Our Approach
Our clients trust us to find the real constraint on growth, build the right response and stay until it holds, with one team, accountable for the whole picture.
Strategy and recommendations are only the start. Real change means showing up inside the business, working through the detail and making the plan actually happen.
We stay until it holds — so the change actually lasts.
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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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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.