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Today I spent the entire afternoon and evening in the children’s emergency waiting room, waiting for my son to have a cut mended after he fell off some play equipment. Ouch.

I’m not good with painful, bleeding or other medically unhappy things. Also the doctors warned that due to the location of the cut they might need 6 different needles for anaesthetic. They suggested my son was likely to attempt to fight them off and someone would need to hold him still while they did it. Well I wasn’t going to be the one to do that!

Our whole family of four ended up in the waiting room, so that Dad could be the brave one.

Scenarios like this is why I am so relieved that for the past year and a bit I have been investing heavily into building out processes and training my team. I let everyone on my team know that I was on my mobile and that they should contact me via slack if they needed help with anything. How many requests for help did I get? Zero. So while all this was happening my team were just getting on with things and marking tasks off as done.

Yes I have an awesome team, but still I couldn’t help but feel pleased that I could have an afternoon off without getting pulled into dramas at work. I like to prevent dramas from happening in the first place, and I don’t want to become a single point of reference for a growing team.

I can just imagine what it could have been like – if things were less organised I might have been a mess of beeps and buzzes. Everyone asking me a million questions, not even aware that they’re interrupting the 30th replay of Peppa Pig on YouTube and that my child had threatened mutiny if I took the phone away. (I’m so glad that didn’t happen – between a beep, a buzz and a tantrum, which do you pick to respond to?)

As it turns out, I did have quite a lot of free time in the hospital to read a book. I read Content Machine by Dan Norris. When you love your work, you can still find some time to fit some in! 🙂


Nadia Rossi

It has been an absolute pleasure working with Petra over the last year and a half. 1834 Hotels centralises marketing for over 20 hotels around Australia, all with different branding and websites. On an analytics level Petra’s skills have allowed us to monitor and track our marketing efforts in the digital space. Bringing Petra onboard to manage our Google Ads was one of the best marketing decisions we have made. Her thoroughness and attention to detail is incredible, her insights have helped develop better marketing strategies and demonstrate to shareholders return on investment. I would highly recommend working with Petra.

Nadia Rossi Digital Marketing at 1834 Hotels Ecommerce / Hotel Google Ads April 23, 2020

Erica Stacey Scout Digital

I recently worked with Petra to improve my understanding of Google Tag Manager.

Petra not only provided a solid overview of GTM set up and event tracking, she also provided many tips on best practice, and answered the questions that I didn't even know to ask!

Petra is patient, fun to work with, and her analytical programming mind is hell bent on finding the BEST solution to any data, analytics or tracking problem.

Erica Stacey Scout Digital Marketing Strategy Session June 21, 2017

claudia impedovo

Our main purpose for generating these reports is about findings out information that will curb our strategy. The Audience Engagement Report provided us with new findings about our audience. We implemented new marketing elements based on those findings and they have increased sales.

Claudia Impedovo Brand Manager at Spendless Shoes Ecommerce Google Analytics, Google Tag Manager & Google Data Studio Integration April 23, 2020

charles marois olsa tools

Working with Petra was a great experience, communication was easy and she is very organized. She also provided detailed reports of the work she had done and the results generated. We would definitely recommend her services.

Charles Marois CEO, Olsa Tools Ecommerce Google Ads April 23, 2020

Ian Gale - Sleepwise Clinic

Petra was instrumental in pulling all our clinic's web analytics into one easy to read, dynamic report that's accessible to me at any time, and works with our EXACT booking system.

This has allowed me to see, at a glance, what marketing initiatives are working, need tweaking, or changing altogether, saving me both time and money. I can't recommend her or her analytic services enough.

Ian Gale SleepWise Clinic Analytics Dashboard August 1, 2018