Businesses built for Advocacy can change the world

Paul’s a world record-breaking adventurer, brand ambassador and leading voice on the topic of Brand Advocacy.

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

Jaclyn’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.

Outside Duel, you’re likely to find Jac baking colourful cakes or doing high-intensity home workouts.

With over 20 years’ experience building and scaling startups from pre-seed to Series E, including founding award winning ventures of his own, Joe leads Duel’s Technology function, driving the evolution of our platform into the global standard for advocacy.

He has built and scaled cross-functional teams across Engineering, AI, Data, Product, and QA, guiding the transition to an AI-native tech organisation. From low-latency systems to innovative product development, he brings a strong track record of impact across industries including AI, online video, advertising, and education.


Based in Wales, Joe balances leadership with a love for surfing, kitesurfing, and running. If you’re lucky, you’ll catch him working from a laptop somewhere near perfect waves and good coffee