About
How I got here
Ten years running an agency, then a new company. Here is the short version, with the parts I'd do differently left in.
Starting Reddico
Luke Redding and I started Reddico in 2012. There was never a set target to reach. We thought we could do things better, and wanted to see if we could make it work.
I became Managing Director in 2014 and led the team for the next ten years.
Growing it
By March 2024 we were a 40 person agency with about £4m in revenue. The growth was recognised along the way. Reddico was 30th on Deloitte's UK Technology Fast 50 in 2017 and 309th on the Financial Times list of Europe's fastest growing companies in 2019. It won Best Small SEO Agency at the European Search Awards in 2020 and Best Large SEO Agency in 2023.
In November 2021 Reddico joined Sideshow Group. I stayed on as Managing Director until March 2024.
Some of the client work behind that is on the work page.
On the board
I was a board member and chair of Reddico's quarterly board, and I appointed and worked with an external board advisor.
Getting culture wrong, then putting it right
In 2017 we thought we had ticked the culture box. We had beers, nights out, bean bags and table tennis. Then our internal NPS survey told us something was wrong. We had four detractors out of twelve.
It was our fault. We had values we didn’t completely embrace & failed to deliver on commitments we’d made.
We took three months to write a manifesto for how we wanted the company to run. Over the next few years we removed managers and introduced coaches. We opened up the P&L to the whole team, let people decide when and where they worked, removed limits on leave and shared profit every quarter. The question that guided us was simple: what's stopping people from doing their best work?
We became a Certified B Corp in 2022. Reddico contributed over £140,000 to charitable and eco causes and had planted 150,000 trees by March 2024, as part of a pledge to plant a million by 2030. We ran retreats in Lisbon, Oslo, Austria, Barcelona and Brussels, and the team ended up fully remote.
We didn't always get things right, and I didn't always get things right. We stayed true to ourselves, put people first and stuck to our values. I'm proud of that.
Stepping back
I stepped back in March 2024. It felt like the right time, for me and for someone else to take the company forward into a new era. I left feeling that I had achieved everything I wanted to, and I know not everyone gets to say that.
Salience
Since March 2026 I've been building Salience with my co-founders, Carl Hendy and Edd Dawson. We launched in October 2026. I lead the engines and the technical practice: the ingestion, the classification and everything that turns a raw access log into an answer.
You can read more on the work page, or at salience.com.
Advisory and board roles
I'm open to advisory and board roles, especially where a company is growing and wants a steady hand on people, culture, scale or AI search. I chaired Reddico's quarterly board and worked with an external board advisor.