Our team has spent 10+ years working within retailers. We've been in your shoes and know the day-to-day challenges of running retail. We also run our own Shopify retail brand to keep us sharp on the latest ecommerce strategies and tactics.


  • Joel - Founder, Head of Strategy

    Having run ecommerce teams generating $1M-$500M in revenues, Joel brings an expert view into what businesses need to scale. A certified Shopify Expert, Sauder Business School Graduate, and passionate ecommerce shopper, Joel leads all ecommerce strategy engagements.

  • Helen - CFO Advisory

    As a former CFO for multiple retailers, Helen provides the financial models and analaysis needed to scale businesses. Fund raising, Demand Planning, and cash flow management are key to Helen's advisory domains. Helen leads business planning workshops to helping retailers understand their financial needs to achieve eocmmerce growth.

  • Halley - Ecommerce Strategist

    As a former Merchant Success Manager for Shopify, Halley brings deep ecommerce experience to our advisory team. An avid online shopper herself, Halley advises client strategy on how to create seamless customer journeys.

  • Heather - Marketing & Merchandising

    Heather brings campaign management to retailers, helping them project manage the busy pieces of ecommerce and marketing. For retailers with hundreds to thousands of skus, Heather drives merchandising decisions to ensure maximized sell through of inventory.

  • Mitch - Creative & UX/UI

    As an experienced retailer, Mitch balances UX/UI with brand creative to ensure customers can shop effectively while experiencing the brand story. Mitch leads creative services of ecommerce sites and experiences.

  • Camilla - Email Marketing

    An experienced copywriter and content strategist, Camilla focuses on condensing big ideas into digestible email campaigns and flows. She has previously worked for global retailers and on behalf of CEOs communicating brand stories to audiences through impactful storytelling.

Who We've Worked With

Senior Ecommerce Expertise that moves the needle and drives improvement.

- Darrell, Owner •

In 12 months, we did unbelievable growth and our business looked radically different.

- Katie, Dept Head •

Data driven, empathetic advisory to tackle complex problems with impactful solutions.

- Benedicte, Sr Manager •

Helping You Get There

Helping You Get There •