Jamie Sefton

Founder of Endor Digital & PawLoop · Technical Co-Founder of SCC Pro · Engineering Leader

I founded PawLoop to make running a dog walking business simpler, bringing schedules, client details and invoicing into one place. I draw on 15+ years of building products and engineering teams to turn complex problems into practical software.

Now: Founder, Endor Digital & PawLoopTechnical Co-Founder, SCC Pro
Previously: Head of EngineeringEnigmatic Smile, 2024 – 2026
Experience: 15+ yearsTeams that shipped products used by millions
Based: Glasgow, ScotlandOriginally from Liverpool

View experience

About

Liverpool → Glasgow

I work from the needs of the people using the software, then make the technical and product decisions needed to build something simple and dependable.

I’m the founder of Endor Digital, a venture studio that builds and operates a portfolio of software businesses — and of PawLoop, its UK-built software for independent dog walkers. It brings recurring bookings, client and dog records, billing and payment tracking together, so walkers can spend less time on admin and more time with the dogs. I’m from Liverpool and now based in Glasgow, Scotland.

Founding PawLoop brings together my interest in useful products and my experience in engineering leadership.

Across 15+ years, I’ve built and led engineering teams that shipped products used by millions of people. I’ve helped organisations scale from startup to enterprise, navigate exits and technology transformations, and develop teams that can keep improving what they deliver.

From the first booking to a paid invoice.

PawLoop is one place for UK dog walkers to run the business, designed around their day-to-day needs, with mobile access and client-facing tools that reduce routine admin.

Recurring and one-off walks
Client and dog details, care notes
Billing, payment tracking and expenses

Explore PawLoop

Experience

git log --graph --since=2012

PawLoop

August 2026 – Present

Founder

Founded PawLoop, an Endor Digital venture and UK-built software platform that helps independent dog walkers run their businesses from the first booking through to a paid invoice.
Built one place for recurring and one-off walks, client and dog details, care notes, billing, payment tracking, and expenses.
Designed the product around the day-to-day needs of UK dog walkers, with mobile access and client-facing tools that reduce routine admin.

Enigmatic Smile

January 2024 – August 2026

Head of Engineering

Scaled the engineering organisation from start-up to scale-up, introducing leadership roles, delivery processes, and a long-term engineering roadmap.
Built and managed cross-functional teams across Mobile, Frontend, Backend, QA, and DevOps, expanding the team with 11 new hires in 6 months.
Implemented professional development frameworks to support career growth and retention, fostering a high-performance, learning-driven culture.
Directed strategic and technical planning for next-generation infrastructure and services, with a focus on scalability, automation, and quality.
Increased delivery efficiency by introducing agile processes and cross-functional collaboration, reducing cycle times and improving release predictability.
Established a culture of engineering excellence, introducing standards for code quality, CI/CD automation, and robust QA practices.
Partnered with business stakeholders to align engineering priorities with company strategy, enabling faster time-to-market for new products and features.

SCC Pro

June 2022 – Present

Technical Co-Founder

Technical co-founder of SCC Pro, a software company providing modern solutions for venues, events and businesses across the UK.
Provide technical leadership across the product portfolio, setting architecture, engineering standards and technical direction.
Guide technical strategy and roadmap decisions alongside the business, aligning technology with commercial priorities.
Designed and implemented a comprehensive business suite covering employee management, time tracking, and payroll processing, enabling operational efficiency for SMEs.
Developed bespoke online booking systems for both internal operations and customer-facing platforms, tailored to specific business needs.
Built hardware integration tools connecting EPOS systems with custom game-scoring sensors, bridging software and physical devices for seamless data flow.
Created a digital signage management platform, including scheduling, asset control, and a companion Android application to power screen displays.
Engineered a status monitoring and alerting tool providing real-time uptime checks, performance metrics, and proactive notifications.
Delivered custom integrations for Unify WiFi, including captive portal flows and administration dashboards, enhancing user experience and network control.
Engaged with clients end-to-end, from requirements gathering to deployment, ensuring solutions were scalable, reliable, and aligned with business objectives.

Endor Digital

2021 – Present

Founder

Founded Endor Digital, a venture studio and technology company that builds and operates a portfolio of digital products and software businesses.
Lead product strategy, engineering, automation and design across the portfolio — taking each venture from a real-world problem to a launched, growing product.
Built shared technology and infrastructure that every venture runs on, so new products launch faster and stronger together.
Ventures span pet care, planning intelligence, server tooling, recruitment, fitness, HR, expenses, AI racing analysis and infrastructure monitoring — including PawLoop, StackPanel, ProjectScout, PostLoop, JobHuntHQ, Canova Pets, Gymtra, YourCrowdHR, Expensra, RaceVision and Status Monitor.
Work with businesses to design, build and scale digital products: product discovery, technical architecture, SaaS, Laravel and React development, mobile apps, AI integrations and automation systems.

RLDatix

January 2021 – December 2023 · 3 years

Engineering ManagerJan 2023 – Dec 2023 · 1 yr 11 mos

Managed multiple engineering squads through direct leadership of Lead Developers, ensuring high-quality delivery across global product lines.
Accountable for overall product delivery across multiple regions, balancing local requirements with global strategy.
Partnered cross-functionally with Product Management, QA, and Customer Success to align priorities and drive impactful outcomes.
Introduced and scaled delivery processes, from sprint execution to quarterly planning, improving predictability and alignment.
Coached and developed engineering leads, fostering growth and supporting a culture of accountability and ownership.

Lead DeveloperAug 2021 – Feb 2022 · 7 mos

Line-managed a squad of 3–5 developers, providing technical direction, mentorship, and career guidance.
Ensured squad delivery met quality and performance standards, balancing speed with long-term maintainability.
Designed and solutioned new product features for R&D, enabling innovation and technical scalability.

Senior DeveloperJan 2021 – Aug 2021 · 8 mos

Contributed to feature development and regression resolution within a cross-functional squad.
Collaborated closely with QA and Product Owners to refine requirements and deliver customer-focused solutions.
Championed engineering best practices to maintain code quality, reliability, and performance.

Parallax

October 2015 – January 2021 · 5 yrs 4 mos

Head of Backend DevelopmentOct 2016 – Jan 2021 · 4 yrs 4 mos

Led the backend engineering team, combining line management with hands-on development across a wide range of client projects.
Scaled the team from 2 developers to 10+, taking ownership of recruitment, onboarding, appraisals, and project planning.
Delivered large-scale IoT and Smart City platforms, enabling city-wide control and connectivity solutions.
Oversaw technical delivery across multiple projects, ensuring quality, scalability, and alignment with client objectives.
Introduced team processes and best practices to improve collaboration, delivery predictability, and code quality.

Senior DeveloperOct 2015 – Oct 2016 · 1 yr 1 mo

Focused on backend development for client websites and bespoke systems, collaborating closely with frontend engineers and designers.
Built new features and maintained existing client platforms, ensuring functionality, reliability, and long-term maintainability.
Contributed to technical solutioning and architecture discussions, laying the foundation for future backend growth.

LITTLE Agency

May 2014 – October 2015 · 1 yr 6 mos

Web Developer

First engineering hire, responsible for establishing the foundations of the agency’s web development offering and scaling capability for future growth.
Designed and implemented processes, tooling, and frameworks to support efficient and repeatable bespoke website builds.
Delivered e-commerce platforms and bespoke web solutions tailored to client needs, balancing functionality, usability, and performance.
Played a key role in enabling the expansion of the development team by setting technical standards and onboarding practices.

Rejuvenate Productions

March 2012 – August 2013 · 1 yr 6 mos

Web Developer

Completed a placement year as part of university studies, continuing part-time thereafter due to strong performance and client impact.
Delivered end-to-end development of bespoke websites, contributing across both frontend and backend.
Built custom e-commerce solutions tailored to client requirements, improving usability and business efficiency.
Gained early professional experience in client delivery, working within real-world project constraints and collaborating with designers and stakeholders.

Skills

50 entries

Core competencies07

Engineering Leadership
Agile Delivery
SCRUM
Scaling Teams
Product & Roadmap Strategy
Security & Compliance PCI DSS, SOC2, ISO27001
Mentorship & Career Development

Technical toolbox20

PHP Laravel, Symfony, Phalcon
Node.js
Python
HTML
CSS Sass & Less
JavaScript
React
Vue.js
React Native
Microservices
REST APIs
MySQL
MSSQL
MongoDB
Terraform
Helm
Kubernetes
CI/CD Pipelines
Observability
AWS

Integration toolbox16

Stripe
DOJO
WorldPay
Rightmove
Zoopla
WhatsApp
OpenAI
NewRelic
Bugsnag
DataDog
Freeagent
SalesForce
Twilio
Algolia
HubSpot
Ooyala

AI & emerging technologies07

Generative AI Strategy
LLM Adoption
ChatGPT, GitHub Copilot, Claude
AI-Assisted Development Workflows
Secure AI Usage & Governance
Prompt Engineering
AI Enablement & Training

Education

2008 → 2014

2010 – 2014

BSc Computing 1st Class Hons

Leeds Beckett University

2008 – 2010

A Levels

Halewood Academy

Let’s build something useful.

info@jamie-sefton.co.uk

GitHubjsefton LinkedInjamie-sefton X / Twitter@jamiesefton