About
I structure pricing, delivery, and operations into one system — so brands convert and scale cleanly across markets.
I operate as a fractional layer across pricing, delivery, and operations — ensuring the system holds as the business scales.
Most issues in DTC eCommerce aren't tactical — they're structural. Pricing, delivery, and operations are handled as separate decisions — that isolation compounds as brands scale.
I think in systems. Every engagement centres on one question: is the structure aligned — and will it hold internationally?
I tie everything back to conversion and margin. Not in isolation — as a system. Domestic structure becomes the foundation for international performance. If it isn't aligned early, it compounds.
I don't operate at the tactic level. I structure the system so the tactics have something to hold onto.
Best suited to brands thinking beyond short-term optimisation.