At the heart of The UpTik is the partnership between co-founders Graeme and Rafay, two entrepreneurs with complementary skill sets and a shared mission to help brands build scalable, anti-fragile businesses.

Graeme has built, scaled and exited multiple e-commerce brands, generating 8 figures in revenue along the way. He brings a deep understanding of branding, business strategy, and audience psychology. With years of experience in both e-commerce and TikTok strategy, he focuses on helping brands craft compelling stories that convert. His expertise lies in understanding how to capture attention and turn it in to meaningful, measurable growth. He's spoken on multiple stages around the world & is the co-author of Scroll to Sold.

Rafay is a TikTok and social-commerce operator who has spent nearly a decade building, scaling & exiting his own brands as well as designing growth systems for major Amazon brand portfolios. He's the go-to for brands that want TikTok Shop to move revenue, and has spoken on countless e-commerce stages from LA to NY, Dubai, Singapore and Australia. Co-author of Billion Dollar Scroll and Scroll to Sold, he's the architect behind many of The UpTik's frameworks, processes, infrastructure, and growth mechanisms that enable brands to execute efficiently, optimise performance, and scale with confidence.

Together, Graeme and Rafay combine strategy, execution, and innovation to help brands navigate the evolving world of social commerce and unlock new growth opportunities through TikTok Shop.