Eighteen years of building elevated, useful and commercially sound experiences across DTC, B2B and omnichannel retail — through design-led thinking and operator instinct. This page lets you assemble the version your business needs.
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. I'm documenting the whole build as a living case study — if you'd like to see it, just ask.
A CV asks you to pick a box. This page doesn't. What follows is eighteen years of work, broken into twenty-six real capabilities. Select the ones your business needs — or start from one of the ready-made combinations — and the page shows you what that selection adds up to: a role, a brief, or something that doesn't have a neat title yet.
It's not always a straight line. But it gets somewhere real.
Select whatever's relevant to your situation — even if you're just curious — and see what the combination adds up to.
Whether it's a specific capability, an industry, or just a problem that sounds familiar — I'd love to hear from you.
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.
Each discipline is valuable on its own. The intersections are where the work gets genuinely interesting — and where most roles never look.
Whether you're hiring, have a project in mind, or just want to connect — I'd love to hear from you.
Prefer email? erinmd@outlook.com.au
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