Selected work

Case studies

A look at some of the companies I've worked with and the outcomes we've created together.

Eugene
Growth engine · B2B + DTC

Eugene

Eugene is one of Australia's leading genetic testing companies. Great product, strong clinical cred, but they'd shifted from DTC to B2B and needed a growth engine to support new revenue channels on top of what was already working. I built it. Changed the narrative, set up AI systems to move faster without more headcount, opened new partnership channels, and structured a team that could run it.

5%
Increase in preventative
25x
Experiment return
New
Partnerships activated

What I did

  • Shifted content from clinical-feature-led to buyer-focused across B2B and DTC
  • Built AI systems to speed up content, growth analysis, and reduce manual work
  • Ran customer and clinician research to inform every decision
  • Created lead capture and nurture flows that didn't exist
  • Built partner enablement from scratch
  • Landed new partnerships (Saint Haven, Wanderlust)
  • Set up an experiment framework
  • Hired and structured the marketing team

The results

  • 5% increase in preventative product sales
  • Growth experiment returned 25x
  • New partnerships activated for preventative health
  • AI systems multiplied output without multiplying headcount
  • From one person to a functioning growth team
"She got across the whole business, saw where the gaps were, and then actually closed them. She gave me a growth function I could actually steer with."
Kunal, CEO — Eugene
Wesfarmers Health
New revenue streams

Wesfarmers Health

Wesfarmers wanted to tap into the pharmaceutical market through Priceline but didn't know where to start. I mapped out the opportunity, built the business case, and validated the offer with pharma partners.

$150K
Revenue in 6 months
$2M
Pipeline secured
3
Pharma partners rolling out

What I did

  • Identified the whitespace in pharma partnerships for Priceline
  • Built the proposition and validated it with partners
  • Created the commercial model
  • Developed the pitch materials and go-to-market approach
  • Got three pharma partners signed and rolling out

The results

  • $150K revenue in the first 6 months
  • $2M pipeline secured
  • Validated offer now rolling out with 3 pharma partners
  • New revenue stream that didn't exist before
"Hayley was a huge help in taking our initial idea and helping us shape it into a business model that actually works."
Rob, General Manager — Wesfarmers Health
Positioning · investor narrative

Sanro Health

Sanro Health was building a science-led health platform with strong clinical foundations, but struggled to translate that depth into a clear product story. I worked with Sanro to bridge the gap between scientific depth and commercial clarity.

US
Funding secured
Clear
Investor-ready narrative

What I did

  • Shaped positioning and messaging for both website and investor materials
  • Developed a story that preserved scientific integrity while highlighting real-world impact
  • Supported the investor deck to clearly articulate value, differentiation, and opportunity

The results

  • Secured US-based funding
  • Clear, investor-ready narrative grounded in science
  • Product and value proposition articulated in a way users and stakeholders could understand
"Hayley was exceptionally fast with engaging, distilling and abstracting complex deep domain topics into language that connects."
Ash, Founder — Sanro Health
Expansion planning · business strategy

AWS / Think and Grow

Fast-growing B2B SaaS businesses often expand internationally too reactively, without clear GTM plans or customer insight.

40+
Workshops globally
30+
Companies supported

What I did

  • Ran 40+ workshops globally diagnosing expansion strategy
  • Created bespoke reports covering market prioritisation, ICP definition, local partnership strategy, product and channel adaptation, and land and expand plans

The results

  • Clarity on market entry risks and rollout plans
  • Supported 30+ companies in setting realistic, phased growth goals
GTM · partnerships · content

Archer

I started a B2B consulting business and had a growth plateau 2 years in. I needed to rethink my GTM plan, systems, and scalable offers.

2x
Revenue
70%
Profitability
2x
Lead to conversion

What I did

  • Crafted a new GTM play using partners and new tactics
  • Defined and landed strategic partnerships
  • Created social content, email series, masterclasses, offers and sales tools
  • Created a funnel from awareness to conversion
  • Got paid to deliver 3 keynote speeches

The results

  • 2x revenue with 70% profitability
  • Secured 3 x 6 figure deals with SEEK, Wesfarmers Health, Asahi
  • Improved ICP, positioning and comms to 2x lead to conversion rate
Product + customer strategy

KIC

Helped shape the next phase of growth for one of Australia's leading fitness and wellness platforms. Worked closely with the founders to understand their customers and sharpen their product and growth strategy.

"Hayley's insights and understanding of product and customer were extremely valuable and really helped us shape our next phase."
Laura & Steph, Founders — KIC
Positioning + competitive edge

Be Fit Food

Worked with Kate to cut through the noise in a crowded market. Helped her find clarity on what makes Be Fit Food different, and build the confidence to go after it.

"Thanks to Hayley I'm SO much clearer on what my edge is. I was feeling a little lost with so much competition. Now I feel focused and energised."
Kate, Founder — Be Fit Food
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