Operator advice, from someone still operating.
I work with a small number of founders and SME owners in paid advisory engagements. Not frameworks, not decks, not a junior team executing a template. Direct involvement from a founding partner who helped build a 10+ brand education group with a 115-person team across four countries, and who uses AI to keep multiple companies lean.
Brand & positioning
Premium positioning, brand architecture and the decisions that make a brand worth more than its product. Built and proven across education, DTC and services.
People, Culture and HR
This pillar comes from serving as HR Director of a 115+ person, multi-brand group — hiring, structuring and Fair Work-aware people practice at operating scale. Hiring, culture, retention, team structure and the industrial detail behind a scaling onshore workforce: award interpretation and Fair Work compliant practices, so growth never puts the business at risk. Over 1,000 interviews conducted, over 400 people hired, and HR headed across every Learning Online Group brand and region.
Lean marketing & AI execution
Lean marketing practices specialising in AI adoption and execution. Full brand systems, websites and marketing ecosystems stood up in days rather than months, without giving up the taste and judgement that decide what's worth shipping.
First call
A free 20-minute call. You bring the problem, I tell you honestly whether I can move it and what that would look like. If I can't, I'll say so and point you somewhere better.
Engagement
Shaped around the problem and scoped in the first call: regular sessions, a defined project, or something in between. Direct access to me, not a team. Everything is practical: decisions, systems and execution plans you can run the next day.
Outcome
Every engagement is built around a result we name upfront. If the result stops being realistic, I'll tell you before you spend another dollar.
- Learning Online Group
Founding partner. 115-person team, built on real hiring.
Headed people, culture and HR across every Learning Online Group brand and region. Over 1,000 interviews conducted and over 400 people hired into a scaling onshore workforce supporting thousands of students across Australia, New Zealand, Canada and the UK.
- AURÊLO
A premium DTC brand. Co-founder, creative lead.
One of five founding partners behind a premium Alcantara accessories brand. As creative lead I drove the brand system, product presentation, Shopify build, SEO architecture and paid media, with an AI-powered workflow keeping the operation lean.
- Multi-brand education
One platform, 10+ brands, 4 countries.
Co-built an education group from a single brand to more than ten, with 115+ onshore staff supporting thousands of students across Australia, New Zealand, Canada and the UK.
Selective board appointments.
I sit as a founding partner and Non-Executive Director of a multi-brand education group and take on outside board and advisory director roles selectively, where I can genuinely move the company. What I bring to a board table: operator judgement across brand, people, culture and HR, Fair Work aware people oversight, and a bias for decisions over discussion.
Structure is flexible and depends on the company and the contribution: retainer, equity, long-term incentives, or a blend. Alignment matters more to me than the mix, if the company wins, the structure should reward that.
This works best for founders and owner-operators doing $500k to $20m, in ecommerce, education, services or any sales-led business, who want a second brain that has actually done it. If you're earlier than that, schedule a time anyway, worst case you leave with a clear read and it cost you 20 minutes.
Engagements are scoped on the first call, because the right structure depends on what you're solving. I price against outcomes, not hours. If the numbers don't make sense for your stage, I'll tell you on the call.
Start with a free 20-minute call.
20 minutes. You'll leave with a clear read on your situation either way.