Experienced partners who bring your vision to life.
The SheEO Agency® is a boutique consultancy built around a trusted team of senior strategists, consultants, designers and technology specialists. Felicity provides strategic oversight across our engagements, bringing together the right expertise for each client, project and stage of delivery.
Our team works across business analysis, product ownership, operational design, UX and UI, software development, systems integration and marketing technology. We build long-term relationships with our clients and adapt our support as their priorities evolve.
Our Approach
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The SheEO Agency® supports growing businesses and purpose-driven organisations whose opportunities have outpaced their operational and digital infrastructure.
We identify the real constraint, design the right processes and technology, and lead implementation across strategy, operations, data and digital delivery.
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For organisations with important projects to deliver but no internal team to connect the moving parts, we act as the product and technology partner accountable for the whole picture.
We stay until the new structure works in practice and the organisation has the capability to carry it forward.
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Diagnose
We work directly with founders, identifying the highest-impact constraints and combining commercial judgement with deep operational and digital expertise.
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Design
We design pragmatic, specific solutions built from two decades of experience scaling product businesses inside Telstra, Cotton On Group, The LittleOak Company and beyond.
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Deliver
We implement the change ourselves, managing delivery to embed a sustainable shift in systems, structure and commercial performance.
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Partner
We remain until the new structure holds, transferring knowledge and embedding capability so the business continues performing long after the engagement ends.
THE FOUNDER
Built from the inside out.
Felicity Pascoe spent over two decades leading product growth inside some of Australia's largest and most complex organisations, across telecommunications, retail, fashion, FMCG and digital. She has led product portfolios generating over $100 million in revenue, built multi-million dollar digital channels from scratch, and successfully launched businesses of her own.
That combination - boardroom experience and founder's reality - is what makes the advice different. Most consultants know one side. Felicity has lived both.
After years of watching the same gap repeat itself, enterprise-grade product management producing extraordinary results inside large organisations, while founders and growing businesses had no access to the same discipline - The SheEO Agency® was built to bridge it.
We're not here to motivate you. We're here to help you move.
The SheEO Agency® delivers serious, outcome-driven work. But it was built with a clear belief: when women have the skills, systems and authority to lead businesses perform better and lives become more stable.
Our Values
Our values have been shaped not just by decades of commercial experience, but by lived reality, including first-hand exposure to the consequences of financial dependence and instability. Those experiences didn't soften our focus. They sharpened it.
Financial independence, career control and flexibility are foundational to safety, dignity and long-term stability. That's the belief that sits underneath everything we build.
"Never doubt that a small group of thoughtful, determined women can change the world. Indeed, it is the only thing that ever has."
— Margaret Mead
Beyond the agency
Alongside client work, Felicity contributes actively to the ecosystems that support economic independence, capability building and prevention-focused responses to domestic violence and abuse.
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Director & Executive Board Member
Safe Together Network - building a statewide network of safe spaces across Victoria providing immediate, accessible support for people experiencing domestic violence
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Non-Executive Board Member
Ballarat Business Women - connecting, educating and empowering women in business across regional Victoria through networking, events and scholarship programs
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Mentor
Women4STEM - supporting women pursuing careers and leadership in science, technology and innovation.
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Our Team
The SheEO Agency® operates as a boutique consultancy with an in-house team delivering across strategy, operations and digital. Every engagement is led by Felicity, supported by a core team of specialists across business analysis, design and development.
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Felicity Pascoe
Founder & Lead Strategist
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Victor Barannik
Developer
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Irina Soloviova
UX / UI Designer
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Alana Schibli
Product Owner & Analyst
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Sam Nguyen
Marketing Manager
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Shaira Dillena
Marketing Specialist
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Sarah Klas
Packaging Designer
Ready to find out what's holding your business back?
A discovery call is where that becomes clear. We'll listen, ask the right questions and tell you honestly what we think the right next step looks like. If it's not the right time for a full engagement, we'll say so.