Facebook Instagram Linkedin

Meet The Team

The people behind XtraffIQ bring together years of research, engagement and communications experience. It’s that blend of insight and real-world know-how that helps us connect brands with the right audiences and deliver results that genuinely matter.

Our Team

Meet The Expert Team

Our team combines specialists in research, audience insight and face-to-face engagement. Together we plan and deliver campaigns built on evidence, delivered with care and focused on measurable outcomes.

Rebecca Swales

CEO & Founder AKA Chief Dot Connector

Some people collect contacts. Rebecca builds connections.
Equal parts connector and analyst, she has a knack for spotting patterns, uncovering opportunities and bringing the right people together at the right time for the right reasons.
Whether she’s analysing data, uncovering opportunities, helping businesses grow or opening doors that others didn’t even know existed, Rebecca has a talent for turning information into action. By combining audience insight, commercial thinking and an extensive network of contacts, she helps organisations see not just what the data says, but what they should do next. Over the years, she has worked with national organisations, major corporates and international brands, creating strategies, partnerships and opportunities that deliver real business value.
She thrives on possibilities, backs herself to find a solution and genuinely loves seeing others succeed.
If XtraffIQ were a machine, Rebecca would probably be the wiring behind the walls, quietly making sure everything is connected and working exactly as it should.
 
Known for: Making introductions that become partnerships.
Fuelled by: Ideas, people and cups of tea.
Hidden talent: Somehow fitting ten hours of work into a five-hour day

Jonny Swales

Professional Daydreamer.

Somewhere between curiosity and possibility is where you’ll usually find Jonny.
He’s the type of person who notices things others walk past, asks questions nobody expected and somehow turns a random thought into a fully formed idea.
As Director of XtraffIQ, he helps shape strategy, develop creative campaigns and find new ways to connect brands with the people who matter most. With more than 30 years’ experience and a portfolio that includes brands such as AGA and Lidl, he knows what it takes to create ideas that capture attention and deliver results.
Fortunately for everyone else, his habit of asking “what if?” has turned out to be surprisingly useful.
 
Known for: Seeing things differently.
Fuelled by: Curiosity.
Special skill: Turning vague ideas into something real.

Kyle Burton

Professional Problem Solver.

Having been part of the business for many years as Operations Manager, he’s been there through the growth, the challenges and the countless moments that have shaped XtraffIQ into what it is today. That experience means there’s very little he hasn’t seen and even less he can’t handle.
Kyle has a knack for keeping things moving. Whether it’s solving an operational challenge, supporting the team, helping clients or stepping in when something unexpected lands on his desk, he’s the person people turn to when they need a solution rather than another question.
From supporting ambitious local businesses to helping deliver projects for national and international brands, Kyle’s calm and practical approach means clients know they’re in safe hands.
Practical, dependable and never afraid to roll his sleeves up, he’s become one of the most trusted members of the team and an essential part of the day-to-day running of the business.
 
Known for: Getting things done.
Fuelled by: A challenge and a strong cup of coffee.
Special skill: Finding a way when there doesn’t seem to be one.

Umberto Shaw

The Story Hunter.

Some people see a photo.
Umberto sees a story.
Whether he’s behind a camera, managing a brand, creating content or switching effortlessly between languages, he’s always looking for the moments others overlook.
His multilingual background gives him a unique perspective on communication, helping him connect ideas, cultures and audiences in ways that feel genuine and human. Whether he’s creating content for local audiences or global brands, he understands that every story needs to be told in a way that resonates with the people reading it.
As XtraffIQ’s Brand & Social Media Manager, he spends his time bringing brands to life through authentic storytelling, engaging content and a keen eye for detail. He understands that great marketing isn’t about shouting the loudest. It’s about creating something people genuinely want to engage with.
Working across businesses of all sizes, from growing local companies to national and international brands, he knows how to adapt content, messaging and campaigns to connect with different audiences while staying true to each brand’s personality.
A photographer by passion and a marketer by profession, Umberto has a natural ability to capture personality, whether that’s through a lens, a social campaign or a brand’s online presence.
 
Known for: Always seeing the shot before everyone else.
Speaks: Multiple languages, and social media fluently.
Believes: Every brand has a story worth telling.

Louise Northwood

Chief Spark Plug.

Some people wait for opportunities to come their way. Louise prefers to go out and create them.
Full of energy, enthusiasm and just the right amount of determination, she’s the type of person who gets stuck in from the moment she arrives. Whether she’s building relationships, opening doors or helping clients discover what’s possible, Louise brings a level of drive that’s difficult to ignore.
As a Business Development Manager at XtraffIQ, she thrives on meeting new people and turning conversations into meaningful connections. Her natural confidence, positive attitude and genuine interest in helping others make her a perfect ambassador for both the business and its clients. Working with organisations ranging from ambitious local businesses to national companies and international brands, Louise has a knack for building relationships that open doors and create opportunities.
 
Put simply, if something exciting is happening, there’s a good chance Louise is involved.
 
Known for: Bringing energy wherever she goes.
Fuelled by: People, positivity and possibility.
Special skill: Turning introductions into opportunities.

Paul Greystoke

Chief Word Wrangler.

Some people write for search engines. Paul writes for people first and search engines second, which, as it turns out, is exactly what search engines like.
As an SEO Specialist and English Writer at XtraffIQ, he spends his days turning complex topics into content that is clear, engaging and easy to find. Whether he’s crafting website copy, optimising content, helping businesses climb the rankings or making sure brands can be discovered and understood by AI-powered search and recommendation tools, Paul knows that the right words can make all the difference.
Part researcher, part storyteller and part detective, he’s always looking for the insight, phrase or angle that helps a business stand out in a crowded digital world. He believes great content shouldn’t just attract visitors; it should give them a reason to stay.
When he’s not refining keywords or perfecting a paragraph, he’s usually helping businesses find their voice and making sure it’s one worth listening to.
 
Known for: Finding exactly the right words.
Fuelled by: Strong coffee and stronger copy.
Special skill: Making search engines and humans happy at the same time.

Laurie Guthrie

The Tech Whisperer.

Some people use technology.
Laurie understands it.
The kind of person who can look at a challenge that has everyone else scratching their heads and somehow see the solution almost immediately, Laurie has an extraordinary ability to make complex problems feel surprisingly simple.
Behind many of the systems, automations and clever bits of technology that power what we do is Laurie. He helps us make better use of data, work more efficiently, and stay ahead of the curve in an ever-changing digital world. While the rest of us are focused on today’s priorities, Laurie is usually exploring what comes next.
Highly respected in his field and endlessly curious about how things work, he’s one of those rare people who can take something incredibly complicated and explain it in a way that actually makes sense, a skill the rest of us are particularly grateful for.
Stupidly clever, relentlessly innovative and always looking for a smarter way of doing things, Laurie is a big part of the reason we’re able to turn data into insight and insight into action.
When technology works brilliantly, nobody notices. That’s exactly how Laurie likes it.
 
Known for: Finding opportunities in data that others don’t see.
Fuelled by: Innovation, curiosity and the challenge of staying one step ahead.
Special skill: Turning complex data and systems into practical, intelligent solutions.

Why Choose Us

The Best Decision for your Business Strategy

When you work with XtraffIQ you get a team that takes the time to understand your goals before recommending anything. We bring the research heritage of RLM Group together with hands-on engagement expertise, so every campaign is guided by insight and delivered by people who care about your results.

Experienced Specialists

A team with years of research, engagement and communications experience behind them.

Research-Led Approach

Every campaign starts with genuinely understanding your audience, never guesswork.

Ethical & Professional

Engagement built on transparency, trust and full compliance.

Our Services

Face-to-Face Campaigns Built Around Your Objectives

We take your brand directly to the people who matter most through meaningful, face-to-face engagement that builds trust, strengthens relationships and captures high-intent leads.

Combining audience insight with experienced engagement professionals, we create genuine conversations that help organisations increase brand awareness, generate qualified leads, gather valuable customer feedback and drive meaningful action.

Whether through pop-up activations, exhibitions and events, street-level marketing campaigns or on-site data capture, we design and deliver engagement activities that connect brands with audiences in the right place, at the right time.

Pop-Up Activations

Bring your brand to life in busy retail and public environments through memorable pop-up experiences.

Our teams create authentic conversations that increase visibility, encourage interaction and help audiences understand your product, service or campaign.

Explore Pop-Up Activations

Event Activations

Make a stronger impression at exhibitions, trade shows, conferences, corporate events and product launches.

From attracting visitors and demonstrating products to capturing qualified leads, our team becomes a professional extension of your brand.

Explore Event Activations

Street-Level Marketing

Take your message directly to audiences in town centres, city centres and other high-footfall public spaces.

Targeted locations, clear messaging and skilled engagement help your brand stand out and generate meaningful responses.

Explore Street-Level Marketing

On-Site Data Capture

Turn face-to-face conversations into useful customer data, qualified leads and actionable insight.

 

We gather information professionally through surveys, customer profiling, feedback activity and secure opt-in data collection.

Explore On-Site Data Capture