• Osa Iluobe & Harman Tutt

Kurogo’s Lewis Alexander Baxter: “We want to be the number one go-to personal branding agency”.

Updated: Nov 19

In Conversation with Kurogo's COO, Lewis Alexander Baxter




Kurogo is where personal branding elegance meets youthful optimism and virtual working. The man who helps to oil the wheels of this personal branding machine is Lewis Alexander Baxter, the Chief Operating Officer who also happens to be a Durham University final-year law student, former academy footballer, and amazingly persistent individual. Considering Baxter’s experiences, which we will discuss later, it makes sense why he’s the COO of one of the most exciting digital startups in Britain at the moment. Startups are known to conform to Chaos Theory. As COO of Kurogo, Baxter’s role is, in effect, to defy this law. He’s doing an excellent job.


With a long day of work under his belt, Baxter was, rather surprisingly, ready to talk more business and about his role within Kurogo, the personal branding agency that he was asked to join by its founder Sam Winsbury. It’s been an exciting and in many ways challenging journey for Baxter which has led to him co-spearheading the exciting digital startup. A youth academy footballer in his younger days, Baxter played as a goalkeeper for the likes of Manchester United, Preston North End and Blackpool FC. Despite the fact that he openly confesses that ‘football isn’t a big part of my life anymore’, Baxter’s athletic ability is indicative of one thing that makes startup life that bit easier. High performance. Indeed, for Baxter, this is what sets Kurogo apart from other startups in its space and others more generally. “Everyone at Kurogo likes being in the trenches and that’s why we’re gonna succeed”.


Baxter’s journey to COO of Kurogo is far from straightforward and is in many ways unexpected. An academic high-flyer, Baxter achieved 2 A*s and an A at A-level. He got admission into Durham University to study for a law degree and a big city law firm would seem the obvious path when looking at his CV. However, during his time at university, Baxter’s mother fell ill and this required Baxter, an evidently driven individual, to pause his studies and immediate career aspirations in order to care for his sick mother. "A degree, a job, and a career can wait, time with ones you love can't". Personal grief and loss would provide inspiration for Baxter. He started a non-profit called Hullo to provide support to those who “fancy a conversation, need to unwind or get some guidance” and he continues to run it alongside his degree commitments and responsibilities as Kurogo’s COO. Talk about impact.


As for Baxter and Kurogo, the story is slightly different, as the COO himself admits. Thinking that a startup venture would, above anything, be impactful and slightly profitable, Baxter states how “I initially joined Kurogo for a bit of spending money and to support our founder's vision”. Still COO, it’s fair to say that his motivations are being realised. The company, which helps individuals to develop and furnish their personal brands, has CEOs, public figures, and influencers to count amongst its clients. Baxter’s role as COO is to oil the wheels of management that require the company to continue growing and attracting new clients.


This means that much of Baxter’s time is spent on everything to do with business development and steering the Kurogo team towards profitability and sustainable growth. He works closely with Sam Winsbury, the founder and CEO, to ensure that Kurogo remains on top of its game and ahead of competitors - a tough job in an increasingly competitive market. Baxter is not shy about Kurogo’s ambitions within the space. “We want to be the number one go-to personal branding agency” and a focus on business development is a large part of how he spends his time ensuring that this will be the case for the company going forward.


Aside from the ambition and youth that characterises Kurogo, its remote working environment is something that also stands out. The company does not have a central office (yet) and all work is done by employees who are seldom all in the same room together. Baxter, for his part, ‘loves an office environment’ but is nevertheless a big fan of the creativity and flexibility that remote working affords. If anything, it's certainly an attractive proposition and may explain why the company consists of predominantly young professionals.


Baxter and the team at Kurogo are making significant headway in the digital marketing industry. Their unique offering, personal branding, is increasingly important for individuals who, like brands, need to communicate with people in ways that they want to be heard and felt. As for Kurogo and Baxter, be sure to watch this space.