The Self Love Bible
Custom native iOS and Android apps that reached the top 5 Lifestyle apps on the app store at their peak.
Read the case studyFor VCs & portfolio founders
A hands-on product and growth partner for your portfolio.
Fractional product management, app development, UX/UI design, SEO and AI search, and AI automation, delivered by one person who ships. For founders who need senior product leadership before, or instead of, a full-time hire.
Top 5
Lifestyle app on the app store at its peak: a custom native iOS and Android build
#1
Google ranking for “family photographer Sydney” through on-site and off-site SEO
+18.3%
Users in a single quarter from best-practice SEO and SEM
Why founders bring me in
What portfolio companies get.
Early-stage teams are short on time and senior product experience. I fill that gap quickly and then get out of the way, or stay on as part of the team.
Speed to a shippable product
Discovery, scoping and a small first version, so founders are testing with real users sooner.
Senior judgement without the full-time cost
Product strategy, roadmaps and prioritisation from someone who has shipped, on the days and weeks you need it.
One accountable person
No hand-offs between strategist, designer and developer. The person who plans it also builds it.
Built to be found
SEO and AI search (AEO) built in from the start, so a product is discoverable on Google and in AI answers.
Where I plug in
Help at each stage.
Typical starting points, not a fixed menu. I work across project-based, short-term or ongoing fractional engagements, depending on what you need.
1
Idea to first version
Discovery, scoping, UX/UI design and building the first shippable version: native app, custom web app, or a Webflow or WordPress site.
2
Early traction
Roadmap and prioritisation, delivery alongside your team, and improving the product from real user behaviour.
3
Growing
SEO and AI search, automation across product, marketing and operations, and ongoing optimisation.
Shipped work
Products and platforms I’ve built.
Native apps, custom Laravel and Vue.js platforms and Webflow builds. Any figure that comes from a client’s own site is labelled on its case study.
Sports Trade
A custom Laravel and Vue.js web app for trading sports players, with live prices, price trends and one-click buying.
Read the case study
QuizStar
A custom Laravel and Vue.js quiz game with rounds, a progress bar, a ladder and in-app funds.
Read the case study
CareMaster Refresh Hub
A Webflow hub introducing the CareMaster platform upgrade to the NDIS and care sector.
Read the case study
TRIPS
A Webflow website for transport management software used by health, disability and community transport providers.
Read the case study
Amanda Nina Photography
Ranking #1 for “family photographer Sydney” and related searches, through on-site and off-site SEO.
Read the case studyOperator, not just advisor
I build my own products.
Alongside client work I build software of my own, so I know the realities founders face when shipping and supporting a product.
- An AI-visibility product that tracks whether businesses get cited by AI assistants.
How an engagement works
- 15min introA short call to understand the company, the stage and what is blocking progress.
- ScopeAgree what will be delivered, how long it takes and how success is measured.
- EmbedWork alongside the founders and team, with plain-English updates along the way.
- Hand over or continueHand over cleanly, or move to an ongoing fractional arrangement.
Product work with
- SafetyCulture
- Fairfax Media
- LexisNexis
- Onthehouse
- Carsguide
- Drive
- Swyftx
Product Experience
Built for platforms millions rely on.
Before and alongside client work, I’ve worked on products for well-known Australian and global brands, from checkout infrastructure to award-winning apps.
Helped build BigCommerce’s Checkout APIs and SDK.
SafetyCulture
Helped rebuild the template editor and onboarding flows.
LexisNexis
Built out LexisRed, LexisNexis’s award-winning app.
Onthehouse
Rebuilt the backend and front-end platform.
Carsguide & Drive
Rolled out a complete rebrand across both brands.
Swyftx
Product work on the Swyftx crypto exchange app.
Industry Expertise
Deep in the sectors that are hard to get right.
Health
CareMaster, TRIPS and NDIS platforms
Law
LexisNexis and LexisRed
Proptech
Onthehouse
E-commerce
BigCommerce, Shopify, Webflow
Marketplaces
Carsguide and Drive
FinTech & Crypto
Swyftx, BigCommerce Checkout, Sports Trade
Built on
Laravel
Vue.js
React
Webflow
WordPress
Shopify
BigCommerce
Questions from investors and founders
Can you work alongside our existing team?
Yes. I can sit alongside founders, designers and developers as a fractional product lead, or take a defined piece of work end to end. We agree the scope in the first conversation.
Do you work with companies that have no product yet?
Yes. Starting from an idea is common. The first step is discovery and scoping so the first version is small, focused and shippable.
How are engagements priced?
Each engagement is scoped as project-based, short-term or ongoing fractional work. Book a free 15min intro and I’ll give you an honest, itemised view. AI Optimisation plans start at A$999 per month.
Where are you based?
Marcoola, on the Sunshine Coast in Queensland. I work with ventures across Australia by video and phone, and in person on the Sunshine Coast and in Brisbane by arrangement.
Have a portfolio company that needs product help?
Book a free 15min intro, or introduce a founder directly at [email protected].
Book a 15min Intro