Founder · Noodell
Hi, I'm Jamie.
I spend my time working out where businesses lose theirs — and building the systems that give it back. Noodell is what happened when that stopped being a side interest and became the whole point.
I spend my time working out where businesses lose theirs — and building the systems that give it back. Noodell is what happened when that stopped being a side interest and became the whole point.
I've spent five years in marketing, three and a half of those inside a digital agency, and a decent chunk of it sitting with SME owners across construction, manufacturing, healthcare, professional services and even a professional football team. Wildly different businesses, wildly different languages — and almost identical problems underneath.
What struck me most wasn't the processes. It was the people. I've sat across from genuinely brilliant employees — people with real craft, real judgement, the kind of instinct you can't hire quickly or teach on a course — and watched them spend their afternoons re-keying data between two systems that should have been talking to each other. Chasing a document. Copying a spreadsheet into another spreadsheet. Not because anyone was doing anything wrong, but because nobody had ever stopped to ask whether that was a good use of the most capable person in the room.
That's the bit that stayed with me. Not inefficiency in the abstract — specific, talented people being quietly wasted. Bogged down by tasks well beneath what they're actually capable of, while the work that would genuinely move the business forward waits its turn.
The most expensive thing in most businesses isn't the software. It's a capable person doing something a machine should be doing.
The other half of it is marketing, and here I'd defend business owners rather than criticise them. A huge number of the businesses I've worked with have little to no marketing experience — and honestly, why would they? They're excellent at building things, fixing things, treating people, advising people. Nobody should need to become fluent in ad consoles, audience targeting and attribution windows just to keep a healthy pipeline. Yet that's effectively what the market asks of them, and when they can't, growth gets left to referrals and luck.
That's the gap Noodell fills on the lead generation side: custom-built, deliberately lean lead generation with bespoke AI tools embedded into the strategy, handled entirely by us. No dashboards for you to learn, no platform for you to log into, no agency jargon. You keep doing the thing you're good at; the right conversations come to you.
The spark for Noodell itself, though, has only really become clear to me more recently — through spending proper time analysing how businesses actually operate rather than just how they market. It's a push and pull, and it's the same tension in almost every business I speak to: do we save the time first and then go and generate the leads, or do we generate the leads first and figure out the capacity after? Both are defensible. Both are frequently the wrong call for the specific business in front of you. Working out which is which — and being willing to say so honestly — turned out to be the actual service.
Amazon PPC and marketplace strategy, SEO, content and analytics — built agency-side across live client accounts with real budgets attached. Certified in Amazon and Google tooling, and a certified Surfer AI user.
Not theory. Things I've been accountable for when they went well and when they didn't.
Working with LLM tools since 2022, starting with a Jasper AI certification before most people had heard of it. 20+ tools used professionally since, across content, research, automation and qualification.
I don't believe in AI for the sake of AI — I believe in AI efficiency, which mostly means knowing which of those tools is the wrong answer.
Business Analysis & Technology and Marketing at the University of Strathclyde — value stream mapping, process optimisation, and the discipline to measure a process properly before touching it.
Crucially, studied and applied. The same frameworks I learned academically I've since run on live processes in consultancy and agency work, which is where you find out which parts of the theory survive contact with a real business.
The fastest way to make a bad process worse is to automate it. We take one step back to assess before taking two forward.
That principle is the reason the Map stage exists in RealAI, and it's the thing that most separates this from a straight automation job. Plenty of AI projects fail not because the technology didn't work but because it faithfully accelerated a process that shouldn't have existed in the first place. Before anything gets automated, we work out whether it should be simplified, redesigned, or deleted entirely. Quite often the best result is a step that simply disappears.
Automated the top of the funnel for a hiring team — AI-driven filtering, categorisation and ranking of candidates. Hours of manual screening removed per role, with the team's time redirected to the interviews that actually mattered. Quality held; time-to-hire dropped.
Built the Standard Operating Procedures for AI use inside a digital marketing agency — the guardrails that let a team move fast on new tools without quality control falling over. The governance layer most agencies discover they need only after something has gone wrong.
Delivered an "Introduction to AI" programme through a regional chamber of commerce to a room of SME owners and consultants. Plain language, no jargon, real use cases. It's the direct ancestor of the Illuminate stage in RealAI.
Mapped and redesigned the client onboarding process inside a digital marketing agency — the subject of my dissertation, and the first time I put a hard number on what a broken process costs in hours and pounds. That number is why Noodell exists.
My final-year dissertation at Strathclyde was a full time-and-cost study of the onboarding process inside a digital marketing agency — value stream mapping the real process, quantifying where hours disappeared, and costing the waste. It's the methodology behind everything Noodell does with clients, and the reason the calculator on noodell.tech uses assumptions grounded in research rather than round numbers pulled from a pitch deck.
If you'd like to read the full paper — the methodology, the mapping, the numbers — just ask. I'll send it over free of charge. No form, no funnel, no follow-up sequence. I'd rather more people thought seriously about where their process leaks time.
Before marketing there was sport — coaching tennis to kids at a local club, captaining school and club football teams. Learning to read a room and get people moving in the same direction, which turns out to be most of consultancy.
An injury took football away. Nine months out is a long time to sit still. I hung the boots up and pivoted to hybrid training instead — and haven't looked back.
Multiple Hyrox competitions with two recent top-10 finishes in Open and Pro for my age group, still chasing a podium and a shot at World Championship qualification. I've got one 110km ultramarathon done, with every intention of adding more in the near future — ideally abroad, because the list of countries isn't going to extend itself.
Whether you want to talk about your own business, read the dissertation, or just compare notes on where AI is actually useful — I'm easy to reach and I answer everything.
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