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Meet The Team

The most important part of Modo25 is our people. With rich, diverse backgrounds and skillsets, our team members are perfectly placed to deliver expertise, insight, and solutions to your business.

Learn more about our people below.

  • All
  • Board Advisor
  • Bonamy Grimes - Modo25

    Bonamy Grimes

    Investor and Director
  • John Readman - Modo25

    John Readman

  • Modo - Modo25


    Why we are here
  • Roxy - Modo25


    Office Dog
  • Martin Spiller - Modo25

    Martin Spiller

    Non Executive Chief Financial Officer
  • Abi Liddle - Modo25

    Abi Liddle

    Chief Operations Officer
  • Zdeněk Burda - Modo25

    Zdeněk Burda

    Chief Technology Officer
  • James McKeone - Modo25

    James McKeone

    Principal Data Scientist
  • Daniel Akers - Modo25

    Daniel Akers

    Associate Director - Performance Marketing
  • Tom O’Rourke - Modo25

    Tom O’Rourke

    Associate Director - Performance Marketing
  • Michael Thompson - Modo25

    Michael Thompson

  • Rebekah Waller - Modo25

    Rebekah Waller

    Performance Marketing Manager
  • Tom Pickard - Modo25

    Tom Pickard

    Performance Marketing Manager
  • Alex Jackson - Modo25

    Alex Jackson

    Performance Marketing Manager
  • Abby Cooper - Modo25

    Abby Cooper

    Content Marketing Executive
  • Morgan Mitchell - Modo25

    Morgan Mitchell

    Content Marketing Executive
  • John Buckley - Modo25

    John Buckley

    Performance Marketing Executive
  • Kylie Moody - Modo25

    Kylie Moody

    Performance Marketing Executive
  • Beth McDonnell - Modo25

    Beth McDonnell

    Digital Marketing Graduate Intern
  • Keith Basnett - Modo25

    Keith Basnett

    Board Advisor
  • Diane Young - Modo25

    Diane Young

    Board Advisor
  • Darko Atijas - Modo25

    Darko Atijas

    Board Advisor
  • Martin Ellis - Modo25

    Martin Ellis

    Board Advisor
  • Bon is an investor and director of Modo25.

    Bon was a co-founder of Skyscanner in early 2002 and he grew Skyscanner to one of the largest independent travel search companies, with offices across the world. In November 2016, Group (formerly Ctrip) the largest travel firm in China bought Skyscanner.

    Bon now focuses his time on his family and his passions for motorsport and cycling, but his interest in digital marketing and technology endures. He was interested in John’s passion and vision of how agencies and clients must work differently together and was particularly keen to see how Modo25’s technology could support that vision.

    John and Bon share a commitment to helping those who are less fortunate, helping many charities including supporting 1moreChild significantly.

    This season, Bon is racing in the World Endurance Championship.

    John is our Founder and CEO.

    John has been working in digital marketing for over 20 years, during which he has grown several global digital marketing agencies and marketing technology businesses. During this time, he has had the pleasure of working with some of the world’s largest brands, helping them shape their online proposition and increase their ecommerce performance.  These include Asos, Pepsi, BMW, Superdry, Honda, HP, Toyota, Vistaprint and Sigma Sports.

    John’s day-to-day role involves driving the vision of Modo25 forward. He is passionate about people and creating an environment which will enable the team to deliver the best possible work for our clients.

    John loves to spend time with his family, on his Friday off work he enjoys watching his daughters Lottie and Heidi play hockey or netball. He is a keen cyclist who, with a group of friends, is cycling from Leeds to Australia with Ride25 (John’s cycling holiday/event business) to raise money for 1moreChild.  He loves skiing, walking, supporting England rugby and is a long-suffering Leeds United Fan, MOT.

    John has many funny stories from his travels and rugby tours, ask him about his night out in Vegas with Tom Jones!

    Modo is from a family of seven children. She loves football, dancing, cooking, reading and playing with her friends and she’s about 9 years old.  She wants to be a maths teacher when she grows up.

    Modo, and her two older siblings, are receiving support from the 1moreChild charity, who have helped feed, clothe and school her alongside 280 other children in a village in Uganda.

    We named our company after Modo because we want to help her and other children realise their potential through 1moreChild.

    Roxy is our our official office dog and Modo25 fur baby.

    Born in May 2019, she’s still learning the ropes but her main skills include providing doggy cuddles to the team and winning over visitors with her cute puppy eyes and waggy tail.

    Her favourite hobbies include sleeping, going for walks and chewing her toys.  She also has a special undercover talent for sneaking shoes, socks and various objects into her dog bed!


    Martin is an experienced CFO and non-executive director.

    He has a wide-ranging skillset, being both a chartered accountant and a barrister-at-law with a focus on high growth businesses. He has co-founded, grown and advised business of all types from start-up through to successful exit and his portfolio has included a social media advertising agency through to an online retailer of equestrian products.

    In addition, Martin is a Visiting Fellow at Bettany Centre of Entrepreneurship within Cranfield University’s School of Management. He lectures in Entrepreneurial Finance and Entrepreneurship.

    In his spare time, following recently admitting that he is too old to continue to play rugby, Martin is learning to play golf, loves reading and is an avid motorbike rider although his real passion is working as a volunteer foster carer with Battersea Dogs and Cats home.

    Martin Spiller

    Abi is our Chief Operations Officer.

    She has over 20 years of marketing agency experience, predominantly in client services, as well as several years’ experience at a senior management level.

    Day to day, Abi is responsible for the smooth running of Modo25, looking after the teams within the business and striving to ensure Modo25 is the best it can possibly be – for the clients we work for, the people that work with us and the partners we work alongside.

    In her spare time, Abi likes to fit in crafting, camping and yoga around her family life.

    Zdeněk Burda is our Chief Technology Officer

    Zdeněk has 15 years’ experience of establishing productive relationships with partners and customers to build IT solutions.  His talents lie in effectively delivering solutions on complex subjects, and translating them into user-friendly, intuitive systems.

    Day to day, Zdeněk works with the team to plan and build our technology solutions that are going to deliver the vision of giving clients control over their own marketing destiny.

    When he’s not at work, Zdeněk loves to spend time with his family. He loves travelling, especially if skiing or any beach activities are involved. Austria, Swiss Alps or the Mediterranean sea are his number one destinations to go.

    James is our Principal Data Scientist.

    James has been building algorithms to solve real-world problems for more than 10 years. He’s built models for some of the world’s largest banks, airlines and telcos and for a myriad of smaller companies. He fashions himself a small-data data scientist who specialises at the interface of expert knowledge and “just-enough” data to make valid, impactful decisions.

    His PhD was part of a wider project to cure paralysis where he embedded knowledge from neurosurgeons and neurophysiologists about how a muscle functions into biologically plausible statistical frameworks.

    James joined Modo25 to be part of the company vision that John and Bonamy created and joined to extend and live his passion for ethical uses of machine learning and AI in ways that are scientific, validated and scalable.

    He lives in Melbourne, Australia with his partner Su and enjoys weekend trips to the Victorian bushlands and wine country.

    Dan is our Associate Director of Performance Marketing.

    Having worked in PPC since graduating in 2012 with a degree in Mathematics, Dan has a wealth of experience when it comes to all thing’s performance marketing. Before joining the Modo25 family, Dan worked for a couple of digital marketing agencies in Leeds. One of these roles even involved setting up a Paid Media team in New York!

    After moving back in the UK, Dan took on a role which saw him working on big-name accounts like H Samuel, The Entertainer and Fortnum & Mason to name a few. Now part of the Modo25 team, Dan heads up the PPC work for our clients offering advice and training to help inhouse teams grow.

    Outside of work, Dan loves to play 5-a-side football as well as some ‘pretty geeky board games’ – we’ll take his word for it!

    Tom is an SEO Consultant

    With a degree in New Media from the University of Leeds, Tom has over 8 years’ experience working in SEO, both in the UK and Australia.

    Day-to-day, Tom helps businesses better utilise the organic opportunity from search engines and he has experience of working with clients that include ASOS, VisitBritain Shop, PepsiCo and LionCo.

    When he’s not at the gym, running or playing 5-a-side football, Tom’s watching live music or going to festivals!

    Tom O'Rourke

    Mike is our Lead Data Scientist.

    He has 15 years of retail experience, with the last eight years focusing on the digital side of how retailers can get more from their online data, by either collecting the correct information or interpreting it for our clients.

    Day to day, Mike splits his time working on ways to help the client team be more efficient and to understand the data, providing the best service we can offer. He also works with the technical team to help them understand all the data they are using, from where to get it from and from this what is required.

    Outside of work Mike loves travelling the world with his wife. He also spends a lot of time walking and his dog is very lucky to get 5 miles a day. Any spare time he finds he spends at the gym or enjoys watching the football and rugby.

    Rebekah (aka Bex) has joined Modo25 as a Performance Marketing Manager.

    With five years’ experience in paid search and two in paid social, Rebekah has worked amongst some of the largest agencies in the North including Visualsoft & iProspect. She has developed her career in digital marketing following graduation and a five-month teaching placement in Thailand.

    Managing a range of clients across several sectors, she has run paid search accounts for the likes of Luxury leather retailer Aspinal of London, fast-fashion retailer Pink Boutique and high street retailer Ted Baker. She has also worked with Tesco Bank, Bank of Montreal and Skipton Building Society. Plus, she has previously managed Paid Social campaigns for the nationwide gym brand Xercise4Less.

    Day-to-day, Bex manages bid/bid strategy optimisations, budget management, copy creation and testing on-going strategy recommendations, opportunities, forecasting and reporting.

    Bex is passionate about all things home, health and fitness. So, if she isn’t out and about drinking an oat milk flat white or prosecco, you’ll find her either at the gym, practising Yoga or in Ikea looking for items to go in her new house.

    Rebekah Waller Modo25

    Tom is a Performance Marketing Manager.

    With over five years of experience managing some of the UK’s largest retailers, Tom has worked with Argos, Hobbs, Veet and, driving growth through paid media channels.

    Tom’s day-to-day work includes the management of our paid media clients, reporting and overall performance.He also works closely with clients to understand, facilitate and implement inhouse strategies and programmes.

    Tom is a keen photographer, working freelance locally. Outside of this, he is a DJ who has played in both London and Hull as well as hosting an annual art and music charity event in Hull.

    “Tom is exceptionally knowledgeable and skilled in both the strategic concepts and operational execution of paid search. The real value I’ve taken from our relationship is what I’ve learnt from his technical depth, and ability to translate highly complex systems into understandable concepts.”

    Matt Pollington, Head of Digital Marketing at Sainsbury’s Argos

    Tom Pickard

    Alex is a Performance Marketing Manager.

    With several years of agency experience, Alex started his career with affiliates, where he looked after a number of international programmes across a variety of verticals.

    He has since moved into display and programmatic advertising, where he focuses on the Google Display Network, paid social on Facebook, Amazon Advertising and LinkedIn Advertising.

    Outside of work, Alex admits to spending too much time at the gym and watching terrible films and television.

    Alex has a degree in English Language and Literature and briefly lived in China where he taught English. Although he enjoys travelling around the world, nothing can compare to his hometown of Leeds.

    Abby has joined Modo25 as a Content Marketing Executive.

    With a background of inhouse marketing and over 3 years’ experience in product manufacturing – Abby specialises in online communications and PR, with a degree in Journalism.

    Day to day, Abby will be working alongside Morgan, supporting the rest of the Modo25 team to create engaging and innovative content for our own platform and clients.

    When she’s not in the office, you can find Abby in the kitchen cooking or baking – she has a passion for all things food. She also likes to discover new bands by attending gigs and grassroots festivals.

    Morgan is one of our Content Marketing Executives here at Modo25.

    Having previously worked inhouse and more recently in an agency role, Morgan has experience in both outreach and content writing as part of large-scale SEO campaigns.  Now, working alongside Abby, Morgan creates engaging and original content for both ourselves here at Modo25 as well as our clients.

    In her spare time, Morgan enjoys keeping fit by going to the gym and hiking (when the Yorkshire weather permits). She also writes for an online-based magazine so can oftentimes be found attending a variety of press events in Leeds city centre.

    John Buckley is a Digital Marketing Consultant

    He recently graduated from Dublin City University with a degree in Business Studies. During his degree, John spent a year in industry at Fitness Equipment Ireland, specialising in helping clients set up high performing gyms and being the consistent point of contact for customers.

    John’s day to day role involves rolling out the marketing activities, liaising with our new clients and partners and managing the social media channels for Modo25.

    In John’s spare time he competes in powerlifting or can be found with a book in his hand, when he’s not eating vast quantities of rice.

    Kylie has joined Modo25 as a Performance Marketing Executive.

    After graduating university with a first-class degree in Marketing Management, Kylie began her digital marketing career in agencies. Here, she learnt about CRO, analytics and best practice SEO.

    Kylie has worked with a huge range of clients across sectors to help with their organic performance online and will continue to do so at Modo25.

    Day to day, Kylie will be focused on the technical side of SEO, reviewing client websites as well as making and implementing recommendations. She will be working alongside the SEO team when it comes to holistic organic search strategies, creating content and outreach plans.

    When she’s not at work, Kylie will usually be out and about with family and friends, keeping fit at the gym or finding a new series to get hooked on.

    Kylie Moody Modo25

    Beth McDonnell is a Digital Marketing Graduate Intern.

    Beth has recently finished her degree in History and Politics at Liverpool University. She was completing a Year Abroad programme in China which got cut short as a result of the Coronavirus. She then joined us in March and is now training and learning about the digital marketing industry.

    Beth’s day to day role involves supporting and shadowing other members of the team to learn more about the industry in general and also the more specific areas, such as content writing or search engine optimisation, as she has no previous experience in digital marketing.

    Beth spends her spare time going to concerts with her friends and country walks with her neighbour’s dog, Blake. She has also taken up cycling during lockdown and enjoys cycling along the Yorkshire country roads.

    Beth McDonell Modo25

    Keith is an SME investor, multi-national executive and Group Chief Operating Officer at BuyIt Direct Group. We’re pleased to see him become part of Modo25’s Advisory Board.

    With plenty of board-level experience, Keith is well versed in all areas of multichannel retail, as well as working in a wide variety of complex businesses. In the past, Keith has been responsible for all aspects of Group Operations and commercial management across multi-sites in several high profile organisations, including American Express, Hutchison Telecom, Green Flag, N Brown Group Plc, Shop Direct Group, Yodel and Mothercare Plc.

    CEO and Co-Founder of The Drum, Diane joins the Modo25 team as a Board Advisor.

    Diane, who co-founded The Drum her husband George Youngin 1985, has built a powerful and global media platform, rivalling Adweek and Adage. The Drum is read by more than 1.1 million people a month, all over the world. They also produce a monthly print magazine with each issue addressing a topic or trend of importance to marketers.

    With a mission statement: Marketing Can Change the World, Diane is a natural choice to be one of our board members.

    Darko is one of Modo25’s Board Advisors.

    As a serial entrepreneur, Darko Atijas has spent the last 12 years in technology business development, sales and marketing. He has also invested and supported the exit of several high-profile software businesses.

    With a background in developing and managing operations and global commerce supply chains, Darko makes for an excellent board member. His experience across retail, logistics, legal, finance, aviation and utility sectors means he has a wealth of knowledge that we look forward to working with.

    Martin Ellis is the Non- Executive Chair of HAVAS Health and Founder & Chair of Medicom Group. He joins the Modo25 team as a Board Advisor.
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