Episode Summary
In this episode of An Agency Story, host Russel Dubree sits down with John Florey, CEO and co-founder of SAMA Labs, a performance and creative marketing agency based in Boca Raton, Florida. What started as a tech-savvy career detour turned into a full-scale agency serving e-commerce brands with a unique mix of operational empathy and sharp marketing expertise.
Florey recounts his journey from aspiring pediatric psychologist to e-commerce enthusiast, to agency leader, always guided by a passion for people and product. Alongside his business partner, he’s helped scale brands from startup hustle to sustainable growth, all while building a team that mirrors the same ambition and care.
Episode Highlights:
- The accidental yet intentional journey from e-commerce jobs to launching an agency
- Why SAMA Labs targets brands doing $1M–$5M in revenue
- How COVID forced the agency to define its ideal client and tighten its service model
- Why retention, team loyalty, and creative flexibility are central to their growth strategy
- A near “agency shakedown” story that belongs in the entrepreneurship hall of fame
Agency Info
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Company: SAMA Labs
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Guest: John Florey
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Year Started: 2018
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Employees: 26-50
You can’t help everyone, even if your intent is good. That lesson cost us.
John Florey
Key Takeaways
Clarity on Ideal Clients Changes Everything
John and his team realized the hard way that helping “everyone” isn’t scalable or effective. During the early days, their eagerness to serve led to burnout and instability. A pandemic-induced pause gave them the clarity to define their ideal client profile (ICP), resulting in dramatically improved retention and performance.
Empathy Is a Competitive Advantage
Having been on the other side as brand builders themselves, the SAMA Labs team operates with deep empathy for what it takes to grow an e-commerce business. This perspective isn’t just lip service, it’s baked into how they serve, hire, and retain clients.
Culture-First Hiring Pays Off
John takes an unorthodox approach to hiring: he leads with the downsides. If a candidate still leans in, that’s a good sign. Chemistry, growth potential, and loyalty matter more than just experience. Their focus on promoting from within and cultivating leaders keeps the agency agile and aligned.
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