Substack
The Ecommerce Guide
Hard-won lessons and what’s working now, so founders can make better decisions and avoid expensive mistakes.
Work with me
Simplify your tech stack. Structure your operations. Scale your revenue.
Platforms & systems. Process improvement. Conversion rate optimisation. AI integration.
Owen is one of those rare senior eCommerce leaders who brings equal parts strategy, technical depth, and heart. I brought him on to help scale our global eCommerce business across three brands and eight markets, and he made an immediate and lasting impact.
He led the launch, upgrade and optimisation of our Shopify ecosystem, significantly improving customer experience, conversion, and performance across the board. What really stood out, though, was his calm, collaborative style and his ability to make complex things simple. He’s a genuine team player and a great mentor, always coaching, teaching and bringing the team along with him on the journey.
Owen was a huge support to me as CMO and played a big role in shaping what’s now a thriving eCommerce engine for TBN. Smart, strategic, and just a wonderful person to work with. I highly recommend him and would employ him again in a heartbeat.
Amanda Connors MBA
Global CMO - Total Beauty Network
About
Hello, I'm Owen
Growth and profitability tend to get complicated somewhere past the first million.
Founders find themselves working harder than ever just to keep things running; the platforms and processes that were once best-in-class are now an expensive bottle neck; and there never seems to be enough profit left over at the end of the month.
In the 2010s my partner and I founded a global online fashion brand, scaled it over a decade and sold it in 2022. Since then I’ve re-platformed an iconic Aussie fashion brand, led ecommerce projects for three beauty brands across eight international markets and doubled revenue for another, from $5m to $10m in three years.
Most of it comes down to the numbers, the people, the platforms and the systems running under them. AI integrations are a large part of my work now, optimising manual repetitive processes, freeing the humans in the business to focus on the work customers value most.
Operational.so is how I work with brands with annual sales of $1m and up. Founders who want me by their side, in the business week to week, keep me on as their operating partner
For brands in transition or stalled in growth, I mentor a select number of founders with a weekly call and a direct line to me between calls. Contact me to find out more.
I write about ecommerce on Substack
I hold a Masters Degree in Business (Marketing), my corporate experience spans senior board level roles; operational finance & budgeting; P&L responsibility; external agency management (paid media performance & web development); cross-border & omni-channel commerce; warehouse logistics & offshore production.
Agile methodology & continuous improvement have been central to my working life since I was first introduced to Lean & Kaizen in 2008.
Before ecommerce I spent a decade producing records and developing artists for Sony/BMG & Universal.
The brands I choose to work with genuinely care about their people & the World we share.
