The product growth partner women-led brands have never had.
We work with women building product businesses — including founders who design and manufacture their own products — to build the infrastructure needed to scale.
We bridge the gap between siloed agencies by providing the full product, systems and growth stack under one strategic partner. That means product strategy, operations, digital ecosystems, demand generation and global expansion working together as one.
We help founders move from manual processes and disconnected tools to integrated, scalable business architecture.
Because strong product businesses don’t scale by accident.
We’re not here to motivate you. We’re here to help you move.
From early traction through to international expansion, we help founders and leadership teams build businesses that are commercially strong, operationally sound, and designed to scale without burnout.
Business-first. Values-led. By design.
The SheEO exists to deliver serious, outcome-driven work — but it is guided by a deeply held belief:
When women have the skills, systems and authority to lead, businesses perform better and lives become more stable.
This belief echoes the words of Margaret Mead:
“Never doubt that a small group of thoughtful, determined 'women' (citizens) can change the world. Indeed, it is the only thing that ever has.”
The SheEO is built for those women — and for the organisations that choose to invest in them.
Engineered for scale. Grounded in reality.
After more than 20 years leading product growth inside some of Australia’s most complex and high-performing organisations, Felicity saw a clear gap in the market.
Enterprise-grade product management works — but it’s rarely accessible, practical or designed for the realities faced by female founders and underrepresented leaders.
The SheEO Agency™ was created to bridge that gap.
We take the disciplines proven to drive multi-million-dollar growth — product strategy, lifecycle management, digital ecosystems and operational clarity — and re-engineer them for small, medium, large and enterprise businesses with bold ambitions.
The result is structure without rigidity. Momentum without chaos. Growth that actually lasts.
From lived experience to deliberate action
While our work is commercial, our values have been shaped by lived experience — including loss, abuse and first-hand exposure to the consequences of financial dependence and instability.
Those experiences didn’t soften our focus. They sharpened it.
They reinforced a simple truth: financial independence, career control and flexibility are foundational to safety, dignity and long-term stability.
“Never confuse motion with action.”
A principle guided by Ernest Hemingway
The SheEO takes responsibility beyond intention.
Alongside our commercial work, we actively support and build initiatives that:
- strengthen pathways to economic independence
- build capability in migrant, LGBTIQ+ and Indigenous communities
- contribute to prevention-focused responses to domestic violence and abuse
This work runs alongside our client delivery — not instead of it.
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Made for SheEOs
We work with:
- female founders and CEOs
- minority-led and purpose-driven businesses
- leadership teams navigating growth, complexity or change
Our role is to remove friction — not add noise.
We untangle messy systems, align teams and technology, and leave you with a business that runs without constant workarounds.
This is business transformation built for impact — by women, for women. -
What we do
Our services are sharp, structured and deeply supportive:
- Product strategy, market entry & growth planning
- Product management & lifecycle leadership
- Digital builds that scale — Shopify, Squarespace and beyond
- Integrated sales, fulfilment and logistics systems
- Operational advisory & profit optimisation
- Post-launch support and scale-readiness
Whether you’re stuck, stretching, pivoting or expanding globally, we bring clarity, execution and calm leadership to the work that matters most.
Leadership & ecosystem contribution
Beyond The SheEO Agency™, Felicity serves as:
- a Director and Executive Board Member of Safe Together Network (STN), supporting safer communities
- a Non-Executive Board Member of Ballarat Business Women, strengthening female leadership across regional Victoria
- a mentor with Women4STEM, supporting women pursuing careers and leadership in science, technology and innovation
These roles reflect a long-term commitment to building stronger ecosystems — not just successful businesses.
Our Team & Partners
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Alana Schibli
Product & Marketing Manager
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Shaira Dillena
Marketing Specialist
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Sarah Klas
Graphic, Web, Packaging Design & Marketing
Ready to transform and scale with confidence?
Proven product management. Clear strategy. Real outcomes.
Book a consultation with The SheEO Agency™.