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.