Launched with $20 in 2011, the business was initially spare parts online retailer. Starting with selling remote controls on eBay from my parents garage. Over the following years we evolved to specialise in developing accessible technology products and brands. We provide solutions to improve quality of life for those with mobility or vision impairment as well as seniors. Such as our innovative and market leading big button mobile phone, XL reminder clock, hot water dispenser and portable electric heat packs. Which are distributed direct to consumer through our online stores in AU, NZ, UK and US, as well as our retail partners including Vision Australia and Australia Post.We are a team of 11, generating millions in annual revenue and with growth in FY23 of 88.4%.

Helping leaders of DTC ecommerce businesses scale profitability while optimising their operations. Leveraging my 13 years of ecommerce experience from building and growing my brands to managing one of the biggest online retailers in Australia. I’ve worked with brands including NORMAL, Zea, Future Golf, The Oodie & Creative Converters. My bespoke services include auditing, coaching, training, financial modeling, recruitment, workshop facilitation and more. Example work:▶ The Oodie, one of Australia's biggest online retailers:- Building a 40 person marketing team including designing the new organisational structure, conducting recruitment, establishing onboarding process and managing the team- Optimising $61m p.a. digital ad spend▶ Creative Converters, one of Australia's biggest TikTok agencies:- Implementing talent mapping, performance reviews and pay reviews for 23 staff- Improving recruitment processes- Facilitating workshops- Sounding board for new business ventures- Lead gen strategy- Client experience audit and workshops- Auditing client TikTok ad accounts and providing recommendations to improve ROAS▶ NORMAL, fast growing sexual wellness DTC brand: - Advising on move to new 3PL warehouse, including creating a financial model to evaluate new warehouse options and negotiating pricing- Recruiting in house customer service team- Auditing marketing channels to identify opportunities to improve profitability - Advising on BFCM campaign that led to most profitable Q4- Providing feedback on new website design to optimise conversion rate

Davie Group is one of Australia’s largest and fastest growing online retailers. Its’ brands which include The Oodie, Calming Blankets and Pupnaps turnover $200m p.a. and sell a product every ten seconds.I was initially working as a consultant before being hired to manage The Oodie brand. I was then promoted to Group Head of Marketing. In this role I reported to the Group CEO and was responsible growing revenue, optimising ad spend and building a 40 person marketing team. Our channels included TV, Radio, SMS, PR, Email, Snapchat, Pinterest, TikTok, Twitch, YouTube, Instagram, Facebook, Google, Bing, Influencers, Native and Affiliate. I managed a team of marketing managers, country managers and consultants. I was also responsible for the marketing OKRs, corporate partnerships, licensing with Disney and Warner Bros, conversion rate optimisation, referral, retention, community, campaigns and new product launches.