about
HelmCrew
Core values
Creating calm businesses one system at a time
🧘🏻♀️calm is a strategy
Business doesn’t have to feel like a never-ending fire drill. With the right systems, things get clearer, calmer, and more manageable.
Steady beats frantic every time.
🧩 systems should serve you
The best systems don’t box you in, they free you up.
They make your business smoother, simpler, and more scalable.
Freedom comes from clarity, not control.
🙆🏻♀️ build with joy and longevity
Work should feel good, not just about getting things done.
Build systems that last without sacrificing personality, play, or peace of mind. Because what’s the point of building something if you’re too burnt out to enjoy it?
How It Started
With nearly two decades of experience helping early-stage businesses grow, I’ve seen what happens when founders try to scale without the right systems or support. It’s exhausting — and it’s not sustainable.
I’m not just a strategist; I’ve been in the trenches.
As a three-time Head of Marketing at early-stage startups, I’ve lived through the 0-to-1 chaos—building from scratch, juggling limited resources, and figuring things out while everything's still moving. What I learned is simple: growth without systems and without the right team leads straight to burnout.
Helmcrew was born from a simple belief: founders deserve support that’s both strategic and sustainable. I don’t buy into hustle culture; I believe in calm as a strategy—creating teams and systems that foster freedom, and building businesses that last.
why helmcrew
Every founder is at the helm of their business, steering through critical decisions, navigating storms, and fostering growth. But the journey doesn’t have to be a solo expedition. Just as a captain relies on a crew, you need a supportive structure—team and systems—that lay the groundwork for your success.
HelmCrew is dedicated to empowering founders to build businesses that thrive on clarity, not chaos.
With the right systems and team in place, you can grow steadily, delegate tasks clearly, and lead your business with calm confidence.
Whether you’re running solo or guiding a crew, Helmcrew provides the support and structures you need to keep everything moving in sync and aligned with your vision.
work that feels aligned
I’m passionate about creating opportunities in business especially founders navigating early-stage growth.
That’s why I started the podcast Chief Best Friends, and why I continue to support founders through communities, mentorship, and collaborative spaces. Whether through incubators, accelerators, or guiding early-stage founders, I love helping people refine their voice, reach their audience, and build sustainable success.
To me, systems aren’t just for business. They’re for building stronger, more intentional communities — and more sustainable ways of working.
That’s the kind of work that lasts.
food for thought
We didn’t leave our 9-to-5 to work 24/7. You will never do it all, but you can choose what matters
A bit more about me
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Fact 01
I’ve stopped paying for productivity tools. Apple Reminders, Notes, and a trusty notebook are my MVPs.
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Fact 02
I used to run a podcast and interviewed some of my favourite authors and podcast heroes.
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Fact 03
I once had a running club… and still daydream about starting one again. Maybe a different sport. Padel, anyone?
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Fact 04
I love books and sports documentaries in equal measure—give me a great underdog story and I’m hooked.
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Fact 05
I rewatch all of the The Lord of the Rings and The Hobbit trilogies every few years—extended editions, of course.
want more?
Smart systems for founders who want to rise without overbaking it.
Each issue delivers one quick tip, one deeper strategy, and one long-term system to help you scale sustainably. Built for founders who want to grow with intention with a little more ease.