About Zoe | Z List Media
Founder Strategist + Digital Architect

I spent nearly twenty years building for everyone else. Then I rebuilt everything for myself.

I work with women who are good at what they do and still feel like something's off. Not because they're failing, because they're building something that doesn't fit how they think, work, or live. My job is to figure out what that is, strip back what doesn't fit, and build something worth keeping.

Zoe

The thing about "stable."

I went into corporate because I thought a salary meant security. That was the logic. Deliver results, keep your head down, and the stability takes care of itself.

Six positions later, three redundancies and three contracts that ended without warning, I finally stopped arguing with the pattern. The structure I had chosen specifically for its predictability turned out to be the least stable option I could have picked. Not because the work was bad. The work was genuinely good. The architecture of it never actually fit how I operate, and no amount of effort was going to change that.

That last redundancy, six weeks early, was the moment the logic finally cracked. I stopped trying to make a structure work that was never going to suit me, and started building one that would.

"Turns out the 'safe' option was the riskiest thing I ever did. Highly recommend skipping to the part where you build something that actually fits."

Zoe smiling outside

Nearly twenty years of watching digital change everything.

Zoe at work

How I think

Innovation over imitation.

Built once, built properly.

Clarity before complexity.

Systems that respect your capacity.

I have been in digital marketing since it actually began. Setting up Facebook pages for brands in 2007, building social strategy from scratch for some of the world's most recognised names. Brands with serious budgets and zero tolerance for work that didn't hold up under scrutiny.

What has always driven me is genuine curiosity about what comes next. Not trend-chasing, but real interest in what is actually shifting and how to use it well before everyone else catches up. Back then it was social. Now it is AI. In between, it was everything that changed how people find, trust, and buy from businesses online.

That background means I bring something most strategists cannot offer. I have been inside the machinery at scale. I know the difference between what looks compelling on a strategy deck and what actually converts, holds up, and doesn't quietly drain everyone involved in delivering it.

Brands I have built for

McDonald's Coca-Cola Universal Sony Pictures Vodafone

"Big brands taught me what works at scale. My own business taught me what works for humans. Turns out those are quite different problems."

What this looks like when you work with me.

My clients are capable, experienced women building something real but unable to get it to move right. They are not short on effort or intelligence. They are short on clarity about where to put the energy, which systems to build, and which decisions to stop revisiting.

The exhaustion I see most often is not the burnout that comes from overwork. It is the specific tiredness that comes from doing a lot of things that are not quite landing, and not being entirely sure which ones to stop.

Posting consistently, getting engagement, making no sales.

Busy from morning to night with no clear sense of what is actually moving.

Following strategies that made sense on paper and feel completely wrong in practice.

Knowing something needs to change but not being sure which thing to pull first.

That is the misalignment I am here to diagnose. Time is finite, and founders want to build something meaningful without it consuming the life they are supposedly building it for. Those two things are genuinely compatible. They just require a different kind of structure than most business advice offers.

The person behind the strategy.

I take the work seriously. I do not take myself seriously. I believe good strategy should feel like a relief, not a performance, and that the best conversations happen when nobody is trying to impress anyone.

I am based in South West WA, fuelled by good coffee and the occasional karaoke session, and I genuinely believe that a business built around who you actually are is both more sustainable and considerably more fun than the alternative.

If that sounds like the kind of person you want in your corner, we are probably going to get along well.

Zoe at karaoke

If this is landing the way it should.

The Founder Intervention is the place to start. Ninety minutes, one session, a clear diagnosis of what is misaligned and one direction forward. No fluff, no ongoing commitment, just an honest look at what you are building and what it actually needs.

Book the Founder Intervention
Footer | Z List Media