I build the foundations behind growing brands.
From new ideas to established brands, I help businesses build, fix and grow through thoughtful digital experiences, practical execution and the right foundations behind the scenes.
How I can help
BUILD
For new ideas, brands and projects.
I create the digital and creative foundations businesses need to launch, from websites and ecommerce to brand setup and digital projects.
Websites & Ecommerce
Digital Experiences
Brand Foundations
Launches
FIX
For things that need to work better.
I help identify what's holding a business back and improve the systems, experiences and processes behind it.
Customer Journey
Ecommerce Performance
Creative Operations
Business Operations
GROW
For businesses that need experienced support.
I provide ongoing digital support and project leadership to help businesses manage priorities, deliver projects and keep moving forward.
Digital Support
Ecommerce Strategy
Project Leadership
Growth Initiatives
WHO I WORK WITH
Founders and businesses at different stages.
I work with founders and businesses at different stages - from launching something new to improving an established business or delivering a project that needs experienced, hands-on support.
HOW I WORK
Clear thinking. Practical action.
I take the time to understand your business, bring clarity to the challenges and work out what needs to happen. From planning through to execution, I focus on practical solutions that move things forward.
MEET MEL
Strategic perspective. Hands-on delivery.
Calm, grounded presence.
I’m known for bringing clarity to complexity, helping businesses make sense of what needs to happen, where to focus and how to move forward.
I work at the intersection of creativity, digital and operations, bringing together the bigger picture with practical execution. I don’t just provide advice, I help build, fix and improve the things that move a business forward.
With 20+ years’ experience across global digital production, ecommerce, content and creative operations (including work with some of the world’s most iconic fashion and lifestyle brands) I bring both strategic perspective and hands-on experience to every engagement.
Having built and operated my own ecommerce brand, I understand firsthand the realities of building a business: balancing opportunities, limited time, shifting priorities and the need to make smart decisions quickly.
Based in New Zealand, I work remotely with businesses globally, across different stages, from new ideas taking shape to established brands looking for clarity, direction and support.
Selected Work
CASE STUDIES
Meld Jewellery
Built and operated a direct-to-consumer jewellery brand, overseeing its brand identity, ecommerce experience, marketing and day-to-day business operations. View full Case Study.
Farmers Toolbelt
Developed a new ecommerce brand from the ground up, including brand strategy, Shopify development, launch execution and ongoing digital growth support. View full Case Study.
Exodus House
Developing the brand identity and website for a new rehabilitation and recovery centre, translating the founders' vision into a clear, welcoming brand and digital presence.
Higgodale Ceramics
Developed the digital foundations for a ceramics brand, translating its vision into a considered website structure and digital experience. View full Case Study.
Have a project in mind?
If you have something you're working on, a problem you need to solve or just an idea you're trying to figure out, I'd love to hear about it.