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?
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.
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.