From chasing a dream of becoming a professional cyclist in Europe to the forefront of ecommerce and innovation, my career has been anything but conventional. Starting as a graphic designer in 1995, I quickly developed a passion for technology and technical problem-solving that led me through a fascinating and exciting journey across continents continually learning and growing alongside the fast paced world of internet technology.In 1999, I ventured into the heart of the digital revolution in London, founding my own consultancy. This experience refined my skills in interface design, information architecture, and user experience, setting the stage for my role as a technical leader in ecommerce.Returning to Australia in 2009, I co-founded The Cut, specialising in Shopify and Shopify Plus. With over 25 years of experience, my journey from a graphic designer to an ecommerce specialist underscores a deep commitment to innovation, excellence, and sharing knowledge.At The Cut, we pride ourselves on being the only Shopify Plus partner and ecommerce specific agency in Western Australia, focusing on solving complex problems and driving growth for our clients. My role involves working closely with our team and clients to develop solution frameworks that meet their objectives, always with an eye on the ever-evolving digital landscape.My core strengths lie in blending brand identity with user interface design, underpinned by a natural aptitude for technical problem-solving. I excel at translating complex technical challenges into relatable language for our clients, fostering relationships built on trust and mutual understanding.I am always eager to share my knowledge and experiences, believing that our industry grows stronger with collaboration. Looking ahead, I am excited about the future of ecommerce and the opportunities to further innovate and contribute to the growth of businesses worldwide.