About | Simon Mills

The Short Version

I grew up in Ottawa, started my first online business at 13, and have been building things on the internet ever since. I've spent my career at venture-backed B2C startups working on and leading growth teams, driving over $30M+ in revenue along the way.

Today I run George St Growth, where I work as a Fractional Head of Growth for B2C Seed to Series A companies. I'm also building The Good Jelly Co, a better-for-you collagen candy brand.

How It Started

I always say I grew up on the internet. When I was 10, I was going to computer camp and listening to tech podcasts about what was happening in Silicon Valley. By 13, I knew I wanted to start a company.

So I built a fan site about the TV show House MD. I taught myself SEO, got it ranking #1 in Google, and monetized it through ads and affiliate marketing. Over five years, that little side project made about $25k. I also flipped phone cases on eBay. A lifelong love of building things online was born.

The Professional Stuff

I spent years at high-growth startups cutting my teeth on Facebook ads (pre-stories!), testing every channel under the sun, and learning what actually moves the needle. Out-of-Home advertising really stuck with me. So did the importance of just shipping things—done is better than perfect.

In early 2022, I spent a year and a half as a digital nomad in Latin America. Meeting people who had broken convention and were building lives on their own terms gave me the push I needed. I came back, quit my job, and started George St Growth in July 2022.

What I'm Building Now

George St Growth — I work with B2C startups as a Fractional Head of Growth, helping founders figure out what channels work and how to scale them.

The Good Jelly Co — My newest venture. We're making collagen candy that's actually good for you. Because who says treats can't be functional?

But who am I?

Outside of work, you'll find me in the pool or on my bike. I've been playing water polo for over 20 years—I played for Team Ontario at 16 and now play with the Toronto Triggerfish. In the summer, I'm usually out on 100km+ bike rides.

I'm endlessly curious, a bit of an extrovert, and believe that relationships are the foundation of a good life. I value kindness, high agency, and living authentically.

I'm based in Toronto 🇨🇦 but escape to Latin America for a few months each winter. I speak English, French, and enough Spanish to get by.