Websites, ecommerce, CRM, automation tools, brand content, showroom design — the kind of work that usually takes a whole team, built, connected, and shipped by one person.
About Me
I'm Carrie. I run digital operations for ETERA — and its sister brand, Aubricks — and I run my own studio, CarrieDigital, on the side. That sounds like a lot of job titles, because it is. Website builds, SEO, CRM, ecommerce, content, data, project coordination. Most of it lands on one person: me.
Before this I worked in media and content editing, then spent three-plus years running ecommerce and social commerce — roughly ¥7.28M in sales, 90,000+ orders, 10,000+ customers, and a network of 100+ community leads. That's where I learned why people actually buy things, and it's why every site or system I build now gets judged on one thing: does it get someone to submit a real enquiry, not just look nice.
What I'm actually good at isn't running a task inside a system that already works. It's the opposite — walking into "there's nothing here, it's a mess, and nobody can tell you how to do it," and building the thing anyway.
commerce revenue
accuracy
The four things I run
These aren't steps in a sequence — they're four lines running at once. My job is keeping them working together.
Websites & Ecommerce
WordPress and WooCommerce builds from scratch, B2B trading and credit approval systems, SKU and spec standardisation.
Tools & Automation
AI quantity takeoff, quoting and comparison calculators, internal systems — turning business problems into things that run themselves.
Content & Brand
Copy, photo and video, social content, print materials — built to sell, not just to look good.
Physical Space
Showroom layout and flow, product displays, safety signage — taking the digital system out into the real world.
Build · Connect · Optimise · Deliver
This is the actual path every project takes — not a slide I made up for pitches.
Build
Start from zero: website, brand, product structure, internal tools. Not polishing what's there — building what isn't.
Connect
Wire the product, the customer, sales, CRM, and internal process together so leads stop dying in the gaps.
Optimise
Keep correcting with real data, SEO, and actual user behaviour — not a one-and-done job.
Deliver
Stop presenting decks. Ship something people can actually use, and that gets results.
Work
A few of the projects I've built or led end to end.
ETERA
LiveBuilt the brand site and ecommerce system from zero, and standardised naming, categories and specs across the full Bricks / Pavers / Blocks range.
Aubricks
LiveRebuilt the sister-brand site and planned how traffic and content move between the two brands, using Aubricks' existing traffic to grow the new one.
APProve
LiveA B2B trade credit approval system (PWA): online applications, membership tiers, approvals, e-signatures, and automatic filing — replacing what used to run on paper.
AI Quantity Takeoff
LiveReads NZ building consent PDFs and estimates masonry and paving quantities automatically, running at roughly 88–90% accuracy internally.
Balanced Vitality Acupuncture
CarrieDigitalA clinic website with ACC-compliant copy and a customised booking setup.
Kevin's Atlas
Family ProjectA multi-theme digital notebook app I built for my kid — same systems thinking, just off the clock.
A few things I keep coming back to
"Close enough" isn't good enough — not on measurements, not on data, not on what you told someone you'd deliver.
On AccuracyGood systems look simple because someone kept correcting the details until they were right.
On DesignIf it doesn't ship and nobody uses it, it doesn't count.
On ExecutionGot a project that needs building from zero?
A website, an internal tool, or a whole digital system that doesn't exist yet — happy to talk it through.
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