Hello!

Olly is a Google Analytics and CRO veteran, having been involved in the inaugural round of Google Analytics Premium partners in 2011, and the same for Optimizely in 2012. He loves the value the data can drive for organisations and frequently espouses the benefits wherever there's an opportunity. Olly wishes he could ski better, use his SLR camera more frequently and continues to find that sub-20mins 5km elusive (sub-25 would be more realistic these days!).

Nicole is our resident photographer, most organised lunch-prepper and superstar Head of CRO. Having done almost all the roles going within analytics and experimentation, Nicole now leads a fantastic bunch of humans delivering impactful experimentation programs. Outside of work, Nicole is either planning a holiday or on holiday, having taken in trips to the American East Coast, Canada and Japan in the past couple of years, ask her where’s next when you speak!

Dan is our elvish-speaking, LOTR-loving Head of Analytics. With over ten years of experience, Dan’s team knows no bounds when it comes to solving analytical challenges, whether that’s simple analytics fixes or full-scale server-side migrations. Dan’s passions are diverse but always firmly geeky, and you’ll often find him painting dioramas, hosting D&D nights, playing the latest RPG or marvelling at incredibly high-resolution depictions of him as Legolas. 

Mollie is our champion of Jubel, all things organic, and is our Head of SEO. With a background running SEO programs for some of the largest brands in the UK, Mollie’s team are constantly striving for the edge that keeps our clients ahead, whether that’s building tools or stress-testing off-the-shelf solutions. Mollie has lived in almost all areas of London and will almost certainly be able to tell you the best places to grab a coffee, beer and dinner in each of them. 

A firm Expanse fan, Yikai is well-renowned in the office for her incredible ability to conquer almost any eating challenge going. As one of our Analytics Directors, Yikai lends her 8+ years of agency and client-side experience to brands looking to fix the basics but equally, connect data sources together for more advanced work in Google Cloud. Yikai’s kids keep her very busy and when she’s not borrowing their TT Rockstars, she loves nothing more than a good book.

Marc loves CARS. Porsche. Nissan. Aston Martin. McLaren. He’s been in all of them. As our Chairman and fiercest proponent of client value, Marc handles back-office duties whilst championing all things AI intelligence (IYKYK). Having previously founded industry-leading Periscopix, Marc knows a thing or two about what a good agency looks like, whilst he’s now onto his second career as a leading amateur race driver, with 5 championship wins in the past six years! 

Erin is looking to take the mantle as Hookflash’s top runner, a fierce battle but an ultra-marathon up and down Snowdon three times is a pretty good start! As one of our CRO Managers, Erin connects data and insights with our design and dev team to drive learnings and results. She’s also spent more time in Australia than anyone else and can play a killer game of “two truths and a lie” – hint: all the ones involving terrifying Australian wildlife will be true!

Sean is Hookflash’s fastest runner, by some distance. Whisper it quietly but we heard rumours of a near 15-minute 5km. As one of our Analytics Leads, Sean fights the good fight for Adobe, whilst being equally adept at Google Analytics too, leading some of our most complex analytics engagements. Outside of work Sean’s a fierce champion of all things Irish – oysters, Guiness, Taytos amongst a few – although the most recent offering of Guiness-fudge received decidedly mixed reviews.

You can use many words to describe Siima but optimistic is a good one. Whether it’s a marathon, learning to ski, taking up a triathlon or something else, every lunchtime sparks a new, ambitious idea. As a Senior CRO Analyst, Siima already delivers great things but analysing qual and quant data to identify those hidden truths in client's data. A two-time BrightonSEO speaker and highly commended Rising Star winner at The Drum, Siima’s right to be ambitious!

Sunil is an SEO Manager, with deep experience in handling some of the largest brands and websites in the UK. Equally adept in both technical and content SEO, Sunil is passionate about the emerging areas of organic opportunity, whether that's LLMs or Amazon. When not managing complex SEO accounts, Sunil loves spending time with family and travelling (often combining the two!), and his next adventure is either upcoming or in development at any moment in time.

Freya is an SEO Executive, bringing a passion for data, web design and digital together with almost unrivalled passion. Most definitely not afraid to develop bold strategies, Freya has taken the lead with her fondness for “hot choccy” and will defend it to the hilt. Part of that independence must come from having five (yep, five!) brothers, and it’s that determination that has also seen Freya conquer Kilimanjaro and recently complete her first marathon!

William is a Technical Web Analyst and enthusiastic Google Cloud specialist that loves nothing more than a challenge (closely followed by “raw data”.) This insatiable hunger to solve problems stands him in good stead, whether he’s debugging an issue or building a model. It’s the same insatiable hunger that once saw him devour two Nduja and hot honey pizzas in a single lunchtime – part of the Hookflash folklore.

Grace is one of multi-linguists and a Senior SEO Executive, bringing to life SEO and GEO programs for our clients. Born to Peruvian parents in Milan, Grace has an artistic flair with both painting and crocheting as big hobbies of hers. In addition, Grace is a passionate gamer (I think she said Crash Bandicoot was a fave?) but ask her about her brief but enjoyable stint in a Squid Games experience she took part in in Rotterdam…

Connor is one of our most charitable team members, with a passion for ending animal cruelty in all its forms. This passion transfers to his work as a Senior Technical Web Analyst where Connor leads on projects helping to get data accurate, future-proofed, and connected. Connor is also our lead AI-Whisperer, and his prompts have been known to bring floods of relief to all who experience his benevolence.

Charlie is one of the more musical Hookflashers, with guitar, bass and piano in his locker. He loves nothing more than getting a tune out of a brands organic search opportunity and is delighted to be broadening his expertise having cut his teeth in the intriguing world of high-end rugs. With a keen eye for puzzle-solving, Charlie embraces all aspects of SEO, from thorny technical issues to spotting content gaps, always focusing on what will move the needle the most.

Nikki has a travel history that would make Marco Polo feel inadequate, having spent time growing up in Singapore, Hong Kong and a casual two year stint sailing around South-East Asia. Nikki loves snowboarding and CRO insights work in equal measures, especially when the apres follows. Nikki enjoys bringing her background in psychology and consumer behaviour to the fore of her analysis pieces, driving real business improvements for her clients. 

Bolstering our University of Liverpool alumni, Amelia is an English Literature graduate using those language skills as an SEO Executive – delving into keyword research, shaping content and digging into LLM citations. A big fan of Ghibli films, Amelia continues the artistic strand through her interest in painting AND starring (I think she said starring?) in a West-End product of Railway Children.

Michael is a man of many talents. And we mean many. As an SEO Manager with us, Michael plans and builds sophisticated SEO programs for clients, whilst also being one of our technical leads. Michael also runs our DEI program which focuses on the education of key topics as well as prioritising wellness. But in addition, Michael is an Ironman, plays rugby every week, can do a backflip, is the fastest Hookflasher over 100m, AND has even been known to have a beer or two.

Ilke is passionate about spending time in nature, and and has done yoga almost every day for a decade. It's obvious that this clear-thinking gives Ilke the space to spot SEO and GEO opportunities for her clients, and build roadmaps that drive results. A keen conference-goer, Ilke loves bringing back fresh ideas, new approaches, and even the odd box of baklava to the ever-appreciative office.

Tudor is one of our Lead Developers in the CRO team and with over 5 years’ experience at AB Tasty, it’s fair to say he knows his way around building tests and personalisation campaigns. But it’s not just conversion rates that rise and soar when Tudor is around. He’s also an accomplished baker, famed for his basque cheesecake, and used to be regular glider (you see what we did there?).

Anthony is an experienced head in the world of ecommerce, optimisation and CRO, most recently leading CRO efforts at Merlin Entertainment. Swapping Legoland for the agency world, Anthony is another of our CRO Managers, with a particular flair for UX – both research and design-side. Anthony loves golf, tolerates Manchester United and is one of a number of Hookflashers with a passion for dogs – the debate around an office dog continues!

Sami is our reigning steps champion and Senior SEO Executive, working on delivering content and technical recommendations to a number of our clients. Sami loves fitness, family and can understand four languages – and you’ll mostly find her getting those steps in as she powerwalks up and down Shoreditch High Street!

Charlie is one of our CRO Developers, helping bring to life awesome test variations and personalisations for clients. Charlie is a big tennis fan. Happily, being a SW Londoner, he got to work at Wimbledon and up close and personal with the heavyweights – Federer, Williams, Djokovic. But it’s not all glamour in Charlie’s world; prior to starting out in the world of CRO, Charlie was a lifeguard in one of the busiest nationwide health clubs in the UK. There were several code browns…

Raneem is Technical Web Analyst with a passion for UX too. Having worked in a couple of industries before finding her true love(!) in analytics, Raneem came to us via the curious quirk that she shared the same university tutor as another one of the team, at the University of Warwick. Raneem loves nothing more than walking around “little Venice” at the weekend.

Khalaf has a diverse set of interests, from rugby through to gaming through to watching basketball. As one of our Technical Web Analysts, Khalaf enjoys getting his hands dirty with complex challenges (hey, like rugby!), and helping brands get better datasets together, to use to drive decisions. Whether it's the influence of Michael Jordan or not, Khalaf is highly competitive, and has seen tempers flare over chess and Super Smash Bros in equal measures.

Zac is a CRO Developer, working to deliver effective test builds for our clients. Zac loves working within data-rich environments, looking to find new and innovative ways for users to experience and interact with data. Being an alumnus of two northern Universities, Zac is a fine translator between our Southern and Northern colleagues. Outside of work Zac enjoys Canadian sports, playing both Ice Hockey and Lacrosse, often at absurdly late times at night

Maryam is another of the Hookflash globetrotters, having lived in Egypt, Libya and Saudi Arabia, before coming to London. Bilingual and comfortable with over 20 Arabic dialects, Maryam fully embraces the stereotype with her love of her cat, recently getting her name tattooed in hieroglyphics. A keen photographer, Maryam loves giving brands a snapshot of their current organic performance and developing (get it?) a roadmap of actions to help improve it.

Daniel is another of our CRO Developers, who loves taking data, blending it with technical expertise and turning into an experiment that drives meaningful results. A proud Welshman, Daniel likes nothing more than a brisk hilltop walk, watching the rugby or sampling the latest public house delights. Having caught the live music bug, Daniel's been to a music festival every year for the past 12 years and was even lucky enough to see the opening show of the Oasis reunion tour.