A little bit
about Novaro
We’re a Manchester-based social commerce agency that helps global brands not just get seen, but actively shopped across TikTok and Instagram. From live shopping to content, ads, and affiliates, our strategies are fueled by creative thinking and deep platform knowledge that turn scrollers into buyers. Part of the Embryo Group, Novaro represents one arm of award-winning performance marketing and paid media services.
Social commerce specialists within Embryo Group
Many brands find setting up shop on TikTok and Instagram time consuming and confusing. Novaro exists to launch and manage social commerce campaigns end-to-end, creating thoughtful content for the right audiences – and generating millions in revenue. We’ve built a network of talented live shopping presenters, creatives and media buyers, activating high performing campaigns that convert attention into record-breaking sales.
With Embryo Group, our clients gain access to a wider suite of digital marketing services and propriety technology, all under one roof.
Novaro in numbers
revenue generated from viral videos
household names launched on TikTok
affiliates onboarded
increase in client revenue
Industries we help
Many brands find setting up shop on TikTok and Instagram time consuming and confusing. Novaro exists to launch and manage social commerce campaigns end-to-end, creating thoughtful content for the right audiences – and generating millions in revenue. We’ve built a network of talented live shopping presenters, creatives and media buyers, activating high performing campaigns that convert attention into record-breaking sales.
With Embryo Group, our clients gain access to a wider suite of digital marketing services and propriety technology, all under one roof.
Where we started
We spotted an opportunity early: social commerce is here to stay, and it’s quickly shaping how everyday people discover and buy products. We began with a mission to help brands adapt to this evolution – social-first, mobile-first, live-first. Unlike other agencies that focus only on TikTok management, we lead brands through the full ecosystem: video ads, affiliates, organic content, Instagram ads, and how to make it all captivating and shoppable. We’ve adapted an approach that eliminates the chaos of setup, avoids violations, and launches shops correctly, with a reliable roadmap. We partner with an experiential agency to turn real-world events into results-driven content.
A new chapter with the Embryo Group
As part of our vision to grow in 2025, Novaro became a brand new creative arm to the Embryo Group – an award-winning independent agency. This partnership is where multi-channel strategies come to life, and where our pioneering social commerce expertise meets wider performance marketing. Novaro’s services are now strengthened by affiliate management, content creation, and more from the wider Embryo team. When you choose Novaro, you gain access to a full-service agency with reach across every corner of digital marketing, expanding your reach on social media and beyond. With Embryo Group behind us, we layer creativity with performance to scale sales at speed.
We’ve worked with
Our journey so far
Introducing the Novaro team
Chris Grimes
Managing Director
Chris brings years of experience as a business consultant with a strong background in sales and marketing. Now, as Novaro’s MD, Chris uses his specialist knowledge in social commerce and live shopping, to help brands succeed on major social commerce platforms. Driven by a passion for knowledge-sharing and creative strategy, he helps brands build strong foundations that scale into high-performing revenue channels. He uses his sales and marketing background to help turn scrolls into sales.
Ross Green
Director
Ross founded Embryo in 2015 to fill a gap in multi-channel marketing in the Northwest - now an award-winning full-service agency. In 2025, Ross brought Novaro into the Embryo Group to strengthen the group’s ability to deliver full-funnel growth for clients. Passionate about innovation and client success, he combines Novaro’s social-first approach with Embryo’s digital expertise to deliver rounded, impactful campaigns.
Joe Robertson
Client Services Manager
As our Client Services Manager, Joe is the campaign specialist and the middleman between clients and delivery. He collaborates directly with clients to establish goals, ideate creative concepts and carry a campaign through from start to finish. Having worked with a wide range of clients across several industries, Joe’s extensive background in client servicing makes him Novaro’s go-to for keeping campaigns on track, conversations clear, and standards upheld.
Mariana Vaz
Studio Manager
Managing live streams and content production, Mariana brings 8 strong years of experience in production, editing, and videography to the Novaro team. Their hands-on experience with e-commerce live streaming for TikTok Shop and showcasing products creatively makes them both a technical and creative asset. At Novaro, their role entails overseeing studio operations, content schedules and broadcasts. Mariana translates our creative ideas into impactful footage, all while keeping production flowing smoothly.