I am Toby

Sunnies is an Australian ecommerce eyewear retailer focused on delivering fashion-forward, affordable sunglasses to customers across Australia and internationally. Built in a highly competitive and trend-driven market, the business has grown through a combination of performance marketing, strong brand positioning, agile ecommerce operations, and deep expertise in digital customer acquisition.

As founder and operator, I have led all aspects of the business including ecommerce strategy, digital marketing, SEO, conversion optimisation, supply chain management, inventory planning, customer experience, marketplace strategy, and international sourcing. The business has successfully competed against significantly larger global and domestic retailers through disciplined digital execution, rapid product iteration, and a strong focus on customer lifetime value and operational efficiency.

In addition to direct-to-consumer retail, the business has expanded into wholesale and promotional supply, supporting Australian retailers, sporting clubs, surf brands, events, and corporate customers through custom branded eyewear solutions. The company continues to evolve as a digitally native retail brand with a strong emphasis on automation, scalable ecommerce infrastructure, and long-term brand equity.

Coolzy is an Australian climate technology company founded to address one of the world’s fastest growing environmental and energy challenges: the inefficiency and carbon intensity of traditional air conditioning systems. Through the development of innovative portable cooling technology, the business focuses on reducing energy consumption, lowering carbon emissions, and improving human comfort and productivity in environments where conventional air conditioning is impractical, inefficient, or prohibitively expensive.

During my tenure as COO and Head of Digital, the business received significant industry recognition including the 2023 Australian Business Award for Eco-Innovation, the 2022 Belmont & WA Small Business Award for International Trade, ProductReview.com.au’s Best Portable Air Conditioner award in 2021, 2022 and 2023, and Finder.com.au’s Best Portable Air Conditioner award in 2024. I led the company’s ecommerce, digital marketing, customer experience, and operational growth initiatives as the business expanded internationally and strengthened its position as a leader in sustainable cooling technology.

sustainable environmental cooling solutions.

A multi-national e-commerce business at the forefront of drones, 3D printing and advanced electric motors and batteries. Named by Wired magazine as the largest 
drone retailer in the world. Included in the Power Retail 100.

Led new market growth in Europe, USA, South America and Australia resulting in YoY 50%+ revenue gains turning a $30m business into a $300m business within 5 years.