I've cleaned up messy operations from the inside. Now I do it for other businesses.

I joined a commercial property advisory firm as a business support assistant. Over the next seven years I moved through business manager, then data and marketing manager, then Director of Data and Marketing, then Director of Operations. I watched the business grow from a handful of people to something much bigger — and I watched its systems try to keep up. Spreadsheets turned into six different tools. Six tools turned into nobody quite knowing where anything lived. I was the person who had to hold it all together, and then the person who had to fix it.

That's where I learned the thing I now build every client around: automation doesn't fix a broken process, it just makes the mess move faster. Before you buy a new tool, you need to know exactly how work is supposed to flow. Get that right, and the tools are the easy part.

I started Decode & Grow in 2024 to bring that same fix to other founder-led businesses — before they hit the wall I watched happen from the inside. I map how a business actually runs, redesign the process, then rebuild it as one connected system using tools the team already knows. AI comes in last, and only where it genuinely takes work off someone's plate.