Who We Are
We didn't come from an agency. We came from the business that needed one.
Joey and Samantha started Samoey Digital for two reasons: a genuine obsession with marketing, and five years of first-hand experience watching what happens to a business when that marketing never gets done. That combination is what they bring to every client.
The Story
Five years running a business. Too busy to grow it.
Gold Coast, QLD
Five years on the tools
80/20 the wrong way round
Before Samoey Digital existed, Joey and Samantha ran a bricklaying business on the Gold Coast for five years. They were good at the work. They had clients, decent ones mostly, but around 80% of the jobs coming through the door were lower-margin work that arrived by word of mouth. The other 20%, the profitable, enjoyable projects they actually wanted more of, kept going to businesses with a stronger online presence.
Flipping that ratio required something they never seemed to have enough of: time to actually market the business.
They understood the value. Samantha shot and edited two months of Instagram content. Had it scheduled and ready. All it needed was captions. The captions never got written. The website sat half-built. The enquiries they really wanted kept going elsewhere, not because anyone out-skilled them, but because the right clients simply could not find them.
After the business wound down, they went deep. Studied digital marketing properly. Learned SEO, content strategy, AI search, website architecture, and the systems that tie it all together. And somewhere in that process, they understood exactly what had been missing, and how many other business owners were living the same story.
Samoey Digital exists because of that realisation.
Everything we recommend is something we have either tested ourselves, or that our mentors, with over 30 years in this industry, have proven works. We say here is what happened, not here is what could happen.
The Founders
The people behind the work
Joey Matolich
Co-founder · Strategy, AI Automations & Sales
Joey brings over 20 years in the construction industry, 15 years as a DJ and electronic music producer (which means he has been picking up complex technical tools obsessively since before most agency founders understood what SEO was), and a background in business development, phone sales, and client-facing roles that means he understands how decisions actually get made.
He is the person who architects the sites, rebuilds business systems from scratch, digs into the SEO, and makes the automations run. He is also one of the two forward-facing voices of Samoey Digital. If Joey recommends something, it is because he has already put it through its paces.
Samantha Elliott
Co-founder · Website Design, Brand & Content
Samantha didn't stumble into agency life. She was built for it.
With an executive assistant career spanning JPMorgan Australia, Sony Music London, NSW Treasury Corp, State Street Global Advisors, KFC South Pacific, and Ray White Commercial and Residential, Samantha spent years inside the highest-pressure rooms in global finance, entertainment, real estate, and business, supporting COOs, CFOs, Managing Directors, and Heads of Investment Banking. When Samantha had a day off, they felt it.
Then she and Joey built something of their own: a bricklaying business on the Gold Coast. For five years, Samantha ran everything behind the scenes: accounts, tax, HR, and project management. Marketing was always the plan. It was her passion, the thing she actually wanted to build. But it kept getting pushed to the bottom of the pile behind everything that could not wait. When it was not admin, she was on the tools, labouring alongside Joey building people's dream homes. She knows first-hand what it feels like to be a small business owner who never gets to the thing that could actually grow the business.
That is exactly who she builds for now.
At Samoey Digital, Samantha is your website designer, branding lead, and the person who actually keeps your project moving. She breaks everything into clear steps, holds the deadlines, and gets genuinely invested in your success. Probably more than she should. That is not something she plans to change.
Her title is Chief Energy Officer. It started as a joke. It stuck because it is true.
How We Work
Four things that are non-negotiable
We say the thing, simply.
No agency buzzwords, no padding. Clarity is kindness. Founders are time-poor and have been confused by jargon before. Every sentence earns its place.
We bring receipts, not claims.
Everything we recommend has been tested inside our own business first. If we have not personally tested it, our mentors with over 30 years in this industry have. We say here is what happened, not here is what could happen.
We care who we work with.
We turn down work. Not arrogance: it is how we make sure every client gets results we are proud of. The partnership has to go both ways. Growth appetite, values alignment, and mutual respect are non-negotiable.
We stay obsessed so you can focus.
We track where search, AI, and digital marketing are going so you do not have to. Not because we claim to predict the future, but because staying across it is the job. That obsession is what you are buying.
You know marketing should be higher on the list. You know what it could do for the business. You just have not had the time, the headspace, or the right people around you to make it happen yet. We understand that more than most. Book a 15-minute call. No pitch. Just an honest look at what your business could look like with the right digital infrastructure behind it.
Not ready yet? Connect with Joey on LinkedIn.