You've built the business.
Sometimes you need experienced eyes on what comes next.
I spent 15 years inside retail building brands, products, teams, partnerships, ecommerce and customer experiences.
Today, I work with a small number of consumer founders and leadership teams who want senior strategic perspective on their business, without necessarily adding another full-time executive.
Brand strategy. Customer. Ecommerce. Product. Partnerships. Growth.
- #3Inside Retail Top 50 People in E-Commerce 2026
- HotelsThe Beverly Hills Hotel, Four Seasons, Wynn and Edition
- FounderShhh Silk
The hard part is knowing what deserves your attention.
Founder-led businesses rarely suffer from a shortage of ideas.
More often, there are too many.
- Too many priorities.
- Too many channels.
- Too many opinions.
- Too many things the team could be doing.
And not enough clarity about what will actually move the business forward.
I bring an experienced outside perspective to help founders step above the day-to-day, look honestly at what's happening across the business and make clearer decisions about what deserves their attention next.
You might recognise yourself in one of these:
- Growing but feeling increasingly fragmented.
- Plateauing after a strong period of growth.
- Questioning your positioning.
- Unsure where your next customer will come from.
- Carrying too many products, projects or priorities.
- Preparing for a significant new stage.
- Feeling like the business has become more complicated than it needs to be.
- Needing someone experienced enough to challenge the assumptions everyone inside has stopped questioning.
The Brand Reset
One business. One day. Fresh eyes.
The offer
The Brand Reset is a focused strategy intensive for founders who know something needs attention but don't necessarily need a six-month consulting project to figure out what.
I'll review key information about the business, including your brand, customer, product, digital presence, commercial model and current priorities.
We spend a full day working across the business. Not everything needs fixing. The point is to identify what matters most.
You leave with clarity rather than another 80-slide presentation sitting unopened in Dropbox.
I'll provide a concise Strategic Priorities Summary: key observations, immediate priorities, longer-term opportunities, decisions made, areas requiring further work and recommended next steps.
Every Reset looks at the business as a whole:
I've sat on your side of the table.
I've spent 20+ years experiencing the business from the inside.
- The exciting launches.
- The products that worked.
- The products that didn't.
- The growth years.
- The difficult years.
- Managing cash.
- Investors.
And the day-to-day of managing teams, marketing, ecommerce, wholesale, partnerships, international opportunities, customer expectations, suppliers, retail complexity.
And the hundreds of decisions a founder makes that nobody outside the business ever sees.
That experience shapes how I advise. I understand that strategy has to work in the real world.
I've been accountable for the decision, not just the recommendation.
Sometimes the most valuable strategic decision is knowing what not to do. The answer isn't always:
- “Spend more.”
- “Hire another person.”
- “Launch another product.”
- “Add another channel.”
- Founder pattern recognition
- Commercial pragmatism
- Customer instinct
- Brand thinking
- Retail experience
- An outside perspective without an internal agenda
A willingness to tell you what I actually think.
I don't run your Meta ads. I don't become your ecommerce manager. I don't create a 12-month content calendar.
My role is to help you make better decisions about the business.
Shhh Silk was worn and shared by some of the world's most recognisable names, including members of the Kardashian-Jenner family, Selena Gomez, Miley Cyrus, Serena Williams, Tom Brady and Gisele Bündchen. It was built through relationships and an in-house gifting program, informed by PR training at RMIT.
Self-Made Build a Big Life from a Small Business
A practical guide for founders building a business, a life and a legacy on their own terms.
The book came from years spent inside the decisions, pressure and uncertainty of building a business. That experience still shapes how I work with founders today.
Fractional Brand Advisory
Senior strategic thinking without another full-time hire.
For some businesses, one day is enough.
For others, the value is having an experienced external adviser stay close as decisions are made.
I work with a limited number of founder-led retail and consumer brands on an ongoing basis.
I'm not there to become another operational team member.
My role is to bring perspective, pattern recognition, commercial experience and clear thinking when decisions need to be made.
Questions founders ask
What happens before we meet?
You'll complete a short founder/leadership questionnaire so I understand where you believe the opportunities and tensions sit.
What does a fractional engagement involve?
My role might include:
- Regular founder/CEO strategy sessions
- Leadership meetings
- Brand and customer strategy
- Reviewing commercial priorities
- Challenging agencies or internal plans
- Product and range discussions
- Ecommerce and trading perspective
- Partnership opportunities
- Growth initiatives
- Preparing for major launches or changes
- Being the person you call before making the expensive decision
Who do you work best with?
- Founder-led consumer businesses
- Retail and ecommerce brands
- Beauty
- Fashion
- Wellness
- Home and lifestyle
- Premium consumer products
- Hospitality-adjacent brands
- Established businesses navigating their next stage
- Founders who want challenge, not validation
- Leadership teams who are prepared to look honestly at what's working and what's not
I am generally most useful once there is already a real business, real customers and real complexity to work with.
Not sure where to start?
You don't need to decide before we speak.
Tell me a little about the business, where you are now and what you're trying to solve.
If I believe I can add value, we'll work out the right format from there.
And if I don't think I'm the right person, I'll tell you.