Who we are
Reddico was founded in 2012. It’s grown to an ever-expanding team of 30+ professionals with expertise in SEO, marketing and technology. Throughout their careers, our team members have worked with world-class brands across dozens of industry sectors.
Board
Nick Redding,
Managing Director (Shareholder)
Luke Redding,
Founder and Director (Shareholder)
Craig McDermott,
Operations Director (Shareholder)
Carl Hendy,
Strategy Director (Shareholder)
Vicki Salih,
Head of Finance
Rachel McDonald,
Board Advisor
SEO Team
Lewis Pugsley,
SEO Team Lead
Ron Carandang,
Head of Outreach
Toby Neilson,
Senior SEO Consultant
Leona Storet Slythe,
SEO Consultant
James Cook,
SEO Consultant
Emily Barrington,
SEO Executive
Abbey Ng,
SEO Executive
Ollie Newell,
SEO Executive
Luke Gosha,
SEO Consultant
Michael Carden-Edwards,
Senior SEO Consultant
Anna Wójcik,
SEO Executive
Eva Mermingi,
Midweight Technical SEO Specialist
Paid Media
Katie Layzell,
PPC Account Manager
Content Team
Holly Jackson,
Content Lead
Simon Edmonds,
Midweight Content Writer
Beth Tolson,
Midweight Content Writer
Andy Cain,
Proofreader and Editor
Technology, Development
and Design team
Kirk Fletcher,
Head of Development and Technology
Jack Callow,
Full Stack Developer
Ainsley Clark,
Midweight Developer
Jon Daulby,
Senior Creative Designer
Holly Yelland,
Designer and Developer
Production team
Laura Tyler,
Production Lead
Amber Heryet,
Project Manager
Matthew Wheatman,
Project Coordinator
Business Services team
Luke Kyte,
Head of Culture & Business Improvement
Neil Holland,
Marketing Manager
Nikki Larter,
Accounts Lead
Laura Clews,
HR and Recruitment Administrator
Nick Redding
Managing Director (Shareholder)
Nick spent four years at Ayima, and was Head of SEO Strategy before starting Reddico with Luke back in 2012. He’s been in the industry for 12 years.
He has worked in the most competitive spaces, including igaming, travel and financial services, for brands like Party Poker, FoxyBingo, Audley Travel, BlackRock & iShares, Aviva, RAC and Direct Line.
Nick has managed international outreach campaigns across these industries, building links in countries such as Russia, Slovenia, Poland and Sweden, as well as in the UK and the US, delivering 600+ links per month.
He is now responsible for the overall performance of the business and shaping its future direction, alongside supporting and enabling the team to work at their best.
Luke Redding
Founder and Director (Shareholder)
Luke's journey into SEO started back in 2010 through the need to promote his own online projects, but with very limited budget he chose to explore SEO. After much success, he pursued SEO as a consultant and within agencies for a number of years, before deciding to setup Reddico in 2012. Today Luke primarily looks after new business opportunities and growth strategy for Reddico.
Craig McDermott
Operations Director (Shareholder)
Craig has been working in the SEO industry for over 11 years, both agency roles and on his own sites. He previously had a strong focus on automotive but has experience across a range of sectors, including ecommerce and publishing.
Craig has run SEO campaigns and consulted for brands such as Figleaves, Groupon, News UK, the Cotswold Company, Driving.co.uk, Lookers, Mercedes, Mazda and Sytner.
Craig oversees all client delivery and the operations team, ensuring they have everything they need to produce great work for our clients.
Carl Hendy
Strategy Director (Shareholder)
Carl’s career in SEO and ecommerce spans over 15 years. He previously held leadership roles as the Head of Global Search for one of the UK’s largest SEO agencies, and VP of SEO for the largest independent digital agency in Europe.
Carl has managed digital marketing efforts for FTSE and NASDAQ-listed clients, including Eventbrite, BlackRock, Aviva, John Lewis, Groupon, O2, Marks & Spencer and Bwin.Party. He has delivered client success for some of the most competitive keywords, in Google’s toughest niches, including gambling, fashion, telecoms, insurance, retail and publishing.
Carl is responsible for our commercial direction, alongside supporting marketing and new business development.
Lewis Pugsley
SEO Team Lead
After starting his career as a digital marketing assistant within the automotive industry, Lewis joined Reddico as an SEO Consultant, progressing through the ranks to become SEO Team Lead – a career highlight. He’s responsible for leading the department, leading client communications, and delivering SEO campaigns, mainly working within the insurance and automotive industries for clients like Direct Line Group and Hendy. He also has a background in software, improving the SEO on an automotive website platform.
Ron Carandang
Head of Outreach
Ron joined Reddico in 2014. He manages our outreach projects and off-page optimisation campaigns, including content, PR and link building. Having been in the SEO industry since 2008, he has a wealth of experience managing all the teams involved in running a successful strategy. Ron appreciates having the freedom to work almost anywhere with a decent internet connection.
Toby Neilson
Senior SEO Consultant
Toby joined us in September 2020 with over six years of hands-on SEO experience at companies based in both London and New York, having worked with clients like British Airways, Verizon Wireless, o2, Betfair, and Times Higher Education. He loves the satisfaction of being able to directly attribute recommendations you made to a site’s growth and is enjoying the flexibility of the work culture here at Reddico.
Leona Storet Slythe
SEO Consultant
Leona joined Reddico after finishing her A levels in 2015, working her way up from SEO Executive to SEO Consultant. She's the lead SEO across a number of accounts, taking charge of communication, planning and project management for clients, as well as identifying new opportunities for them. Leona mainly works within the travel, insurance and law industries, with clients such as Direct Line For Business.
James Cook
SEO Consultant
After spending a year travelling around Asia, James joined Reddico in September 2017, having previously been part of the SEO team at Vouchercloud. He carries out a range of on-site, technical and analytical SEO tasks and enjoys completing projects for large clients, where his work has the potential to make a huge impact. His favourite thing about Reddico is the flexibility around where and when you can work.
Emily Barrington
SEO Executive
Emily manages client accounts and supports the SEO consultants in delivering work for their client campaigns. Before joining Reddico in 2019, she worked as a Sales and Marketing Executive, which helped her decide to specialise in SEO. Emily’s favourite thing about her job is the strong relationships she builds with clients and co-workers alike.
Holly Jackson
Content Lead
Holly is responsible for leading the content team, but she’s the first to admit their hard work makes her job a lot easier. After completing a degree in English Language, she started her career writing about financial services. She finds the nature of digital marketing and our variety of clients just a bit more exciting.
Simon Edmonds
Midweight Content Writer
Simon is responsible for the creation and writing of in-house and client content. He joined the company in 2016, having previously worked as a sports journalist for Bleacher Report. He’s still waiting for his call-up to the Manchester United squad. Simon founded our Charity Committee in 2018.
Beth Tolson
Midweight Content Writer
Beth is responsible for writing in-house and client content, updating our social media platforms, and leading the eco committee. She joined Reddico in October 2017, after working as Communications Assistant at The Courtyard Playhouse theatre, and holds a first-class degree in Creative and Professional Writing from the University of South Wales.
Andy Cain
Proofreader and Editor
Andy is responsible for editing and proofreading a range of content, both internally and for clients. He joined the company in 2019, after previously working as an English tutor and achieving an MA in English Literature from UCL.
Kirk Fletcher
Head of Development and Technology
After completing an internship at the company which became Virgin Media and working in various computer programming jobs, Kirk started his own agency with some former co-workers. He later sold his shares and spent time freelancing. Kirk initially joined Reddico as an SEO consultant in 2018, before moving over to the development team later that year.
Jack Callow
Full Stack Developer
Jack started building up his coding skills at 16 and later completed a joint degree in Digital Media and Business at Canterbury Christchurch University. He spent a few years freelancing as a developer before joining Reddico in 2017 after a chance meeting with Craig, our Operations Director, in a barbershop.
Ainsley Clark
Midweight Developer
After completing a degree in Music Technology and working at a London restaurant, Ainsley changed his career plans completely, joining Reddico as a junior developer in early 2019 and being promoted later that year after making swift progress. He develops websites and resources, and is currently learning about software development.
Jon Daulby
Senior Creative Designer
After completing a Graphic Design degree at the University of the Arts London, Jon worked for a branding agency, on a library bus, for the NHS and for a lighting design company before joining Reddico in late 2018. He’s been an invaluable member of the team since his arrival, working on everything from branding and websites to sources and promotional animations for social media, and was promoted to Senior Designer in 2020.
Laura Tyler
Production Lead
Laura joined the team as Project Coordinator in late 2019 and quickly progressed to the role of Production lead. She makes sure the whole team is supported in their client management roles, as well as supporting the production team and driving it forward. She is also a member of the charity committee.
Amber Heryet
Project Manager
Amber joined Reddico in August 2020, after working in project and process management for various industries and corporate companies. She enjoys seeing projects develop from initial scoping discussions to the finished product, and being involved with the different teams across the business.
Luke Kyte
Head of Culture & Business Improvement
Luke is responsible for growing Reddico's culture, introducing new ideas and tweaking how things work. He rolled out our culture manifesto in 2018, and has since helped Reddico to become the 4th best place to work in the UK, transitioning the business from a traditional framework, to one focused on self-management. He also writes for the Corporate Rebels, and speaks at events on Reddico's journey (as well as the larger topic of workplace culture).
Neil Holland
Marketing Manager
Neil is responsible for our marketing strategy, planning and implementing campaigns. Prior to joining Reddico in March 2020, he spent 30 years in marketing and advertising, first at Apple, then at global management consulting firm Accenture. Having been in large organisations for much of his career, he’s enjoying rolling up his sleeves and managing the whole marketing mix.
Vicki Salih
Head of Finance
Vicki started her career as a PA before switching jobs completely to become a purchasing manager, working her way up to the role of operations manager. After taking time out to be with her young family, she joined us in the early days of Reddico in March 2014, passing all her qualifications and growing her skillset to become Head of Finance.
Nikki Larter
Accounts Lead
After working as a legal secretary, Nikki transitioned to working in the accounts department at an investment company and a local charity. Since joining Reddico in 2018, she’s taken full responsibility of all day-to-day accounts functions, ensuring all financial transactions are properly recorded, filed, and reported. Nikki is in charge of credit control management, finance reporting, purchase ledger and sales ledger
Laura Clews
HR and Recruitment Administrator
Before joining Reddico, Laura owned a children’s boutique, importing and selling traditional Spanish clothing. She joined us as office administrator in 2018, making sure the business runs smoothly in the office and beyond, and has also taken on the role of in-house recruitment, helping us find the best people for the team.
Katie Layzell
PPC Account Manager
Holly Yelland
Designer and Developer
Holly has a First Class honours degree in Digital Arts from the University of Kent and gained a summer internship working for a Salesforce ISV mobile app company as a Digital Designer. She worked there for 3 years as a Creative Technologist and UX Designer, developing websites, creating marketing materials and delving into UX design for complex use cases. She then worked as the lead designer for a specialist UX agency before coming to Reddico in November 2020. She has a wealth of experience in website and UX design, bringing fresh ideas to our designs and is currently building on her skills in Front End development.
Ollie Newell
SEO Executive
Ollie joined Reddico in January 2021, having concluded his Marketing degree in 2020. During his studies, he worked alongside a number of clients as a Marketing Consultant, from which his interest in SEO originated. Ollie supports the SEO team through delivering client-orientated projects. Reddico's progressive culture was a key attraction to Ollie as he believes that we work best under flexible, transparent conditions where increased responsibility stimulates personal growth and innovation.
Luke Gosha
SEO Consultant
Luke joined Reddico in December 2020 after working five years within the insurance industry. He was previously a client, so has been working with the team since 2016. In his past role, he was overseeing acquisition marketing channels and developed an in-house SEO team. Luke is now responsible for leading client accounts, from managing communications to identifying areas of improvement. His love for problem-solving and continuous learning is what excites him the most about SEO.
Michael Carden-Edwards
Senior SEO Consultant
Michael has spent over 11 years in SEO and digital, with experience in both digital marketing agencies delivering best in class technical SEO solutions, and traditional PR agencies helping define digital PR campaigns. He has directed SEO strategy for some of the worlds biggest brands, such as British Airways, O2, Bwin and the National Trust before joining Reddico in 2021.
He also loves training and development and has delivered both public SEO training (focused on e-commerce for brands) at the Barbican Centre and countless internal sessions for clients.
Now based in Madrid, Michael still gets to enjoy the unique Reddico culture and flexible ways of working from a sunnier climate.
Matthew Wheatman
Project Coordinator
Before joining us in May 2021, Matthew worked in industries such as private healthcare and motor insurance, adopting a methodical and practical approach to his work. He wanted to venture into a more creative working environment, and Reddico’s people-first values and flexible style of working were key reasons why he joined us. He’s looking forward to the new journey and success ahead.
Anna Wójcik
SEO Executive
Before joining Reddico, Anna gained in-house, agency and freelance digital marketing experience. In the past, she had a focus on the iGaming and affiliate marketing industry which helped her develop a keen interest in SEO. She particularly enjoys Reddico’s non-corporate structure and its team’s trust-based approach.
Eva Mermingi
Midweight Technical SEO Specialist
In her previous role, Eva was responsible for SEO campaigns and communications for a variety of clients and industries, including finance, eCommerce, retail and other services. She has experience in site migrations, technical audits and checks, page speed optimisation, gap analysis, featured snippet optimisation, plus CMS platforms, such as WordPress, Shopify and Magento 2. Eva's passion lies in technical SEO, ensuring that client websites are technically healthy and visible to Google, in order to prioritise their business needs and help with their growth.
Rachel McDonald
Board Advisor
Rachel most recently led the largest agency group outside of London which spans seven offices in the North of England and Scotland, and includes key agency brands: Carat, iProspect and Amplifi. As CEO of dentsu North, Rachel led 800+ people, specialising in media, creative, data and technology.
Rachel started her agency career two decades ago in London before enjoying a successful stint in Australia at Mindshare Sydney. She returned to Manchester and joined Carat in 2001 where she rose up the ranks playing a pivotal role in developing the innovative thinking and collaborative approach that fuelled dentsu North’s success. Following the acquisition of the business Rachel was appointed Managing Director of Carat Manchester where she was a critical part of the leadership team that doubled PBT during a five-year earn-out.
Rachel was promoted to Managing Director of dentsu North (UK) following a successful four years leading the Carat brand in Manchester which saw double-digit growth year on year and retained and grew many key client relationships.
Rachel has been internally and externally focused on diversity and inclusion and considers active participation in this area as essential to future business success. Rachel is also a Northern Powerhouse Investment Champion and is passionate about supporting the region in which she lives and works.
As a practitioner with over 20 years of experience in media and advertising Rachel credits her success to a relentless focus on client delivery aligned to a people-first culture.
