Founder · Noodell
Hi, I'm Jamie.
I spend my time working out where businesses lose theirs — and building the systems that give it back.
Why Noodell exists
I kept watching good businesses lose time they'd never get back.
Six years in marketing, three and a half of them inside a digital agency, sitting with SME owners across e-commerce, construction, a professional football club, manufacturing and accountancy. Wildly different businesses, almost identical problems underneath.
What struck me wasn't the processes. It was watching genuinely brilliant people — real craft, real judgement — spend their afternoons re-keying data between two systems that should have been talking to each other.
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 is marketing, and here I'd defend business owners rather than criticise them. Nobody should need to become fluent in ad consoles and attribution windows just to keep a healthy pipeline — yet that's effectively what the market asks of them. When they can't, growth gets left to referrals and luck.
What I bring
Three things that don't usually sit in the same person
- Marketing that's been testedAmazon PPC and marketplace strategy, SEO, content and analytics — built agency-side on live accounts with real budgets attached. Things I've been accountable for when they went well and when they didn't.
- AI used properly, not for showWorking with LLM tools since 2022 and helping businesses adopt them since 2023. Twenty-plus tools used professionally since — which mostly means knowing which of them is the wrong answer.
- Business analysis rigourBusiness Analysis & Technology and Marketing at the University of Strathclyde. Value stream mapping and process optimisation — studied and applied, which is where you find out which parts of the theory survive contact with a real business.
The short version
The academic side
I didn't guess at where the time goes. I measured it.
My dissertation ran a full time-and-cost study of the onboarding process inside a digital marketing agency — value stream mapping the real process, quantifying where the hours disappeared, and costing the waste.
It's the methodology behind everything Noodell does with clients, and the reason the calculator is built on assumptions grounded in research rather than round numbers pulled from a pitch deck.
If you'd like to read the full paper, just ask. I'll send it over — no funnel, no follow-up sequence.
Away from the laptop
Before the laptop was open, there was sport.
I coached tennis and captained school and club football through to under-20s. A slipped disc at nineteen and ten months of recovery ended that — and ten months is a long time to sit still. I pivoted to hybrid training and haven't looked back.
Now it's Hyrox, with two recent top-ten finishes and a podium still to chase, plus a 64km ultramarathon done and every intention of adding more abroad.
It sounds unrelated to consultancy and it really isn't. Reading a room, getting a group moving in the same direction, and being the one who says the unpopular thing at half time — that's most of the job.
Let's have a conversation.
Your own business, the dissertation, or just comparing notes on where AI is actually useful. I answer everything.