Your business doesn't need another consultant. It needs a GM.
Embedded inside your business, finding the real problem, building the right strategy, and driving execution until the numbers prove it. $40M+ in incremental revenue delivered.
Spending more to grow, getting less back. The model is broken somewhere, you just can't see where.
02
Over-reliant on agencies
Three agencies, all disconnected from your commercial goals. Paying for output that doesn't move the P&L.
03
Everything urgent, nothing moves
Running fast, not sure you're moving in the right direction. You need someone to cut through and prioritise.
04
Traffic that doesn't convert
The spend is there, the traffic is there. But something is leaking customers at every touchpoint.
05
Ready to scale, business isn't
Demand exists, but the operating model, team, and systems can't support where you need to go.
06
You're holding it all together alone
GM, strategist, and decision-maker, all at once. At the ceiling of what you can carry alone.
$40M+
Revenue delivered
About Rachel
Rachel Tigel. Commercial operator. Not a consultant
15+ years running businesses from the inside, owning P&Ls, restructuring teams, launching into new markets, renegotiating supply chains.
What sets this apart isn't a recycled consulting framework. It's real commercial experience across retail, eCommerce, wholesale, and brand, built inside some of Australia's most recognised fashion businesses.
Opportunity-led, not technology-led. A department-by-department audit through a commercial lens that finds where AI unlocks real growth, then turns it into an exec-ready opportunity case.
Build your seat at the table, lead high-performing teams with empathy, and step confidently toward executive leadership, with practical frameworks from a proven operator.
15+ years inside the room where the decisions happen, running businesses, owning P&Ls, delivering real commercial outcomes.
$40M+
Revenue delivered
The background
Building commercial engines that scale
15+ years of experience running businesses from the inside, not advising from the sidelines. That means owning P&Ls, restructuring teams, rebuilding commercial models, and driving over $40M in incremental revenue across multiple brands and categories.
The work spans commercial strategy, customer experience, product and channel optimisation, team structure, and operational execution, always connected back to the P&L.
P&L OwnershipFull commercial accountability: revenue, gross margin, contribution, and EBIT. Not just reading the numbers, but rebuilding the model behind them.
Operational ExecutionFrom supply chain renegotiation to team restructuring. Strategies that get implemented, not just presented.
Brand & Market LaunchEnd-to-end commercial foundations for new-to-market brands: positioning, channel strategy, pricing, and financial modelling from day one.
Mergers & AcquisitionsHands-on M&A experience across $30M+ in deals: commercial due diligence, integration planning, and post-acquisition value creation.
International ExpansionEnd-to-end international growth from strategy through to execution. Builds new markets across operations, channel mix, duty/pricing and acquisition. Track record of taking brands from unknown to multi-million dollar profit centres, with the structure to scale.
UX, Customer & DataCustomer thinking sits at the centre of every decision. Uses data to drive behaviour change across conversion, experience and retention, not just reporting. This is the foundation that underpins all strategy and execution.
Tech & SystemsDesigns the systems and operating structure required to scale. Cuts tech debt, simplifies complexity, and connects the right tools together. Builds ecosystems that work for the business and the team running it.
When a business stops growing profitably, the instinct is to cut costs, scale spend, or hire more people. Rarely does anyone ask the harder question: what does the customer actually experience, and is the commercial model built around that?
Working from the customer backwards, rebuilding the economic engine so that every commercial decision is grounded in what drives real, lasting profit.
Customer experience drives commercial outcomes. Not the other way around.
Most businesses chase profit by squeezing cost or scaling acquisition spend. It works until it doesn't. The real driver of sustainable margin is a customer who keeps coming back, spends more over time, and tells others.
The work starts with understanding the full customer experience: what draws them in, what delights them, what loses them, and then rebuilding the commercial model so the business profits from getting that right. Every lever pulled, from pricing to product to team structure, is anchored in what the customer values.
Start with the customer
Map the full experience. Understand what drives loyalty, what creates friction, and where the business is misaligned with what customers actually want.
Build backwards to the P&L
Identify which customer behaviours drive margin, and which ones look good on paper but erode it. Then restructure the model around the former.
Execute until the numbers move
Strategy without execution is just a document. The engagement stays embedded until the commercial outcomes prove the work, not just until the deck is delivered.
$40M+
Incremental revenue delivered
15+
Years of experience
4+
Major Australian fashion brands
Full
P&L ownership, not just advisory
Core capabilities
The capabilities brought to rebuilding your economic engine
These aren't siloed disciplines. They're interconnected, because a business's commercial model only works when the customer experience, the product, the channels, and the P&L are all pointing in the same direction.
Commercial Strategy & P&L
P&Ls get owned, not just read. The difference between revenue that looks good and a business that is good comes down to understanding where the model is structurally broken, where margin is being given away unnecessarily, and which parts of the business are subsidising the rest.
•Full P&L rebuild by channel: revenue, gross margin, contribution, EBIT
•Pricing strategy and margin architecture
•Cost reduction across supply chain, logistics, and overheads
•3-year commercial modelling and scenario planning
Customer Experience & Retention
Customer experience is the growth lever most businesses underinvest in, because the ROI isn't immediate. The full customer experience gets mapped across every touchpoint, loyalty loss identified, and the model rebuilt around retention and lifetime value.
•End-to-end customer journey mapping and friction identification
•Retention strategy: repeat purchase, LTV, and loyalty mechanisms
•Customer data and segmentation strategy
•Email and CRM as commercial, not just marketing, tools
Product & Channel Strategy
The right product in the right channel at the right margin is harder than it sounds. Product decisions get connected to commercial outcomes, whether that's sell-through, channel contribution, or the customer's willingness to pay full price.
•Channel strategy: DTC, wholesale, and retail working together, not against each other
•Inventory management, open-to-buy, and markdown discipline
•Product range architecture and full-price sell-through strategy
•Wholesale partner selection, negotiation, and trading model
Team, Structure & Execution
A great strategy executed by the wrong structure fails every time. The focus is on how the business is organised, where decisions get stuck, and whether the team is built for where the business is going, not just where it's been.
•Operating model design: right structure for the next stage of growth
•Agency management: brief, direct, and hold accountable to P&L outcomes
•Hiring priorities: where the next dollar of headcount creates most value
•Execution accountability: stays in it until the outcomes are there
How every engagement starts
The commercial audit
Before any strategy, the business needs to be understood completely. The audit covers seven areas, starting with the customer experience and working all the way through to the P&L. The output is a prioritised action plan, not just a diagnosis.
01
Customer Experience
Journey mapping, touchpoints, friction and loyalty drivers
Stop trying to keep up with AI. Start winning with it.
The businesses winning with AI aren't the ones tracking every new release.
They're the ones who found the commercial opportunity first. That's what this is for.
You don't have an AI problem. You have an opportunity problem.
01
You're a founder or CEO who knows AI matters.
But every conversation turns into a technology discussion. You need someone who can translate it into commercial outcomes for your specific business.
02
Your team is spending time on AI that isn't driving revenue.
Lots of enthusiasm. Lots of tools. No clear answer to: where does this actually move the needle? You need that answer before your competitors find it.
03
You've made technology decisions before commercial ones.
The first question isn't which platform. It's where is the commercial opportunity, and what would it take to unlock it?
04
You want an operator in the room, not a technologist.
Someone who engages from the business side. Who understands P&L, team structure, and growth strategy, and applies AI to that, not the other way around.
The approach
Opportunity-led. Not technology-led.
Rachel comes at every engagement from the business side. Not what AI tool is trending, but where your business has the biggest commercial leverage and how AI gets you there faster.
This isn't about digitising what you already do. It's about identifying where your team is spending time on work that isn't driving revenue, and changing that.
Every recommendation is built on a commercial case first. If it doesn't move a number that matters, it doesn't go in the plan.
$40M+In incremental revenue delivered across founder-led businesses. The commercial lens is non-negotiable.
15+Years of experience transforming businesses with a commercial lens enabled by technology.
$0Spent on technology that can't be justified by a business outcome. If the commercial case isn't there, neither is the recommendation.
Forever NewRollasAbrandFearless
Your advisor
Rachel Tigel. Operator first. Advisor second.
I have 15+ years of experience transforming businesses with a commercial lens enabled by technology. Not implementing tools, changing how businesses create and capture value, and using technology to accelerate that.
AI advisory without commercial context is just an expensive tech audit. I bring the business case first. Every recommendation I make has a revenue or efficiency outcome attached to it, because that's the only reason it should exist.
I work with a small number of businesses at a time. The work is specific, commercial, and built around where your biggest opportunity actually is.
What you get
Looks good in the boardroom. Works even better at the desk.
01
A department-by-department review seen through a commercial lens, not a technology one. Where is your team spending time that AI could reclaim? Where is revenue being left on the table? What would 20% more capacity actually be worth?
ResultA prioritised opportunity map with commercial value attached to each item, not a list of tools, a map of where to move first.
02
Not a generic list of AI tools. A specific, justified recommendation for your team, your workflows, and your actual problem. Built for humans who need to learn it quickly and use it consistently, not for a tech team you don't have.
ResultA recommendation your team can act on immediately, with the commercial case that justifies the investment.
03
A clear, commercially framed presentation your leadership team can act on. The business case for AI in your organisation, the opportunity cost of waiting, and a plan to move before your competitors do.
ResultA presentation that gets board sign-off and moves the conversation from "should we?" to "here's the plan."
04
A sequenced plan your team can actually execute. What goes first, what gets measured, who owns it. Built around your existing capacity and structure, not an idealised version of your business.
ResultA 90-day plan your team knows how to run, with clear accountability and no dependency on outside tech resources.
Find the opportunity
Find the opportunity. Outperform the competition.
Book a discovery call to find out exactly where AI creates commercial leverage in your business, before your competitors do.
→Operator-led, not technology-led
→Commercial outcomes attached to every recommendation
I have 15+ years of experience operating across some of Australia's most recognisable fashion and retail brands. I know what it takes to build a strategy that holds, to lead a team through a hard year, and to sit at a table where the decisions actually get made.
I also know exactly what they're looking for when they decide who gets promoted and who gets passed over. I have been on both sides of that conversation.
I work with a small number of mentees at a time. This is not a course. You are not a cohort. You get me, fully present, every week, working on your actual situation.
Who this is for
You're doing a senior job without the title or the pay.
You've absorbed more and more responsibility but the recognition, the seat, and the salary haven't followed. You need someone who can help you close that gap.
You're capable, but the path to executive isn't clear.
You know you can do more. But no one is telling you what's actually holding you back, or how to play the game at the next level.
You lead well, but struggle to lead up.
You're strong with your team. But influencing the boardroom, owning a P&L conversation, or negotiating your own position still feels uncomfortable.
You want a mentor who has actually operated in your world.
Not a career coach with a generic framework. Someone who has sat in the seat across retail, fashion, and founder-led businesses and knows what it takes.
What you get
Not a framework. A forcing function.
Weekly sessions built around where you actually are, not where a curriculum says you should be. Every session ends with something to do, test, or say.
Weekly 1:1 sessions
Structured but adaptive. We work on your real situations, not hypotheticals. You leave every session with clarity and a clear next action.
Commercial thinking models
How to read a P&L, build a business case, prioritise like an executive, and make the room take you seriously when you speak.
Support between sessions
A real situation doesn't wait for your next calendar slot. Access between sessions for the moments that matter.
Presence and influence work
How you communicate up, how you own a room, how you negotiate. The skills they don't teach in management roles.
Fixed monthly fee, no complexity
No hourly rate anxiety. One simple fee, reviewed monthly. You stay because it's working.
From mentees
"Before working with Rach I was producing reports that looked busy but didn't tell anyone anything useful. Now I'm running the commercial conversation in the room. That shift happened faster than I expected."
"Rachel helped me push past my blind spots to truly evolve as a leader. She was a brilliant sounding board & brought refreshing honesty to help push me towards the next level. Rachel’s advice is invaluable."
Beth Perrott — GM eCommerce, Three By One
How it works
Simple. Structured. Starts with a call.
01
Apply
Book a discovery call. Tell me where you are and what's holding you back. I'll be in touch within 48 hours.
02
Discovery call
30 minutes. We work out whether this is the right fit, what we'd focus on, and what the engagement looks like for you specifically.
03
Start
Fixed monthly fee. Weekly sessions. Real work. No lock-in. You stay because it's working, not because you're contractually obligated to.
Apply for mentorship
Build your seat at the table.
Places are limited. I work with a small number of mentees at a time so the work is always specific to you. Book a discovery call to get started.
The work doesn't end with a presentation. It ends when the numbers prove it.
Forever New
Multi-Channel Fashion
+$18M
Incremental profit
The Challenge
National retailer with growing eCommerce but no commercial bridge between channels. Digital investment increasing without proportional profitability improvement. Wholesale underperforming its potential.
What We Did
Full commercial audit across all channels
Rebuilt eCommerce P&L and trading model
CRO roadmap and site overhaul brief
Wholesale renegotiation and expansion
Team restructure: right roles, right level
Rollas
Fashion eCommerce
+34%
eCommerce margin
The Challenge
High-growth denim brand with strong demand but P&L not reflecting commercial potential. Revenue growing but margin under pressure. Needed clearer operating model and wholesale strategy that didn't cannibalize DTC.
What We Did
P&L rebuild and channel margin analysis
eCommerce trading model with guardrails
Agency brief consolidation
Inventory strategy and open-to-buy
Wholesale structure and partner selection
Fearless
New-to-Market Brand
$0→$2M
Revenue in Year 1
The Challenge
New brand entering a competitive category without a commercial foundation. Strong product and vision, needed a framework to launch efficiently and scale without burning capital on wrong priorities.
What We Did
Commercial model: pricing, channels, margin
Go-to-market: sequenced channel launch
eCommerce platform selection and brief
3-year P&L financial model
First wholesale partnerships and trading model
What could this look like for your business?
Share the problem. Get a direct perspective on what to do about it.
Share what's going on in your business, the real challenge, not the polished version. Every submission is reviewed personally by Rachel.
What happens next
If there's a clear fit, you'll hear back within 48 hours to schedule a free 30-minute discovery call. No pitch, no obligation.
Free Discovery Call
Tell me what's going on in your business
✓
Challenge received.
You've taken the first step toward less management, more profit.
Every submission is reviewed personally by Rachel. No assistants, no auto-replies, no templates. If there's a clear fit between what you need and what GM For Hire delivers, you'll hear back within 48 hours to book your discovery call.
What happens next
Rachel will review your challenge, assess your situation, and reach out directly if she can help. No chasing, no spam. Just a straight answer.
Most businesses treat customer data as a marketing problem. It shows up in a campaign brief, a segmentation model, an email flow, and then it stops there. The businesses that are actually growing are doing something different.
