About Me

I've been building on Shopify for a long time. I've spent years working with big agencies on big brands — the kind of clients that have entire teams dedicated to their online store. I learned a lot. I also learned that most of what agencies do is overkill for 90% of stores.

“A thriving retail culture is a big part of what makes the Central Coast a great place to live”

These days I work differently. I moved to the NSW Central Coast during COVID — like a lot of people did — and I've been here ever since. Beach life suits me. So does working directly with clients, without the overhead, the account managers, and the markup that comes with agency life.

My client list still includes some serious names — Guess, Camilla, Sukin, Tigerlily, Early Settler — but the work I love most is helping smaller Australian Shopify stores punch above their weight. Part of that is selfish — small stores move fast, decisions get made on the spot, and when something works, you see it immediately.

But part of it is genuinely about this place.

A thriving retail culture is a big part of what makes the Central Coast a great place to live. Great local stores matter — as much as the beaches and the cafes and everything else that makes this region worth staying in. Helping those stores compete properly, and grow, feels like a decent way to give back to a place I deliberately chose to call home.

I've spent the last few years building AI workflows that let me do in hours what used to take a team of developers days. That's not a gimmick — it's just how I stay lean and keep costs sensible for clients who can't justify agency rates.

The Fix-It Call is the simplest version of what I do. One session, one problem, fixed on the spot or a clear plan either way. No retainer pitch at the end. No agency nonsense.

If that sounds like what you need, book in a call, and I look forward to working with you.