The faces behind the lab
moodlab was built by mood, a Shopify Select Partner Agency founded in 2017 and rebranded in 2021. Led by Ruby, Mollie and Ryan, we work with a hand-picked collective of brilliant digital marketing specialists.
We started lab because founders kept coming to us with the same problems. The ads are running, the emails are going out, and the numbers are there.
But they don't know which metrics are actually driving performance, what's causing dips in performance, or how to use any of it to make smarter next moves.
How we work
Most audits lean one way. You either get performance without the customer view, or brand strategy with no opinion on the numbers. Neither works on its own. So we do both.
Ruby interrogates performance
A holistic, multi-channel analyst who looks beyond platform-reported performance to assess what is actually contributing to growth, where efficiency is being lost and what should change next.
Mollie connects brand
From positioning and messaging to creative and customer experience, Mollie identifies where the brand can communicate more clearly, resonate more deeply in turn convert more customers.
A few things we believe
The lab is built around practical strategy, not theatre.
Strategy should be clear enough to action immediately. If it isn't, it's decoration.
Good marketing proves itself. Every recommendation has a reason behind it.
Founders don't need more opinions. They need clarity grounded in their own data.
Ours is on the site, not hidden behind a call.
We stay that way on purpose.
Ruby Fisher
Ruby has spent over a decade inside the part of marketing that either hits the number or doesn't.
She started agency-side in 2010, working on campaigns for brands like Selfridges, American Express and JD Sports. In 2017 she launched her own consultancy, helping scale founder-led businesses, before co-founding mood with Mollie.
At moodlab, Ruby pulls apart how budgets turn into revenue, overseeing account strategy, campaign structure, testing roadmaps and performance direction across Meta and beyond.
- Direct and obsessed with ROAS
- Rare mix of creative instinct and analytical rigour
- Can write the ad and read the dashboard
- Turns messy data into a plan founders can actually use
Mollie Adams
Mollie came up through the creative side of the industry, starting as Head of Content in recruitment before moving into copywriting and brand at a video production and organic marketing agency.
She's spent her career turning complex or dry ideas into things people actually want to read, across both B2B and B2C.
At moodlab, Mollie owns the messaging side of every audit: how the funnel sounds, not just how it performs. She's the one asking, "would you actually click this?" on behalf of your customer.
- One of the most accomplished, relatable writers
- Makes people care about things they usually wouldn't
- Builds communities that don't rely on constant pushing
- Calls things exactly as they are
Ready to get started?
Let us know what you're spending, what you're seeing, and what isn't making sense. We'll come back with a plan, a price and a start date.