About Uproer
What is Uproer?
Uproer is a Saint Paul, Minnesota-based search marketing agency founded in May 2017 by Griffin Roer. The founding hypothesis was that there's a middle market of clients who can greatly benefit from "big agency" search-marketing expertise without the big-agency rates. The hypothesis has held — Uproer has grown from a one-person moonlighting gig to a team of more than a dozen search marketers serving clients across the United States, Australia, and Japan.
Services span SEO, Paid Search, GEO/AEO (generative engine and answer-engine optimization), and ChatGPT Ads. The agency is laser-focused on SaaS and ecommerce companies — including enterprise ecommerce — and works with select industries including firearms & ammo. The team's approach is anchored by four principles: partner relationships (not vendor relationships), outcome-driven strategy (search metrics matter but they don't move the bottom line), doing the right thing (honest communication, two-way accountability), and being advisors rather than just experts.
Where will I work?
Uproer is headquartered in the Court International building in Saint Paul, Minnesota — 2550 University Ave W, Suite 460S, Saint Paul, MN 55114. The agency operates a flexible "work-from-wherever" policy. Most client work is run via Zoom across North America and globally — the team's calls connect them to New York, San Francisco, Austin, Australia, and Japan.
What is the Uproer team like?
Uproer's leadership team includes Griffin Roer (Founder & CEO), Dave Sewich (Director of Operations), and Tatiana Hasbargen (Manager, Paid Search). The agency's stated culture welcomes entrepreneurial enthusiasm — staff are encouraged to flex their entrepreneurial side, pursue intrinsic motivations, and get involved in hiring, sales, or culture decisions. "We believe great ideas can come from anywhere, and be advanced by anyone." The team explicitly rejects hustle culture and pushes back when client requests are too shortsighted or will deviate from long-term value.
Work-Life Balance
Uproer ran a six-week 4-day work-week trial in fall 2022 — 32 hours across Monday-to-Thursday. The team reported improved productivity, better workload management, and a 75% drop in Friday Slack activity (with Monday-Thursday Slack volume only dropping 1%, meaning total internal comms decreased net). Six surveyed clients reported zero disruption. The result: Uproer permanently adopted "Offline Fridays" — no expectation to be online, though 75% of staff voluntarily do some Friday work for deep focus or catch-up.
Perks and Benefits
- 4-day work week with "Offline Fridays" policy (no obligation to be online on Fridays)
- Outcome of a deliberate 6-week trial — improved productivity + zero client disruption
- Saint Paul, MN office in the Court International building
- Flexible work-from-wherever policy
- Get involved in hiring, sales, or culture decisions — entrepreneurial agency culture
- Two key time-management habits taught internally: workload planning + Google Calendar time-blocking
- Rejects "hustle culture" — focus is on long-term value over urgency