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.
Not a watered-down version. The real thing, rebuilt for businesses at every stage of growth.
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 delivery, Felicity actively contributes to building stronger ecosystems - supporting 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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Exhibitor — Trade & Tech Fit 2026
Victorian Government career expo - helping female and gender diverse secondary students discover pathways into product management and technology careers. Melbourne Convention Centre, June 2026.
Our Team
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Felicity Pascoe
Founder & Lead Strategist
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Alana Schibli
Product Owner & Analyst
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Shaira Dillena
Marketing Specialist
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Sarah Klas
Designer
Technical Partners
Technical delivery in partnership with iClick Online — bringing enterprise-grade engineering capability to every build.
Ready to work together?
Book a free discovery call and we'll listen, ask the right questions and tell you honestly which engagement makes sense for where you are right now.