Surf · Ocean · Lifestyle Brand Owners
Strategy from
the inside.
You’ve spent enough time trying to make your marketing feel as strong as the brand you’ve built. I help surf, ocean, and lifestyle brand owners turn scattered content, unclear ads, and founder overwhelm into strategy that actually moves the business.
from a $3k ad spend
zero ad spend
partnered to date
The old surf retail model is cracking.
That space is yours — if your marketing is ready.
Liberated Brands — the US licensee behind major surf labels including Quiksilver, Billabong, Volcom and Roxy — filed Chapter 11 bankruptcy in 2025. The brands did not disappear, but the old retail and licensing model took a public hit. The lesson for independent founders is clear: culture, clarity, and community matter more than ever.
Meanwhile, the surf consumer has changed more than most brands realise. Peak surf participation in Australia is now 45–54 for men and 35–44 for women. The audience many brands are marketing to no longer behaves in the way old playbooks assume. The ones that figure out how to build desire in a broader, older, values-driven market are the ones capturing the share the big brands left behind.
This is the moment for founder-led brands that actually have the culture right. The gap isn't the product. It's the strategy.
"My ads are running but I'm not seeing real return. I've spent the budget and I genuinely can't figure out why it isn't converting."
"My brand is good — I know that. But the marketing doesn't reflect it. Everything we put out looks like it could belong to anyone."
"I've tried agencies. Every time I end up spending the first month explaining what surf culture actually is. Then the content shows they still didn't get it."
"We have engagement. We have community. But it's not converting into revenue the way it should be, and I don't know what the strategy is supposed to be."
The strategy your brand has been missing — from someone who already knows your world.
Most agencies that claim to work in surf are execution shops with a coastal aesthetic. They manage your content, run your ads, and report the numbers. What they don't do is tell you why it isn't working — and build a strategy that changes that.
I work with founders and brand owners who are done handing over their brand to someone who needs a two-week onboarding to understand the culture. You shouldn't have to explain what makes a surf brand authentic. Your strategist should already know.
My background is in consumer psychology — understanding why people buy, what builds loyalty, and how to build marketing that works at a behavioural level, not just a creative one. Applied to a niche I live and breathe. That combination doesn't exist anywhere else in this market.
01
Strategy-first.
Not an execution agency. Not a content manager. A strategist who builds the direction, then helps execute it — or directs the team that does. The most common reason marketing isn't working isn't the creative. It's the absence of strategy behind it.
02
Consumer psychology.
Understanding why your audience buys — not just who they are. Neuromarketing, behavioural science, and emotional drivers applied to every campaign, every message, every platform decision. This is what separates marketing that converts from marketing that just exists.
03
From the inside.
I don't research your industry before we start. I'm in it. That means you don't spend the first month of a retainer educating your strategist. You spend it building something.
Three ways to work together.
One foundation.
Every engagement starts with strategy. The difference between the offers is how close I sit to the execution — from senior direction and paid media oversight, through to high-proximity growth leadership inside the business.
The Strategist
Direction + paid media oversight
For brand owners who have someone to execute, but need senior strategic direction, clearer priorities, and Meta campaigns managed with intention. You stop guessing what to post, push, test, or fix — and your team gets a direction they can actually follow.
The Builder
Strategy + selective activation
For brand owners who need the strategy built properly, plus support shaping the pieces that matter most. This is where we tighten the funnel, sharpen the message, and make sure the campaign, content, and customer journey are moving in the same direction.
Your Fractional CMO
Senior growth leadership
For founder-led brands that want senior strategic leadership inside the business — not another contractor waiting for instructions. I work closely with you and your team to direct strategy, content, offers, launches, and execution through a consumer psychology lens.
How we turn founder overwhelm into a clear growth system.
Brand owners do not need more random ideas. They need a clear way to diagnose what is blocking growth, decide what matters first, build the right pieces, and keep improving based on what the market is telling us.
Diagnose
We look at your positioning, audience, offer, content, ads, website, and current growth blockers so we are not guessing.
Prioritise
We decide what needs to happen first, what can wait, and what is quietly wasting your time, energy, or budget.
Build
We shape the messaging, campaign structure, creative direction, content system, and funnel improvements your brand actually needs.
Optimise
We review the data, refine what is working, cut what is not, and build the next layer of growth with more clarity.
What actually happens.
$3k ad spend into $35,000 revenue in one week. Built from zero — audience research, creative direction, campaign structure. No existing funnel.
followers
Organic content strategy took a surf and lifestyle brand from 2,700 to over 10,000 followers in 5 days. Psychology-driven hooks, not luck.
goal early.
Hit revenue targets before the agreed timeline and opened a physical retail location as a direct result of the growth strategy built together.
Founder words
“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
Built for brand owners who are done settling.
If any of these sound like you, we'll probably work very well together.
This is for you if
This probably isn't for you if
Brands I've worked with
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.
Free. No spam. Sent straight to your inbox.
5 Marketing Shifts
Surf & Ocean
Inspired
Brands
Growth
Blueprint
For brands who'd rather be in the water than stuck guessing at marketing.
Free DownloadCoastal 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.
Limited spots available each month