I help founders make better commercial decisions, and then I build the things those decisions need. In practice that’s four areas — the Shopify store, the Klaviyo program, the ad spend, and the AI systems that give you your week back. But nobody hires me for a theme. They hire me because something in the business isn’t working and they’re tired of guessing.

No, and I don’t want to be. I’ve run one before and it turns into a machine that needs feeding — which is how founders end up paying for account managers instead of thinking. I’m a founder who still runs three ecommerce brands, and I take on a handful of clients a year alongside them.

Because I can’t give you a straight answer about your business from a distance. I want to know your margins, your suppliers, your reorder cycles and what’s keeping you up at night. That takes real attention, and there’s only so much of it. Most clients stay two to five years, so the diary fills slowly and deliberately.

Yes — first stores through to full replatforms. But I’ll always ask what the store is meant to fix before I quote it. Sometimes the honest answer is that a rebuild isn’t your problem this quarter and your money is better spent elsewhere. I’d rather tell you that than take the job.

A full lifecycle program — welcome, browse and cart abandonment, post-purchase, win-back — designed on-brand, with segmentation built around how your customers actually reorder. The reason I push this so hard is simple: you already paid to acquire those customers. Email is how you stop buying them twice.

It’s 1:1 and hands-on, using your real products and your real backlog — never a prompt list. We pick the jobs eating your week (product copy, customer replies, ad angles, weekly reporting) and build them into working systems. I use these every day to run three brands with a small team, so you’re getting what actually works, not a demo.

Everything is scoped to the job, because no two businesses arrive with the same problem. The Services page has honest starting points. Get in touch and I’ll come back with a clear quote — and a straight answer on whether it’s worth doing at all.

I’ll tell you on the first call and point you somewhere better. I’m looking for founders who value honesty, think in years, and want their thinking tested rather than confirmed. If you want a supplier who nods along and sends an invoice, there are plenty of those and I’m not one of them.

Yes — a good share are in the US, UK and New Zealand. Build work happens async with scheduled working sessions, and strategy calls run live in your timezone. Ecommerce problems turn out to be remarkably similar everywhere.

That’s the whole point. I teach while I build and hand over plain-English documentation, because the capability needs to stay in your business. A good advisor should be working towards being optional.