I've seen the same thing in business after business: capable teams that can't keep up, not because they're not good enough, but because they don't have the right tools. I figure out what's eating the team's time, then build what fixes it, with the team you already have.
Let's talkTen years in digital. Eight in content.
The expectations got bigger as the team got smaller.
You've already paid for help that didn't deliver: a hire, an agency, a tool.
You've added AI tools and the work didn't get easier... there's just more of it.
You've got years of content, but actually finding or repurposing it is near impossible.
You're buried in data, but getting a real insight out of it takes hours.
I've been the person inside these businesses, holding it all together with duct tape and spreadsheets. Now I replace the duct tape with systems that give your team its time back.
When you need to know what to fix and where to start. I look at the workflows, the tools, and where the team's time actually goes, find what's slowing things down most, and provide strategies to start fixing it. You walk away with a plan and a head start, whether or not we keep working together.
Start hereWhen you know what needs fixing, you just need it built. One specific system, end to end, usually with AI doing the work that's been eating your team's time.
Start hereWhen you want someone on hand to keep the systems running, figure out what's next, and fix things when they break.
Start hereA workplace wellness business serving more than 100 corporate clients and close to 100,000 of their employees, with a heavy monthly content commitment.
When I started, planning each month's content was eating up the majority of time for a team of four, over a 12-week cycle. The work was running on memory: what had been made, what had worked, what had been said to the customer. The team was good but stretched thin because there was no other way to do it.
I rebuilt the operation from the ground up. It started with a database of everything the business had ever published: what each piece was, how it was packaged, how it performed. The month-to-month work got rebuilt around it, planning, making, checking, and shipping the content, plus the admin underneath like invoicing and documentation.
Work that used to eat the team's month now took a fraction of the time, which gave the business room it had never had: to take on more clients, publish more often, and finally build the niche products and content lines that had always been one hire and three months away.
Twelve weeks to one. Production 53% faster. The workload of four people, now carried by me with a small group of contractors.
A few examples from seven years at Centr, a fitness app I helped build from launch.
Before a platform migration, over 600 customer service templates needed updating by hand, one at a time. I built a tool that pulled them into one spreadsheet, the team made every edit in a single pass, then pushed them all back at once.
All campaign launches needed competitor research, and the only way to get it was to scroll Instagram and TikTok by hand. Every campaign restarted from scratch. I built a search tool that pulled tens of thousands of competitor posts into a database, so anyone could query by brand, topic, or engagement level and pull what they needed in minutes.
Every launch needed a strategy document, and the back-and-forth never got faster no matter how many we did. I built a system that did the research and structuring itself, so my job went from writing each one to reviewing what it produced.
Everything we knew about each workout program sat in unstructured briefs: marketing couldn't compare them, the product team couldn't build off them, no one could say what set each apart. I turned it into a structured database, so the answers were a quick lookup instead of a guess.
For years I've worked inside content teams that were always shipping more than they had people for. Whatever my title was, the job was the same: work out what's actually slowing things down, then build the thing that fixes it.
The thing I learned is that solutions have to move as fast as the problems do. Centr changed shape constantly. The strategy shifted, leadership turned over, the business kept restructuring around new objectives. Every system I built had to bend with the next version of the business. I got good at adapting fast and bringing the team with me.
Most people are using AI like a search engine that writes back. The real value is in using AI to run the systems that take up half your team's day. That's what I will help you do.
Melbourne-based, working with teams anywhere.
[Emily] doesn't just fill a role — she finds what's missing and builds it.Kristina Dalgleish, Owner, Health at Work
Tell me what you're working on. If it's a fit, I'll come back with where I'd start.
Thanks for reaching out. I'll be in touch soon.