About The SheEO

Felicity The SheEO sitting on a brown leather couch in a room with large windows and brick wall.

The SheEO Agency™

Product Management for Female Founders

Quiet strength. Serious strategy. Real outcomes

At The SheEO Agency™, we work with ambitious women-led businesses to scale product brands with clarity, calm and serious momentum. Led by Felicity Pascoe — a 4x award-winning product leader with over two decades of experience — we’re Australia's only fully female-founded and owned product business agency.

We’re not here to motivate you. We’re here to help you move.

From idea to international expansion, we support women-led product brands to launch smarter, grow sustainably, and scale without the burnout. Whether you’re navigating backend bottlenecks, worn-out processes or getting ready for your next big leap, we get you results.

Felicity sitting on a brown leather couch in a room with large windows and brick walls.

Engineered for scale. By design.

After 20+ years leading product growth for some of Australia's most recognisable brands, Felicity saw an opportunity: to create a product-focused agency model that balances strategic expertise with operational execution, built specifically for women-led businesses.

Drawing on her experience inside some of Australia’s most successful enterprise environments, she has taken the product management methods, systems and disciplines proven to drive multimillion-dollar growth — and reimagined them for small, medium and large businesses with bold ambitions. These frameworks now form the foundation of The SheEO Agency™, empowering founders to scale with structure, confidence and sustainability.

Beyond The SheEO Agency™, Felicity serves as a Director and Executive Board Member for the Safe Together Network (STN) — a not-for-profit initiative creating safer spaces within local communities — and as a Non-Executive Board Member for Ballarat Business Women (BBW), supporting female founders and professionals across regional Victoria. She is also a mentor with Women4STEM, helping to guide and inspire women pursuing careers and leadership in science, technology and innovation.

These roles reflect her deep commitment to empowering women and strengthening the ecosystems that help them thrive — in business, community and beyond.

Made for SheEO's

We work exclusively with female founders and product-led business — visionaries who are here to lead with intent and grow with integrity. Our role? To remove the friction standing in your way.

We untangle messy systems, realign your tech and team, and leave you with a product business that runs without you having to deal with ‘workarounds’ every day.

This is product strategy built for impact — by women, for women.

Our services are sharp, structured and deeply supportive:
- Market entry & product growth strategy
- Digital builds that scale — Shopify, Squarespace & beyond
- Seamless sales, fulfilment and logistics systems
- Operational advisory & profit margin optimisation
- Post-launch support and scale-readiness
Whether you’re stuck, pivoting, or expanding globally, we engineer the systems and strategy that power scalable growth, backed by a team that understands product inside and out.

Find Your Path To Success

A Note From The Founder

"After years of driving results for big-name brands, I knew it was time to channel my passion, intelligence and desire for financial security and flexibility into my own venture. The SheEO Agency™ was born from that drive, and to help other ambitious women achieve long-term success.”— Felicity Pascoe, Founder, The SheEO Agency™