Operations Director / Digital agencies and service businesses
Greater Manchesterrise in gross monthly recurring fees across a portfolio of legacy contracts, from repricing I led
more additional-service invoicing in twelve months, helped by my processes and training
off recurring hosting costs after a supplier change and migration I led
people in the delivery department I led through up to six managers
"When running all of our operations, Richard's attention to detail and excellent analytical skills enabled him to identify issues and opportunities, driving change forward to great effect. I would have no hesitation in recommending Richard for a senior leadership role."
MD at FirstFound, Richard's direct manager
LinkedIn recommendation
How I work
I find what needs to change, decide, and see it through.
At FirstFound, a UK digital marketing agency, I was the principal operational leader, reporting to the MD. I led delivery through managers and initiated improvements across Sales and Accounts.
01 / Commercial
Pricing that matches the work.
I reviewed every service: what clients were promised, the work it took, and the extras that had become routine without being priced. Sales got clearer boundaries. Delivery got a realistic basis for planning. I also originated and led the repricing of legacy contracts. Fewer than 1% cancelled in direct response.
I held the final decision on complex cancellations, refunds and settlements. Managers brought me the case and their reasoning, and I approved it or guided a better route.
"Richard took the lead on improvements to our service, pricing changes and reductions in our operating costs. I could rely on him to work through the detail and put the changes into practice with the people involved."
LinkedIn recommendation
02 / Capacity
A team sized for the work.
I forecast staffing needs from workload, team capacity and sales forecasts, and set staffing levels, pay budgets and team structures with the MD. I led the recruitment, pay reviews and restructuring that followed. Better processes, training and scheduling let the team take on more client work without adding people.
6disciplines led through managers: account management, SEO, paid search, social, copywriting and web development
"When it comes to the big picture strategic view, and the day-to-day team management needed for a successful digital agency, I can't think of many who do it better."
03 / Managers
"What do you recommend, and why?"
That is what I ask when a manager brings me a problem. We work through the options and what each means for the business, clients and colleagues. I have also helped established managers become more independent.
7managers developed across my career. Every manager in my department was promoted from within.
"I first reported to Richard at FirstFound as an SEO and PPC consultant, where his mentorship shaped my approach to digital marketing strategy and helped me transition to a management role."
04 / Across the business
Changes that reach past my own department.
A decision in one part of a business often creates a cost, a delivery problem or a difficult client conversation somewhere else. I look for those links and act on them.
60days cut from the time a new starter needed before taking on their first clients, from about four months to about two, without lowering the standard
"Very few people understand both sides of a service business the way he does."
- Guidance and training for Sales, to help them sell services more effectively
- Company-wide training and onboarding, built with managers
- Client retention and service recovery, from onboarding to escalations
- Operational data used to find delays in client work and fix the cause
- Supplier costs reviewed and terms negotiated
- R&D tax submissions led with managers, accountants and advisers
05 / Technology
Technology with a business purpose.
I decide where technology and AI earn their place. I weigh the benefit, the cost and what it takes for people to adopt it, then lead the change through managers. I support practical AI adoption with clear rules for protecting information and checking outputs.
When outside development was not an option, I also learned the skills and built three systems myself, using AI-assisted development.
"Richard has consistently, over many years, carefully considered where versatile rapidly emerging technologies could benefit business operations, adapting and implementing them with clear purpose."
LinkedIn recommendation
Delivery platform
Tracks every client project stage by stage across account managers, copywriters and managers. It runs automatic checks before a manager signs the work off, and schedules the client calls and reviews due each week.
~150staff-days saved across around 150 substantial rounds of client work, calculated from our delivery data
Prospect finder
Finds prospects that match set criteria, such as the age of a website and how it ranks in search. It checks each is a real, contactable company, then ranks them and gives sales the strongest reason to call. Clear cases move on automatically.
Website builder
Builds client WordPress websites from a shared library of tested page sections, with much of the build automated. It watches every site from one screen and flags anything that has changed or failed to publish.
Illustrations of each system, shown with made-up data.
Career
Twenty years in one agency, from doing the client work to leading the operation.
Three roles, each with a wider remit. I know what a commercial decision means for the people who have to deliver it. I enjoy helping people develop, improving services and seeing clients and the agency succeed.
- 2006SEO Account Manager, FirstFound
- 2009Team Manager
- 2018Operations Director
Let's talk about what your business needs.
I'm looking for a long-term move: an Operations Director, Head of Operations or COO role with a digital agency or service business in and around Greater Manchester. I want broader responsibility, to keep learning alongside other experienced professionals, and to grow with the business.
richard@richardhassall.co.ukDownload CV (figures on request) / LinkedIn
Also open to hybrid or UK-remote roles, and happy to explore fractional work.