Strategy + Execution for E-Commerce Brands
I help DTC founders get their marketing to work, strategy, positioning, and email lifecycle that converts. I think in systems, work hands-on, and get it done.
About
The mindset to pull a strategy apart.
The skills to make it go live.
Marketing found me through the back door. I was building my own brands and learning the hard way that a great offer and a working business are two different things. That gap, between what you've built and what people actually understand about it, is the problem I couldn't stop thinking about.
Seven years later, I'm still working in that gap. Close to the founders, close to the strategy, and close enough to the tools to tell you why something isn't working, and fix it.
I'm a Swedish marketing strategist based between Australia and Bali, working across the full customer journey: paid social, email, positioning, and the systems that hold it all together. I write the strategy and stay around to see it through.
Client Results
Selected e-commerce engagements, 2024–2025. Real numbers, real results.
Case Study 01
Slow fashion e-commerce brand, Australia
A fashion founder launching from scratch needed the full Klaviyo setup built before go-live, welcome flow, abandoned cart, post-purchase, and a launch campaign written in the brand's voice, ready on day one.
Case Study 02
Premium haircare brand, Australia
A founder-led brand heading into BFCM with no structured campaign system. I built the full email sequence, segmentation strategy, and a December retainer framework to carry performance past the sale.
Case Study 03
Performance gymwear brand, Australia
A 5,000+ subscriber list with strong campaign revenue but near-zero flow automation. Full pre-BFCM audit across 9 flows, identified the gaps, built the strategy to unlock the growth lever.
Case Study 04
Performance beauty brand, Australia
An email program that spoke to core buyers but missed broader segments. I mapped 6 ICPs, wrote a product launch campaign, and built a brand voice guide the whole team could use.
Work With Me
Clear offers, flexible scope. Start with whichever fits where you are right now.
Your go-to for marketing decisions. I'm in your corner reviewing campaigns, sharpening messaging, calling out what's not working, and thinking through launches with you. One call per month plus async support, so you stop second-guessing and start moving.
Best for: Founders who have execution happening but need strategic direction and a sounding board they trust.
Start the conversationOne specific problem, solved properly. Positioning unclear? Emails not converting? Launch that didn't land? I diagnose, fix, and hand it back with the thinking done. You implement, or we do it together.
Best for: Founders with one clear stuck point who want it resolved, not another opinion on why it isn't working.
Get it fixedI get into your Klaviyo, Meta, or Shopify setup, audit what's there, fix what's broken, and leave you with a clear picture of what to do next. Fast, practical, no fluff. A good starting point if you want to see how I work before committing to more.
Best for: Founders who want an expert eye on their tech stack and a concrete action plan, not a strategy deck.
Book the audit"Unlike most strategists, I can actually get in the tools with you, and unlike most operators, I know why we're doing it."
Not sure which fits?
Let's talk it through.What I Do
I work across the whole marketing system. Not doing everything, doing the right things, in the right order, clearly.
Positioning, messaging, offer clarity, and audience alignment. I help founders see what's actually broken, and build a plan that's realistic to execute.
Klaviyo flows, campaign strategy, segmentation, and copy, built to retain and convert. Welcome flows to win-backs, every touchpoint intentional.
Paid social built to learn, not just spend. Creative strategy, test planning, and ongoing optimisation, always focused on what moves the needle.
Understanding why something works before scaling it. Messaging frameworks, ICP mapping, and creative direction grounded in real performance signals.
Conversion thinking across the full customer journey, connecting creative, UX and data without overcomplicating a setup that's already running.
Unlike most strategists, I get in the tools with you. Klaviyo, Meta, Shopify, CRM setup, and AI-powered workflows. I diagnose, build, and hand it back with the thinking done.
What Clients Say
Therese got us set up and launch-ready from scratch. Email, e-commerce, the full structure. We launched on time and hit strong sales in the first week. She's strategic, hands-on, and delivers. Throughout the whole process, I felt calm, supported, and in good hands.
Creative Director & Founder
Therese has a rare ability to balance brand building with hands-on execution. She drives marketing forward in a way that's both creative and commercially grounded. She consistently delivers.
Founder & CEO
Working with Therese brought clarity and momentum fast. The ideas were sharp, the execution was sharper, and we had a lot of fun doing it. One of the best creative collaborations I've had.
CRM Marketing Lead
The Way I Work
"The best strategy doesn't matter if it never makes it out of the doc."
That's why I work the way I do, close to the founders, close to the work. Seven years across Sweden, Bali, and Australia taught me that strategy and execution are the same job. I'm the strategist who's still in the Slack thread on launch day, making sure it actually runs.
Let's Connect
Book a free 20-minute intro call. No pitch, just a conversation about where you're stuck and whether I'm the right fit to help.