From Adelaide Roots to Melbourne Growth: Joe Romeo’s Agency Evolution
Joe Romeo’s story is a vivid example of what it means to take a leap of faith and build something meaningful from scratch. Originally from Adelaide, Joe found himself struggling to secure a marketing role locally. With a handful of clothes and more determination than certainty, he moved across to Melbourne, a city buzzing with opportunity but also competition. What followed was a rapid journey through agency life, client-side roles, and eventually launching his own business — Aperitif Agency.
Starting out, Joe didn’t even know what SEO was. But he learned fast on the job, soaking up knowledge from some of Australia’s leading digital agencies and growth teams, including high-growth firms like Airwallex. These early experiences laid a foundation not only in marketing know-how but in how to be scrappy—learning to solve problems creatively and rapidly, without waiting for perfect conditions. It’s a mindset he still uses daily at Aperitif.
Building a Business, Building a Family
What makes Joe’s story especially compelling is how he intertwines business growth with family life. He and his wife Isabel met early in their careers at the same agency and worked alongside each other for years. Now, they co-lead Aperitif, balancing the demands of running a growing company with raising their young son. Joe is upfront about the challenges this presents: the blurred lines between work and home, the struggle to “switch off,” and the importance of rituals that protect family time.
Joe shares how they’ve adopted a sprint-rest approach—working intensely for 90 days and then taking meaningful breaks, including travel, to reconnect and reset. Rituals like being present for breakfast and dinner with their son Luca, and putting phones away during family time, are non-negotiable practices that help them stay balanced. For entrepreneurs, Joe’s honest take is a reminder that business success loses its meaning without presence and connection at home.
The Power of Focused Growth
When Joe went full-time on Aperitif around two and a half years ago, he faced the classic challenge many founders know well: how to scale without breaking the business. He quickly learned that growth isn’t just about bringing in clients or increasing revenue — it’s also the hard work of building the right infrastructure, hiring wisely, and setting up effective systems.
Joe’s approach has been to focus relentlessly on what Aperitif does best—SEO, paid search, and paid social—rather than chasing every shiny new channel. This focus allowed them to develop deep expertise and deliver consistently excellent results, which in turn grew their reputation. They built their team deliberately, knowing each hire impacts culture and client outcomes. Joe’s advice? Hire slow, be clear on expectations, and create measurable progression plans that motivate staff to grow and contribute at their best.
Systems, SOPs, and Scaling Smarts
Joe’s emphasis is on early investment in systems and documentation. Recognising that chaos kills growth, Joe and his team use tools like Notion and Loom to build repeatable processes and train offshore staff clearly. He points to the value of SOPs (Standard Operating Procedures), especially for distributed teams who aren’t physically in the same office, ensuring quality and consistency.
This disciplined approach means Aperitif can handle increasing client loads without the wheels falling off. Joe shared some interesting insights on technology too—how apps like ScribeHow can automate and create SOPs quickly, and emerging AI tools that integrate workflows to save time and reduce errors. For founders who feel overwhelmed by scaling demands, Joe’s practical mindset illustrates how systems become the foundation that frees time for strategic growth.
Lessons Learned the Hard Way
No journey is without its bumps. Joe told a candid story about trusting the wrong offshore partner for a white-label outbound email service. After working together for nearly two years and building a personal relationship, this partner suddenly disappeared, leaving Aperitif exposed with money lost and access to client tools gone. It was a tough lesson in the importance of ownership and oversight. Joe stresses that while trust is vital, accountability and backup plans are just as critical for protecting clients and business reputation.
Joe’s transparency about this setback gives the episode a very human feel. It’s a reminder that mistakes don’t define a business — how you respond and learn does.
Leading and Motivating a Growing Team
Leading a team of nine, Joe reflects on how he’s learning daily to get the best from people who all have unique motivations and career goals. One standout practice is setting clear, upfront progression plans within a team member’s first month, mapping the skills and KPIs they need to develop for promotion. This transparency gives staff meaningful goals and shows that growth is possible and supported.
Joe also talks about the importance of understanding what truly motivates each person, going beyond generic incentives to tailor leadership to fit individuals. This personalised leadership style has boosted morale, lowered turnover, and created a culture that attracts top talent.
Advice for Australian Entrepreneurs
Joe’s final advice for founders coming through scaling challenges is simple but powerful: “You can’t go it alone.” Building a strong, engaged team is non-negotiable. Hiring decisions matter deeply, so don’t rush them — getting the right people in place makes all the difference. He also encourages founders to lean into networks like One Life Club, where business owners can get advice, pressure-test ideas, and find motivation from peers on similar journeys.
His focus on building processes, respecting work-life boundaries, and concentrating effort on strengths rather than spreading too thin offers a practical blueprint for sustainable, values-driven growth.
