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

Entrepreneur #LushDecor | Finding Strength and Purpose in Life’s Twists and Turns | Living an Inspired Life | YPO, WPO #DreamWeaverbook & shortfilm #LifeInspired #Author #DefyOdds #OvercomeChallenges #PersonalGrowth

Entrepreneur, author, and storyteller on a mission to turn resilience into legacy. From village girl to founder, I share lessons of reinvention, love, and growth — inspiring people to dream bigger and weave joy from life’s messiest threads.

Join me for shared experience and find me on Instagram too @jennyjingzhu and www.jennyjingzhu.com

Jenny (Jing) Zhu

The immigrant journey requires courage long before success ever arrives.

As part of a celebration of International Women’s Day, I had the privilege of joining the American Australian Association for a fireside chat about reinvention, resilience, and building a life in a new country.

We also screened short film Dream Weaver, which reflects on my journey from rural China to building Lush Decor Home.

Thank you to the Australian American Association for hosting such a thoughtful evening, and a special thank you to Alexia Crawford, my YPO sister for inviting me and facilitating a meaningful conversation.

It was a privilege to share the stage with a room full of global citizens who understand that building a life across cultures requires determination, grit, and a belief in what’s possible.

Photo Credit: Chia-Ta Tsai
 Chiun-Kai Shih  Jahayra Guess, Elise Lynch

With Emily Laurence, Steven Marshall AO Kary Sarrey Jamie Henning

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