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.

Samuel Hurley


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


Before setting up NOVOS, Antonio heading up 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

Digital PR Manager

Olivia leads our Digital PR work for clients. She has a unique skillset of having worked at a traditional PR agency, then a performance led Digital PR agency. This allows her to build a relationship easily with inhouse PR teams while training them on the ways of the SEO. She also leads our internal Culture Club where she allocates over 90% of the budget towards food & drink for the team!

Daniel Cartland

SEO Manager

Dan leads our SEO team. Having previously worked at many agencies before NOVOS he knows what clients want and how to deliver. In his spare time, he does triathlons and supports QPR for some reason. Every ideation meeting Dan suggests creating a fake product for our clients.

Nicole Bingham

SEO Strategist

Nicole loves food almost as much as she loves tech SEO... not really but this is an agency website. Nicole was our first recruit and it's all gone downhill for her since. After we made a large investment to our first private office at Citypoint, Nicole made it very clear that she loved our first office more (they did call her Queen for some reason). Due to a lack of microwaves at Citypoint, we had to move to WeWork for Nicole. She also killed all of our office plants in protest. Also loves dogs and hates this pic of her.

Madison Holroyd

SEO Strategist

Maddy joined 2 weeks after Nicole and quickly established herself as a 'rare' character. Obsessed with all things radiation, she once ordered a 'simple' phone that omitted 0 radiation, safe to say it never arrived and she was mugged off. Maddy is also obsessed with all things organic, yet hates vegans. She purposely avoids all company lunches to eat her organic granola. She once made a sculpture of Jesus Trump on the cross. As well as Snoke from Star Wars. At times she's like a walking Wikipedia full of random facts, but just like Wikipedia - always check for a source. Maddy is good at content.

Mira Cirera

SEO Content Strategist

Mira joined us from Trainline at the end of 2019. Mira brought a wealth of knowledge and love for all things data-led content as well as an intense passion for all things Spain. Since she's joined a day hasn't gone past without Antonio announcing that he loves Jamon, which Mira brings back from Spain (before COVID-19) in bulk. Safe to say, Antonio's struggled during COVID.


Head of Partnerships

Alfie was hired for his ability to attract attention, raise awareness and build relationships with strangers. His first strategic partnership was with www.bark.london - he's done nothing since.

Laura Brady

SEO Strategist

Laura joined us in April 2020, in the middle of a global pandemic. She brings a wealth of SEO & account management experience. She's kept her cards close to her chest so we don't yet fully know her enough to write an in-depth funny bio. Yet. Watch this space.

Georgia Anderson

Digital PR Executive

Georgia's from Australia so we can now tick off Australia & New Zealand from our list of employees origins. Georgia is very good at talking to the press, but very bad at participating in internal virtual quizzes & games. She used to be a reporter back down under, but now she's chosen the dark side of SEO we're not sure if she's having a good time or regrets her decision. Time will tell. Oh, and Antonio's favourite sweet food are Tim Tams, so this recruitment was also strategic.

Hollie George

Content Producer

Hollie is a fantastic writer. She also has a popular blog, so it makes sense. Hollie also can neck Pornstar Martinis like there's no tomorrow at work events. Quite literally, there isn't a tomorrow for her when she does that. She's also getting married soon, so if you read this drop her a LinkedIn message congratulating her. She'll be confused.

Tom Brennan

SEO Strategist / Impressionist

From day 1 Tom was thrown into the largest migration project we've ever done, 1 month later he developed tinnitus from working so hard and now can't type anymore. Luckily he's good at impressions which is all we pay him for, some are questionable, request his Gandalf and you'll get Attenborough.

Seb Burchell

Digital PR Strategist

Seb joined us with huge amounts of experience in PR, specifically in the health industry. He joined us in August 2020 & is the king of links. He's literally a link machine. More Wall-e than Robocop though. He also loves a drink, but can't take many.

Kriti Spinoff

Sales & Marketing Manager

Kriti joins us as Sales & Marketing Manager after previously running an agency in London, on the side she also runs her own company. Kriti loves organizing a photo shoot. She currently lives in the largest house in Poland.

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 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

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

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 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

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

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

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

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 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 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

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

August 2020

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

August 2020

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


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

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