I was a cleaner, now I’m a CEO: here’s how I did it 

I grew up in Weymouth with six siblings. With so many of us and my dad’s disability, I left school at fifteen to help support my family. I started working at thirteen, cleaning ferries.

Being brave

Looking back, that feels very young, but I was always ambitious and craved a better life. I dreamed of owning a bridal shop, becoming a florist, chiropractor, and even a solicitor—all things I pursued before realising they weren’t for me. Along the way, I learned that being brave, following your heart and trying new things isn’t a straight path to success. But even when things don’t work out as planned, it’s okay. In fact, those three lessons are what have led me to i love it, my latest adventure, which aims to empower people to do more of what they love.

Building experience

At 23, I discovered marketing and joined Omnicom as a team assistant. I had little experience, but my work ethic, a desire to help others, and a bit of common sense allowed me to thrive. By 29, I had worked my way up to Marketing Director, and then Managing Director of DRUM, a content and social business. By 33, I was CEO, growing the team from 12 to 75 people, with clients like PlayStation, HP, and John Lewis. I was also appointed to the board of Omnicom Media Group, with £1.2B in billings.

In 2016, I took on my dream role at notonthehighstreet.com. They had been my client when I was at DRUM and I was super passionate about their mission to support independent businesses. I began as Chief Commercial & Partner Officer, then Chief Commercial & Marketing Officer (CCMO), and later, interim CEO. During this time, I helped turn the business from a loss-making enterprise into one of record growth and profit, leading it to a successful sale.

Embracing resilience

Being able to help 5,000 small businesses turn their passions into professions was a gift in itself. But it wasn’t without challenges. Over my time there, we had four different CEOs, three restructures, redundancies that I had to lead, constant tech issues, and then COVID hit. The government predicted that 60% of small businesses would go bust, and many thought we were at risk too. I even redrafted organograms that cut myself out of the company. But they were wrong—it was actually our time to shine.

In a world where people couldn’t visit or simply hug their loved ones, we set up a strategy to prove that it pays to be thoughtful – reimagining our product offering, and becoming a genuine champion for small businesses in advertising and media. It worked and we didn’t just help to save thousands of businesses, they thrived, and we became the genuine home for thoughtful living and giving.

Embracing diversity

While helping to lead the sale of notonthehighstreet, I became interested in how purposeful businesses are funded and supported. That led me to True, a Venture Capital/Private Equity and innovation firm focused on future-fit, positive retail. 

I was probably the only person at True without a university degree, let alone a banking background. My non-traditional route to becoming a CEO has made me passionate about social mobility. I believe everyone deserves a chance, regardless of where they come from or what kind of education they’ve had. In fact, I believe the ‘school of life’ often shapes successful people in the most meaningful ways. Having real-world experience and interests, then applying that to business, allows you to get into the shoes of your customer and bring a unique, powerful perspective to the table.

i love it

When I considered my ecommerce experience, I wanted to build a better future for retail—one driven by purpose and community. I’m a firm believer that businesses can do better and use AI for good too. All of this is what inspired i love it, our new social commerce app that rewards everyday people for their genuine recommendations, with influencer-level commissions. Corporate giants profit from people’s passion every day, but most get nothing in return. i love it changes that by offering a marketplace curated around what you love, powered by people you trust, where everyone wins together.

For me, i love it merges three things I care about: shopping better, democratising wealth and following your heart. It gives regular people a platform to share real recommendations, reducing returns and helping others find products they’ll genuinely love—less waste, more joy. Even better, it opens up a new stream of income for something people already do for free: sharing their recommendations. And finally, that’s money people can put back into their passions.

Work-life balance

Outside of work, I am a wife and mother of two beautiful kids, aged 12 and 9. I love chocolate, own far too many dresses (though they make me happy), I’m an executive coach to senior leaders, and a trustee at Future Dreams – a breast cancer charity funding vital research and support to those affected by breast cancer in the UK.

I now live by the sea, having found the calm to be everything after a busy day. At which point I love to escape in front of shows like Ted Lasso – also my unofficial mentor in life!  

Ella d’Amato, CEO and Co-Founder of i love it