Commercial & Creative Operator · Melbourne, AU

ECOMMERCE.
DESIGN.
MARKETING.
GROWTH.

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.

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 quickly, build what's needed, adapt at speed, and always chase genuine solutions to real problems.

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CASE IN POINT:
THIS WEBSITE.

It started as a simple request for a “one-pager.” The real problem was older than that: eighteen years of cross-industry work that felt connected in the living, but on paper read as a list of mismatched titles — each one forcing me to hide the parts that didn't fit the box. Every application meant butchering the same career into a different shape.

So I treated it as a problem to solve properly. I built this site from scratch — with two AI teammates and a fast crash course in code — not to decorate the history, but to take it apart and look at what was actually there. The daily grind, stripped of polish. What emerged wasn't a tidier CV. It was a pattern: the same strengths showing up across every role, including the work I was never formally hired to do but always gravitated toward.

That's the discovery this page is built on — and it's how I work on any real problem: research deeply, find the pattern, build what's needed. What follows is that pattern, reassembled. Not titles I'm claiming — the directions the evidence actually points. If part of it, or all of it, is useful to you, that's the conversation I'm here for.

It's not always a straight line. But it gets somewhere real. — I'm wrapping up the final touches on the full living case study now; if you'd like a look, just say so below.

WHERE THE LENSES
OVERLAP

Each discipline is valuable on its own. The intersections are where the work gets genuinely interesting — and where most roles never look.

Ecommerce

DTC trading · Digital merchandising · Marketplace ops · Buying · D2C P&L

Design

Interior design · Brand direction · PDP · VM · Spatial thinking · Production

Marketing

CRM · Campaign · SEO · Promotions · Lifecycle · Paid media

Growth

Commercial recovery · Category insights · Analytics · Agency mgmt · Cross-functional

E × D

Digital Merchandising

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.