We believe that building brand, integrity and reputation drives exponential growth

Duel's purpose is to change the way businesses exist and operate in our world today.

Those that care the most will win.

Our History

Duel was founded by world-record-breaking adventurer and former brand ambassador Paul Archer, alongside viral games developer Naio Tsarouchis.

Their vision was that purpose-led brands would redefine every industry, tipping the focus from shareholders to people. Brand and integrity, not budget, would become the driver of growth.

Knowing that there were no shortcuts to advocacy, they set out to create the software that would power this movement. Duel launched its Brand Advocacy Platform in March 2020.

Duel is made up of psychologists, brand experts and community builders from companies including lululemon, Mimecast, Amazon, Treatwell, Contagious and Bain - as well as young entrepreneurs, psychologists and a host of brilliant brand builders.

Duel's Leadership Team

Co-Founder & CEO

Paul Archer

Paul’s a world record-breaking adventurer, brand ambassador and leading voice on the topic of Brand Advocacy. He’s advised 450+ of the biggest brands in the world on their word-of-mouth and advocacy strategy, using a background in viral gaming and psychology to show what it takes to build great brands in the long term.

Previously an ambassador for 30+ adventure brands, he’s driven around the world in a black cab as a part of the ‘It’s on the Meter’ expedition, becoming a best-selling author in the process. He speaks regularly at events and conferences including ModernCX, TedX, Cannes Lions, Social Media Week and Retail Tech. He also guest lectures at the British School of Fashion.

When not doing that, you’ll probably find him on a bike, a board or with a guitar in hand.

Co-Founder & CTO

Naio Tsarouchis

Naio‘s an award-winning designer and developer with prolific experience in entrepreneurship having founded design and technology education startups including Consider Magazine, Art In Progress and Treesix.

An expert in both complex computer science and user-centric design, he’s built Duel from a UGC platform into a fully-featured Brand Advocacy Platform. His previous experience in gaming has led to a deep, technical understanding of how gaming virology, authentic brands and customer behaviour intersect on a platform level.

When not working, you’ll probably find him rescuing art in Bristol, adding to his impressive rum collection and rocking his synth.

Head of North America

Jaclyn Crocker

Jac’s a leading expert on community-led brand building, having worked at Community Marketing leader lululemon as GM, Brand and Community in Canada and Australia. She has a decade of specialised experience in building brand communities across multiple countries and channels, which has led her to advise 300+ brands on their community strategies.

Jaclyn leads our expansion into new markets, where she ensures that every brand builder in our community there has an exceptional experience. That’s everything from custom building useful workshops for strategy leaders to ensuring brands programs and goals are well aligned with the Duel technology.

When not doing that, you’re likely to find Jac baking colourful cakes or doing high-intensity home workouts.

Head of Commercial

Ollie Smith

Ollie’s a commercial expert, with deep experience in working with leading global brands and agencies to ideate and execute innovative customer acquisition strategies across the tech, retail/eCommerce, creative and media industries.

At Duel, Ollie leads a team of Brand Advocacy Consultants who work closely with prospective and existing brand partners to scope, design and execute their brand advocate marketing programs. Ollie and his team meticulously analyse all metrics to ensure programs are engaging, profitable and scalable.

When not doing that, you’ll find Ollie cooking Asian food, walking his beautiful dog or adding to his vinyl collection.

VP of Brand Experience

Margaret Phelan

Margaret is our VP of Brand Experience and has more than 20+ years experience in the technology space, coordinating global teams and building advocacy within diverse organisations. Starting out her career in engineering Margaret has a passion for building teams that care about technology and how customers are engaging with it to achieve their outcomes.

She leads our Brand Success and community teams who are responsible for ensuring Duel delivers exceptional value for all of our Brand Partners and our Brand Building Community.

Margaret and her team represent ‘The voice of our customers’.

When not doing that, you will likely find Margaret in water swimming somewhere or forcing her family to practice the art of Marie Kondo folding.

Want to be a part of the movement?
Check out Duel's open roles.