I've spent years inside content teams that delivered more than they should have been able to. Now, I help businesses where the team is capable but still can't keep up. I figure out what's eating the time, then build what's needed to fix it with the team you already have.
Let's talkTen years in digital. Eight in content.
The expectations got bigger as the team got smaller.
You've already paid for help that didn't deliver: a hire, an agency, a tool.
You've added AI tools and the work didn't get easier... there's just more of it.
Years of work exist, but can't be searched, queried, or reused.
I've been the person inside these businesses, holding it all together with duct tape and spreadsheets. Now I build systems that take the duct tape away.
When you need to know what to fix and where to start. I look at the workflows, the tools, and where the team's time actually goes, find what's slowing things down most, and provide strategies to start fixing it. You walk away with a plan and a head start, whether or not we keep working together.
Start hereWhen you know what needs fixing, you just need it built. One specific system, end to end, usually with AI doing the work that's been eating your team's time.
Start hereWhen you want someone on hand to keep the systems running, figure out what's next, and fix things when they break.
Start hereThe systems I build keep working after I leave. The team can run it, the docs are real — that's part of the work, not tacked on at the end.
A workplace wellness business serving more than 100 corporate clients and close to 100,000 of their employees, with a heavy monthly content commitment.
When I started, planning each month's content was eating up the majority of time for a team of four, over a 12-week cycle. The work was running on memory: what had been made, what had worked, what had been said to the customer. The team was good but stretched thin because there was no other way to do it.
I rebuilt the operation from the ground up. The foundation was a database that held everything the business had published, how it had been packaged, how it had been promoted, and how it had performed. From there, every part of the work that used to take up someone's day got rebuilt around it: research, templating, structuring, drafting, review, quality checks, planning, and the production pipeline itself. The operations around the work got rebuilt too, including invoicing, documentation, and the single source of truth the team had never had.
Twelve weeks to one. Production 53% faster. The workload of four people, now carried by me with a small group of contractors.
The business now had capacity it had never had: room to add more clients, run more frequencies, build the niche products and content lines that had always been one hire and three months away.
A few examples from seven years at Centr, a fitness app I helped build from launch.
The customer service team had over 600 templates to update by hand before a platform migration. One person, one click at a time, a full week of work. I built a tool that pulled them all into a spreadsheet, let the team and AI make the edits there together, then pushed everything back at once.
All campaign launches needed competitor research, and the only way to get it was to scroll Instagram and TikTok by hand. Every campaign restarted from scratch. I built a search tool that pulled tens of thousands of competitor posts into a database, so anyone could query by brand, topic, or engagement level and pull what they needed in minutes.
Every launch needed a strategy document. Hours of back-and-forth on each one, never faster the tenth time around. I built a system that did the research and structuring I'd been doing by hand. The work went from writing to editing, in the exact format we needed, for every department.
Every product (workout programs, in this case) was documented in long-form briefs, but nothing was structured. Marketing couldn't compare positioning side by side, the product team couldn't build features off it, and we had to rely on memory to build alongside them. I built a database that captured every product across the dimensions the business needed, in one searchable place.
I've spent 10 years inside content businesses figuring out what's slowing them down and building what they need to fix it.
Seven of those years were at Centr, where I ran content production for the app launch and ended up leading content and customer engagement strategy. The thing I learned is that solutions have to move as fast as the problems do. Centr changed shape constantly. The strategy shifted, leadership turned over, the business kept restructuring around new objectives. Every system I built had to bend with the next version of the business. I got good at adapting fast and bringing the team with me.
Most people are using AI like a search engine that writes back. The real value is in using AI to run the systems that take up half your team's day. That's what I will help you do.
Melbourne-based, working with teams anywhere.
[Emily] doesn't just fill a role — she finds what's missing and builds it.Kristina Dalgleish, Owner, Health at Work
Tell me what you're working on. If it's a fit, I'll come back with where I'd start.
Thanks for reaching out. I'll be in touch soon.