I turn good health, into good business

I’m a Chief Growth Officer and Advisor, for health tech companies. The kind that understands the clinicians, the consumers, the compliance, and the commercials. I help you figure out where to grow next, and then I help you do it.

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Creating new ways to improve people's health is tricky, but scaling them is even tricker

Sound like you?

  • You've built something that genuinely helps people. The product works. The science is solid. But somewhere between the clinicians and the consumers and the channels and the compliance, growth got... complicated.

  • Maybe you're selling to doctors and patients at the same time, and they need completely different things.

  • Maybe your team's so deep in the day-to-day that nobody's asking the big question: where should we actually be growing?

  • Or maybe you just need someone in your corner who gets health. Not just the business of it.

That's where I come in.

I've spent 20 years helping companies grow across APAC, US, and UK. Worked with Vogue, Accenture, Wesfarmers, SEEK, and more.

Built new revenue streams. Led multi-million dollar partnerships. Shaped product and GTM strategy at scale.

But in the background, I was always the one gravitating towards health. Tinkering with food products. Practising neural plasticity. Helping my GP dad grow his practice. Getting embedded in the LA health tech scene. Studying psychology. Becoming a certified health coach.

Now I'm focused on health and wellness. Helping companies turn health improvements into commercial growth.

Hey, I’m Hayley

How I’m different

I see across the silos.

Most advisors stay in their lane. I see how decisions connect (because growth doesn't happen in operational silos). A product decision changes your GTM. A GTM decision changes your partnerships.

I use evidence, not opinions.

I talk to your actual users. I run experiments. I test with AI before you invest. You don't get my gut feel dressed up as strategy. You get real data.

I actually understand health.

I know what clinicians trust. I know what consumers buy. I know why your claims team keeps saying no. I know what happens when you try to educate a market that doesn't know it needs you yet.

More about me

Trusted by leading brands

A taste of what I do

Figuring out which customers to prioritise when you're pulled in five directions.

Shaping product and GTM strategy that works for health, not just "for business."

Navigating what you can and can't say about your product (because in health, one wrong claim changes everything).

Building AI tools that actually respect the complexity - compliant content engines, research tools, claims checking.

Helping clinicians trust your product and consumers understand it.

Killing the ideas that aren't going to work before you spend six months on them.

How I work with you

Growth audit

We start here. A deep dive into your business, your customers, your product, and your growth mechanics. I figure out what's working, what's not, and where the real opportunities are hiding. You walk away with a clear game plan, not a 50-slide deck.

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Ongoing advisory

Monthly sessions tackling whatever's most important. I'm in your Slack between calls. I build AI tools when it speeds things up. I talk to your customers when we need answers. Think strategy in the trenches, not just from the sidelines.

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Fractional

For the companies that need someone more embedded. I step in as your Chief Growth Officer - across product, GTM, partnerships, and team. Your senior co-pilot without the headcount or six-month recruitment process.

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Reflections from clients

  • "We knew we wanted to shift the business, but needed help making it real. Hayley helped us shape the product, the customer, and the whole direction — not just what to do next, but what we’re building long-term."

    Liam & Tim, Founders, Bae Juice

  • “Hayley’s insights and understanding of product and customer were extremely valuable and really helped us work through some key business projects. On a personal note, from founder’s perspectives, Hayley is incredibly supportive and encouraging, we always left our catch ups feeling super energised.”

    Laura & Steph, Founders, kic

  • "Hayley was a huge help in taking our initial idea and helping us shape it into a business model that could be tested. She's quick, and able to quickly distill complexity into clear ideas and narratives. We were able to green light this project thanks to Hayley's work."

    Rob, General Manager, Wesfarmers Health

  • Thanks to Hayley I'm SO much clearer on what my edge is. I was feeling a little lost with so much competition flooding the market, but now I am clear on what makes me magic and how to go after a customer I can get depth with and not rely on the hamster wheel of ads.

    Kate, Founder, Be Fit Food

  • "Hayley was exceptionally fast with engaging, distilling and abstracting complex deep domain topics into the simple language and massaging we needed. She helped crystallise our purpose/mission and pitch which is really hard when in the weeds. She asks the right questions to extract the right info.”

    Ash, Founder, Sanro Health

  • "We are never short of ideas, but it’s always hard to know which ones to launch. Working with Hayley gave us breathing room to keep our business moving, while still working on what we’d launch next. She showed us new ways to prioritise ideas, and get real data on what people wanted before we launched. It was such a relief not to be flying blind when we pressed go.”

    Hannah, Co-founder, LVLY

  • "Hayley and the Archer team were instrumental in helping us rethink our process to identify and create new revenue growth opportunities. After working with Archer, the team has the tools, process and confidence to move faster and be more accurate in testing the commercial potential of growth initiatives."

    Cam, Head of Growth, SEEK

  • “One of the sharpest thinkers in the business, super determined and an expert when it comes to proving value in new ideas. Anyone who wants help on the long, emotional path to finding product market fit should chat to Hayley.”

    Ste, Managing Partner, Shadowboxer

Some of my work

  • Unlocking $5M in revenue for Wesfarmers Health

    Wesfarmers wanted to tap into the pharmaceutical market but didn’t know where to start. I mapped out key gaps, designed a service model that leveraged their assets, and validated it with small tests. The result? A clear path to $5M in new revenue and a proven plan for beta launch.

  • Phase 2 of growth for kic

    kic was looking to define what their next phase of growth looks like and how to best pitch it to potential investors to unlock a Series A. I advised them on the narrative, product strategy and proposition.

  • Treasury's move into non alc and e-commerce

    I helped Treasury create and test a new direct to consumer digital experience. I also helped define how they could move into the non-alc space and what product and experience they should offer to attract Gen Z/Millennials.

  • Service to improve children's mental health

    Worked with founders to create experiments to prove traction for a new service that supports parents navigate the world of parenting. They’re about to close a pre-seed round of $1.3M

  • New digital product testing

    Helped a large grocery retailer define and test new digital products in market that would attract and engage primary grocery buyers, and be another channel outside of their loyalty offer that can drive traffic to their physical and digital stores.

  • LVLY growth strategy

    I consulted to LVLY to help them define and test new ways to grow their business; via new geographies and product offerings. They were recently acquired for $35 million.

Got some questions?

Here’s answers.

  • I’ve hit traction but things feel messy. Can you help me refocus?
    Yes—we’ll strip things back, find what’s working, and reset your strategy for what’s next.

    I’m about to launch something. Can you help me test if it’ll work?
    Absolutely. We’ll validate demand and make sure you're not building on shaky ground.

    I’ve got too many ideas and don’t know which to prioritise.
    That’s my sweet spot. We’ll cut through the noise and map your most magnetic moves.

    I feel like I’m attracting the wrong customers.
    Let’s redefine who you're really for—and make sure your product and messaging speaks to them.

    I want to grow, but without relying on discounts or paid ads.
    We’ll explore ways to deepen loyalty, build brand rituals, and grow from the inside out.

    I need someone smart in my corner to help me think.
    Yep, I can act as a strategy sounding board.

  • I work with health tech businesses navigating complex growth decisions. This is usually the right fit if you're:

    • Post-revenue (typically $5M+ annually)

    • Running B2B and/or DTC models

    • Dealing with clinical or scientific credibility alongside commercial growth

    • Series A to established

    • Have a team but lack senior growth expertise

      I occasionally work with early stage businesses or CPG companies if they are in the longevity or women’s health space.

  • Yes. I’ve worked with brands across the US, UK, Asia, and Australia, helping them create magnetic pull in new markets.

  • Most growth advisors don't understand health. They don't know why your claims team says no. They don't get the tension between what clinicians need and what consumers want. They give you a strategy deck and wave goodbye. I stay in it with you, I build AI tools to move faster, and I've spent years in this space. I'm not learning on your dime.

  • Both. I’ve worked with global brands like L’Oréal, Woolworths, and emerging health tech startups. I help people looking to go to $10M or $100M.

  • I work as Growth Advisory, both in the trenches as a fractional growth officer or more high level advisory.

    A good place to start is the Growth Audit which is a compass for identifying opportunities and paving the program of work we can do together.

  • Monthly deep-dive sessions (usually 2-3 hours) where we tackle whatever's most important that month.

    Slack/WhatsApp access between sessions for quick questions when you're stuck.

    Quarterly reviews to reset priorities if needed.

    I can go hands-on (user interviews, experiments, partner conversations) when it accelerates clarity, but default is advisory.

  • Yes. This is actually one of my strengths - helping teams navigate the complexity of running both models simultaneously. I understand how decisions in one affect the other.

  • I build AI tools into how I work and pas them onto you - compliant content engines, research tools, audience clones, claims checking. It means we move faster, your team gets upskilled, and the content actually respects the science.

  • Book a 20-minute intro call. We'll discuss what you're stuck on and whether this is a good fit. If it is, we'll schedule the Growth Decision Audit.

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