Hi there. I'm a solo operator based in Melbourne.
I consult, build infrastructure, and occasionally speak about the physics of business. Every now and then I write (rant) at Longform, and publish the more technical side of things at Research.
This website used to be long, a bit sarcastic, and thoughtful. Full of social proof and case studies. A few self-deprecating jokes.
It had a stellar hit rate for conversions.
But the world is loud, fast, and flooded with information right now. You're probably drowning in decisions as much as the next person.
So I'll keep this short:
I help businesses find the money they're losing or leaving on the table.
Most people I speak to come to me for "marketing," because the entire industry has sold them on something sellable.
But another hundred grand on ads or emails or a new website is rarely what they actually need. It all sounds sexy and exciting, until P&L time.
Usually, what's broken is the unit economics. Or the systems.
But sometimes it's a shipping default nobody configured. Or a warehouse workflow that's haemorrhaging wages. Or a mental block around severing dead weight and parasitic agencies.
Sometimes it's just a hard conversation about what's actually working and what isn't.
And sometimes? It actually is the ads.
Go figure.
I've made a fair bit of cash doing things others can't, which is by making sure my clients make more money than they spend.
...There's no way to make that not sound arrogant and keep it short at the same time.
But it's there to assure you that I have zero requirement to sell you something I don't think will work, or dilute my focus by taking on too much at once.
I work in a different way for different clients.
Tool for the job, thing.
But generally:
Margins first
Before anything else, we model your economics. What does it actually cost you to acquire a customer, fulfil the order, and keep them? If there's no margin in the transaction, we're not scaling. We're just bleeding faster with better reporting. This is where most engagements start.
Conversion path
Once the math works, I map how someone gets from finding you to paying you. Every step, every screen, every decision point. I don't care about aesthetics; I care about whether the structure converts. If there's a leak, we find it here.
Measurement
Now we need to know what's actually driving results. I rebuild your tracking and attribution so the data tells the truth. No more guessing which channel is working, no more reporting on metrics that don't connect to revenue. If we can't measure it, we can't scale it.
Scaling
With margins, structure, and measurement in place, now we spend. I restructure ad accounts for aggressive split-testing against real profit targets. Not ROAS on a dashboard, not revenue that ignores COGS. What hits the bank is what counts.
Workshops & speaking
Every now and then I run workshops for teams and founders, and have done a few talks on profitability, modelling, and the parts of marketing that never change. If that’s useful, get in touch.
What I don't do
I'm a solo operator, not an agency. I don't have juniors and don't use VAs. If your name is on the invoice, mine is on the work.
I don't do website development, graphic design, email marketing, socials, or branding. These matter; they're just not what I do.
If you need them, I'll point you to someone I'd actually hire myself. No commissions, no kickbacks, no referral arrangements. Just the right person for the job.
If you wanna chat about your business, workshops, or speaking, sing out below. I have a 2–3 month waitlist at the moment, and I'm not cheap.
Worth the wait? Ask the waitlist. Worth the price? ...ask the waitlist.
But if I don't think you'll make more than I charge, I'll tell you.