About
From startup to scale: a story built in cheese, beer, bikes, and belief
Like many of the founders I work with, I didn’t start my career in an agency or behind a desk. I started on the ground - researching, testing, launching, and scaling brands from scratch.
One of those was Mad Millie - a DIY cheese kit brand I built straight out of uni. In our first year, we hit $1M in revenue, selling out of product within our first week - with zero ad spend. It wasn’t luck. It was market insight, product timing, and brand strategy.
Then came Grainfather - the world’s first all-in-one electric brewing system for home brewers. I worked with the team to bring the product to market globally, launching into 30+ countries, generating $35M+ in revenue, and selling over 25,000 units. We won NZ Food & Beverage Exporter of the Year, and later sold the business to a global malting company.
Later, I co-founded FTN Motion, an electric bike brand built to challenge category norms. Along the way, I’ve helped launch and scale multiple international brands - not by shouting louder, but by thinking smarter.
What I bring to the table
17 years' experience building and scaling product-based brands
Certified in Design Thinking, Value Proposition Design, and Business Model Innovation (IDEO, Google Ventures, Strategyzer)
Bachelor of Commerce Degree with First-class Honours in Marketing & International Business
Proven track record growing multiple 7-figure brands without heavy marketing spend
My approach is holistic — because your brand doesn’t live in a silo
I don’t treat brand, product, marketing, or growth as separate problems, because your customers don’t either.
I look at what you sell, how you make money, who it’s for, and how it scales, and then design the strategy that ties it all together.
My method is simple:
Diagnose → Strategise → Systemise → Support
So you walk away with clarity, a defensible position and a system your team can actually execute — not another deck of marketing ideas.
17
Years in brand and strategy
$65m+
brand revenue generated
3
global brand launches
30+
international markets
From cheesemaking kits to electric motorcycles — my journey in under 3 minutes.
Watch how I built brands like Mad Millie, Grainfather, and FTN Motion - and why I now help founders scale with clarity, structure, and strategy.