A senior growth strategist and digital marketing consultant in Melbourne. I built The Social Boutique to be the senior strategic partner I wished I could have hired: honest, hands-on, and genuinely invested in the businesses I work with.
Hi, I'm Erwane.
About
- Founder & Head of Strategy,
The Social Boutique
I started The Social Boutique after more than a decade running growth across creative, performance, and strategy, and a few years running my own ecommerce business.
I'd seen the same pattern play out again and again. Brands spending more on ads when the real leaks were sitting somewhere else entirely. Agencies missing it because they only saw one side. Founders without visibility into what actually drove their numbers.
I wanted to build a different kind of agency. One where senior strategy isn't reserved for the biggest accounts. Where creative and performance aren't run by separate teams that don't talk. Where the founder stays in the work, not behind it.
Why I built The Social Boutique.
My story
That's what The Social Boutique is built to be.
How I work
Senior strategy. Senior backup.
I lead the strategy on every engagement. Every account, every conversation, every decision that matters. The team handles execution under my direction. No juniors making the calls. No rotating account managers. No being handed off.
Most agencies optimise channels in isolation and overlook the commercial realities behind sustainable growth. They focus on ads without addressing the creative, the offer, the onsite experience or the financial metrics that determine whether acquisition is truly profitable.
My approach is different. I assess your entire marketing ecosystem, identify the gaps limiting performance and rebuild the components that influence commercial outcomes. This includes strengthening acquisition, elevating creative effectiveness, refining conversion pathways and ensuring your sales funnel supports profitable growth.
This is how marketing stops operating in fragments and starts functioning as a commercial growth system.
I work with a small number of clients at a time. It's the only way to deliver senior thinking and senior execution at this level.
Everything I do has intent.
Every dollar must work.
Every change must move performance forward.
I run discovery calls personally. 15 minutes, no pitch, no pressure.