16 Years In.
Now Available to Your Business.
I am a Sydney-based ecommerce consultant. I built and exited Beer Cartel, Australia's #1 craft beer store. P&L ownership, platform strategy, paid media, email, CRO, team leadership. Available as a fractional Head of Ecommerce or for project-based consulting.
You're growing, but something's stuck
You don't need a full-time hire. You need someone who's been there, can see the problem clearly, and can actually fix it.
$1M to $30M Revenue
Past the scrappy startup phase and ready to scale seriously, but the problems are getting more complex.
Major Project Ahead
Platform migration, market expansion, or a growth initiative where the stakes are too high to wing it.
Team Needs Direction
Your marketing and ecommerce team is capable but lacks the senior strategy layer to connect execution to commercial outcomes.
Growth Has Plateaued
Conversion rate stagnant. CAC rising. Email underperforming. You know something's off but need an outside eye to find it.
Areas I work across
16 years of hands-on commercial leadership. Not theory. Actual work done at scale.
Strategy & Leadership
- Full-day strategy sessions
- Growth roadmap development
- Team coaching and direction
- Board-level reporting and stakeholder management
Marketing & Conversion
- Conversion rate optimisation
- Email lifecycle marketing
- Paid media (Meta & Google)
- Being found in Google and AI answers
- Customer acquisition and retention
Platform & Technology
- Shopify & BigCommerce migrations
- Marketing tech stack review
- Automation and integration strategy
- Vendor evaluation and selection
Data & Reporting
- GA4 and tracking health checks
- Trading dashboards and weekly reporting
- Product and customer data clean-up
- Getting your data ready to use with AI
- Reporting that explains why sales moved
AI Strategy & Adoption
- Picking the two or three AI uses worth building
- AI search readiness: ChatGPT, Perplexity, Google's AI answers
- Customer service and email workflows with AI
- Team training and adoption
- Measuring what AI saves or earns
Ongoing Support
- Monthly fractional retainer
- Slack/email between sessions
- Team access and coaching
- Priority scheduling
What I bring to the table
Across 16 years, I've worked every discipline that matters in ecommerce, not as a specialist, but as the person responsible for all of it.
Growth & Marketing
- Ecommerce roadmap development
- Meta Ads (Facebook/Instagram)
- Email marketing: retention & growth
- Conversion rate optimisation (CRO)
- Customer acquisition strategy
- Customer retention & loyalty programs
- Marketing automation platforms
- Content marketing & authority building
- Social media marketing
- Product launch strategy
- Seasonal campaign planning
- Partnership & influencer marketing
Technology & Platforms
- Shopify, BigCommerce
- Platform migrations & replatforming
- Email platforms (dotdigital, Klaviyo, Attentive, Mailchimp)
- Workflow automation
- Analytics & reporting (GA4)
- Customer support systems (Gorgias, Reamaze)
- Shipping/fulfilment integrations
- Payment gateway optimisation
Website & Merchandising
- Website/CRO optimisation
- Subscriptions & recurring orders
- Merchandising & product display strategy
- UX optimisation
- Mobile optimisation
- Checkout flow optimisation
- Product page optimisation
- Category page strategy
- Site search optimisation
- A/B testing & experimentation
How we work together
No fluff. A straight path from "I need help" to "this is working."
Coffee or Call
30 minutes. You tell me what's broken. I tell you honestly if I can help, and how.
Scoped Proposal
Custom scope, timeline, and investment. Clear from the start, with no surprises mid-engagement.
Deep Dive
Full-day intensive, audit, or kick-off session. We build the strategy and prioritise what matters most.
Execute & Improve
Hands-on guidance as your team implements. Ongoing support to keep momentum and adjust as results come in.
Options that fit how you operate
Whether you need a focused day or an ongoing strategic partner, here's what's available.
Monthly Consulting
- Everything in a scoped ad hoc engagement, plus:
- Fractional Head of Ecommerce support
- Ongoing strategic guidance
- Slack/email between sessions
- Monthly strategy reviews
- Team access and coaching
- Priority scheduling
Custom Project
- Platform migration programs
- Full marketing transformation
- Multi-month growth acceleration
- Team training series
- Fractional Head of Ecommerce (extended)
- Whatever the situation actually requires
Start with a fixed scope
If you want to know what you are buying before you commit, start here. All prices in AUD.
AI Search Readiness Audit
$1,200
Fixed price
- Written report
- 45-minute walkthrough
- Prioritised list of fixes
Ecommerce and AI Growth Audit
$1,500
Fixed price, one store
- Written report
- 60-minute walkthrough
- Growth and AI opportunities ranked
AI Strategy Sprint
$4,500
Fixed price, two weeks
- AI roadmap for your business
- Two or three prioritised use cases
- A 90-day plan
Prefer to work by the day? Ad hoc work is from $500 for a fixed scope, or $2,000 a day. Monthly consulting is below.
An operator, not a theorist
I spent 16 years actually running an ecommerce business, not advising on one. That changes how I see problems and how I fix them.
Proven Track Record
Built Beer Cartel to #1 in Australia. Top 50 People in Australian Ecommerce three times (Inside Retail, 2019, 2021 and 2022). Multiple industry awards across 16 years.
Real Commercial Results
$1M revenue in 4 days (Beer Advent Calendar, our peak year). 5:1 ROAS on a $650K annual paid media budget. Email at 30% of total revenue. An Australian retailer increased their category conversion rate by 20% through improved merchandising. Not hypothetical.
Full-Stack Operator
P&L, platforms, paid media, email, CRO, team leadership, board reporting. I've owned all of it, not just advised on parts of it.
Australian Market Focus
Retail, DTC, and specialty ecommerce in the Australian market. The consumer behaviour, platform landscape, and logistics context is different here.
What people usually ask
What actually happens in a full strategy day?
8 hours of focused work. Could be a strategy intensive where we build your roadmap. Could be workshops with your team. Could be a deep-dive audit with written output. Whatever gets you the most commercial value. That's what we do.
How does the monthly retainer work?
You get me for 2 days per month, plus support via Slack and email in between. Extra days are available at the $2,000 day rate. We schedule days in advance based on what you're working on. 1-month minimum, but most engagements run longer once there's momentum.
What size businesses do you work with?
$1M to $30M annual revenue is the sweet spot. You're past the startup phase but not yet enterprise scale, which is where fractional senior experience tends to have the biggest commercial impact.
Will you help implement, or just tell us what to do?
Both. I'll work directly with your team, review campaigns, fix strategies, and coach people. For specialised technical work, I'll connect you with trusted partners. The aim is always to make your team better, not to create dependency.
Do you only work with alcohol or food brands?
No. Beer Cartel was where I developed the skills, but good ecommerce is good ecommerce. I work across fashion, homeware, sports, food & beverage, beauty, and consumer goods. If you sell online and want to grow, the fundamentals apply.
Can you work with our existing marketing team?
That's usually the whole point. I bring the senior strategy layer that gives direction to capable execution teams. I'm not here to replace anyone. I'm here to make the team more effective and connected to commercial outcomes.
Do you help with AI, or only traditional ecommerce?
Both. Most of my work now sits where the two meet: fixing the basics of a store, and working out which uses of AI are worth building on top. See AI strategy and AI search readiness.
Do you take on full or part time engagements?
Yes, where the fit is right. Most of my work is fixed-price projects and monthly retainers, but I am open to a full or part time engagement with the right business.
Ready to talk?
30 minutes. No pitch. Honest conversation about whether I can help and how. If it's not a fit, I'll tell you. Prefer to talk now? Call 0405 251 864.