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.

Scaling a food, beverage, or wellness brand takes more than just a great product. It takes strategic clarity, the right partners, and the legal foundations to grow with confidence.

Here’s how I help brands scale smarter:

✅ A clear retail & wholesale roadmap - so you know exactly how to grow profitably, without guesswork.
✅ Industry access - including buyer, distributor, and retailer connections to open doors and fast-track your growth.
✅ Strategic legal support - ensuring your contracts and commercial terms protect your margins and future-proof your brand.

With a rare blend of commercial strategy and legal expertise, I’ve helped brands navigate the complexities of:
✔ Retail negotiations & distribution contracts
✔ Wholesale expansion & pricing strategy
✔ Category positioning & product scaling

As a CPG growth consultant and qualified lawyer, I help brands:
✔ Expand into major retailers and distributors
✔ Build scalable, repeatable B2B sales systems
✔ Negotiate distribution, supplier, and retail agreements that drive long-term success

📌 The result? A well-positioned, profitable brand - built to grow sustainably in retail and wholesale markets.

✔ I’ve been on the inside – I know what it takes to secure retail deals, land distributors, and scale brands successfully.
✔ I don’t just advise - I execute: My approach is hands-on, results-driven, and tailored to your brand.
✔ Sales + Legal Expertise = No Unnecessary Risks – I ensure your growth strategy is backed by solid agreements.
✔ Real-World Experience – My leadership at Gevity Rx resulted in significant retail expansion, strategic partnerships & revenue growth.
✔ Industry Relationships – I have direct experience working with major retailers like Coles & Woolworths, major Health Food Distributors around Australia, giving brands a competitive advantage.

📩 Let’s take your brand from startup to supermarket shelves - without the guesswork.