This site started as a solution to a question I couldn't answer with a CV: how do you build something that shows the full range of what you can do, without boxing you in or leaving people with nothing to hold onto?
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About
CREATIVE. COMMERCIAL. HANDS-ON. HYBRID.
I'm Erin. I have a design background that pre-dates Shopify and extensive ecommerce experience that precedes Amazon AU. The last 18+ years I've been immersed in digital trading, marketing, merchandising, buying, CRM and brand experience — across DTC, B2B and omnichannel retail, in industries that rarely stood still.
Those experiences — alongside founders, operators and specialists, in businesses where pace was high and goals evolved as quickly as the growth — taught me to research deeply, learn fast, build what's needed, adapt even faster, and always chase genuine solutions to real problems.
Which is a decent segue for this website. My solution to a simple request for a “one-pager.” I saw it as a chance to reflect, design and learn something new — so I built it from scratch, with two AI teammates and an intense crash course in code. Were there easier ways? Absolutely. But this project embodies how I operate: it grew into a brand build, a skills refresh, a tool build, and a clearer picture of what I can offer businesses, brands and operators who need someone who can hold the commercial and creative picture at the same time.
The EDMG brand already existed. The capabilities were real. The visual direction was clear. What followed over ten days was the rest — learning to code from scratch, building a tool, documenting a methodology, and somewhere in the process, arriving at a much clearer picture of eighteen years of work than I'd ever had before.
That's roughly how most things work for me. It's not always a straight line. But it gets somewhere real.
Capabilities
THE SUM OF PARTS
Select whatever's relevant to your situation — even if you're just curious — and see what the combination adds up to.
18
Years across 7 industries
28
Distinct capabilities
4
Commercial disciplines
Filter by category below, or browse everything. Select what you recognise.
The response panel updates as you go — showing what your selection looks like as a role or brief.
The more you select, the clearer the picture.
GA4, marketplace dashboards, search data — translating numbers into decisions, not just reports
✓
Data & Ops
Consumer & category insights
Translating customer behaviour, search data and category patterns into commercial decisions — applied research, not just reporting
✓
Delivery
Project & change delivery
Platform migrations, national rollouts, implementations — coordinating across functions without needing a formal PM title
✓
Delivery
Website development coordination
Bridging brief and build — working with developers on sites, migrations, QA and go-live
✓
Delivery
Agency & partner management
Paid, SEO, CRM, PR, creative — brief, govern, hold accountable across multiple agencies simultaneously
✓
Delivery
Cross-functional coordination
Connecting product, ops, supply chain, marketing, finance — as the central operator when no one else owns the middle
Select capabilities above — the response updates as you go.
This combination looks like
The bigger picture
WHAT THE SUM ADDS UP TO
Each tile is a real, demonstrable capability. But what matters commercially
is how they connect. The zones below show which of the four EDMG disciplines
your selection touches — and when they overlap, that's where the real value is.
Most roles don't need all of this. Some do. If you're looking at the range of capabilities and thinking about a broader remit — commercial strategy, a senior ecommerce lead, a hybrid role that doesn't fit neatly into one title — that's exactly the kind of conversation I built this for.
Where commercial performance meets how things look and feel. Product pages, range presentation, onsite experience — built by someone who trained as a designer and trades daily.
Trained as a designer. Trades like an operator. The combination changes how product pages perform.
E×M
Retention-Led Growth
Trading and marketing as one connected system. The promotional calendar, the CRM flows, the loyalty program — all built and measured against the same commercial outcome.
Built a loyalty program from scratch. Reduced send frequency. Revenue per send went up. The counterintuitive result that only happens when you understand both sides.
D×M
Brand & Campaign Building
Creative direction with commercial intent. Campaigns, sub-brands and content built from design instinct — measured against marketing outcomes, not just aesthetic ones.
Named, designed and ran campaigns independently — not from a brief. When the idea is right, the audience finds it.
E×G
Commercial Recovery
The operator who diagnoses why something isn't working — wrong taxonomy, wrong story, wrong positioning — and rebuilds it commercially. The kind of problem that starts with a customer complaint and ends with a restructured category.
Took the product home. Used it. Diagnosed the real problem — not the symptom. Rebuilt the taxonomy, the name, the content. It sold.
E·D·M·G
The Full Picture
Most roles use one or two lenses. The work that matters most — building a brand from scratch, recovering a failing product line, growing a D2C channel with no agency budget — uses all four simultaneously.
Grew organic search from 16% to 46% of D2C revenue. No agency. No significant paid spend. Just the right content, the right structure, and consistent execution over five years.
Contact
LET'S CHAT.
Whether you're hiring, have a project in mind, or just want to connect — I'd love to hear from you.