JOSEPH TAGUE // Founder, Verellax // 13 YEARS // LONDON → NEW YORK → SYDNEY
Designing the future of work | Marketing, strategy, and the AI systems that run them
An M-shaped operator with depth across strategy, marketing, media, measurement, and product. I’ve owned P&Ls and scaled a growth agency to nine people and £850k in annual revenue. I’ve built full-stack marketing and strategy functions from scratch, and shipped AI products and a workforce intelligence platform without a dev team. Senior enough to set direction, close enough to ship the work.
01 // THE BUILDS
People who’ve never shipped a product write most AI strategy. Nine builds below: three products you can use, and six systems, practices, and workflows I built with my own methods. Stack: Codex, Claude Code, Hermes Agent, the OpenAI API, Supabase, Next.js, n8n, and Figma.
TIER 01 // LIVE PRODUCTS
Verellax
LiveI built a workforce intelligence platform that analyses how companies are redesigning their organisations around AI, and the skills people need to stay ahead. It reads the job specifications, executive statements, and corporate signals employers publish. Six Hermes agents work on it: four run in production and two are in build, and a person signs off every publish and every send. Built on Codex, Claude Code, Supabase, and Next.js without a dev team.
EDITION ONE · 57,134 ROLES ADVERTISED IN Q3 2026 · 284 EMPLOYERS · AS AT FRI 2 OCT 2026, EDITION ONE FREEZE
Read Edition OneNod
Live · BetaCurated recommendation app: your most well-connected friend in any city. Built in two weeks from years of curated data from my travels, following How We Build end to end. Beta in Sydney.
BETA · SYDNEY
Open NodSimplifAI Legal
BetaAI-powered contract review for startups, scale-ups, and in-house teams who need legal clarity before escalating to counsel. Dense legal language turned into plain-English clauses, with an AI-powered chat function. Built on Next.js, Supabase, Stripe, and OpenAI.
BETA · CONTRACT INTELLIGENCE
Request beta accessTIER 02 // INTERNAL BUILDS & WORKFLOWS
Co-built at Monks: a connected intelligence system for media decision-making. It uses live performance data, client context, AI agents, and workflow logic to deliver performance insights and optimisation recommendations. Cut reporting time by ~90%, so junior strategists could deliver executive-level output. Built with Lovable, ChatGPT, Claude, and Supabase.
Co-built and commercialised the generative engine optimisation practice at Monks from zero. I identified the opportunity, wrote the foundational whitepaper, productised it, took it to market, and enabled clients end to end. Launched with six clients in twelve months, and led workflow design and team enablement for a Big Four bank.
A redesigned research workflow, built with my six-pillar intelligence framework: consumer, market, macro, social listening, historical performance, and GEO. It uses research APIs, article RAG, Google Workspace, Claude Code, Supabase, and n8n. The model gathers the research and synthesises it into contextual intelligence. Built with my own methods, and still running.
A redesigned strategy workflow. Four curated repositories (client context, contextual intelligence, publisher capabilities, and proprietary frameworks) generate three plan archetypes, and the strategist selects or blends them. Built with Claude Code, RAG, and Google Workspace to automate deliverables. It turns weeks into days, and I hold every recommendation to an evidence test and a P&L KPI. Still running.
The agent operating model behind Verellax, built on Hermes Agent, Nous Research’s open-source framework. Scout collects and extracts, Herald writes the 06:30 brief to Slack, and Analyst checks every figure against the register. Router picks the account and the angle, Writer drafts from cleared figures, and Editor checks every draft against the writing rules. Four run in production and two are in build. Each agent runs on a least-permission database role, and every machine-written document carries a figures manifest. A person signs off every publish and every send.
One source of truth for every agent and every session. The strategy, method, writing rules, and brand live as versioned documents in Google Drive, under one index and one authority order. Every figure lives in a Supabase claims register, read at a named freeze, so no document carries a number of its own. Hermes agents, Claude, and Codex read the same index first. People and models then work from the same strategy and the same numbers. Built on Google Drive, Supabase, Hermes Agent, Claude, and Codex.
02 // THE THESIS
Verellax measures that thesis in the hiring record. Edition One tests it in the order that the work moves: tasks, roles, decisions, and learning systems.
VERELLAX WORKFORCE INTELLIGENCE // THE THREE MEASURES
Each measure takes the one before it as its base. The tool is in the work, and the decisions around it have not moved. The task moved. The role didn’t.
SHARE OF THE BASE BEFORE IT // ROLES ADVERTISED IN Q3 2026
21,084 of 57,134 roles advertised in Q3 2026
12,648 of 21,084 roles that involve AI
2,585 of 12,648 AI-central roles
SOURCE: VERELLAX WORKFORCE INTELLIGENCE · EDITION ONE · 57,134 ROLES ADVERTISED IN Q3 2026, ALL MARKETS · AS AT FRI 2 OCT 2026, EDITION ONE FREEZE
OUTSIDE RESEARCH // OTHER RESEARCHERS’ FIGURES, CITED AS THEIRS
Outside research points the same way. People overrate the time AI saves, and most frontline users get little guidance on what to do with it.
Most AI work is landing inside established jobs, and that is where the redesign has to happen. The frameworks below are how I do that.
03 // THE FRAMEWORKS
Measure the gap, redesign the work, and build it so it lasts. A test-and-learn loop holds the three together and checks every assumption against a business outcome. A market signal becomes a decision, and a decision becomes shipped, repeatable work.
MEASURE // WHERE DOES THE MARKET SIT, AND WHERE DO WE?
REDESIGN // WHAT WOULD CLOSING THE GAP TAKE?
BUILD // WHO KEEPS IT TRUE?
04 // THE RECORD
NOW // Sept 2026 – present · Sydney
EDITION ONEFounder, Verellax
Built Verellax workforce intelligence, which reads what employers publish to measure how they redesign work around AI. Designed the measurement method, the data model, and the agent operating model on Hermes Agent, and published Edition One of the Verellax Index: 57,134 roles advertised in Q3 2026 at 284 employers, as at 2 October 2026, Edition One freeze.
SIX CASE FILES // COMMERCIAL OUTCOME FIRST, THE FILE BENEATH
CV // CURRENT, PRIOR & PARALLEL ROLES
Sept 2026 – present
Sydney
Founder - Verellax
Built Verellax workforce intelligence, which reads what employers publish to measure how they redesign work around AI. Designed the measurement method, the data model, and the agent operating model on Hermes Agent, and published Edition One of the Verellax Index: 57,134 roles advertised in Q3 2026 at 284 employers, as at 2 October 2026, Edition One freeze.
Nov 2024 – Jul 2026
Sydney
Director, Strategy & Planning - Monks
Built and led the APAC Strategy & Planning function from scratch across seven markets. Ran B2B and consumer media strategy for Xero across Australia and New Zealand, and for Shopify, Google, NCS, CBA, and Coles. The work included ABM campaigns, event support, client roundtables, and partner events with Google. Co-built Fabric and the GEO practice from zero, launched GEO with six clients, and led in-housing transformations.
Jul 2023 – Nov 2024
New York (remote)
Associate Director, Media Strategy & Planning - Decoded.Monks
Led global media strategy for The Estée Lauder Companies brands across ten markets, including Tom Ford, Tom Ford Beauty, and Tom Ford Eyewear. Delivered +46% YoY eCommerce revenue growth in Q4 for The Ordinary, and owned GTM for the global Balmain Beauty launch.
Sept 2022 – Jul 2023
London
Marketing & Strategy Consultant - Freelance
Media strategy, campaign planning, measurement, and content production across FMCG, fashion, and entertainment clients, including Universal, Warner Brothers, Lionsgate, CleanCo, and Thursday.
Jan 2020 – Jun 2022
London
Founder & Director of Marketing and Strategy - Heka Creates
Founded and scaled a full-service growth agency to £850k in annual revenue. Alongside it, served as fractional Marketing Director at Skinny Bars, a DTC FMCG brand and anchor client. Led the marketing strategy that scaled the brand from £22M to £60M RSV through a three-year growth plan. Grew paid media ROAS by 55% YoY, and ran a nine-person team with full P&L.
May 2019 – Apr 2020
London
Paid Media Manager - Marks & Spencer
Led Paid Social, YouTube, and Programmatic strategy for Clothing & Home. Increased paid media revenue by +68% YoY. Managed two junior team members.
Jun 2018 – Apr 2019
London
Marketing & Strategy Lead - 20Ten Creative
Digital and offline media strategy across fashion, film, and music, for clients including Island Records, Defected, Universal, Lionsgate, Unilever, and Bic.
May 2016 – Jun 2018
London
Marketing Supervisor, Theatrical & Home Entertainment - The Walt Disney Company (Studios)
Led the UK marketing campaigns behind over £526M of combined UK box office. Releases included Star Wars, Beauty & the Beast, Moana, Dr Strange, Black Panther, Avengers: Infinity War, and Incredibles 2. Budgets up to £5M+. Seconded to OMD.
Jun 2014 – May 2016
London
Marketing Coordinator, Retail & Franchise EMEA - The Walt Disney Company (Disney Store)
Retail marketing across the UK and EMEA. Loyalty program launch delivering $2M+ in sales uplift.
Dec 2012 – May 2014
Liverpool
Marketing Executive - Tags Snack Foods
Sales, marketing, and commercial work in the family snack business. Helped win listings in Tesco, ASDA, B&M, and Home Bargains. Drove £3k in monthly revenue across trade clients, and built the social channels to 1k+ followers.
2007 – 2011
Liverpool
BA Hons Media, Cultural Studies and Marketing, 2:1 - Liverpool John Moores University
ROSTER // SELECTED
Disney · M&S · Google · CBA · Coles · Xero · Shopify · Universal · Warner Brothers · Lionsgate · Unilever · Tom Ford · The Ordinary · NIOD · Balmain Beauty · Island Records · Defected · Swisse Vitamins · Skinny Bars · NCS
05 // ENGAGE
Fractional
One to two days a week as an embedded strategy and marketing lead.
Advisory
Strategic counsel and board-level input on growth, operating models, and AI adoption.
Speaking
Keynotes, panels, and leadership sessions on how AI is redistributing work, and what to redesign first.
Measure
The Diagnostic. One organisation, one market, every function, read on the instrument that produced Edition One, with a one-hour readout that ends in one named next step.
Redesign
The workflow workshop. One workflow redesigned around AI with the people who run it. The waitlist opens soon.
Build
The redesigned workflows wired into your systems, your context turned into shared skills, and your people trained to hold the decisions.
DIRECT
OUTBOUND CHANNELS
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