Build a store that sells. Not one that keeps you busy.
I’m Sarah — twenty-five years in retail and ecommerce, founder of Boardsox, and the person a small number of founders bring their hardest commercial decisions to each year. I don’t fix Shopify problems. I fix business problems, and the store is usually where they show up first.
- ✓ I’ve run the business you’re building
- ✓ Decisions before tactics
- ✓ A handful of founders a year, not hundreds
- ✓ You own everything — no lock-in
No big programs. No getting lost in the crowd.
I ran one of Australia’s leading women-only ecommerce programs for ten years. I know what a cohort can and can’t do. Now I work with a small number of founders one to one, because the decisions that actually change a business don’t get made in a group call.
It starts with your numbers.
Before anything gets designed, we look at margin, cash and what the business actually did last quarter. Most of the time the real problem isn’t the thing you came to me about.
You deal with me — always.
No account manager, no junior learning on your budget. You get a founder who has waited on containers, worried about payroll and launched products that flopped.
You leave owning it.
I teach while I build and hand over plain-English docs, so the capability stays in your business. A good advisor should make themselves optional.
The growth path.
Four problems founders bring me. Start wherever it hurts — but this is the order most brands actually grow in: fix the store, keep the customers you already paid for, buy back your own time, then turn the spend up.
When your website isn’t converting
You’re paying for traffic that lands on a store quietly losing people. Usually it isn’t the design — it’s unanswered objections, a confusing path to the product, and a checkout that gives buyers a reason to think twice.
- Margin & customer review
- Custom design
- Product pages rewritten
- Checkout tuned
- Clean handover
When email isn’t making money
You worked hard for those customers. If email is a monthly newsletter and a broken abandoned cart, you’re buying the same customer twice — and paying Meta for the privilege.
- Nine core flows
- On-brand templates
- Reorder segmentation
- Team runbook
When you’ve outgrown doing it all yourself
You’re the bottleneck and hiring isn’t the answer yet. We take the jobs eating your week — product copy, customer replies, ad angles, reporting — and build them into working systems on your real backlog.
- Brand voice set up once
- Four workflows built live
- Reusable templates
When you need someone to challenge your thinking
You’re spending real money and taking someone else’s word for what it’s doing. I sit beside you in your own account — structure, creative, and a weekly rhythm for reading the numbers — until the decisions are yours.
- Account restructure
- Creative testing rhythm
- Weekly reporting habit
Not sure which one you’re in?
Most founders think it’s the store. Half the time it’s the email. Thirty minutes will tell us.
What clients say.
“150% growth due to Sarah's coaching. I now have control over my own marketing — not an agency.”
“The growth of my business is a testament to all your guidance — clarity and a clear vision on what to focus on.”
“Sarah maintains pace and momentum — good pressure that keeps you moving forward, week after week.”
“She didn't just build the store — she handed me the keys and showed me how to run it. Best decision I've made for the brand.”
“Twenty-five years of experience in one room. Sarah spots the thing you've been staring past for months.”
“No fluff, no big program. Just a plan I could actually run — and revenue that followed.”
Results, in the wild.
A good fit matters more than a full diary.
I take on a small number of founders each year. That’s deliberate — the work only produces results when there’s trust, honesty and enough time to actually think about your business.
If you want a supplier who nods along and sends an invoice, I’m the wrong choice. There are plenty of those.
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Founders who value honesty
I’ll tell you when the product is the problem, when the price is too low, and when the answer is to stop spending. That’s what you’re paying for.
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Long-term thinkers
Most of my clients stay two to five years. Compounding decisions beat clever campaigns, every single time.
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People willing to be challenged
The best sessions are the uncomfortable ones. If you’d rather have your thinking confirmed than tested, we won’t enjoy each other.
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Brands wanting a real relationship
I want to know your margins, your suppliers and what’s keeping you up. Half a story gets you half an answer.
You’re not hiring an agency. You’re hiring an operator.
I’ve sat on your side of the table for twenty-five years. That changes what the conversation is about.
- ✕ An account manager relays your questions
- ✕ A task list and a monthly report
- ✕ Deliverables signed off and closed
- ✕ Project work, then a renewal pitch
- ✕ Learned the industry from a course
- ✕ Keeps the knowledge in-house
- ✓ A founder answers them directly
- ✓ Commercial strategy, then the tasks that serve it
- ✓ Outcomes measured in your P&L
- ✓ A long relationship — most clients stay years
- ✓ Built and still runs real ecommerce brands
- ✓ Hands it over so you can run it yourself
Twenty-five years on your side of the table.
I’ve already built the business you’re building x 5 times.
Twenty-five years in retail and ecommerce. I’ve built brands, made expensive mistakes, coached hundreds of founders, and learned that sustainable growth comes from better decisions — not more tactics.
I started Boardsox at a kitchen table on the Surf Coast with two small daughters underfoot, no team and no playbook. It’s now Australia’s leading independent board-protection brand, shipping worldwide — and Meta Australia has published it as a success story.
I know what it’s like waiting on containers, worrying about payroll and launching a product that flops. Everything I hand a client has been through my own P&L first.
Read the full story →Your roadmap to growth.
Understand your business
I learn how your business makes money, where it’s leaking revenue and where the biggest opportunities are.
Create the roadmap
Together we’ll prioritise what will have the biggest commercial impact first, so you’re investing in the right things.
Build what matters
Whether it’s Shopify, email marketing, Meta Ads, SEO or customer experience, we build what actually moves the needle.
Measure & optimise
We don’t launch and disappear. We monitor performance, improve results and keep optimising.
Scale with confidence
You’ll understand exactly what’s been done, why it works and how to keep growing without relying on an agency.
Clients I've worked with lately...
Questions, answered.
What do you actually do?＋
I help founders make better commercial decisions, and then I build the things those decisions need — a Shopify store that converts, a Klaviyo program that earns, ad spend you understand, and AI systems that give you your week back. Some clients need one. Most end up doing a few, in that order.
Do you build Shopify stores from scratch?＋
Yes — first stores through to full replatforms. But I’ll always ask what the store is meant to fix before I quote it. Sometimes the honest answer is that your money is better spent somewhere else this quarter, and I’d rather tell you that up front.
How much does it cost?＋
Everything is scoped to the job, because no two businesses arrive with the same problem. Tell me where the brand is at and I’ll come back with a clear quote and a straight answer on whether it’s worth doing at all.
Do you work with brands outside Australia?＋
Yes — a good share are in the US, UK and New Zealand. Build work happens async with scheduled working sessions, and strategy calls run live in your timezone. Ecommerce problems are remarkably similar everywhere.
Download my Know Your Numbers guide & spreadsheet.
Most founders don’t have a marketing problem — they have a numbers problem. This is the guide and spreadsheet I use with clients to read the P&L, find where margin is leaking, and make decisions on the numbers instead of the noise.