About the Founder
I’ve always been a product person. From the start of my career, I was drawn to businesses that make, move, and sell physical products. But my decade at Apple refined that passion even further. Working across finance, sales, and operations, I saw first-hand how supply chains, inventory management, and commercial strategy come together to create scalable, sustainable businesses.
With 15 years in strategic finance and as a Chartered Management Accountant for over a decade, I understand how financial strategy underpins operational success. eCommerce is where this all comes to life. Selling directly to consumers - or through third parties - demands financial precision. Cash flow, margins, and operational efficiency can be the difference between scaling profitably and running out of runway. I believe eCommerce is the future of selling at scale, and getting the financials right is what separates long-term success from short-lived growth.
Why I Started Master of Coin
After years of seeing eCommerce businesses struggle with the financial realities of selling online - tight margins, unpredictable cash flow, and the constant challenge of balancing inventory with demand - I knew there was a gap. Founders and brand owners needed clear, actionable financial insights to make better decisions and avoid common pitfalls
I started Master of Coin Consulting to help eCommerce businesses cut through financial complexity and take control of their numbers. Whether we’re optimising ad spend, managing inventory cycles, or ensuring supply chains are working efficiently, our goal is to provide clarity so you can scale with confidence.
Get in touch
If you’re looking for a finance partner who understands the realities of eCommerce inside and out, let’s talk