About me

Hi, I am Phoebe!

I originally trained in Chemical Formulation and Product Innovation, but after sustaining a severe back injury at 23, my career took an unexpected turn. Although the field changed, the underlying goal remained the same: to use innovation to solve problems and create meaningful improvements.

Today I work with ecommerce brands to strengthen their websites and marketing systems. My work focuses on practical improvements across Shopify, lifecycle email marketing, and conversion optimisation — helping brands improve performance, create better customer experiences, and build systems that support long-term growth.

How do I work?

My approach is practical and improvement-focused. Rather than large theoretical strategies, I focus on identifying the changes that will have the most meaningful impact on performance.

That might mean refining a store’s user experience, improving the way a product page converts, building lifecycle email flows, or implementing the technical changes needed to support better customer journeys.

I work both on fixed-scope projects and through ongoing consulting, helping brands implement improvements, solve technical challenges, and make smarter decisions using data.

What clients value

Many of the brands I work with are growing ecommerce businesses that need practical support across both their store and marketing systems.

Because my work sits across Shopify, Klaviyo, and conversion optimisation, I’m able to look at the entire customer journey — from how people find a store, to how they move through it, to how brands stay connected with customers after purchase.

The goal is always the same: thoughtful improvements that strengthen performance and support sustainable growth.