The single most-asked question we get from prospective clients is some version of: "When we sign up, who is actually doing the work? Will it be the senior people in this pitch, or someone else?" After eighteen years of running agency relationships, we know the right answer matters — and we have built our team structure around it.
The structural choice we made
Most agencies are pyramid-shaped: a few senior partners who do the pitching and the strategy, a middle layer of account managers who handle communication, and a wider base of junior practitioners who do the actual implementation. The economics of a pyramid agency work — they extract a margin on every layer — but the client experience is that you talked to senior people in the pitch, then never saw them again.
We built NTL of NYC flat. There are no account managers. There are no junior staff who handle execution while seniors are kept in reserve for sales. When you engage us, the people in the kickoff meeting are the people who will be writing your code, building your SEO strategy, designing your brand system, running your ad campaigns, and answering your emails for the duration of the relationship. The pyramid is upside-down: more senior people doing the work, less overhead between you and them.
What our team actually looks like
About 25 full-time senior practitioners across our six international branches. Web designers and developers with 10-20 years of experience each. SEO specialists who have worked through Penguin, Panda, Helpful Content, and the most recent core algorithm updates as practitioners (not as commentators). E-commerce builders who have shipped on Shopify, WooCommerce, BigCommerce, and headless setups. Brand designers, copywriters, and content strategists. Analytics engineers who handle GA4, GTM, server-side tagging, and conversion modeling. Automation engineers who know when to reach for Zapier, when to use Make, and when to write actual code.
We have hired carefully — slowly enough that almost every team member has been at NTL of NYC for at least 4 years. Continuity matters in this kind of work; the institutional knowledge of what worked for a particular client over the last decade is genuinely valuable, and that knowledge walks out the door every time a team member changes.
How team time is allocated to your engagement
Every engagement is assigned a small core team — typically 2-4 senior practitioners depending on the scope — and that team owns the relationship. When you call, you reach them. When you email, they reply. The same people who built your website are the people who optimize it months later. The same people who set up your SEO are the people writing your content. There is no handoff to another team, ever.
For larger or more complex engagements, additional specialists from other branches contribute on specific items (e.g., a server-side tagging specialist from London, a brand-photography specialist from Tel Aviv). But the core team remains constant — they coordinate with the specialists on your behalf, and you do not need to track who is working on what week to week.
How we decide who works on your engagement
Industry experience first, then service-line fit. If you are a moving company, you will work with team members who have spent years on moving-company engagements — they know the patterns and the pitfalls. If you are an e-commerce brand, you get the team members who have shipped 50+ e-commerce stores. We do not assign engagements based on who has bandwidth; we assign based on who is right for the work.
This sometimes means we slow down a kickoff by 2-4 weeks to wait for the right team member to free up. We tell clients this honestly during the sales process. The clients who choose us anyway are the ones we want to work with — they understand that the right team executing slowly beats the wrong team executing fast.
Meet some of the team
A few of the people you'll work with directly. We're adding the rest of the team here as we go.
