Surf · Ocean · Lifestyle Brand Owners

Strategy from
the inside.

Surf brands sell identity and belonging, not products. Most of them market like they’re selling a product. I grow and scale surf brands through strategy rooted in psychology, neuroscience, and customer behaviour.

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Results

What actually happens.

Full portfolio

Not just the numbers. The thinking behind them.

$3k $35k
Meta Ads · Revenue · 1 week

A campaign and paid-media strategy that turned $3K in ad spend into $35K in revenue within one week.

Full case study
+7k
followers
Organic strategy · 5 days · No ad spend

A clearer hook and repeatable content direction grew the account by 7K followers in five days.

Full case study
200 views
5M views
Content strategy · Multiple million-view videos

One strategic hook became a repeatable content system that moved average reach from hundreds to millions.

Full case study
Who this is for

Is this the right fit?

This work is built for founder-led surf, ocean and lifestyle brands that want clearer direction, stronger marketing and a genuine strategic partner.

This is for you if

You’re the founder or owner of a surf, ocean, or lifestyle brand built from inside the culture — and your marketing isn’t reflecting how good the brand actually is.
You’ve tried agencies before and spent more time explaining the industry than working on the strategy. You’re done with that.
You’re ready to invest in strategy, not just execution. You understand that consistent, intentional marketing builds compound results — not just one good month.
You want a genuine partner who challenges your thinking, not someone who executes whatever you say and sends you a report at the end of the month.
You show up, communicate clearly, and understand that good work requires both of us to be in it properly.

This probably isn’t for you if

You’re looking for someone to take everything off your plate with no involvement from your end. This is collaborative work.
You need content execution only — posting, scheduling, community management. That’s not what this is.
You need every small decision to move through a long approval chain. Good strategy still needs oversight, but it also needs trust and enough room to move.
You’re looking for the cheapest option. You’re not hiring a service — you’re investing in the strategic direction of your brand.
You’re not in surf, ocean, or lifestyle. This work is built specifically around this industry and culture.
Why surf marketing works differently

People buy more than the product.

People are not only buying a wetsuit, board, retreat or piece of jewellery. They are buying identity, belonging, ritual and the feeling of being part of something.

The product matters, but it is the way into that feeling. When a brand only talks about features, it misses the reason people care.

The strategy starts with clear marketing fundamentals and a strong interest in why customers choose, trust and buy.

01

Understand the culture.

Start with what the audience values, notices and refuses to fake.

02

Understand the customer.

Look at why people choose, hesitate, trust and come back.

03

Connect the work.

Carry one clear direction through positioning, content, campaigns and paid media.

Ways to work together

Three ways to work together.

Every engagement starts with strategy. The difference is how much ongoing direction, channel support and leadership the business needs.

01

Strategy & Guidance

Senior direction for founder-led brands

Best when

You have tried building this on your own and found it far harder than it looks. You have the will, the capacity, and the ability to execute. What is missing is the how: the breakdown, the realistic goals, how often, and what to say.

This is the essential starting engagement: the strategic layer. I build the brand map, the positioning, and the plan for how you show up, and your team takes it from there. It gives you your peace of mind back and lets you focus on what matters most rather than trying to crack marketing.

Growth strategy and monthly priority settingAudience research and positioning refinementCompetitor analysisContent direction and messaging guidanceWebsite, funnel, and brand touchpoint recommendationsOngoing performance analysis and strategic adjustmentNot included: no posting, scheduling, or running accounts — you or your team execute; no paid ad management (Tier 2+)
From $2,100+ GST / monthBook a Call →
02

Organic + Paid Ads

Strategy, content direction + paid ads

Best when

You trust the foundation you have built. You know what works, and scaling it is now where your energy goes.

What works compounds once it scales, and this tier puts paid campaigns to work turning your proven base into real momentum. Everything in Strategy & Guidance, plus execution across two channels: organic content and paid ads on one platform of choice. I post, run, and monitor it all.

Everything in Strategy & GuidanceOrganic content scheduling and postingPaid ad campaign setup, management, testing, and optimisation on one channel (Meta, TikTok, or Google, chosen to fit the brand)Campaign structure, creative direction, and copy guidanceMonthly reporting, insights, and next-step recommendations, including Google Analytics, KPIs, and ROI trackingNot included: bounded to two channels only — organic social and one paid ad channel, not multiple platforms, not email/SEO/PR/launches; no community management; anything outside this is quoted and scoped separately
From $2,500+ GST / monthBook a Call →
03
Highest proximity

Fractional CMO

Senior growth leadership

Best when

Your marketing feels like it is leaking, even though the budget and the team are already there. You need one person to bring it all together and own how your brand shows up online.

This is embedded ownership: I run how your brand shows up online, not just advise on it. Everything in Organic + Paid Ads, plus the specific work each brand needs that month — from newsletters to influencer outreach to paid ads across the right platforms — brought together under one person instead of managed in pieces.

Everything in Organic + Paid Ads, fully embedded, no fixed channel listNewsletter writing, cadence matched to the brand (fortnightly or weekly)Paid ads across whatever platforms the brand needs, not capped to one channelVideo concept and creative direction — planning what gets made and how it should look and feel, not filming or editingSourcing and outreach to influencers and brands for collaborations, managed end to endDirecting any existing help the client already hasNot included: anything additional is quoted and tailored; filming, editing, or production execution — direction only
From $3,000+ GST / monthBook a Call →
How it works

How we work.

We diagnose the problem, choose the priorities, build what is needed and keep improving it using real performance data.

01

Diagnose

We look at your positioning, audience, offer, content, ads, website, and current growth blockers so we are not guessing.

02

Prioritise

We decide what needs to happen first, what can wait, and what is quietly wasting your time, energy, or budget.

03

Build

We shape the messaging, campaign structure, creative direction, content system, and funnel improvements your brand actually needs.

04

Optimise

We review the data, refine what is working, cut what is not, and build the next layer of growth with more clarity.

Client testimonials

What clients say.

The full words from the founders behind the work.

Osealina Jewellery

"

I have been working with Dasi for around 1.5 years now, and the progress we have made with my brand has been incredible. Working with Dasi is always professional, smooth, and reliable. She is highly organised and genuinely invests herself in the brands she works with.

She brings a lot of initiative, creative ideas, and a strong understanding of how to build and communicate a brand's personality. Dasi consistently delivers high quality work and goes above and beyond when needed.

She has successfully grown our Instagram account both organically and through paid advertising campaigns. She independently organises and manages photoshoots, develops content strategies, creates video and photoshoot concepts, and writes scripts for new productions.

One of Dasi's greatest strengths is her ability to work independently while keeping everything aligned with the brand's vision and goals. Her dedication, creativity, and professionalism have been a huge asset to our business, and I highly recommend her.

Mel · Osealina Jewellery

Flow in Cycle

"

I hired Dasi to help with my social media and marketing when I was at rock bottom. I was burnt out and ready to give up on my dreams as I felt like I could never get ahead of the algorithm.

Dasi did her research and found the perfect formula to increase engagement and brand awareness. Growing my account from 1500 followers to 18,000 followers in the 6 months we worked together.

Not only that she gave me back my sanity and my love for my business by taking this huge load off my plate. Dasi is professional, adaptable and listens. Which is important when your business is your baby.

I am so grateful for everything and would recommend Dasi to anyone feeling lost and burnt out in their social media.

Annie · Flow in Cycle

SunDaze Surfwear

"

Dasi came to me at a time when I was feeling lost, overwhelmed, and honestly didn't know what to do anymore. I was running my business by myself and trying to learn new skills like ads, but I wasn't getting anywhere.

We started working together just for ads, but it quickly became so much more. We were doing weekly calls, brainstorming, strategising, and working through all the things. Dasi has so many great ideas, and she really helped me grow my marketing — but also my confidence to show up online.

I feel like that's what she's really good at: helping small business owners step up their marketing game and teaching them how to step into their power.

Manon · SunDaze Surfwear

Swipe to read the next founder story

Brands I've worked with

Olo Surf & Nature GypseaCo Water Women Campout Sol Mate Nordic Drifter SunDaze Katie Rydge Osealina Longies & more ocean-led brands
In the press

Surfpreneurs Club · 2026

Building a Surf Marketing Business Around Creativity & Strategy

Lessons from building a surf marketing business focused on creativity, AI, strategy, resilience, and lifestyle-driven growth.

Read

Free Resource

Not ready to talk yet?
Start with the Blueprint.

The 5 marketing shifts I use with every surf and lifestyle brand I work with — and the case studies that prove they work. Yours, free.

5 shifts that separate growing brands from stagnant ones

The exact strategic moves I look at when a surf brand isn't converting — and how to fix them.

Real case studies with real numbers

$3k $35k in one week. +486% sales in 3 months. 3k 10k followers in 5 days. How they happened.

The psychology behind ads that actually convert

Why surf culture buys identity, not products — and how to build campaigns around that truth.

5 Marketing Shifts

Surf & Ocean
Inspired
Brands
Growth
Blueprint

For brands who'd rather be in the water than stuck guessing at marketing.

Free Download

Coastal Strategy Studio

Free · 30 minutes · No pitch

The Surf & Strategy Call.

30 minutes. You walk away with a clear picture of what's holding your marketing back and what would actually fix it — whether we work together or not.

No slide deck. No sales pitch. Just a direct conversation about your brand.

Free No obligation You leave with clarity
Book Your Surf & Strategy Call