Meet the people behind the lab
Performance and voice in the same place
moodlab was built for founders who have the data, the channels and the activity, but need to turn that into clear next moves.
moodlab was built from the agency and consultancy side of mood, run by Ruby, Mollie and Ryan alongside a small team of digital marketing specialists for several years, and as a Shopify Select Partner Agency since 2020.
We started lab because founders keep 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 the drops, or how to use any of it to make smarter next moves. So now they'll be able to. And so will you.
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 pulls apart the engine
Spend, structure, attribution, testing, return, leaks and what needs fixing first.
Mollie pulls apart the message
Voice, positioning, creative, customer language and the full experience people move through.
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?
If your funnel is running but something's off, tell us.
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.