Founded 2020 — London, EC2A

We Built for
What Comes Next.

Viaduct Generation was founded in 2020 with a clear conviction: that ambitious businesses deserve a growth partner that thinks and operates at their level.

Our Story

A Bridge Between Strategy and Outcomes

Viaduct Generation was founded in 2020 by Fabio Embaló and Duray Pretorius with a clear conviction: that ambitious businesses deserve a growth partner that thinks and operates at their level. We began with organic search, built expertise across the full digital funnel, and evolved into a strategic partner for mid-market and scale-up businesses.

A viaduct is a structure that bridges terrain others cannot cross. That metaphor runs through everything we do — connecting strategy to execution, data to decisions, and digital activity to commercial outcomes.

In 2024, we recognised that the shift to AI-driven search was not a future threat but a present reality. We rebuilt our internal operations around AI infrastructure. Not as a marketing claim, but as a fundamental change to how we research, create, optimise, and report. Today, our proprietary Growth Engine combines multi-agent AI systems with senior strategic judgement, allowing a lean, expert team to deliver at the depth and scale of a much larger agency.

We remain proudly independent, deliberately lean, and structurally committed to social impact. We are members of the Better Business Network, and we commit up to 5% of our annual contract revenue to charitable causes. Because we believe the best businesses grow others as they grow themselves.

Company Timeline

2020
Founded. Fabio Embaló and Duray Pretorius launch Viaduct Generation. Better Business Network membership from day one.
2021
First major client partnerships. Organic search expertise established. Early results across e-commerce and B2B sectors.
2022
Service expansion. Full-funnel digital growth offering. Drum Awards nomination for digital strategy work.
2023
Charity impact milestone. Formalised 5% revenue commitment to Anti-Slavery International, CAMFED, and Frontline AIDS.
2024
AI infrastructure rebuild. Internal operations rebuilt around proprietary AI systems. AEO and GEO service lines launched.
2025
Brand & web development launch. Five Six creative partnership formed. Full-service brand and experience offering established.
2026
AI-native rebrand. Growth Engine formalised as the agency's core operating system. Positioning as the definitive AI-native growth partner.
Now Hiring

Current Openings

Three roles open now. London-based or fully remote. Competitive salary.

Full-time London / Remote SEO

Senior SEO Strategist

Own end-to-end SEO strategy for a portfolio of mid-market and scale-up clients. You will develop technical SEO roadmaps, lead content strategy, operate AI-powered research and production pipelines, and be directly accountable for organic growth outcomes. Minimum 4 years SEO experience, with strong technical foundations and a track record of delivering measurable results in competitive verticals.

Competitive salary
£45,000–£65,000 DOE View Role →
Full-time London / Remote Content / AI

AI Content Manager

Manage and scale AI-powered content pipelines across multiple client accounts. You will oversee quality, strategic alignment, and editorial direction of content produced through multi-agent systems — ensuring every piece serves a defined commercial objective. Strong editorial instincts are essential; experience with AI content tools is a significant advantage. This is a management role, not a writing role, though excellent writing ability is assumed.

Competitive salary
£40,000–£55,000 DOE View Role →
Full-time London / Remote PPC / Paid Social

Paid Media Manager

Manage paid search (Google, Bing) and paid social (Meta, LinkedIn, TikTok) campaigns for a range of B2B and e-commerce clients. You will integrate paid performance with organic strategies, use AI-powered optimisation tools to increase efficiency, and tie every campaign directly to commercial outcomes rather than vanity metrics. A data-first mindset and strong analytical ability are non-negotiable. Experience with B2B lead generation specifically is a strong advantage.

Competitive salary
£42,000–£60,000 DOE View Role →

What We Stand For

Mission, Vision & Values

Mission

To help ambitious businesses achieve sustainable, scalable growth through the intelligent application of AI and human expertise — delivering outcomes that matter, not just metrics that impress.

Vision

To be the trusted AI-native growth partner for mid-market and scale-up businesses — where commercial success and social impact are inseparable, and where every client relationship compounds over time.

Growth with Intent

Strategic Thinking First

Clarity and Honesty

AI-Augmented, Human-Led

Responsible Growth

Partnership Mindset

The People

The Leadership Team

Senior practitioners who do the thinking and the work — not just the pitching.

Rikita
Duray
Fabio
Arabella
Alexandra
Rikita Growth Strategist
Duray Co-founder & CRO
Fabio Co-founder & CEO
Arabella Creative Director
Alexandra Head of Social

Fabio Embaló

Co-founder & CEO
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Fabio co-founded Viaduct Generation with a belief that the gap between agency output and business impact was structural, not incidental. He leads the agency's strategic direction, client partnerships, and the development of the Growth Engine methodology. With a background spanning organic search, content strategy, and digital transformation, Fabio has spent his career building systems that connect digital activity to commercial outcomes. His work on AI infrastructure rebuilding the agency's delivery model from the ground up in 2024 reflects a conviction that AI is not a tool to bolt on but a new way of operating entirely.

AI Strategy Growth Architecture SEO & AEO Client Partnerships

Duray Pretorius

Co-founder & CRO
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Duray leads revenue operations, commercial strategy, and client growth at Viaduct Generation. He brings a rigorous commercial lens to every engagement ensuring that digital activity is always anchored in business outcomes, not vanity metrics. As CRO, Duray oversees the Outcomes phase of the Growth Engine, building the attribution frameworks and reporting infrastructure that allow clients to see exactly how their investment translates into pipeline and revenue. He is also the primary relationship lead for the agency's key accounts, bringing the same partner-led approach to every client relationship that he and Fabio set out to build from day one.

Revenue Operations Commercial Strategy Attribution Client Success

Arabella Murray

Creative Director
Five Six Partnership
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Arabella leads creative direction and brand development through the Five Six creative partnership. She brings a distinctive visual and strategic sensibility to every brand and experience project one that is rooted in commercial purpose rather than aesthetic preference alone. Arabella's work ensures that the brands Viaduct Generation builds are not just beautiful but are designed to convert, retain, and compound over time. Her approach bridges the gap between creative vision and growth strategy, making her an essential part of the team's full-funnel capability.

Brand Identity Creative Direction Visual Strategy UX Design

Alexandra Murray

Head of Social Strategy & Growth
Five Six Partnership
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Alexandra leads social strategy and organic growth through the Five Six partnership, overseeing the social channels that sit at the intersection of brand, content, and community. Her expertise spans platform strategy, content architecture, and audience development with a particular focus on building social presence that drives measurable commercial impact. Alexandra's work integrates with the Growth Engine's Execution and Optimisation phases, ensuring that social channels compound the agency's broader growth strategy rather than operating in isolation.

Social Strategy Content Architecture Community Growth Platform Strategy

Culture

How We Work

The principles that shape every engagement, every decision, and every relationship we build.

Purpose-Driven by Design

Social impact is not a bolt-on for us. It is structural. From day one, Viaduct Generation has operated as a business that measures success both commercially and in terms of the positive impact it creates in the world. Our 5% revenue commitment to charity is not a marketing line — it is a contractual commitment embedded in how we price and operate.

#DiversifyDigital

Since 2020, we have championed the #DiversifyDigital initiative — a commitment to amplifying underrepresented voices in digital spaces. This means how we hire, who we partner with, who we feature in our content, and how we use our platform to shift the balance of visibility in the digital economy.

Senior-Led, Hands-On

We made a deliberate decision to stay lean. At Viaduct Generation, the people who pitch the work are the people who do the work. Senior strategists design the architecture and lead the execution. There are no hand-offs to junior teams after the proposal. This is what partner-led really means not just a title, but a way of operating.

AI-Augmented, Human-Directed

We use AI to amplify human thinking never to replace it. Our multi-agent systems handle the volume and velocity that no human team could sustain: research sweeps, content pipelines, performance monitoring, pattern recognition across engagements. But every strategy, every insight, every decision is made by experienced practitioners who understand the commercial context.

Partners, Not Vendors

We do not think of ourselves as a supplier of services. We think of ourselves as a growth partner one that is invested in your outcomes, transparent about what is working and what is not, and committed to building the kind of trust that allows for honest, high-impact work. This means we are selective about who we work with. We take on clients where we believe we can make a genuine difference.

Transparent and Considered

We report what matters. We tell you what is working, what is not, and why. We do not obscure performance behind vanity metrics or complexity. Our reporting is designed for the C-suite — built around pipeline, revenue, and ROI because we believe that transparency is the foundation of every genuinely productive client relationship.

Charity Partners

The best agencies don't just grow brands. They grow communities.
Find out More

Anti-Slavery International

Anti-Slavery International works to eliminate all forms of slavery globally — from forced labour and child slavery to human trafficking and debt bondage.

CAMFED

CAMFED the Campaign for Female Education works across sub-Saharan Africa to support girls' education, women's leadership, and rural development.

 Frontline AIDS

Frontline AIDS works with the most marginalised communities affected by HIV the people hardest to reach and most often excluded from health services.

Better Business Network Member

Viaduct Generation has been a member of the Better Business Network since our founding in 2020. The BBN brings together businesses committed to operating with positive social and environmental impact not as a PR exercise, but as a structural commitment to doing business differently. Our membership reflects our belief that commercial success and responsible business are not in tension; they are, in the long run, the same thing.

#DiversifyDigital

The #DiversifyDigital initiative was established by Viaduct Generation in 2020 to amplify underrepresented voices in digital spaces. From how we hire and who we platform, to the clients we champion and the content we create we use our position and our platform to actively shift who is visible, heard, and resourced in the digital economy. Because representation in digital is not just a social good; it is good business, good strategy, and good for the web as a whole.

Work With Us

Partner With a Team That Gives a Damn.

We are selective about who we work with and we commit fully to every engagement we take on. If you are building something ambitious, let's talk about how the Growth Engine can compound your results.

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