Beyond The Fold

When Kate Massey joined Searchspring, now part of Athos Commerce, she wasn’t just selling software. She was helping shape the brand’s next chapter. In this episode of Beyond The Fold, Kate shares how she sustainably scaled a fast-growing tech company, turned testing into a growth engine, and helped hundreds of retailers optimise every click. From practical AI and product discovery to leadership lessons on trust and influence, we dive into why brand experience will always outlast automation — and what it takes to grow through change.

When Mia Klitsas reimagined the humble tampon tin at 21, she didn’t just launch a product; she sparked a movement. In this episode, Mia shares how she built Moxie into one of Australia’s most progressive period care brands, growing a community of over 1.3 million TikTok followers without spending a cent on ads. From taking on industry giants to leading with values, we dive into the lessons behind bold branding, authentic connection, and reshaping conversations about women’s health.

What does it really take to grow in today’s e-commerce landscape? In this episode of Beyond the Fold, we sit down with Mark Baartse, one of Australia’s most respected CMOs and growth consultants, to unpack the uncomfortable truths marketers often avoid.

From his early days as MSN global lead developer to steering major Aussie brands as CMO, Mark has seen every side of digital growth. He shares why most brands get “customer-centricity” wrong, why chasing ROAS through Google and Meta ads won’t save you, and how AI is set to disrupt marketing faster than most expect.

If you want unfiltered insights on growth, customers, and what the next era of marketing demands, this conversation is one you can’t afford to miss.

Liliana Sanelli didn’t set out to build an events empire. But 18 years, 2,500 events, and $50M raised for charities later, she’s one of the most trusted names in the industry. From kitchen-table beginnings to global torch relays and high-stakes live sites, Liliana has mastered the art of turning moments into movements.

In this episode, she shares how volunteering led her into events, why relationships and follow-up matter more than the party itself, and the strategies that help clients turn events into lasting impact. We also unpack the chaos behind major productions, the risks most people overlook, and what it really takes to lead with integrity in a high-pressure industry.

We discuss surviving burnout, building legacy, and how purpose-driven strategy can turn one night into long-term momentum for brands, communities, and causes.

Welcome to Beyond The Fold, a podcast about the moves that matter most in business.

“They gave me the freedom to build something, and trusted me to own it.”

Rhyanna Cardillo didn’t plan a career in eCommerce, but today she’s steering the online strategy for Aje Collective. As Acting Head of E-Commerce, she leads strategy and conversion optimisation across three brands, including a complete Shopify rebuild that lifted conversion rates in weeks.

In this episode, Rhyanna shares how she went from Mecca grad to one of Inside Retail's Top 50 People in E-Commerce, why lo-fi content and customer feedback are shaping the future of online shopping, and what it takes to grow quickly without burning out.

We discuss fast-paced digital leadership, scaling with experimentation, and how trust, team culture, and data-driven thinking unlock compounding results.

Anesley Clarke is the founder of B2C Furniture, a brand that’s challenging the fast furniture industry by focusing on timeless design and sustainability. What started as a tech entrepreneur’s leap of faith has grown into a $35M business built on purpose-driven growth.

In this episode, Anesley shares the journey behind his brand: why he left the tech world, the five-year experiment that finally paid off, how he scaled without investors, and the lessons in creating a brand that lasts.

We talk about balancing profit and purpose, the power of design, and why true freedom comes from staying independent.

"They didn't call me once while I was on holiday. And I loved that."

Jess Vassallo went from executive assistant to founder of Evocative Media, a powerhouse e-commerce performance agency built on values, trust, and sustainability - not hustle culture.

In this episode, Jess shares how she started an agency with no prior experience, built systems that allow her team to thrive independently, and why educating clients is key to lasting partnerships.

She also reveals how leading with kindness became her superpower and why she's redefining what agency life can look like.

We talk about building a business without burnout, the importance of trust, and how to scale with balance and purpose.

Erin Deering co-founded TRIANGL, the cult swimwear label that went viral on Instagram and grew into a $200M global brand. But behind the rapid rise was a complex journey of instinctive decisions, personal sacrifice, and major lessons in business and growth.

In this episode, Erin shares the real story: how TRIANGL started without a business plan, what it took to scale fast, why she eventually walked away, and what she’s doing differently now with her namesake fashion label, DEERING.

We talk about building with intuition, navigating growth, the power of brand identity, and what it really means to start over with purpose.