Partner Article

Getting to know... Michael Knowles

We know you as the founder of ROAR Digital Marketing and a member of the Entrepreneurs’ Forum, but who is the person behind the title? Tell us a little about what makes you tick…

I’ve spent almost 20 years in marketing, the past nine of them running my own agency. But before that, I worked at Google as a skills trainer and public speaker, lectured at Newcastle University, and held a mix of agency and in-house roles. Earlier in my career, I cut my teeth in sales, a role that taught me the soft skills I still rely on every single day.

Away from work, I’m a husband and proud dad to two wonderful kids, aged six and two. They make me laugh, keep me on my toes, and remind me daily why I do what I do. Their smiles are my true compass. I’ve been married to my amazing wife for nearly 11 years now. She's a super driven finance professional for a global organisation, and she inspires me to be the best and most ambitious version of myself. Between her and the kids, I’m kept grounded, motivated, and always moving forward.

I’m also a lifelong Newcastle United fan, so part of my weekend is usually spent watching the match and shouting at the TV (sometimes with the kids joining in). When I’m not doing that, I like to keep active,  whether that’s training at the gym, swimming with the kids, playing golf, or climbing mountains. But in recent years, I’ve been on a bit of a self-discovery journey, devouring business and mindset books, listening to inspiring lectures, and pairing that learning with long walks along the beautiful Whitley Bay coastline. It’s my way of clearing my head, sparking ideas, and fuelling creativity.

What I’ve realised about myself most is that what really makes me tick is progress – the thrill of moving forward, asking “What’s next?” and challenging “How can we make it better?” That mindset shapes not just how I lead my business, but how I live my life.

Did you always want to work in your industry?

Yes and no. As a kid, I had big dreams of being a fighter pilot – who didn’t want to be Maverick growing up? But while Top Gun fantasies were fun, the mechanics and influence of marketing and business started to pull me in.

What hooked me early on was the strategy. I’ve always loved games that require tactics and forward thinking, and marketing felt like the ultimate real-world version of that. I started to see it almost like a game - one where you analyse the data, make smart moves, test new ideas, and see how the results play out. The more I learned, the more it became clear this was where I belonged.

It’s that mix of creativity, strategy, and measurable results that still excites me today. It turns out I didn’t need a cockpit to get a rush – marketing gives me that same sense of challenge and excitement, just without the G-force.

What’s the best bit about your job? And the worst?

The best bit? 

It’s the pace and the impact. Search marketing moves at lightning speed  - algorithms change, legal changes, trends shift, and there’s always something new to learn or test. Especially now, with the rise of AI, we’re constantly adapting to new methods and tools, figuring out and testing how to use them to get sharper, faster results. For some, that’s chaos. For me, it’s a rush embracing that ‘pacey chaos’. I love the challenge of spotting patterns, reading the signs, and staying one step ahead. I think winners use data and patterns to anticipate what’s coming next - and in this industry, I think that mindset is everything. The thrill comes from turning that foresight into real results: seeing a client climb the rankings, generate more leads, and genuinely grow. No two days are ever the same, and I wouldn’t have it any other way.

The worst bit? 

Ironically, it’s also the pace. The same constant evolution that makes it exciting means you can’t ever take your foot off the gas or eye off the ball. It’s like riding a wave you can’t quite see, but you’ve got the feel, the data, and the instincts telling you where it’s headed with reasonable certainty. But if anyone tells you it’s guaranteed? They either haven’t ridden big enough waves… or they’re lying to themselves.

What do you consider to be your greatest achievement?

I’d have to answer this in three parts – personal, business, and personal growth – because each matters to me in a different way.

Personally, nothing comes close to having two happy, healthy, beautiful children. They’re my proudest achievement by a mile. Everything else I do is ultimately for them, and seeing them grow and develop with a smile is the biggest reward I could ever have.

From a business perspective, growing a company and keeping it going for almost a decade might not sound glamorous to the outside world, but any entrepreneur will tell you it’s a huge milestone. It means you’ve survived the highs, the lows, the market changes, and still have the grit and determination to keep pushing forward.

And finally, personal development. More recently, I’ve learned to admit – both to myself and to my team, that I don’t have all the answers. Asking for help, from both the people around me and external experts, was a turning point. It wasn’t about weakness; it was about creating space for bigger ideas, stronger strategies, and better results that I couldn't deliver alone, as in many cases I just didn't have the necessary club in my bag. 

For me, that shift – letting go enough to actually grow, is one of my proudest achievements, because it’s made me a better person, entrepreneur, and leader, and it’s pushed the business further than I could have achieved alone.

How do you relax outside of work?

For me, relaxing is all about switching off from the laptop and doing things that recharge me. I love swimming and taking my family to the beach - nothing beats fresh sea air and watching the kids run wild on the sand and constantly want to bury me. The gym is a big one for me too; I actually enjoy being pushed by my PT. It might feel brutal in the moment, but I always leave feeling amazing.

I also love exploring new restaurants with my wife - we’re both big foodies, so finding somewhere new to try is a treat. And every so often, a spa day sneaks into the calendar… because let’s be honest, a massage and some bubbly never hurts.

One of my favourite ways to unwind is listening to podcasts while walking, especially along the Whitley Bay coastline. It’s something I mentioned earlier in my journey of self-development – it’s not just relaxing, it’s therapeutic, almost like my form of meditation.

What makes the North East such a great place to live and work?

I’m a Whitley Bay Geordie, and proud to be from the North East. We’re real, genuine people who care about each other and love seeing fellow Northerners succeed. There’s a strong work ethic here, a drive to keep improving in everything we do, and a lovely business community that supports and champions one another. We’re not labelled as the centre of anything, yet businesses from across the UK – and the world – are choosing to invest here and work with North East companies. Is that a coincidence? I don’t think so. We know our value, and I believe we’ve only scratched the surface of what’s possible.

Living here is just as good as working here. I have no desire to raise my family in a busy city when I’ve got sun (sometimes), sea, and great ice cream on my doorstep. In the North East, we can be at the beach, in the countryside, or hiking up a mountain – all within a short drive. It’s a lifestyle that gives us the best of everything, and I wouldn’t swap it for anywhere.

Tell us something about you we didn’t know…

I once skydived over Lake Taupo in New Zealand while backpacking, and I’ve done a few more jumps since. There’s nothing quite like it - the rush as you step out and accelerate into open sky, the roar of the wind, and then the calm that follows as the parachute opens and you take in the views from thousands of feet up. I simply love the buzz. For me, it’s the most exhilarating feeling in the world, pure adrenaline mixed with a strange sense of peace. 

This was posted in Bdaily's Members' News section by Entrepreneurs' Forum .