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

Helping mobile apps grow quickly & profitably | Growth Consultant | Founder & CEO @ Perceptycs

Growing a 𝙥𝙧𝙤𝙛𝙞𝙩𝙖𝙗𝙡𝙚 𝙢𝙤𝙗𝙞𝙡𝙚 𝙖𝙥𝙥 is not easy! It’s a bumpy, rough and competitive road.

If you’re on that journey, you’ll know what I mean. Whether it’s:

1️⃣ Finding product market fit
2️⃣ Solving retention problems
3️⃣ Profitably scaling acquisition without burning ad spend
4️⃣ Improving unit economics for a strong LTV:CAC

You need brutal prioritisation, constant experimentation, and the right processes to keep your team aligned on the work that matters. 

And those are exactly the challenges I love!

I’ve worked on both the product and marketing side and have experience as a Head of Growth for a mobile app start-up.

I’ve worked with startups to grow rapidly after achieving clear product market fit. I’ve worked with startups that failed to ever reach product market fit. But most importantly - I’ve worked in the trenches with startups to go through the long, arduous process of ‘Finding Product Market Fit’.

I know what does and doesn't lead to a profitable mobile app.

And I know what levers to pull to drive consistent growth.

That’s why I started Perceptycs - a growth agency for early stage Mobile apps

We help early stage mobile apps drive growth, retention and revenue in order to scale from Seed to Series B as an investor backed startup or scale profitably as a bootstrapped startup.

So if you have any growth questions - drop me a message: nathan@perceptycs.com

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