About

Hi, I'm Mitch.
I work on the parts
of digital that earn
their keep.

Bio

I'm a Brisbane-based independent specialising in eCommerce, brand and SEO. By day I run eCommerce at LUXBMX — Australia's largest dedicated BMX retailer. The rest of the time I work with a small roster of founder-led businesses on websites that sell, brands that hold up, and search presence that compounds.

My background is half operator, half maker. I've shipped redesigns, opened new sales channels, fixed legacy SEO, run lifecycle email, negotiated with platforms, and built brands from a blank Google Doc. That mix is the point — eCommerce, branding and SEO only really work when they're handled by the same person.

I keep the roster small on purpose. If we work together, you get me — not an account manager, not a junior, not an offshore team.

How I work

Four house rules.

Ship the unglamorous things

Most growth online comes from filter UX, faster pages, sharper product copy and lifecycle email. I'd rather move those needles than redesign your logo for the sake of it.

One operator, no chain of account managers

You talk to me. I do the work. Small roster on purpose — no juggling, no production line, no surprises at handover.

The stack that suits the job

Shopify for stores. Static sites on Cloudflare for marketing. Whatever survives the next five years — not whatever earns a referral fee.

SEO that compounds

Technical foundations, real content, internal linking that makes sense. No PBNs, no AI spam, no shortcuts that go stale in a quarter.

Stack

eCommerce

Shopify · Shopify Plus
Klaviyo · Recharge

Web

Astro · Next.js
Cloudflare Pages · R2

SEO & analytics

GA4 · Search Console
Ahrefs · Screaming Frog

Brand