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Meet Blade. Built as an antidote to the 'traditional' performance agency, Blade seeks to deliver incremental performance solutions through combining different forms of industry thinking. Simply put, we think the most effective work fuses together different disciplines: Brand & Performance, Media & Experience, Organic & Paid, and Digital & Data.


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Headed up by Simone Gayle, Aidan Mark and George Lilley-Moncrieff, Blade specialise across SEO, PPC, Social, CRO, Programmatic, retail, eCommerce, Digital Creative and more.

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George Lilley- Moncrieff
Performance Director

George has 8 years’ experience in performance strategy & activation, including PPC, programmatic, paid social & Amazon. His areas of expertise include LTV optimisation and 1PD testing. Previous clients include Legal & General, Canon & Nestle.

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Aiden Mark
Director of Media Science 

Aidan has 20 years’ experience in digital planning & performance strategy across brands such as Scottish Courage and Domino’s Pizza. His expertise is focussed on media effectiveness - developing bespoke, evidence-based models to drive meaningful business outcomes, as well as audience & data strategy.

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Simone Gayle
Head of Digital

Simone has 10 years’ experience in digital - leading the integrated strategy & delivery of digital investment across brand & performance. Her areas of expertise include holistic digital strategy, media excellence & maturity consultancy.  Prior clients include Legal & General, Foot Locker, Arla & RNLI.

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Gurveena Sungha
MX Business Director 

Gurveena has 8 years of experience largely within driving data driven solutions for clients, and has taken learnings from a range of marketing specialisms internationally over the years. Prior to Bicycle she spent most of her career managing digital client services in industries ranging from fashion and sportswear to the financial services. Her knowledge acquired from various marketing disciplines allows her to adapt quickly and lead projects that encompass multiple facets of marketing.

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