About
My Story
Before Uptrak I spent more than five years in various agencies helping Western businesses launch in China through cross-border ecommerce. This included a two year stint living and working in Shanghai.
Following this I spent several years working as a product manager in fintech and payments.
While I've worked across many industries, the recurring theme has always been: helping SMBs navigate complex technological ecosystems to achieve growth.
Uptrak offers the type of help I used to provide back in my agency days, without the parts that felt icky.
I'm the transparent, strategic partner you can call in a pinch. My job is to come in, solve your problems, video record the solutions, hand you back the keys, and stay on call only if you want me.
13 Years experience in online sales
$10M+ sales revenue generated for client accounts
100+ Websites & eCommerce stores launched
60+ clients served
what i believe
Empowerment over entanglement
My goal is to arm your business to be self-sufficient - not lock you into complex and expensive systems you can't understand or run without me.
Outcomes over output
I judge my own work by your bottom line and what lands in your calendar, not by how many tasks I can list at month's end.
Clarity over obscurity
I break the complicated parts into clear, digestible chunks, so you always understand what you're paying for. When something's genuinely technical, I'll explain it with an analogy that makes it click
People over platforms
Technology is a means, never an end. The end is always a real person whose life or work is better for it - a business owner, the staff who rely on them, and the patients or clients they care for.
THe team
The team behind Uptrak's one-person studio
I use AI to do in minutes and hours what used to take a small team weeks. Below is a line up of my senior advisory team of Claude agents.
They typically handle all of the initial grunt work, repeatable tasks and heavy lifting (i.e. research, first drafts, data analysis etc) to get things 80% of the way done very quickly. I direct them, check their work, refine the remaining 20% and put my name on everything that ships.
Nothing reaches you on autopilot. What you get is senior-level work at the pace of a full team, from one person who stays accountable for the result.
network
I keep close company with people at the top of their craft. Two impact-led organisations sit at the heart of that, and they're a big part of why a one-person studio can punch well above its weight.
The Impact Co
Every week I meet several times with The Impact Collab, an extensive network of seriously talented, impact-led founders, marketers, designers and professional service businesses. It means the work you get has been pressure-tested against a whole room of experts, not just shaped by one person in a vacuum.
The Cova Project
I also sit on the advisory board of The Cova Project, a charity tackling period poverty in developing communities. They distribute menstrual cups and run menstrual health education so girls can stay in school, more than 38,000 cups delivered across six countries since 2019. It's a cause I'm proud to give my time to, and it keeps me close to why I do any of this.
Le Wagon | full stack alumni
I trained as a full-stack developer with Le Wagon, one of the world's top-rated coding bootcamps, and I've stayed part of its Australian network ever since. It's a deep bench of developers, engineers and technical founders, plus the designers and marketers who came up alongside them, all a message away when a build needs a second set of eyes or a problem runs deeper than the everyday.
Contact
Let’s Talk
Reach out for inquiries, collaborations, or just to say hello. We're eager to connect!