i firmly believe

impact & income go hand in hand.

If you're here, I'm guessing you do too.

You've built something good, a product or brand that's trying to make the world a little better. You know more people should be buying it. But Meta ads feel like a black box: you've boosted posts that went nowhere, watched your budget disappear with nothing to show for it, or handed your ads to someone who didn't really get your brand.

And, it doesn't have to be this way.

Meta ads can be one of the most powerful tools a purpose-led business has, and you don't need a big-brand budget to make them work.

how i can help

Either way, the goal is the same: more income, so you can make more impact.

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Hands on mentoring

Want to run your own ads with confidence? I'll teach you, step by step, with personalised support to help you build campaigns that grow your income and your impact.

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Free, practical and a little bit nerdy. My podcast shares the strategies, tests and lessons that make Meta ads work, so you can spend every dollar smarter.

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Hand your ads over

Let me and my team at Goodkind Media run your ads for you. We run Meta ads for ethical, purpose-led brands, and we care about your mission as much as your numbers.

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So, who am i, and why should you trust me?

Let’s go back to where it all started. I grew up on a dairy farm, milking cows on weekends for pocket money. The day I turned 14, I got a job at the local bakery. I loved earning my own money, and I quietly dreamed of owning my own business one day.

I also grew up believing that successful people were either assholes or had inherited it.

The rest of us worked hard, went to uni and got a job. So that's what I did.

I did well at school, especially in science, and went straight into an occupational therapy degree because that's what you're meant to do. Well, at least according to my career adviser and family.

Apart from the communication subjects (and the partying), I hated it. In my first year I got glandular fever, which turned into post-viral chronic fatigue, and then depression. I dropped out.

starting from the front desk

I packed my bags and moved to Brisbane to chase a bigger life. Well, at least a life in a city with more than one stop sign.

My first job there was as a receptionist at Mater Research. I outgrew it quickly and worked my way into marketing and executive roles, where I learned two things that still shape my work: good marketing is built on relationships, and every dollar of budget should earn its keep.

Brisbane is also where I met my husband. We connected over our shared entrepreneurial spirit, and together we fit perfectly into the picture of how life was "meant" to look.

We got married, and in 2010 I backed myself and started my own agency. Social media advertising was brand new, and I was all in. Before long I had staff, a rooftop office and a list of clients on retainer, including a national social campaign for Heineken-owned Solbrew and social strategy for Lexus dealerships across South East Queensland. That work earned me an ADMA award.

On paper, I'd made it. In reality, I was pulling all-nighters and crying in the shower.

When the “perfect” life fell apart

During those years I had my son, and lost four pregnancies, while still running the business. I was miserable so I did the only thing I could think of at the time… I decided to put my family first and closed the agency almost overnight. (Yes, I let go of my whole team and every client at once. Not my finest operational moment.)

From the outside, my life looked perfect.

A few weeks later, I realised my unhappiness had nothing to do with being a working mum. It was much closer to home.

Leaving my marriage was one of the hardest (but best) things I've ever done. I went back to consulting, fitting work between school drop-offs and crying on my wardrobe floor. I'd never felt so alone. I said yes to clients I should have said no to, and partnered with people I shouldn't have.

Finding my thing

Then I was asked to organise and speak at an international Facebook ads conference. I stood in a room full of agency owners I'd looked up to for years, and they were looking up to… me.

That changed something. I started mentoring other agency owners and realised that what they found hard about eCommerce and paid-social felt like common sense to me. I went on to deliver 10x ROI campaigns and influencer programs for eCommerce brands, and I kept seeing the same pattern: every business struggled with the same few things, and fixing them was like turning a key.

Big brands could afford an expert. Small, purpose-led businesses usually couldn't.

That didn't sit right with me.

Over the years, I taught hundreds of small business owners at The Facebook Ads Academy, was recognised by the Australian Marketing Institute, and became a digital transformation coach and eCommerce mentor to MBA students at Bond University.

So in 2019 I co-founded a training academy that taught small business owners the same agency-proven strategies I used with my clients. I grew it, set up its agency division, and sold my share of the training academy in 2022.

Where I’ve landed

Today my work has two homes.

Here, under my own name, I teach business owners how to run their own Meta ads with confidence. I share everything I've learned, including the wins, the flops and the nerdy stuff, on my podcast, Meta Ads: Under the Hood.

At Goodkind Media, my team and I run Meta ads for ethical, purpose-led brands that want experts who care about their mission as much as their numbers.

Either way, the goal is the same: more income, so you can make more impact.

So, about that belief…

The girl on the dairy farm thought success meant being ruthless or being lucky.

Turns out neither is true. I've built businesses, lost things I didn't think I'd survive losing, and rebuilt on my own terms, and I've never had to be an asshole to do it.

You don't have to be either. Your product is good, your mission matters, and you're willing to show up and learn.

That's plenty to start with.