About The SheEO

About Us

The Only 100% Female-Founded and Owned Product Management Agency in Australia

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 consultancy.

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.

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.

While she brings the product eye, partnerships and proven experience, The SheEO Agency™ was never meant to be a one-woman brand. It’s a growing collective — grounded in capability — designed to deliver calm clarity, structure and flow to product-first entrepreneurs who are ready to grow.

Behind the scenes, we’re building a team of strategists, product and digital specialists, committed to helping ambitious founders scale confidently — and without chaos.

Made for SheEO's: Female founders & product-led businesses

We work exclusively with women-led brands — 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.

We’re not here to coach. We’re here to get it done.

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™