Hi, I'm Sarah.
I buildecommerce systems
that help brandsscale
without breaking.
Founder of Boardsox. Ecommerce coach and operator since 2017. Twenty-five years across brand, retail and online growth. I help women-led ecommerce brands build the Meta ads, AI systems and operating discipline they need to scale without relying on agency guesswork.
Eleven years coaching. 986 brands.
$1.24 billion in managed media.
I've been in the e-commerce
business for 35+ years.
Three ways. One outcome.
Your life before and after working together.
Running hard. Still going nowhere.
- —Doing $30k–$200k a month but still wearing every hat.
- —Juggling ads, inventory, hiring, and the warehouse calls.
- —Wasting time and money on tactics that don't drive scalable growth.
- —Hiring agencies who never quite move the needle.
- —Pretty on the outside. Quietly burning out on the inside.
Confident and in control.
- ✦Confidently hitting next-level revenue goals — with strategy, not hope.
- ✦A senior peer in your corner who reads your P&L like it's her own.
- ✦Weekly working rhythm replacing the firefighting cycle.
- ✦Scalable systems that grow when you do — not when you push harder.
- ✦Leading with clarity. Building a business that reconciles to cash.
Inside our work.
Four pillars, run as a sustained working rhythm — not a course you'll never finish.
Profit-First Strategy
Revenue is vanity — profit is the equation. Every channel and decision filtered through its impact on your bottom line.
Growth Engine
Paid media, conversion, and lifecycle email built as one compounding system.
AI Systems
The hires, systems, and automations that let you scale without becoming the bottleneck.
Founder Coaching
Weekly hot-seats, planning sessions, and direct strategic input from a peer who's actually built this.
Is this for you?
I'm not the right consultant for everyone, and that's important.
- ✦You're doing min $50k/month in revenue
- ✦You're a founder, not a brand manager
- ✦You want a peer, not a junior team
- ✦You believe in long arcs over hacks
- ✦You've outgrown your current agency
- ·You're under $1M (not yet — let's chat in a year)
- ·You're looking for a course or community
- ·You want me to grow your TikTok
- ·You haven't shipped product in 6 months
- ·You want guaranteed results in 30 days
Things founders ask me.
Eight years of the same good questions, with the answers I wish I'd had earlier.
How is this different from an agency? ＋
An agency sells you a team. I sell you me. One principal, six clients, no juniors handed the work.
Do you only work with women founders? ＋
Mostly, yes. Roughly nine of every ten engagements are with women — not because I exclude men, but because most of my referrals come from past clients.
What's the real cost of an engagement? ＋
Meta from $2,800/month inc. GST. AI builds priced on application. Fractional growth from $8,500/month inc. GST.
Do you work with brands outside Australia? ＋
Yes. About 40% of active clients are in the US, UK, or New Zealand.
Will you tell me if I'm not ready? ＋
Yes. About a third of applicants get a no. I'll always refer you to someone better.
When can we start? ＋
Engagements open every quarter. Three spots open for Q3 2026. Reply from me within two business days.
A 30-minute call with me — no team, no juniors. We'll find two or three immediate opportunities to lift profitability.
Satisfaction guarantee.
If the first week of our engagement doesn't deliver the clarity I promised, we part ways with a full refund.
Three engagements.
Each quarter.
The studio runs a closed waitlist. New engagements open quarterly — currently three for Q3 2026. Five short prompts. Replies come from me, never a form. Allow two business days.
Start application →