Danny Sullivan, CEO and Founder of York-based B2B SEO and cross-platform visibility agency Nomada Digital, is the latest regional professional in the hot seat as we give him just 10 minutes to answer our 10 burning questions.

What does a typical working day for you involve?

As a scaling business, every day is varied and fast-paced. I’ll usually start with the numbers – seeing where our clients are showing up across search and AI answers – then move between client strategy, the team and the new-business conversations that keep us growing. There’s always a bit of tinkering in there too. I’m forever testing new tools and AI workflows to see what genuinely speeds us up, because time saved on process is time we can put back into client results.

What makes your company special?

We’re fast-growing, agile and built entirely around results. Clients come to us because they want the right customers finding them online.

Most agencies still sell SEO, PR, content and, more recently, AI visibility as separate boxes, but we join them up. Whether someone finds a brand through Google, an AI tool, a news story or a word-of-mouth recommendation, it’s the same job – being visible and being trusted at the point of making a decision.

Being senior-led and remote-first is also what allows us to move quickly. There’s no layer of account managers between the client and the people doing the work, and no legacy processes slowing us down. It’s why we’re winning work on both sides of the Atlantic.

Do you dress up or down for work?

Down, every time. And I’ll happily admit a weakness for branded merch. If it’s got a good logo on it, I’m wearing it. A fair chunk of my wardrobe is Nomada branded, which suits me – with two little ones at home, the fewer decisions I’m making before 8am the better.

What piece of advice would you give your 18-year-old self?

Get experience before you try to build anything. I always knew I wanted to do my own thing eventually, but everything I learned working at agencies and client-side is what actually made Nomada possible. Those first few years of employment are the cheapest education you'll ever get – someone else is paying you to learn, and to make mistakes, before the stakes are your own. Soak up as much as you can, then go.

What’s your favourite Yorkshire venue for an event or team away day?

We’re a remote-first team and we come into the office once a week, so we treat that day as a mini away day – away from our home offices, at least. We're based in a co-working space by the river in York, and we’ll usually head into town for lunch afterwards. York’s a stunning backdrop for getting together and catching up on both clients and the business.

How do you prefer to travel for business?

Driving, most of the time. I love the thinking time in the car - I’m a big fan of thinking out loud and I have some of my best ideas when travelling, so I use any driving time to speak freely into my phone - using dictation tools to capture everything. The exception is when we’re over seeing clients in New York. That one’s definitely a plane – and without the running commentary.

What’s your favourite place in Yorkshire to relax?

Currently Forest Park Golf Club in Stockton on the Forest. I'm no golfer by any stretch, but I've recently joined as a member in an attempt to pick it up properly - clients play, friends play, and I'm at the age where it feels like a natural progression into middle age! It's on the way back from my son's nursery, so after drop-off I'll get nine holes in early and usually have the course to myself. A really nice start to the working day - although whether it's actually relaxing depends entirely on how I'm playing…

Where is your favourite place to eat in Yorkshire, and what dish do you recommend?

The Old Liquor Store in York. Their Sunday roast is the best in the city - happy to be proven wrong, but nobody's managed it yet.

What do you miss most about Yorkshire when you’re away?

The people. There’s a directness and a warmth here you don’t get everywhere, and you always know where you stand. A handy trait in this industry, as it turns out.

Do you have any business rules that you swear by?

A few. Do what you say you’ll do, be honest about what you can and can’t deliver, and hire people you believe in. Also, you should never get too comfortable with how you’ve always done something – the tools change constantly in our world, and the agencies that stand still get overtaken.



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