In this revealing season of That Moment, our host Jim Johnson explores a question that haunts even the most successful founders: why do we feel like we shouldn't be in the room? Meet Aggie Meroni, bestselling author and founder of White Bee Digital, a paid social agency specialising in Meta, Pinterest and TikTok ads for e-commerce brands. She's trained hundreds of marketers, consulted with some of the fastest-growing DTC brands, and yet still battles the nagging feeling that someone's about to tap her on the shoulder and say, "Actually, we made a mistake."
When Aggie pivoted from a decade in high finance, working with major banks, to retraining in digital marketing in her 30s with a new baby, nobody was offering her a chance. Covid hit, e-commerce boomed, and she became an "accidental business owner" five years ahead of schedule. What she discovered managing difficult clients at agencies taught her something counterintuitive: the more you push back, the more respect you earn. The more boundaries you set, the more clients trust you.
Aggie brings the perspective of someone who's lived the volatility, from the iOS 14 privacy update that crashed unprepared brands in 2021, to the geopolitical upheaval that devastated consumer confidence in September 2024. She's seen behind the curtain of businesses that look thriving on social media whilst their books reveal they haven't paid themselves in two years. Her response? Radical honesty about how hard it actually is, what nobody's talking about, and why gaslighting business owners with highlight reels needs to stop.
But Aggie's real wisdom comes from what she refuses to do: work with more than ten clients at once, tolerate disrespect to her team, or pretend the algorithm is predictable. She's rebuilt her agency's entire back end to respond to a massive Meta update that competitors are only just acknowledging ten months later. And she's written it all down in her bestselling book, Crack the Code, because the same questions kept arising again and again.
The Accidental Agency Owner's Manifesto:
Imposter Syndrome at Scale: Why coming from outside the agency world creates both credibility gaps and competitive advantages clients desperately need
The Covid Pivot: Launching a business five years early out of necessity when nobody would hire a 30-something with a new baby and no agency CV
From Organic to Paid: Why Aggie abandoned organic social after clients' cousins' brothers' dogs kept undermining months of strategic work
The iOS 14 Correction: How the 2021 privacy update separated brands who'd diversified from those who crashed and burned relying solely on Meta
Boutique By Design: Why ten clients maximum allows depth over breadth, and how that boundary protects both quality and sanity
The Honesty Tax: What it costs to admit publicly that business owners cry, struggle with cash flow, and spend unglamorous hours rebuilding systems nobody applauds
About Supo:
Supo provides people-first intelligence software for professional services firms, helping businesses maximise profit and motivate their people through powerful, AI-enabled business intelligence dashboards. By connecting over 500+ platforms and providing real-time data analysis, Supo helps firms make better data-driven decisions about their profit, projects, and people.
For more information about Supo: www.supo.co.uk
About White Bee Digital:
White Bee Digital is a paid social agency supporting e-commerce businesses to scale through online advertising on Facebook, Instagram, Pinterest and TikTok. The agency offers both done-for-you retainer services and training programmes, helping brands either outsource their paid social entirely or build in-house confidence through coaching and support. White Bee Digital specialises in navigating Meta complexities, creative strategy, and AI-powered systems that drive sustainable performance.
For more information about White Bee Digital: https://whitebeedigital.com/