.

Two days in Cairns and it’s felt like five different trips.

Australia really does variety better than anywhere I’ve been.

Yesterday was my waterfalls day, plus a walk through a rainforest.

And an (unsuccessful) attempt to chase the sunset… by the time I finally got to a viewing point, the clouds arrived!

Then today… completely different energy.

I went to Hartley’s Crocodile Adventures

(a spot so many travellers recommended, most of them coming down the East Coast while I’ve been making my way up).

Crocodiles everywhere (naturally!)
Kangaroos.
Koalas.
Reptiles and tropical birds (including one that got a little closer to me than I planned) (see pic 😆) 

After that, lunch and a stroll in Port Douglas. Beautiful spot; a quieter pocket just north of Cairns.

What a great way to wrap up my time in Australia.

Fly to Bali tomorrow. 

--

PS. took a few cool photos in Cairns whilst out and about. Will add to comments!

If you want guaranteed LinkedIn growth, this is the only advice you need.

Seriously. This is the BIG secret.

...

There is no secret.

I don’t know about you but every man and his dog seems to have a “magic formula” for LinkedIn and social media growth.

Most of it contradicts itself.

Most of it is noise.

What frustrates me most is when people position their advice as: 'the only way'.

I spent a few hours yesterday reflecting. And the one common thread between my favourite creators:

- They show up consistently. 
- Their content is valuable.
- They stay authentic.

No "hacking the algorithm"... and not an engagement pod in sight. 👀

Going off-grid for the next three days.

Fraser Island, East Coast of Australia.

No WiFi or phone signal. 

(Therefore no excuses to be using my phone!) 

Camping. 
Swimming. 
4x4 driving across the sand.

And a great opportunity to switch off for a few days.

It’s going to be a hot one (early 30s today!)☀️

I might even finish my book… we’ll see.

Back soon. 👋

In early November, it was Trustees’ Week.

I became a trustee at 18. I’m now 27.

It’s not a typical path.

(Especially in the UK, where the average trustee is 61.)

To be clear, that experience matters. 

Boards need people who’ve spent decades in the sector or in industry. People who’ve managed risk, navigated crises, and understand governance at a deep level. 

That depth is essential.

For me, stepping into that role so young shaped my understanding of leadership, responsibility, and service. 

Currently, I'm Non-Executive Director for a charity that provides funding and support to other charities, and Vice Chair at Child Action Northwest, a leading children and young people’s charity.

Charities sit at the heart of civic life in the UK.

They show up in the places where government and markets often can’t: social care, youth services, mental health support, education. 

They fill the gaps most people don’t see.

Behind every one of those organisations is a Board.

A group of Trustees and NEDs responsible for strategic direction, governance, finance, and safeguarding.

Boards are the backbone of how an organisation is led and supported.

And trusteeship is one of the most meaningful forms of volunteering.

You give your time, judgement, and skills not for reward, but because the work matters.

But here’s the part we don’t talk about enough:

Young trustees are still missing from the table.

Only around 3% of trustees in the UK are under 30.

That gap matters: symbolically and practically.

Boards need diversity of age, and the diversity of thought that comes with it.

Young trustees bring lived experience, curiosity, challenge, plus a clearer sense of how culture and expectations are shifting.

We help boards stay future-focused...

rather than anchored in legacy thinking or “how things have always been done”.

Starting at 18 taught me this quickly.

Sitting alongside senior leaders forced me to listen hard, ask better questions, and widen my understanding of impact.

It grounded my approach to leadership and the way I think about responsibility.

When you’re accountable for safeguarding, budgets, outcomes, risks, at 18, it stays with you.

You grow up fast. 
In a good way.

Being a young trustee is about representation. 

Building boards that genuinely reflect the communities they serve.

So Trustees’ Week is a valuable reminder:

If you're a Chair or CEO of a Charity:👇

Create space for young trustees.

Do it with intention, and make sure they’re able to contribute meaningfully.

And if you’re a young person:👇 

Don’t underestimate what you bring.

- Your insight is relevant.
- Your lived experience is needed.
- Your voice carries more weight than you think.

(Ask yourself: 'What perspective do I bring to a board that doesn’t exist there yet?')

If we want a resilient, forward-looking charity sector, we have to build it intentionally.

Making space for every generation is part of that work.

I’ve reviewed 11,500+ Cover Letters and CVs.

Here’s what the top 1% do differently:

(After hiring 50+ people over the last four years, the patterns are impossible to miss). 

For context, at my previous agency, we hired for content writers, account managers, and strategist roles that attracted hundreds (sometimes thousands) of applicants. 

I read every single Cover Letter and CV.

It took hours, but it mattered. 

And like most hiring managers, I’d spend ~20-30 seconds scanning each one before deciding whether to keep reading.

These are three patterns that stood out:👇 

--

1/ Most people undersell themselves. 

Candidates list what they’ve done but they don’t explain why it matters.

They share their experiences, but they don’t connect it to the role they’re applying for.

The Cover Letters that stood out weren’t the longest. They were the ones that were relevant, clear, and intentional.

--

2/ Preparation is the fastest way to stand out.

In our most recent hiring round, less than 20% even mentioned the agency by name.

Ever fewer showed signs of doing deep research.

Out of the 11,500 Cover Letters and CVs I’ve reviewed, the candidates who did prepare stood out instantly.

- They mentioned our clients.
- They referenced content our team had created.
- They’d listened to podcasts with our founder/team

Those 1% were almost always the ones we hired.

--

3/ Communication skills separate the good from the great.

The candidates who connected with us on LinkedIn, sent a thoughtful thank-you note after the interview, or checked in during the process?

They stood out.

Every time.

That’s what being professional, responsive, and human looks like.

If you're applying for roles right now, remember this:

The hiring manager is scanning hundreds of Cover Letters and CVs.

Maybe thousands.

Don’t just apply.

Make them remember you.

--

Hope you found this valuable!

Over the next few weeks, I’ll be sharing more practical advice on becoming a top-1% applicant, and landing great roles at marketing and comms agencies.

--


PS. hi, I’m Lewis! 👋 I'm an operator, builder, and believer in doing work that matters. After 4 years as COO scaling an agency to 7 figures, I now advise early-stage B2B founders as a fractional COO, writing this post from Australia while exploring what’s next.

It’s Monday tomorrow.

And if you’re already feeling a bit overwhelmed. I’ve been there.

Sometimes the week creeps up on you before you’ve properly switched off from the last one.

Right?!?

One thing that’s helped me (more than any fancy system) is taking a few minutes on a Sunday to ask myself a couple of grounding questions.

It brings a bit of order back into things.

A few you might find useful:👇 

1/ What actually matters this week?
The handful of things that will genuinely move the needle.

2/ What isn’t urgent? 
Because a lot of things pretend to be.

3/ What’s been quietly draining me?
A conversation you've avoided. A task you've been half-carrying. A small thing that’s taken up too much space.

4/ What would make this week feel like a win?
A simple, honest answer goes a long way.

5/ Where can I make things easier for myself?
There’s usually one small tweak that removes a lot of friction.

Funny how a few minutes of clarity on a Sunday can take the edge off a whole week.

Have a great week, folks. ✌️ 

--

PS. hi, I’m Lewis! 👋 I'm an operator, builder, and believer in doing work that matters. After 4 years as COO scaling an agency to 7 figures, I now advise early-stage B2B founders as a fractional COO, writing this post from Australia while exploring what’s next.

Most agency founders don’t audit their business.

Then wonder why growth feels chaotic.

Over the last few months, I’ve worked with three agency clients who all came to me with the same request:

“Help me scale.”

On the surface, it sounded simple enough.

But when I asked what was actually holding them back, none of them had a clear answer. 

Not a confident one, anyway.

That’s when it became obvious:

They didn’t need more tactics. 

They needed clarity.

Clarity on what’s working in the business.
Clarity on where the bottlenecks are.
Clarity on what’s slowing them down (without them realising it!)

So I introduced them to the framework I use: the Operational Audit.

A 2-hour deep dive into how the agency really works today, and what the founder actually wants the next stage of growth to look like.

Before the session, I share a set of questions. 

Nothing too complicated. Just the basics most founders never stop to interrogate:

1/ How do you currently win new business?
2/ Where do you feel the biggest bottlenecks are?
3/ What’s going well in the business right now?
4/ What does success by the end of this year look like?
5/ Which parts of running the agency do you most enjoy?
6/ Which parts feel the most draining?
7/ If you stepped away for two weeks, what would break?
8/ How confident are you in your systems and processes as you grow?
9/ And zooming out 12 months, what would “excellent” really look like?

Then there’s one quick exercise I always include:

If you could spend £10, £100, and £1,000 to improve the business tomorrow, what would you do (and why)?

It forces founders to separate:

- A £10 problem
- A £100 problem
- A £1,000 problem

Because so many agencies spend £1,000 solving £100 issues. 

And for all three clients, the audit changed everything.

1/ One realised their bottleneck was slow, inconsistent decision-making.
2/ Another realised they didn’t need more clients; they needed stronger systems to serve the ones they had.
3/ And the third realised they were spending their time on work they actively disliked, instead of hiring for it.

None of that would have surfaced without slowing down long enough to actually diagnose the business.

So if you’re an agency founder and you’re feeling stuck, ask yourself:

- Do you truly know where your current problems are?
- Or are you making educated guesses?

Because if you don’t diagnose the real issue, you’ll keep treating symptoms.

But when you do create that clarity, everything else becomes easier:

Hiring decisions.
System decisions.
Growth decisions.

Even how you spend your time as a founder.

Get the diagnosis right, and the path forward stops feeling chaotic.

--

PS. Hi, I’m Lewis 👋. Ex-COO who helped scale an agency to 7 figures, now supporting early B2B founders as a fractional COO, sharing this from Australia.

PPS. I’ve got a couple of December slots to run these audits one-to-one. If you think it would help, DM me.

Most of us underestimate what we can do in a year.

And overestimate what we need to do by Friday.

Earlier this year, I realised I’d turned every week into a sprint.

That feeling where you judge yourself every seven days and think you’re not moving fast enough.

I caught myself reacting to whatever was in front of me, not where I actually wanted to go.

I wasn’t looking at the bigger picture.

I didn’t feel in control.

Instead, I felt I was constantly catching-up.

And it reminded me of something I’ve had to relearn a few times:

You can’t build anything meaningful if you’re constantly sprinting in weekly races.

The work that matters compounds over months and years, not in one week.

I kept asking myself:

“Is this a decision for this week, or for the long-term?”

Most days, I was still choosing the week.

And that’s when it clicked that something needed to shift.

Tracking your week is still useful.

Goals 
Habits
What's moved forward.

But it can’t be the only lens you use.

Without the bigger vision in mind, the week will call the shots.

So, if you’re feeling behind right now, here’s something to consider:

Stop judging your progress by the week.

Feeling behind usually means you’re measuring yourself on the wrong timeline.

Progress never feels fast in the moment, but it adds up when you keep showing up.

And if you want something practical:

Before tomorrow, ask yourself:

“What’s the one thing I can do this week that serves the bigger picture?”

Not 10 things.
One thing.

- Make it specific
- Make it small enough to complete
- Make it meaningful for the long-term

If you can do that every week, one thing that genuinely matters, you’ll look back in a year and realise you were never behind.

You were building something bigger than the week.


♻️ If this was useful, feel free to repost.

--

PS. hi, I’m Lewis! 👋 I'm an operator, builder, and believer in doing work that matters. After 4 years as COO scaling an agency to 7 figures, I now advise early-stage B2B founders as fractional COO. Currently exploring Australia! 🇦🇺

In four years, I’ve read 17,750+ cover letters, interviewed 850+ candidates, and hired 35+ people.

When you’ve spent that much time inside the hiring process, you start to see clear patterns in who stands out.

Here’s what the best candidates consistently do: 👇 

--

1/ They tailor their application.

- They adjust their CV, cover letter, and portfolio to reflect the company’s tone and priorities.
- They answer screening questions with tangible examples that closely mirror the role.
- And in interviews, they reference real projects that show genuine alignment.

Impact = It tells the hiring manager, “I understand your world, and I can add value here.”

--

2/ They show their thinking.

- Their application explains the “why” behind key projects, not solely what they delivered. Specific numbers, impact, data. 
- Their cover letter shows how they make decisions and solve problems.
- And in interviews, they talk through their approach step-by-step.

Impact = It proves they think clearly and independently - a trait managers trust most.

--

3/ They prepare deeply.

- Their CV and cover letter reflect a real understanding of what the company actually does.
- Their screening answers reference the team, product, or mission.
- And in interviews, they ask informed questions that show homework. 

Impact = It signals intent, that they want this job, not just any job.

--

4/ They communicate well.

- Their application is structured, concise, and easy to read. No fluff. 
- They respond quickly, politely, and clearly in pre-interview messages.
- And in interviews, they listen, adapt, and follow up with gratitude. Plus, the best applicants will follow-up after the call. 

Impact = It reassures the hiring manager they’ll represent the company well: internally and externally.

--

5/ They stay curious.

- Their CV and cover letter show learning, progress, and self-development.
- They share relevant industry news, and ask a small but thoughtful question about it.
- And in interviews, they ask about impact, growth, and how to excel in the role.

Impact = It signals they want to grow with the company. 

--

When you put all of this together, something becomes clear:

The candidates who stand out treat the process with care, take the time to understand the business and, critically, they connect the dots between their experience and the company’s needs. 

Found this valuable?

♻️ Feel free to repost to help someone in their job search.

7 agency marketing roles worth applying for.👇 

If you’re in marketing or social, these are worth a look.

--

1/ Brand & Content Lead 
ROIROI
Salary: £60K - £70K (DOE)
Location: London (Hybrid / Office-first with flex)

You’ll own the brand voice across social, podcast, and newsletter. This role gives you full control of the brand engine, turning cutting-edge work into stories that shape how consumer brands grow across Europe.

https://lnkd.in/e6-KvnF6

-

2/ Head of Social Strategy & Influencer 
The Social Shepherd
Salary: £95K + (DOE)
Location: London / Bath / Hybrid

Lead the global social & influencer engine for one of the fastest-growing social-first agencies in the world. This role puts you at the helm of strategy, innovation, and industry influence, shaping how global brands show up across culture, creators, and organic social.

https://lnkd.in/ekW9aSYu

-

3/ Middleweight Creative Strategist
Hambi Media
Salary: £40K - £65K 
Location: Remote (with HQ in Central London)

Join the UK’s leading performance creative agency for D2C brands and own the creative strategy behind ads that scale on Meta and TikTok. You’ll turn data, psychology, and sharp concepts into high-performing creative for some of the fastest-growing e-comm brands.

https://lnkd.in/eHCqSbgz

-

4/ Social Executive 
SEEN Connects
Salary: £27K - £29K (DOE)
Location: London (Hybrid: 3 days office / 2 days WFH)

You will help shape the social presence of major FMCG brands. You’ll create culturally sharp content, manage communities, and bring ideas to life inside a team that lives and breathes what’s trending.

https://lnkd.in/eNxAyCM6

-

5/ Account Executive 
Luna PR
Salary: £25K - £35K 
Location: UK / Remote

You’ll help the team run PR strategy, manage clients, and drive media coverage within a fast-growing, fully remote team shaping the future of the industry.

https://lnkd.in/emXN6hp7

-

6/ Campaign Executive 
Purple Goat Agency
Salary: £24K 
Location: Remote

Work with the world-leading inclusive influencer agency connecting brands to the disabled community and help deliver campaigns for clients like the BBC, Google and Virgin Media. Manage creators, coordinate campaigns, and shape work that drives real cultural impact.

https://lnkd.in/e3Tt8Umx

-

7/ Social Media Lead
Legon Ventures 
Salary: £32K - £40K (+ bonuses)
Location: London (3-5 days p/w in person)

At Legon Media, you’ll own the content engine behind Timothy Armoo’s rapidly expanding media ecosystem. It’s fast, founder-led, and impact-driven, perfect for someone who wants to build systems, shape stories, and turn a top UK business voice into a category-defining media brand.

--

Every Friday, I’ll share fresh agency roles across marketing, social and comms. Only recent listings and with salary.

♻️ Found this valuable? Feel free to repost or send to a friend.

I’ve taken 600+ sales calls.

Here are the 7 non-negotiables  that doubled my conversion rate:👇


1/ I record every sales call.

Every single one.

Not selectively. Not only the “important” ones.

Because the calls you think went well often hide the biggest gaps.

Recording is the only consistent way to spot blind spots you never catch in the moment.

-

2/ I rewatch each call, even when it’s uncomfortable.

And trust me… the early ones were painful to watch.

But those uncomfortable moments usually teach you the most.

You hear the rushed questions, where you didn't ask deeper questions or where you cut your prospect off mid-sentence.

You can’t improve what you refuse to review. And most people refuse.

-

3/ I measure my talking time.

If I’m speaking more than 40%, I’ve already lost the call.

The prospect should hear themselves think.

Silence is a powerful tool tool. Pauses are intentional.

If I catch myself filling space, that’s the first sign I’m drifting into “pitch mode”. 

-

4/ I score myself after every call.

Nothing fancy, just a simple 5 questions (like these):

- Did I set the agenda clearly?
- Did I go deep enough with my questions?
- Did I summarise their situation accurately?
- Did I confirm next steps with zero ambiguity?
- Did my tone match their pace and energy?

-

5/ I use AI as my mirror.

I drop the transcript in and ask:

- What questions actually uncovered real pain?
- Where did I skip past buying signals?
- Where did I get long-winded or vague?
- What follow-ups would have built more trust?

AI sharpens our intuition and can (if promoted correctly) spot things we've missed. 

-

6/ I implement one improvement at a time.

Not ten. Not three. One.

Small, repeatable adjustments compound far faster than reinventing your whole approach every single time. 

- One week might be slowing down.
- One might be asking deeper, open questions
- Another might be setting a clear agenda at the start of the call.

Micro-iterations build macro results.

-

7/ I treat every call like post-match analysis.

Back in my footballing days, our clubs would film training sessions and matches.

Every week we’d sit down for at least an hour reviewing the footage - analysing what went well, where we switched off, and where there was room for growth.

Sales is no different.

If you never study the replay, you’ll keep repeating the same mistakes. 

- 

If you want your conversion rate to increase, start by increasing your self-awareness.

Everything you need to improve is already in your calls, you just have to study them.


NB: This will resonate most with people in sales or growth roles, especially in agencies. But the principles apply pretty widely, whatever sector you’re in!

--

♻️ Found this valuable? Feel free to repost. 

PS. hi, I’m Lewis. 👋 I talk about operations, agency life and human leadership. 

PPS. I scheduled this post as I’m probably scuba diving or looking for dolphins. 🇦🇺

I love the zero -> one journey.

Especially in agencies.

That stretch between $0 and $1m where things are still taking shape.

Where you’re building, refining, adjusting.
(Sometimes all in the same week)

It feels scrappy at times, but there’s purpose behind it.

It’s the stage where:

- Your systems aren’t “systems”. They’re Google Docs and half-written SOPs.
- Every hire feels heavier than it probably should, because it matters.
- You’re figuring out delivery as you’re selling the service.

And you’re doing things for the very first time… 

Constantly.

I’ll be honest, the early days are energising for me.

- Fixing problems in real-time.
- Wearing every hat in the same day.
- Seeing the instant impact of decisions (as you’re so close to the work!)
- The freedom to try something new on Tuesday, then ship on Wednesday.

But here’s the part people misunderstand:👇 

Zero to one might feel chaotic.

But, you can’t wing your way to $1m.

The agencies that get there (and get there faster!) always have someone quietly tightening the ops in the background.

Cleaning up delivery.

Turning chaos into something scaleable.

That’s the stuff that gets you to $1m quicker.

And, honestly, it’s the only reason you’ll ever break into multi-7 figures later.

Because the early wins are brilliant:

- Your first hire.
- Your first award nomination.
- Your first international client.

The moment you realise, "oh… this might actually work!"

And the systems you’re putting in place during 0-1?

They’re the reason it keeps working as you grow, instead of falling apart.

--

PS. hi, I’m Lewis! 👋 I'm an operator, builder, and believer in doing work that matters. After 4 years as COO scaling an agency to 7 figures, I now advise early-stage B2B founders as fractional COO. Currently exploring Australia! 🇦🇺

taplio

The Battle

Joel Williams

Lewis Alexander Baxter

Followers

Posts

Engagements

Likes

Performance ScoreLewis Alexander Baxter's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Joel Williams

Lewis Alexander Baxter

Followers

Posts

Engagements

Likes

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);}Lewis Alexander Baxter's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreLewis Alexander Baxter's LinkedIn Performance