You're an online entrepreneur that values people over profit.

Keep scrollin' what's with the sales tactics that leave you feeling overwhelmed and your audience coerced into buying?

You can be a good person and still struggle to make ethical business decisions.

the good intention

Let me take you back to 2016. After graduating from journalism school two years prior, and plodding my way through a digital marketing role, I knew I wanted more than what a "regular" job gave me — so I opened up my social media and copywriting business, and well, I wish I could say "the rest is history."

Four years on from leaving that job, travelling the world, working multiple contracts across agencies & government, and growing my online business to what it is today, I can look back and say: I made many bad business decisions and a lot of that was tied to the accepted status quo of fear-based marketing in entrepreneurial circles.

but know this: your business doesn't exist in a vacuum.


At age 22, in the timespan of three months, I started freelancing and quit my full-time marketing job. No plan, just a whole lotta hope and a dream that was ready to be taken advantage of. I scoured closed Facebook communities and job boards for "opportunities" in the hope that I would be the comment picked by the original poster; in most cases, there were upwards of 50 commenters. The work was usually low-paid, required multiple hours to complete on short deadlines, and sometimes with a full proposal thrown in. I looked for biz information and sales tips from the biz-bro factory of Gary Vee, Grant Cardone, and Tai Lopez — and, well, it meant my marketing wasn't exactly based on transparency or authenticity.


My demand grew once I packaged my value into a signature service, yet I was still listening to and spreading "dream life" messaging.


After nurturing my own online audience for two years, I became known for my straight-to-the-point Instagram marketing advice. So much so, I had fully booked my calendar with paying clients, yet I wasn't able to grow beyond a few thousand dollars per month. I was living in Phuket, Thailand, and travelling with my backpack throughout South East Asia. On Instagram, it looked perfect. In reality, I was desperately searching for "more" whilst portraying the digital nomad dream life. Nothing really changed in terms of business growth, and I often blindly purchased online courses for more than I was earning, in the hope that this time — with this "secret sauce" — I would finally make sense of it all.

Around this time, the buzz of online courses and memberships was growing louder. I wanted in.


But this wasn't without trial-and-error, using the tactics I'd learned from the biz-bro elite that sold me a "work from anywhere" lifestyle (which I'd done, to no avail). In September 2019, I was able to fully transition from "small" services to a 1:many model when my membership, the Social Selling Society, went live with over 70 founding members. Since then, I've found ways to integrate my own values (see below) with online business — and without telling bullshit stories that manipulate my audience. I began challenging my own thinking around online business, so that I could teach others to grow with integrity and make better business decisions when structuring their offers and launching digital products online.

I only share knowledge and advice about things that I have had results from myself. I always want to be confident in what I’ve achieved before teaching that to other people.

Educate from experience


Risks sometimes mean mistakes, but no mistakes means a lack of innovation and courage. I believe that some you win, and some you learn from, and taking risks results in resilience.

take risks & Embrace adventure


I believe that being transparent, honest, and genuine are the best ways to succeed and create real impact in business. I don’t have time for inauthentic or unethical ways of doing business.

Live authentically, teach authenticity


I have a big vision with audacious goals along the way. In order to achieve those and provide the best service possible, I am committed to being an ever-evolving person and business.

Never stop learning & evolving


I have my own experiences with mental health as a business owner, and understand how important it is to acknowledge and address that for myself and my audience, as we grow together.

Prioritise personal health & growth


Wander With Me

Who hasn't found themselves in Bali?! A destination that sparked my excitement for travel and inspired me to live abroad in Asia.

bucketlist destination

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Forever changed from this time in my life. If you ever doubt yourself, hike for 12 days in the Himalayas.

Born, bred and #ProudlySydney. Where my best friendships were formed, where I met and married my husband, where my story began.

ebc, nepal

sydney, australia

Bali, Indonesia

Wander With Me

My home base in 2018. The gateway to more travel, new adventures and growing my business online.

my happy place!

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My adopted home. You'll find me in cafes with a soy flat white working on my dreams.

It's where I am the most creative, where I find peace, and how I spend my days away from the laptop (and Instagram!).

queenstown, Nz

Wellington, Nz

phuket, thailand

So, uh, why me?

Winning combo of online business, marketing and content strategy

Multiple 5-fig launches on instagram with under 10K followers

action-focused approach - you won't find me stuck in planning mode forever!

8+ years creating online content, from non-profits to agencies to govt

sold over 100 memberships, generating 12 months of recurring income