You've built the business.
Now let's see what else is possible.
I work with founder-led retail and consumer businesses to see what can be difficult to see from the inside: what's missing, what's getting in the way, what deserves your money and attention now, and where the next opportunity for growth may already be sitting.
I bring 15 years of experience across brand, customer, product, ecommerce, retail, partnerships, PR, visibility and commercial growth.
Brand · Customer · Product · Ecommerce · Partnerships · PR & Visibility · Growth
- #3Inside Retail Top 50 People in E-Commerce 2026
- Hotel ClientsThe Beverly Hills Hotel, Four Seasons, Wynn & EDITION
- FounderShhh Silk · 2015–2026
In a tighter market, clarity is a growth strategy.
When trading gets harder, the instinct is often to do more.
- More products.
- More offers.
- More channels.
- More content.
- More discounting.
- More spend.
But more activity does not always create more growth.
Sometimes the business needs fewer priorities, a sharper proposition, a better customer experience, a stronger story, a new partnership, a more commercially useful idea, or simply the confidence to stop doing things that are no longer working.
When money, time and attention matter more, knowing what deserves them matters too.
That is where I am most useful.
I see the business as a whole.
One of my strengths has always been seeing what can be difficult to see from inside the business.
I can look across the brand, customer, product, ecommerce, positioning, partnerships, visibility and commercial model and quickly begin connecting the dots: what is missing, what has become unnecessarily complicated, where the story isn't landing, where money or attention is being diluted, and what else might be possible.
Sometimes that means identifying the thing that needs fixing.
Just as often, it means seeing an opportunity that hasn't been considered yet.
- A partnership.
- A stronger hero product.
- A different customer.
- A sharper story.
- A PR moment.
- A new way to package an existing offer.
- A category that deserves more attention.
- A piece of the business that should be stopped.
- An idea capable of disproportionate impact.
- Positioning & Story
- Customer & Experience
- Product & Range
- Ecommerce & Conversion
- Partnerships & PR
- Growth & Commercial Priorities
The goal isn't more ideas. It's knowing which ideas deserve to become decisions.
Growth doesn't always require more spend.
Sometimes it requires a better idea.
I've always been interested in what makes people care about a brand.
At Shhh Silk, growth didn't come from one channel. We built attention through product, relationships, celebrity gifting, earned media, partnerships, luxury hospitality, collaborations and moments people wanted to talk about.
The brand was worn and shared by globally recognised names including members of the Kardashian-Jenner family, Selena Gomez, Miley Cyrus, Serena Williams, Tom Brady and Gisele Bündchen, and went on to work with luxury hospitality names including The Beverly Hills Hotel, Four Seasons, Wynn and EDITION.
I studied PR at RMIT, but the more useful education came from applying that thinking inside a real business.
I don't operate as a PR agency.
What I do bring is the instinct to ask:
- What would make somebody care?
- What would make this worth talking about?
- Who should this brand be in the room with?
- What partnership could change perception?
- What story are we not telling?
- What could create more impact than another month of ordinary content?
This lens often becomes part of the Brand Reset and my ongoing advisory work.
The Brand Reset
One business. Fresh eyes. A clearer path forward.
The offer
The Brand Reset is a focused strategic intensive for established founders who need experienced eyes on the business, sharper decisions and a practical path forward.
This is not a rebrand. It is not a visual identity exercise. And it is not an 80-slide strategy deck.
We look at what is actually happening across the business and work out what deserves attention now, what may be getting in the way and what else could be possible.
Depending on the complexity of the business and what we need to unpack, The Brand Reset is available in two formats.
The Brand Reset
$4,500 AUD
Focused clarity around the issue, opportunity or decisions that matter most.
Best suited to founders who already have a sense of where the tension or opportunity sits and want an experienced external perspective to help them see it clearly and decide what happens next.
This may include:
- Positioning
- Customer
- Product or range
- Ecommerce
- Growth priorities
- Partnerships
- PR and visibility
- A major launch
- A strategic decision
- Simplifying competing priorities
This is not simply three or four hours in a room. The engagement includes preparation before we meet, review of relevant business information, the half-day strategic session and a concise Strategic Priorities Summary afterwards.
The Brand Reset
From $6,500 AUD
A deeper whole-of-business strategic review.
Best suited to founders whose challenge is broader, whose business has become more complex, or who want to step properly above the day-to-day and look at the business as a whole.
The full-day gives us room to work across areas such as:
- Brand and positioning
- Customer
- Product and range
- Ecommerce and conversion
- Pricing / offer architecture where relevant
- Partnerships
- PR and earned attention
- Founder story
- Customer experience
- Commercial priorities
- Growth opportunities
- What to stop
- What to protect
- What to build next
Most full-day Resets begin at $6,500 AUD. More complex businesses, larger leadership teams or engagements requiring significantly more preparation may be quoted above this.
You don't need to decide before we speak.
The half-day works best when the focus is relatively clear. The full-day is better when the business needs a broader review, there are multiple interconnected issues, or you want me to look across the whole business before deciding where the real opportunity sits.
Tell me what's happening and I'll recommend the format I believe will create the most value.
Before we meet, I'll review the information most relevant to the engagement.
This may include the brand, website, customer, products, ecommerce presence, commercial model, current priorities, marketing, partnerships and any material you believe I need to understand the business properly.
You'll also complete a short founder / leadership questionnaire so I understand where you believe the tensions, opportunities and unanswered questions sit.
The depth of pre-work reflects whether the engagement is a half-day or full-day Reset.
We work on the business, not simply in one narrow discipline.
The conversation follows where the value is.
The point is not to leave with more ideas. The point is to leave knowing what to do.
Following the session, I'll provide a concise Strategic Priorities Summary. Depending on the engagement, this may include:
- What I see
- Key issues or constraints
- Immediate opportunities
- Agreed priorities
- What to stop or deprioritise
- Quick wins
- Longer-term possibilities
- Decisions made
- Relevant PR, partnership or visibility opportunities
- Areas requiring further work
- Recommended next steps
You leave with clarity your team can actually execute, not another strategy deck sitting unopened in Dropbox.
When you're this close to the business, everything can look important.
Founder-led businesses rarely suffer from a shortage of ideas. More often there are too many competing for the same money, people and attention.
- The business is working, but growth has become harder.
- You've moved into survival or reactive mode and need to get back above the business.
- Your positioning no longer feels as sharp as the business itself.
- You're spending money across too many things without enough confidence about what is actually moving the needle.
- You have too many products, projects, channels or priorities.
- You know something is missing, but you're too close to see exactly what.
- The team is busy, but the business still feels stuck.
- You're entering a new stage and need experienced perspective before making the next expensive decision.
- You need someone who will see possibilities as well as problems.
- You want challenge, not validation.
I've sat on your side of the table.
I've spent 15 years experiencing business from the inside, and built and led my own consumer brand.
- Building brands and products.
- Managing teams.
- Carrying payroll.
- Navigating cash pressure.
- Working with investors.
- Dealing with suppliers.
- Launching into new markets.
And the day-to-day of managing ecommerce and wholesale, building partnerships, making decisions when there was no perfect answer.
I've lived the exciting years and the difficult ones.
I know what it feels like when the business needs growth, but time and money are finite.
That experience shapes how I advise. Strategy has to work with the business you actually have: the team, cash, customer, capability and constraints that exist today.
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.”
- “Discount harder.”
- “Create more content.”
- Whole-business perspective
- Founder pattern recognition
- Commercial pragmatism
- Customer instinct
- Brand and positioning
- PR and visibility thinking
- Partnership thinking
- Creative problem solving
- Growth opportunity identification
- 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 job is to help you see the business more clearly and make better decisions about what happens next.
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, possibility and uncertainty of building a business. That experience still shapes how I work with founders today.
Ongoing Founder & 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 remain close as decisions are made and the business moves through its next stage.
I work with a limited number of founder-led retail and consumer businesses on an ongoing basis.
I'm not there to become another operational team member.
I sit alongside the founder or leadership team as an experienced external perspective: helping identify opportunities, challenge thinking, pressure-test decisions and keep attention on the things most likely to move the business forward.
My role may include:
- Founder / CEO strategy sessions
- Leadership meetings
- Brand and positioning
- Customer strategy
- Product and range decisions
- Ecommerce and trading perspective
- PR, visibility and partnership opportunities
- Reviewing commercial priorities
- Challenging agency or internal plans
- Preparing for launches or significant changes
- Growth initiatives
- Being the person you call before making the expensive decision
You've already built something worth protecting.
Now let's get clear on what comes next.
Questions founders ask
Is The Brand Reset a rebrand?
No.
Despite the name, The Brand Reset is not a visual rebrand or design exercise.
Brand is one part of the conversation, but we look at the business as a whole: customer, product, ecommerce, positioning, commercial priorities, partnerships, visibility and growth.
You may leave deciding that part of the brand needs to change. You may equally leave deciding the brand itself is fine and the real issue sits somewhere else.
Do I need to know exactly what the problem is?
No.
Often founders know something isn't quite working, but they are too close to the business to identify exactly where the issue sits.
Part of my role is helping diagnose that.
Is the $4,500 Brand Reset a full day?
No.
The $4,500 Brand Reset is a half-day strategic intensive, but the engagement includes more than the session itself.
I review the business beforehand, prepare for the conversation and provide a Strategic Priorities Summary afterwards.
For businesses that require a deeper whole-of-business review, the full-day Brand Reset begins at $6,500 AUD.
How do I know whether I need a half-day or full-day?
The half-day is usually the right fit when you already have a reasonably clear sense of the issue, opportunity or decisions you want to work through.
The full-day is designed for businesses where several areas are interconnected, the business has become more complex, or you want me to step back and look across the whole business before deciding what matters most.
You don't need to choose before enquiring. Tell me what's happening and I'll recommend the format I believe is appropriate.
Why does the full-day say "from $6,500"?
Most full-day Brand Resets begin at $6,500 AUD.
Where the business is particularly complex, multiple leaders are involved or the engagement requires substantially more preparation and review, I may quote a higher fee before we proceed.
There will never be a surprise fee after the engagement has begun.
What happens before we meet?
You'll complete a short founder/leadership questionnaire and share the information I need to understand the business before the day.
Who is The Brand Reset best suited to?
Established founder-led consumer businesses with real customers, real trading history and enough complexity that an experienced outside perspective can create value.
This may include retail, ecommerce, beauty, fashion, wellness, home, lifestyle, premium consumer products and hospitality-adjacent businesses.
What if the business is currently under pressure?
That can be exactly when clarity matters most.
When resources are tighter, the cost of scattered priorities and expensive decisions increases.
The purpose of the Reset is not to create an enormous transformation plan. It is to identify what matters now, what can wait and where the strongest opportunities sit within the reality of the business.
What does ongoing advisory involve?
My role may include:
- Founder / CEO strategy sessions
- Leadership meetings
- Brand and positioning
- Customer strategy
- Product and range decisions
- Ecommerce and trading perspective
- PR, visibility and partnership opportunities
- Reviewing commercial priorities
- Challenging agency or internal plans
- Preparing for launches or significant changes
- Growth initiatives
- Being the person you call before making the expensive decision
Not sure where to start?
You don't need to diagnose the business before we speak.
Tell me where things are now, what's feeling difficult, what you're trying to change or what you believe might be possible.
If I think I can add value, we'll work out the right format.
And if I don't think I'm the right person, I'll tell you.