Fractional Head of Digital · Ex-THE ICONIC & Airtasker
Freelance digital marketer and fractional Head of Digital.
More channels. More data. Less clarity. I help D2C founders with $1M+ in revenue cut through the noise and turn it into a growth plan your team can run.
15+
years in DTC growth
$1M+
eCommerce P&Ls owned
35%+
year-on-year online growth delivered
Selected brands
Most D2C brands hit the same wall.
After the first big growth phase, there's more of everything, channels, data, tools, and somehow less clarity on what's working. That's exactly where I do my best work.
This is for you if…
- ✓You're scaling past $1M online
- ✓You've added channels and tools, but lost clarity
- ✓You need someone senior who still does the work
How I work
From noise to a clear growth plan
01
Noise
Channels, tools, dashboards, all talking at once.
02
Signals
Find the patterns that actually explain revenue.
03
Framework
Turn them into a clear plan teams can act on.
04
Growth
Measure, learn, and scale what works.
Who I work with
Brands that value honesty, trust and a genuine partnership.
I do my best work with founders and marketing teams who want a clear, honest read on their business and welcome a fresh perspective. I'll share what the data is telling us, explain the why behind it, and work alongside you to find the way forward.
After 15 years in DTC, from THE ICONIC and SurfStitch to Airtasker and purpose-led brands like Pigeon and The Fathering Project, I've learned that the best results come from relationships built on:
- Trust: room to bring my experience and judgement to the work
- Openness: honest conversations, delivered with care
- Shared purpose: a focus on solving real business problems together
If you're a challenger brand, scaling up or working through some complexity, and you'd like a marketer who cares deeply about your success, I'd love to hear from you.
Say helloWhat I own
End-to-end digital growth
Acquire
- Meta, Google, TikTok
- CAC efficiency
- Budget distribution
Convert
- Onsite CRO
- AOV & bundling
- Structured testing
Retain
- Segmentation
- Klaviyo lifecycle
- CLV growth
Measure
- Attribution models
- P&L & margin
- Weekly scorecards
Deep customer analysis
I love data. Here's how I dig into yours.
Before changing anything, I get to know your customers through the numbers, where they come from, where they get stuck, and what makes them buy.
Example: checkout funnel
Biggest leak: product view → add to cart. That's where we start.
Illustrative figures.
Checkout funnel analysis
Step-by-step drop-off from product page to purchase, so we know exactly where revenue leaks.
User journey mapping
How real customers find you, browse, hesitate and buy, across devices and channels.
Friction & pain points
Session recordings, heatmaps and on-site behaviour to spot what's confusing or slowing people down.
Customer segmentation
Who your best customers actually are, what they cost to acquire and what keeps them coming back.
Ready to turn data and channel complexity into a clear growth plan?
Tell me where your brand is at. I'll tell you honestly whether I can help.
Book a chat