Two founders. Named associates. One way of working.

Andy

Andy — Co-founder

Andy leads on paid media and commercial strategy. He spent a decade running performance marketing for D2C brands before founding Lumos, and brings a P&L-first perspective to everything the practice does. His focus area is contribution margin and channel attribution — the numbers that determine whether a brand is actually profitable, not just growing.

Nathan

Nathan — Co-founder

Nathan leads on SEO, optimisation, and systems. He has spent his career working on the technical and structural side of ecommerce growth — how brands build compounding organic acquisition, how on-site improvements translate to revenue, and how the four surfaces connect to each other underneath a single commercial brief.

The dynamic

They agree on the outcomes. They disagree on how to get there.

Andy comes at problems from a performance marketing and commercial perspective. Nathan comes at them from a systems and optimisation angle. The tension between those two positions is productive. Clients tend to get a more rigorous answer than they would from either perspective alone.

Why Lumos exists

The agency model has a structural problem.

D2C brands are sold the idea that they need separate agencies for SEO, paid, email, and CRO — and that the agencies will coordinate. They rarely do. The result is four sets of reporting, four different definitions of success, and no one accountable for the number that actually matters: revenue. Lumos exists because there is a better way to structure the relationship.

Named associates for every engagement.

Every Lumos engagement has named associates who work on the account alongside Andy and Nathan. You know who they are before the engagement starts. They bring specific expertise in their surface area — they’re not interchangeable delivery resource. Their names are in the proposal and on the calls.

Not a black box

You know who is working on your account. You can contact them directly. That’s the point.

How we approach the work

One strategy. Measured commercially.

We don’t measure success in rankings, impressions, or open rates. We measure it in revenue per visitor, contribution margin per channel, and repeat purchase rate — the numbers that appear in your P&L. If we can’t connect our work to those, we’re not doing our job.