Selected Work
A selection of recent projects across email marketing, CRM, SEO, e-commerce, and digital infrastructure. Each one built to solve a real problem and leave the client with something that works beyond the engagement.
Vital Veda
Built and ran the entire digital ecosystem of a wellness brand and education platform from the ground up: e-commerce, email, SEO, podcast, social media, CRM, and the back-office systems that connected it all.
SuperFeast
Rebuilt Klaviyo segmentation based on real purchase behaviour for a high-volume wellness e-commerce brand. A structured framework ready for the in-house team to implement.
Heat Pilates & Yoga
Full SEO foundation and site migration for a Byron Bay Pilates studio, and e-commerce cleanup for its activewear brand — both left with analytics infrastructure they owned and could build on.
Mantrafy
Built the complete digital stack for a subscription wellness platform from scratch — CRM, lifecycle automations, pricing strategy across six currencies, and investor pitch support.
Heat Athletica
Full e-commerce cleanup and optimisation for an activewear Shopify store, UI & performance improvements, and analytics infrastructure set up.
Vital Veda
Wellness brand and education platform — Sydney and Northern NSW
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When Medha Studio founder Pedro began working with Vital Veda, it was a small Sydney-based Ayurvedic practice with a modest social following, no online courses, and limited digital infrastructure. Over five years, the business grew into a multi-channel brand operating across e-commerce, online and in-person education, practitioner trainings in Australia and overseas, retreats, international tours, clinical consultations, and podcast — with a national and global audience.
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Owned and operated the entire digital back-end of the business across every growth phase: from early-stage single-channel to complex multi-revenue-stream operation
Grew Instagram organically from ~10K to 150K followers and grew the podcast to 600K+ downloads across 153 episodes, establishing the brand as a leading voice in the wellness space
Built and managed the e-commerce operation on WooCommerce, growing product sales to $1.83M annually
Grew organic search traffic to 338K users through technical SEO with no paid advertising
Grew the email subscriber base from 2K to 16K through lead acquisition and lifecycle email strategy
Launched and operationalised multiple online courses and in-person practitioner training programs across Australia and Europe.
Managed the digital and operational infrastructure for retreats, Australian tours, and overseas tours, as well as day-to-day consultation logistics, ticketing, marketing, and financial reporting.
Built the CRM infrastructure in the final phase of the engagement, consolidating e-commerce, bookings, course enrolments, and clinical services into one unified system
Led a full Wordpress website redesign in coordination with an external development agency
Kept the entire digital operation running independently during extended periods when the founder was unavailable — no handover needed, no dropped balls.
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Delivered the operational infrastructure that allowed Vital Veda to grow from a small local practice into a nationally and internationally recognised wellness brand — and kept it running reliably through every stage of that growth.
SuperFeast
Wellness brand, medicinal mushrooms and tonic herbs — B2C e-commerce and B2B wholesale
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SuperFeast operates across both direct-to-consumer e-commerce and B2B wholesale, with a large and active customer base managed in Klaviyo. Their email segmentation and communication framework hadn't kept pace with the growth of the business — the existing setup was leaving significant revenue on the table, and the metrics reflected it. Campaign and flow conversion were declining year on year, and spam complaints were rising.
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Audited the full Klaviyo account, product catalogue, and customer database to identify the structural gaps
Designed 115 segments across six groups — Lead, Lifecycle, Product-Based, Benefit-Based, Geographic, and Exclusion — with exact Klaviyo condition logic ready to build directly into the platform
Built a strategic framework explaining how the segment groups relate to each other and when to use each one
Defined communication logic per segment — what to send, how often, and through which channel
Mapped their full content library — blogs, podcasts, ebooks — to the most relevant segments, verified against live delivered emails
Documented a prioritised build order so the highest-impact segments get implemented first
Surfaced independent account issues found during the audit
Delivered as a 58-page formatted document and presented directly to the founders in a structured handoff call
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Delivered a complete, ready-to-implement segmentation framework that gives SuperFeast the ability to reach the right customers with the right message — unlocking tens of thousands of real buyers who were previously invisible to targeted sends, and providing a clear, prioritised path to reversing the declining email performance metrics that had been building for years.
Mantrafy
Subscription wellness platform, kirtan and guided meditation
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Mantrafy had a genuinely strong product and an engaged audience — a 64% email open rate and above-industry trial conversion rates — but no CRM, no lifecycle automations, and no unified view of their customer data. Monthly churn was running at roughly double the industry benchmark, and with contact and purchase data spread across three disconnected platforms, there was no infrastructure in place to address it. The founder was also preparing a private capital raise with a pitch deck that had never been financially pressure-tested.
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Conducted a full content audit of a 378-item library and built a formal analytics report directly from platform data, the first rigorous picture the founder had of how the platform was actually performing
Delivered five strategy documents covering 90-day priorities, UX improvements, content discoverability, and six-month directional planning
Built native lifecycle automations in Uscreen: welcome sequence, a dormant-member rescue sequence, re-engagement sequence, and monthly push notifications for inactive members
Benchmarked 12 comparable platforms and designed a two-tier pricing structure across six currencies, including purchasing-power-adjusted pricing for Brazil and Mexico to address an identified but untapped LATAM audience
Built a new pricing landing page with a scholarship application flow
Selected and set up Klaviyo and Zapier as the CRM and automation layer, designed the full data architecture — naming conventions, event taxonomy, segmentation model — and unified three previously disconnected data sources into one coherent system
Built lifecycle email automation flows
Pressure-tested and rebuilt the founder's pitch deck ahead of the capital raise, identified issues in valuation, and built a scenario-based financial model grounded in real subscription-industry benchmarks
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Delivered a complete CRM and automation infrastructure built from scratch, giving Mantrafy the ability to communicate with members in a targeted, automated way for the first time, reducing manual intervention, and improving the conditions for retention. Delivered an investor pitch that was corrected and pressure-tested before reaching a real investor.
Heat Byron Bay
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Heat Byron Bay had a new-yet-half-finished Squarespace site built but sitting unlive — the domain was still pointed at an old Framer site, the teacher training course lived on a disconnected Thinkific subdomain splitting SEO value across two unrelated URLs, and 157 of 159 previously indexed URLs were returning 404 errors by Google Search Console. There was no analytics, no schema markup, no search presence, and none of the needed redirects where in place.
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Migrated the live domain from the old Framer site to the new Squarespace site via hosting DNS
Embedded Momence class scheduling directly into the site
Solved the Thinkific course problem without a full platform migration — built a complete course sales and education page natively on Squarespace so the content and SEO value sit on the main domain, while purchase and course delivery stay on Thinkific
Fixed all 157 broken redirects via Squarespace URL Mappings, including old merch URLs redirected to the sister brand’s website, Heat Athletica
Built a dedicated landing page for Personal Training services
Built full schema markup across the site — LocalBusiness, Course schema on the teacher training page, and FAQPage across all 16 FAQ questions
Conducted local keyword research to confirm and guide on-page targeting
Completed a full page-by-page SEO pass covering title tags, meta descriptions, alt text, and heading structure
Set up a blog on the site and published an initial set of blog posts to establish the content foundation
Set up GA4 and Google Search Console from scratch and confirmed live via Realtime reporting
Cleaned up the Google Business Profile with correct hours, phone number, and UTM-tracked product links
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Delivered a live, fully migrated site with a complete technical SEO foundation, with all 157 legacy errors resolved, course content, blog and updated services and schedule all consolidated under one domain, and analytics infrastructure in place to track and build on search performance over time.
Pilates and yoga studio
Heat Athletica
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Heat Athletica had been built off a stock Shopify theme and never properly prepared for launch. Leftover demo content was live on the public site, there were no product short-descriptions across 111 products, no analytics, no reviews infrastructure, and a colour selection UI that didn't reflect how the products were actually organised.
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Removed all leftover demo content and rebuilt the logo to correct the misspelling across the site
Wrote product descriptions for all 111 products, matched to the brand's existing tone, stored in a custom Shopify field the client can edit independently going forward
Cleaned up the product image grid for desktop and mobile and corrected stray theme colours throughout
Ran a full PageSpeed audit of the site, and executed a series of performance improvements
Set up GA4 and Google Search Console from scratch
Restructured the colour selection UI across all products with a cleaner variant swatch implementation that better reflects how products are organised by colourway
Resolved approximately 40 mismatched URL redirects left over from the original theme build
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Delivered a store that correctly represents the brand and is ready to drive real traffic, giving Heat Athletica the foundation to convert browsers into buyers with a cleaner product experience, and track performance through analytics infrastructure that is fully owned by the client.
Activewear e-commerce, Shopify
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"Pedro was our digital operations lead for five years, and his impact on our business was immense. What set him apart was his relentless attention to detail. Nothing ever slipped through the cracks on his watch. He also had a remarkable ability to adopt and implement new tools and platforms as the business grew and demanded it. Whenever a new challenge came up, he dove in, figured it out, and delivered results, every single time. His self-driven approach and dedication made him an invaluable part of our team, and he helped us grow enormously as a business. We're incredibly grateful for the years he spent with us."
— Sole D.R., Vital VedaWhat Past Clients Are Saying
“I couldn't recommend Pedro highly enough. He guided me in exactly the right direction with both of my websites — my studio site and my e-commerce store — and helped me understand what needed to be prioritised and what could wait.
His attention to detail, quick turnaround and clear communication were so appreciated throughout the entire process. He was always happy to jump on a call and explain things clearly, which made everything feel so much easier.
I genuinely felt like I was in good hands from start to finish, and I'm extremely happy with the results. Pedro is knowledgeable, reliable, responsive and clearly cares about doing a great job. I wouldn't hesitate to recommend him.”
— Courtney E. (Heat Pilates & Yoga + Heat Athletica)