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About Rofinery

Everything in Rofinery is shaped by real experience, from managing projects to protecting margins, with external input to keep it sharp and relevant.

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An independent platform, built around real agency needs

Most agency tools are either too generic, too complex, or too expensive for smaller teams. We built Rofinery to solve that, bringing together the tools agencies actually need into one practical, connected system. Rofinery is independently run, without outside investors shaping the roadmap. Every decision is driven by real agency needs, not growth targets or external pressure. This gives us the freedom to focus on what actually matters, building a platform that solves real problems, evolves based on user feedback, and supports long-term, sustainable growth for the agencies using it.

Meet our senior team

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Anna Appleton-Claydon

Anna is CEO of Rofinery and also Managing Director of We Create Digital and brings over 15 years of agency experience to Rofinery. Having worked across a wide range of platforms, systems, and processes, she aunderstands how they perform in reality, not just in theory. Her experience shapes Rofinery to ensure it supports how agencies actually operate day to day.

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Alfie Wenegieme FCCA

Alfie is COO of Rofinery and founder of Profit Sprout Consultancy, where he advises agencies on improving profitability, streamlining operations, and driving sustainable growth. With a strong focus on commercial finance, he brings a clear, practical approach to helping agencies understand their numbers and make better decisions. His insight ensures Rofinery is grounded in financial clarity, not just workflow.

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Dean Appleton-Claydon

Dean is CTO of Rofinery and founder of We Create Digital, where he has spent years designing and building websites, platforms, and internal systems. He created the original system that evolved into Rofinery after finding existing tools were either too complex or too expensive for smaller teams. His focus is on building practical, efficient solutions that support how agencies actually work.

As heard on

Alongside our own podcast, the team has been guests on other podcasts for agency founders, leaders and managers - sharing the story behind Rofinery and how we've designed it to help agencies of all sizes work smarter and operate or grow with confidence.

Lucy Mann and Small Spark Theory

Ask most agency owners how profitable their last project was, and you'll get one of two answers: a rough guess, or a long pause. In this episode, I sit down with Lucy to talk about exactly that problem - the messy reality of project profitability data in agencies. It's rarely readily available, and when it is, it's usually buried in a spreadsheet nobody's updated in months, with a formula one wrong click away from breaking. We also get into why existing agency management platforms fall short - finding one that works for your agency, at your size, with all the functionality you need in one place is almost impossible.
Listen to Small Spark Theory's episode
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Jenny Plant and Creative Agency Account Manager

This conversation will resonate if you're an agency owner struggling with spreadsheets, disconnected systems, and a lack of visibility over pricing, profitability, or resourcing. Anna built Rofinery to solve her own operational problems - and in doing so, created a platform that's helping other agencies tackle the same challenges. With over 15 years of agency experience and Alfie Wenegieme bringing 18 years of chartered accountancy and agency profitability consulting to the table, Anna and Alfie get into the conversations most agency owners avoid such as why so many are still running on gut feel, why time tracking still matters, and where profit quietly leaks out of the business.
Listen to the Creative Agency Account Manager episode
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