My final semester of university included an entrepreneurship unit that changed the direction of everything.
In small groups, we were each paired with a real startup to act as their business advisor. Sitting across from a founder and working through their actual challenges — not as a case study, or hypothetical situation was a humbling moment for me. This was a real person, running a real business.

Something clicked. The knowledge I’d been building — research, analysis, strategy, how businesses actually work — wasn’t just academic. It was practical. It was useful. And in the right hands, it could make a real difference in someone’s life. That experience stayed with me.

My Career

I went on to build a career across different areas of business strategy — financial analysis and modelling, market research, social media marketing, and business development. I worked mostly with larger companies, the kind with dedicated teams, structured processes and real budgets behind them.

And the longer I worked in that world, the more clearly I saw a gap.
The same thinking that helps big companies grow — understanding your customer deeply, building the right offer, knowing your numbers, showing up with a clear message — is just as relevant for the woman building a business from her kitchen table.

But nobody was making it accessible to her. Nobody was translating it in a way that was clear, practical, and actually built for her situation. So I started doing exactly that.

Why Women?

I work specifically with women because, honestly, these are my people.
Creative, ambitious, entrepreneurial women building across different industries, different countries, and very different seasons of life. Women who are still in employment and building on the side.

Women who’ve taken the leap and need the strategy to back it up.
Women who’ve started something and felt it stall — not because they lack talent or drive, but because they were building without the right foundation.
The challenges we face are more similar than geography or background would suggest.

Who am I Outside of Work?

Outside of this work, I’m a quiet, reflective person — the kind who recharges in solitude more than in crowds. You’ll find me in the kitchen baking something that may or may not turn out as planned, or completely absorbed in a mystery novel or a good thriller series. I love the process of figuring things out — which, now that I think about it, might explain a lot about the way I approach business strategy.

I’m Glad You’re Here

Whether you’re trying to turn an idea into something real, make sense of what you’ve already built, or just finally feel like you’re moving with clarity instead of guessing — there’s a place for you here. I’d love to be part of what you’re building.