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 in marketing and growth, I’ve helped early-stage businesses build systems that make scaling feel steady, intentional, and much less overwhelming.
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. It was in those moments I learned that growth without systems 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 systems that foster freedom, and building businesses that last.
If you’re ready for growth that doesn’t run you ragged, let’s build it right, together. Let’s chat about how we can tailor a strategy just for you.
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 system that lays the groundwork for your success.
HelmCrew is dedicated to empowering founders to build businesses that thrive on clarity, not chaos.
I believe that systems aren’t just a luxury for small startups—they are the backbone of a well-functioning business.
With the right systems in place, you can grow steadily, delegate tasks clearly, and lead your team 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.
My podcast, Chief Best Friends, was one of my first steps toward that mission, and it’s grown into a deep commitment to building spaces where founders feel seen, supported, and connected.
I also believe in the power of mentorship. Whether it’s through incubators, accelerators, or guiding new podcasters, I love helping people refine their voice, reach their audience, and build the systems that make success sustainable.
To me, systems aren’t just for business. They’re for building stronger, more intentional communities.
That’s the kind of work that lasts.
food for thought
If you can’t step away, you’ve not built yourself a business but a job.
ready to get out of the weeds?
Let’s build the systems that give you space to lead & Grow without chaos
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.
Not sure where to start? You’re not alone.
Start here to spot your bottlenecks, save your sanity, and make systems your sidekick
How scale-ready is your business?
Are you running on systems or stuck doing it all yourself?
Take this quick quiz to see where your systems are solid, where they’re slowing you down, and what to fix first so you can scale without the chaos.
Clone Yourself
Starter Kit
A workbook to help you reclaim your time by mapping out what only you can do and systemising the rest. Perfect for when you’re juggling too much and need to start handing things off the right way.
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.