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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

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

brett leggett

Hi Petra, Hope you are well, I checked out the Google Analytics and all I can say is AWESOME. You have essentially doubled her revenue in a month and the Google Ads seem to be popping off!

Brett Leggett Brett Leggett ✪ eCommerce Growth Specialist Ecommerce Google Ads April 23, 2020

leesa dawson

I am so grateful to have met you, as I think your insights are the BEST I have ever come across.

Leesa Dawson CEO, The Uniform Stylist Ecommerce Google Ads April 23, 2020

Sophie Abnett

Here at 1834 Hotels we centralise the marketing for many different hotels. It can be an enormous undertaking to monitor and track the performance of each one, especially when they are all on separate webpages.

Petra helped to resolve this difficulty by creating a central hub in Google Tag Manager and Google Analytics with Cross-domain tracking and Ecommerce as well. She created many valuable analytics dashboards and reports that draw from the centralized source. Now that we have all the analytics tracking working it has improved the accuracy of our reporting and the insights have helped develop better marketing strategies.

Petra’s skills and wealth of knowledge is fantastic. I would recommend Petra without hesitation.

Sophie Abnett Digital Marketing Project Manager at 1834 Hotels Ecommerce / Hotel Google Analytics, Google Tag Manager & Google Data Studio Integration April 23, 2020