Our Team

Nick Hynes

  • Co-founder & CEO

A true business visionary

Nick has established some of the most successful fast-growth digital companies of the last two decades. In recognition of his contribution to the digital industry, he was recently named as one of the top 20 most influential and inspirational Britons when he was inducted into the BIMA Digital Hall of Fame.

Nick founded Somo in 2009 with Carl Uminski to help companies make sense of the huge opportunities and the disruptive potential of mobile technology. In his role as CEO, Nick defines the overall strategy, has recruited the team, and shaped the culture of Somo, establishing corporate-scale governance in this rapid-growth business.

Nick was formerly CEO and owner of The IMW Group, comprising search marketing agency, The Search Works, and digital tech business, The Technology Works. He launched operations across Asia, with offices in Tokyo and Seoul, and established The Search Works as Europe’s largest search agency, before the group was acquired by TradeDoubler AB in 2007 for $112 million.

Before that, Nick was founder, CEO and President of Overture Europe. Here he launched the paid search industry in Europe, building Overture from a start up to an established billion dollar business across 16 countries, in just 30 months. Acquiring AltaVista FAST Technology Search along the way, Overture secured exclusive, multi-year distribution deals with every premium portal and ISP in Europe. The company was sold for $1.63 billion to Yahoo! in 2003 and became Yahoo! Search Marketing.

In his early career, Nick created the electronic points system for Air Miles, transforming a struggling paper voucher business into a $62 million per annum profitable business in four years. Nick developed and implemented Air Miles loyalty schemes across NatWest, BT and Vodafone (building their first customer database). He also introduced the world’s first national Smart Card programme for Shell, and the ‘Reward’ loyalty scheme for Sainsbury’s.

Nick’s career began as a fast-track graduate at British Airways, where he led a number of global initiatives. Appointed as BA’s youngest senior manager at the age of 29, he was sponsored by the airline to complete an MBA at the University of Bath in 1992.


Nick also holds the following positions:

  • Investor and non-executive Director at TouchType Ltd, owner of SwiftKey, one of the best-selling Android apps in the world (more days as Google Play’s No.1 paid download than any other app in 2012).
  • Chairman of customer insight and loyalty firm, Reward
  • Chairman of online review site, Reviewcentre