I’ve Been in Your Shoes

From launching my own clothing brand at uni to running a chain of retail stores in my 20s, I’ve built brands from the ground up. I’ve also sat on the other side - as a lawyer, CFO/GM of Princess Yachts Australia dealing with the commercial and legal realities of growing a serious business.

I Bridge Strategy, Sales, and Legal

As Head of Strategic Growth & Sales at Gevity Rx, I helped take the brand national, securing major retailer wins, landing distributor partnerships, and structuring the legal foundations to support scale. I now consult for brands like Gevity Rx and others looking to grow smart, not just fast.

I’ve Built DTC Brands From Scratch

I co-founded Prime Good (men’s skincare) and Sex and Good (women’s wellness) overseeing everything from product development and regulatory navigation to branding, Amazon launch, and growth strategy. I know what it takes to bring a consumer product to life and scale it.

Now, I Help Founders Do It With Less Guesswork

Whether you're prepping for a Coles or Woolworths pitch, navigating export terms, cleaning up your agreements, or trying to scale without burning out - I help you move faster with fewer risks.
Real-world advice. Commercial execution. Legal protection baked in.

My experience building brands from the ground up complements my work scaling existing ones. At Gevity Rx, where I served as Head of Strategic Growth & Sales (and continue to consult to), and at Halo Hydration as Director of Business Operations, I played a pivotal role in driving revenue growth, leading national retail rollouts, securing distributor partnerships, and negotiating the commercial and legal frameworks needed for long-term success. In both roles, I blended strategic sales leadership with operational know-how and legal expertise - a unique mix I now bring to the founders and teams I work with.

In 2019, I moved to New York City with a clear purpose - to build and launch my own start-ups. That chapter gave me invaluable, hands-on experience in what it truly takes to bring a consumer brand to life - from product development and branding to raising capital, launching to market, and scaling growth. I lived every step of the founder journey. This experience shaped how I work today: I don’t just advise brands; I’ve built them, raised for them, and navigated the highs and lows of early-stage growth firsthand, here are 2 examples:

1. In 2019, I co-founded and launched Prime Good, a men's skincare brand designed to redefine modern grooming with clean, organic, and sustainable products. I led every aspect of development - from product formulation and packaging design to branding and go-to-market strategy.

2. In 2020, I co-founded and launched the women’s sexual health and wellness brand Sex and Good strategically positioned to sell on Amazon USA. From concept to launch, I oversaw brand development, product strategy, and execution in a highly regulated and competitive category. This experience deepened my understanding of how to build, position, and scale a DTC-first wellness brand in the US market - insight I now apply to help other founders do the same.

Strategic relationship-building is at the heart of everything I do. Every growth initiative I lead is backed by strong, lasting partnerships - with retailers, distributors, and key industry stakeholders.

I combine sales expertise, operational precision, brand strategy, and product design to position brands for long-term success in competitive retail and wholesale markets.

My real-world experience working inside high-growth CPG brands means I understand the challenges founders face firsthand and I know exactly how to overcome them.

If you're an F&B or wellness founder, chances are you're hitting growth - but also friction.

• You’ve got interest from retailers, but no idea if your margins or deals make sense.

• You’ve got distributors circling, but the terms feel risky.

• Your sales are inconsistent, your contracts are a mess, and you're still the one closing deals.

• And now Coles or Woolies are asking for a pitch and you’re not ready.

That’s where I come in.

I help founders turn messy momentum into clean, confident growth with structure, legal protection, and commercial strategy that’s built to scale.

I’ll help you:

• Build B2B sales systems that don’t rely on founder hustle

• Clean up your supplier, distributor, and manufacturing agreements

• Prep killer range review decks for Coles, Woolworths, and key buyers

• Navigate claims, packaging, and compliance without the stress

• Say no to bad deals and yes to sustainable growth

You don’t need a full-time lawyer, COO, or Head of Sales - you need someone who’s already done it and can step in when it counts.

This is real-world advice you won’t find in a template, a Slack channel, or a late-night Google search.

I’ve sat on your side of the table and the buyer’s. I know what it takes to grow a brand, land national retail, and avoid costly mistakes along the way.

• I’ve been on the inside - securing retail deals, landing distributors, and scaling brands from founder-led to nationally ranged
• I don’t just advise - I execute. My approach is hands-on, results-driven, and tailored to your stage of growth
• Sales + Legal expertise means no unnecessary risk - I ensure your growth strategy is backed by strong, commercial agreements
• At Gevity Rx, I led national retail expansion, built strategic partnerships, and drove consistent year-on-year revenue growth
• I’ve worked directly with Coles, Woolworths, and major health food distributors across Australia and bring those insights to every client

Let’s take your brand from startup to supermarket shelves - with clarity, structure, and zero guesswork.