Growing as a Growth Marketer

Some kids start a lemonade stand to make extra cash, some build a #1 Google-ranked website and discover affiliate marketing along the way. 

Simon Mills discovered his natural talent for marketing at an early age and ran with it—paying for his university expenses with businesses he built as a teen.

In this edition of ⚡️The Zap, I chat with Simon, founder of George St Growth, about his approach to running his business, the challenges that come with becoming your own boss, and how he uses LinkedIn to land new clients.

Kaley: Simon! How are you?  

Simon: I’m good, I’m good, can’t complain. How are things with you? 

KR: Things are good, navigating this whole starting a business thing and getting ready for the holidays. 

I’ve seen your posts about your own company and traveling through South America over the years, so I’m stoked to chat with you!

So, Simon, what got you into marketing and entrepreneurship? How did you set off on this adventure?

SM: Honestly, I’ve always been into tech and startups. Even as a kid, I knew I wanted to build things. When I was 13, I started a fan website for the TV show House. I didn’t realize it then, but I was doing SEO and affiliate marketing. That site ranked #1 on Google, and I made money selling T-shirts and running ads. It even paid for my living expenses in university!

KR: Wait, what? At 13? I think I was just figuring out how to navigate MSN back then! Did you know at the time it would shape your career?

SM: Not a clue. Later, I started flipping phone cases on eBay. My big move was marketing myself as a Canadian seller with free shipping. It stood out against overseas sellers. 

I didn’t realize it, but I was already learning how to differentiate and brand myself. Looking back, those were my first real lessons in marketing and entrepreneurship.

KR: That’s so wild. It’s funny how stuff we don’t think much about at the time ends up being so foundational.

So, fast forward a bit—how did George St Growth come about?

SM: Entrepreneurship was always the goal. I’ve had it in my head forever that by 30, I’d have at least taken a stab at it. While working at NorthOne, I traveled through Latin America during COVID and met all these digital nomads. They were living life on their own terms, running businesses, and I realized they weren’t any smarter than me. They’d just gone for it.

KR: That must have been a lightbulb moment. Like, “If they can do it, why can’t I?”

SM: Exactly. Then when the tech downturn hit, I figured it was now or never. I started with one client and zero plans. 

At first, it was just about covering my expenses and decompressing after years in high-pressure startups. I thought I’d chill for a bit, but things took off faster than I expected. 

Now, two and a half years in, it’s a full-fledged business with contractors and everything.

KR: That’s amazing. It sounds like it grew so organically, which is the best kind of success.

You mentioned traveling through Latin America during COVID. What was that like, working and traveling at the same time?

SM: Honestly, it was incredible but also a bit of a balancing act. I spent about six months traveling through countries like Mexico, Colombia, and Argentina. My mornings were usually for work—client calls, campaigns, all that—and then I’d spend the afternoons exploring.

KR: That sounds like a dream setup. Did it take a lot of adjustment?

SM: For sure. The biggest challenge was staying disciplined. It’s tempting to just go full tourist mode, but I made sure to stick to a routine. I’d find co-working spaces or cafés with good Wi-Fi, which also helped me meet other remote workers. That sense of community made a huge difference. 

Plus, working in different environments kept things fresh—one day I’d be at a beach café, the next in a bustling city.

KR: Love that. Did it change how you view work-life balance?

SM: Absolutely. It taught me that work doesn’t have to tie you to one place. As long as you’re organized and clear with clients, it’s totally doable. 

Plus, immersing myself in different cultures gave me a fresh perspective on creativity and problem-solving. I came back with a renewed sense of purpose—and a lot of great memories.

KR: What unexpected challenges have come up for you while running your own business?

SM: Two things: loneliness and the psychology of money. 

I’m super extroverted, so going from an office full of people to working by myself was a shock. I had to actively build a community of other entrepreneurs and really plan my social life.

KR: Yeah, I totally get that. It’s so easy to feel isolated when your work doesn’t naturally put you around people.

SM: Totally. And the money thing—not just making it, but managing my mindset around it. 

Income fluctuates when you’re on your own, and that took some getting used to. Even though I've been fortunate enough to not have to tap into my savings, I built a one-year cash cushion just to feel secure. It’s probably overkill, but it lets me sleep at night. 

The real lesson, though, was learning how to celebrate the wins and not let a slower month mess with my head.

KR: Oh, for sure. Money is such a mental game, especially when it’s tied to your sense of stability.

When we worked together, you taught me a little bit about Paid marketing. I know there’s such a science to it, but I thought a lot of your ideas and execution were quite creative. 

How do you balance data and creativity in Growth marketing?

SM: It’s all about knowing your audience and testing like crazy. Growth marketing is this mix of storytelling and numbers. 

When iOS privacy changes hit, it forced us to get back to basics—thinking about who we’re actually talking to and why they should care.

KR: That’s such a shift. Do you feel like that change made growth marketing more...human?

SM: Totally. It’s about finding that sweet spot between the data—conversion rates, engagement—and creativity. For example, when I’m running a campaign, I’ll test a bunch of angles to see what sticks. But at the end of the day, the numbers only get you so far. It’s the creative spark that really connects with people.

KR: Speaking of data, how do you see AI changing the game for analytics?

SM: AI is definitely shaking things up. The biggest shift is how it’s making analytics more accessible. Instead of spending hours pulling reports or crunching numbers, AI tools can handle that for you. 

But here’s the catch: you still need to know what to ask for. AI can give you insights, but if you don’t understand the metrics or know which questions to ask, it’s not much help.

KR: Totally—AI is only as good as the person using it.

SM: Exactly. And then there’s the interpretation side. AI might flag something as significant, but it’s up to you to decide if it actually matters in the context of your strategy. 

So while AI can automate the grunt work, the human touch—figuring out what to focus on and why—is still irreplaceable.

KR: That makes so much sense. It’s like having a super-smart assistant, but you’re still the one steering the ship.

SM: Totally. AI is a tool, not a replacement. It’s there to amplify what we do, not take over. If anything, it’s pushing marketers to be more strategic and creative, which is a good thing.

KR: Let’s talk about your LinkedIn presence. You’ve built a strong personal brand there. Why do you think it’s important for marketers to market themselves?

SM: Honestly, for me, LinkedIn is about business outcomes. It keeps me top of mind and drives inbound leads. 

But beyond that, having a personal brand makes you resilient. It opens doors—higher consulting rates, new opportunities, and more security.

KR: That’s so true. What advice would you give to someone just starting out on LinkedIn?

SM: Just start. Post your story, your values, what you’ve learned. Don’t overthink it. Be real, not overly corporate or salesy. Consistency matters too. 

Even if it feels like no one’s engaging, they’re watching. I’ve had people reach out months later after lurking on my posts.

KR: That’s such a good reminder re the lurking. I’ve had people reach out to me and I had no idea they cared about what I was doing. I see LinkedIn as building a live portfolio that’s ready for when the right people align with what you’re doing. 

You’ve mentioned you don’t have a whole business plan, but what’s exciting you right now? What’s your vision for the near future? 

SM: I’m embracing a “portfolio career.” George St Growth is stable, so now I’m playing around with other projects. 

I’ve got an e-commerce idea I’m testing. The cool thing is, it doesn’t need to succeed right away. I can take my time with it and see where it goes.

KR: That sounds so freeing. You’ve built a business that lets you explore your passions.

SM: Exactly. It’s all about experimenting and having the freedom to follow what excites me.

KR: Thank you so much for joining me, Simon! 

SM: Thanks for having me. Later.