We’re making SEO simple for eCommerce brands. We deliver an organic growth strategy, then help you to action it.

What the team are best at

NOVOS exists as a vehicle for client and employee growth. Each month we track happiness of employees and clients to ensure they align.

Strategy & Consultancy

We're your outsourced SEO team. We'll tell you where the opportunity is and how to capitalise on it. We'll then hold your hand to ensure it's implemented correctly (or if you're not much of a hand-holder, that's cool too, we know when not to get too close)

Content & Digital PR

We create content & campaigns that attract new customers. All of our creative is driven by data & strategy.


We'll help you to migrate across eCommerce platforms and ensure you're set up to scale the new platform so that the investment was worth it.

Meet the Team

The Leadership TeamThe Strategy TeamThe Business & MarketingThe Digital PR TeamThe Production Team

Samuel Hurley

Co-Founder & Chief Strategy Officer

Sam previously headed up SEO for Made.com across all major European markets. His achievements include growing Made's non-brand SEO traffic by over £10.4million, you'll hear him say this about 100 times in the first 3 months of working with us. He also won the best use of SEO in retail for OKA.com. Brands he's worked for include Made.com, Deliveroo, Pottery Barn, JD, Simba, Patch and Bloom & Wild to name a few.

Antonio Wedral

Co-Founder & Chief Operating Officer

Before setting up NOVOS, Antonio led the digital growth at luxury men’s publication Gentleman’s Journal where he brought value from declining print sales to huge online subscription revenue growth. Antonio’s also worked agency-side before, where his global viral campaign “Find the missing Easter Egg” with Bloom & Wild set him up for life. He still talks about it in every pitch. Nominated for The Drum’s rising star, and a UK Search Award winner, you’re in good hands here.

Olivia Royce

Operations Director

Olivia is our Operations Director. Having joined NOVOS as a Digital PR Manager in 2019, she's really progressed through the ranks and is everything that NOVOS is about. Equally, she just doesn't really like Digital PR anymore so we had to find something for her to do. Olivia makes sure the business is running smoothly day-to-day and that we're a great place to work, and even though she's on calls or in meetings for 8 hours a day, she's able to make time for everyone elses problems & lead the agency, this specifically happens in an hour slot of 5-6pm which is fully booked quicker than an Ocado delivery. Olivia is also scarily similar to Antonio and often they'll say the same thing at the same time – we still don't know what this is about, and are convinced they're telepathically connected somehow, hence, why she's in Operations.

Daniel Cartland

Client Services Director

Dan is our Client Services Director. Having joined NOVOS as an SEO Manager in 2019, he's fast become essential to the day-to-day running of the team. He is also phenomenal at solving client problems and knowing exactly the high standards we want to deliver. In his spare time he has his puppy Jasper, likes to run, and also supports QPR which is almost as bad as Richard supporting Watford. Dan is the only man we know who can go transparent. Everyone also says Dan is "really nice" but that depends on whether QPR won the day before or not.

Our Story



statement.digital was set up, operating as a side hustle while Sam was still at Made.com and Antonio at Gentleman’s Journal. The name was pivoted from another side hustle which was a men’s accessories website called Statement Accessories. Once the marketing started getting too expensive we started freelancing. The freelancing was making money, the accessories site was losing money so it was a no brainer to focus our attention on statement.digital.



Antonio quits

Antonio quits Gentleman’s Journal to work on statement.digital full time in March. Sam finishes at Made.com in December 2018. It’s clear here which of the two works harder on NOVOS.

December 2018

We go to Madrid

After an intense year of working every weekend, many long nights, juggling a full-time job and 10 clients, we can now both dedicate our full attention to our business.

….but first…

We go to Madrid for a long weekend to celebrate!

Sam then buggers off to Asia for 2 weeks so the business will have to wait until 2019…..


January 2019

Sam & Antonio work together

2019 is the first year both Sam & Antonio work on statement.digital together.

We start January in ‘freelancer’ / ‘consultancy’ mode by working from home with no proper routine.

We soon realise this isn’t for us and we need to get an office. We move into co-working space Huckletree. A massive commitment for us at the time, to pay for a desk when we have one at home that works just fine. So we understand how hard it is to pay for something for the first time…

March 2019


March 2019 was one of the biggest changes ever for the business.

We rebrand the company from statement.digital to NOVOS.

“Novo” means ‘New’ in Portuguese. Then we added an S as SONOS did to Sono. If it works for them it’ll work for us. It’ll do, basically.

This symbolises a new start for us as we now decide to hit growth hard and build NOVOS into a full-service SEO agency. To do this we need to start hiring…

March 2019

Maddy & Nicole

Maddy & Nicole join us on our journey.

Antonio took these pictures of them very quickly for a pitch deck.

Little did they know that we’d use them for every reference for the next 2 years!

June 2019

Portfolio of brands

The concept is proven, we now start to scale the business and have an epic portfolio of brands with us on the NOVOS journey.

October 2019


Sam gets a dog & spams the About Us page.

November 2019


After an intense few months of growth, we invest heavily in 3 new employees, a leadership team for the agency and our first private office.

November 2019

First private office

We then move into our first private office at Citypoint.

Nicole quickly discovers there’s no microwave…so we hand in our notice not long after it.

February 2020

Dan starts acting a bit odd

Growth continues and we put out 4 new job adverts after working with some amazing brands.

We also go on our first trip to NYC to see our US clients.

Dan starts acting a bit odd.

March 2020

New level

Georgia joins the PR team & Hollie joins as our inhouse content producer, & their work has taken our PR & production to a whole new level.


March-April 2020


Coronavirus hits the UK hard & we all get used to working from home.

We get some great headshots of the team on video calls, & we’re sure there are some HR issues here but we’ll look over this for now.

April 2020

Laura joins

Laura joins us, but we’ve had to onboard her remotely which was a challenge. Little did we know she’s obsessed with Sistrix and must work on commission.

May 2020

Kriti joins

Kriti joins us as our sales and marketing manager. She used to run her own agency in London – her first main project was award submissions which paid off in the end!

June/July 2020

More hires

We’re fortunate to still grow through covid with Tom B, Tom G and Seb joining the team.

August 2020

Lockdown eases and culture days return

Lockdown starts to ease so we start to go to the office more with more cultural days in the evening

August 2020

Dan is still at it

Dan continues to act a bit odd. His latest activities involve wearing a tux to the office for no reason and going transparent

September 2020


We win 3 awards in a week:

  • Best use of SEO in eCommerce at the Global Search Awards with Bloom & Wild
  • Best Small SEO Agency at the Global Search Awards
  • Best SEO Agency at the Global Search Awards


October 2020

And more awards

More awards! This time a DADI from The Drum & the UK search award for best use of search in e-com. Boom. Not bad right?

We celebrate with a bottle of Dom at the rack & t. A fine establishment for such a tipple.

November 2020

Lockdown 2.0

We’re free! But not for long as Lockdown 2.0 hits and we go back to our homes. To keep up fitness and to encourage people to get outdoors we launch The Autumn Awards where people submit pictures of their walk for prizes. Laura wins. We also start to pay for the teams personal training sessions and hire a ‘head of fitness’, Ollie (again looks nothing like this picture).

December 2020

Xmas is cancelled

December’s a write-off. Xmas is cancelled.

To get home to her beloved Sheffield – Nicole gets herself into a mass brawl at Kings Cross – the picture on the right is her mid-battle. She loves it (actually didn’t happen).

Despite lockdown, Dan somehow figures out a way to go transparent and goes into full Ghost mode (actually did happen).

January 2021

Another lockdown and more hiring

January 2021: There’s no light at the end of the lockdown tunnel. The world goes mad.

Despite lockdown 4.0 (or 3.0? lost count at this point), we continue to grow and aim to hire at least 7 new people.

We do 4 perfect migrations in a week and no one really acknowledges it – business as usual now?

We launch 2 epic team groups:

  • Dungeons and Dragons (I know right, full nerd mode!)
  • Spanish lessons with Mira (I know right, how cool is that?)


February 2021

Tom Tom

Yep still in lockdown. Yep still growing.

We hire 7 people in the space of a few weeks.

One of which is yet another Tom. And yet another Tom who’s a dad. Team Tom Tom is now Team Tom Tom Tom. To make things worst Tom N successfully clones himself and dials into a catch up with Tom B.

Tom B also reverse image searches himself to figure out he is indeed a man and does indeed look like a common criminal.


March 2021

We become a million pound agency and Tom G becomes a dad

There’s a light at the end of the lockdown tunnel and we start planning an office return.

We hit some big milestones: exactly 2 years since we hired Nicole + Maddy we hit a £1,000,000 agency with 20+ staff. Not bad with no investment…

Oh and Tom G has a baby, that’s way more interesting!


Q2 of 2021

We decorate our new office

We decided to sign a lease for our largest office in Aldgate and embark on a whole new renovation to brand it the NOVOS way. Sam & Laura lead this, as apparently, they’re the design snobs at the company.


We hire rapidly with James, Paul, Chloe C, Chloe B & Amy all joining.


As lockdown restrictions ease, more people come to the office as renovation slowly come to an end. Our HR guy, Simon, ensures windows are open, hand sanitiser is everywhere, wipes & lots of lateral flow tests are present. Thanks, Simon.


We also start working with Not on the high street – what a win!!


We’ve also just closed our last financial year at over a £1m agency. Amazing to see the growth from the start, when Antonio & Sam were slacking in Madrid, to now.

More awards

We’ve also started the 2021 award season in style like we did with 2020 – winning a Drum Search Award for Best use of Search in eCom, we’ve been featured in the 100 best workplaces, top 100 fastest growing global companies & classed as a Best Place To Work 2021. It’s been a good quarter!

We win awards for our company culture

August 2021

We sponsor a football team

We announced 2 massive sponsorships. 


NOVOS sponsors its first football team. I know right, huge. 


With the slow demoralising decline of Swansea City, the all-round uselessness of Cardiff City and Ryan Reynolds Wrexham, the only competition, it’s safe to say we sponsored the best football team in Wales: BrynRovers.


Sam’s cousin, Rachel, models the new kit here.


Available from all major sports retailers by September 2021.

We sponsor a football team

And we sponsor the Women in Tech SEO podcast

The second announcement is a bit more serious. We are very proud to have sponsored the Women in Tech SEO podcast and to support Areej + Sarah with their great community. Laura does a talk about all things eCommerce SEO — listen here 

We're eCommerce specialists for a reason, get in touch with us today and find out more.

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