I grew up around tradies.
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My dad’s a tradie. My grandad was a tradie. Most of my best mates are tradies and I did a trade in the Navy where i worked for 8 years.
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So it’s fair to say, I’ve always had a deep respect for hard work and getting your hands dirty.

I started my career as a technician in the Navy, working on complex marine systems — the kind where if one thing breaks, everything stops. It taught me structure, precision, and how the right systems can keep an entire operation running smoothly.

While I was serving, I studied finance because I’ve always been fascinated by how people build wealth — not just through hard work, but through smart decisions and ownership.

When I left the Navy, a lot of my mates were starting their own businesses. Around the same time, I’d just finished running my own eCommerce company where I learned marketing, website building, and how to actually attract customers online.

I started helping my mates with their businesses — setting up websites, sorting out their marketing, tracking leads, and showing them how to turn enquiries into profit. We all grew together.

That’s how Loopli started.

Since then, I’ve worked with over 60 trade and service businesses across Australia — from electricians and plumbers to builders and landscapers — helping them grow through better systems, smarter marketing, and real profitability.

Along the way, I also worked in sales and became a digital strategist at one of Australia’s fastest-growing marketing companies. That experience helped me understand what separates the businesses that scale from the ones that stall — and it’s rarely just about getting more leads. It’s about building systems that turn marketing into consistent profit and building brand so your customers perceive you as an expert that values getting quality work done right.

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