These engagements illustrate the ways I most often help organisations - building a strong digital presence, driving measurable growth and strengthening business operations.
Websites & Digital Presence
Building a Website With a Story Worth Telling
Nikki Kate Headwear
Challenge
Nikki Kate Headwear makes custom handmade headscarves and beanies for people experiencing hair loss, born from the founder's own experience living with alopecia. The site needed to feel warm and personal - nothing corporate or clinical - with careful framing around the founder's nursing background, and it had to be something the owners could update themselves.
Focus
I built a nine-page WordPress site on a lightweight theme, and where off-the-shelf plugins fell short, wrote small custom ones instead - hand-built structured data for search engines, enquiry-click analytics, and automatic image resizing so new photos can't slow the site down later. Every one of the 98 gallery photos was individually renamed, converted and compressed for search and speed.
Outcome
A fast, fully SEO-ready website the owners now manage themselves, with 430MB of professional photography serving at around 7.5MB and structured data covering the business, every product and a 21-question FAQ. The site is live at nikkikateheadwear.nz.
Key Takeaway
The details nobody sees - filenames, image weights, structured data - decide how well a website actually performs.
Handmade products deserve a hand-built website.
Digital Growth
Driving Sustainable Digital Growth
Kirker Health
Challenge
Advertising costs were increasing while growth had begun to plateau. Simply spending more was not going to fix an efficiency problem.
Focus
Rather than increasing budget, I focused on improving campaign efficiency through creative testing, audience refinement and continuous optimisation - scaling what worked and retiring what didn't.
Outcome
Return on ad spend improved from roughly 5.2× to around 12×, cost per purchase halved, and the campaigns went on to generate NZ$240K+ in annual revenue at a lower acquisition cost than when they started.
Key Takeaway
Sustainable campaign optimisation can outperform increased advertising spend.
Better decisions beat bigger budgets.
Business Systems & Governance
Strengthening Business Systems & Governance
Tay Street Baptist Church
Challenge
As the church grew, its financial administration and governance responsibilities became increasingly complex, and the systems supporting them hadn't kept pace.
Focus
I implemented Xero end-to-end and took on financial reporting, budgeting and AGM documentation - then, as trust grew, moved into a governance role as Clerk & Trustee alongside it.
Outcome
Ten years on, the church runs on modern, fully reconciled financial systems and clearer governance processes, with that support continuing at board level today.
Key Takeaway
Strong governance depends on reliable systems as much as good decision-making.
Good governance is built on systems, not just intentions.