Hi, I'm Joey

In July 2022 I left my Director of Operations role at Mirasee to join my husband's $15k/month (at the time) business.

I had a fraction of the projects to manage, no team to manage, and my norm of working 40h/week had shrunk to ~20h/week. 

This may sound like a dream come true (and eventually it was), but at the time, I felt like a total loser.

I went from being a leader, role model, and certified Girl Boss to... I wasn't sure.

One Saturday morning I shared how I was feeling with my husband, he replied:

Our business has doubled in profit year over year since you've joined. 
You ARE making an impact. 
I think we need to figure out why you don't feel like you are.

He was right. But it took me months to figure out why I felt unfulfilled.... And then it clicked.

Since graduating University I had one goal in mind: to make $100,000/year by the time I'm 30.

The path I chose to get there was by taking on every challenge, spending zero time in my comfort zone, aiming to be a top-performer at every organization I worked at.

I realized that business growth without stress and struggle was possible for me because of 3 things: 

1. We've designed our business to support the lifestyle we want to live.
2. I changed. I prioritized a more balanced life over an arbitrary financial target.
3. Plus, I had the hard- and soft- skills in ops and leadership to overcome the business challenges we faced.

I learnt a lot working alongside Mirasee's leadership team, contributing to the company's financial growth from $5-million to $13-million, and team growth from ~20 to over 100 employees from 2016-2022. 

I oversaw hundreds of campaigns, managed dozens of joint-venture launches, orchestrated multiple 6-figure and 7-figure events, been part of rebranding & restructuring.

I hired, trained, groomed and promoted talented individuals. I built and led extraordinary teams.

And bringing these skills into our business has been a gamechanger for our quality of life.

We're now enjoying 2 days/week of whitespace while doubling our profits year-over-year.

We take the show on the road for weeks, enjoy restful vacations, and love entertaining friends and family at our cottage.

Plus, our clients are happier than ever. 

Our lives aren't perfect, we have real human problems... but I can genuinely say that we live our life in choice.

We have the financial- and time- freedom to pursue the things that bring us joy.

After experiencing this level of freedom first-hand at Conversion Engineering and recognizing how rare it was to achieve, I knew I was onto something. 

So now, I work with entrepreneurs to better manage their resources; team & time, and most importantly, themselves - so they can finally have the life they imagined when they set out on their entrepreneurial journey.

Meet Wardee...

Before we started working together, Wardee described feeling “unhappy, overwhelmed, and pulled in a million different directions.” Even though she loved her work, she said, “I was just running around in the business, and it was kind of running me.” Her days were filled with last-minute tasks and “drudgery,” leaving little space for the projects that mattered most—both personally and professionally. “I didn’t get to do the things that I wanted,” she explained. 

Now, Wardee describes a completely different rhythm to her days. “I have what I would consider three 2-3hr blocks of time every day—and only one of them is for calls or production work”. That shift has opened up space for the things she truly values: “I can work on my six-week project… I can go and work on a quilt—something I really want to do.” She also shared that, “there’s just a level of peace in the business”. Personally, she’s rediscovered joy: “I just wanted more time for sewing… and now I’m quilting again, doing financial investing, even exploring travel.” The business impact was positive too—“Profitability was actually up,” she noted, even as she worked less. 

Meet Sarah...

Before we started working together, Sarah described feeling like she was “chasing all the time… on the back foot rather than the front foot,” which created pressure and left her feeling like “the business was running me rather than me running the business.”  She shared, “My energy batteries were low,” and “we were very reactionary… instead of being proactive and strategic and intentional.”

Now, Sarah says things have shifted. “I’m more strategic and intentional with my time,” and has gone from feeling reactive to having “better decision making, more confidence, more self-trust, more energy, and a business that is more sustainable in the long term.” She’s taken real time off—without guilt—and notes, “If anything, I think we're on track for our biggest year.” The business is no longer running her; she’s “steering the course as the captain of the ship,” with clear boundaries, less friction, and more joy. “Joy and creativity are just as important metrics as any other sort of KPIs that you have, because they’re the fuel—they’re the real fuel—for your business.”

Meet Jeremy...

Before we started working together, Jeremy described his pace as “head down, breakneck… do as much as possible,” driven by both creative excitement and a sense of urgency. “I just wanted to make stuff and ship all of it,” he said, but realized later that this speed came at a price. Weekends weren’t protected, decision-making wasn’t always strategic—he often pursued long-term creative projects without fully considering “what’s actually going to move the needle in the business right now.”

Since shifting his mindset and priorities, Jeremy has created significantly more spaciousness in his schedule—“weekends are now blank space,” he shared—and is on track for stronger year-over-year performance, with revenue up compared to the same period last year. His lead quality has improved too: “There have recently been more perfect-fit clients coming in,” including businesses with larger platforms and longer-term potential. “I’m thinking more about what will actually solve the bottleneck or generate revenue now, not just someday.”

If you're ready to start enjoying more freedom and flexibility, there are two ways we can work together: