From Behind the Chair to Behind the Scenes: My Journey to Empowering Salon Owners!

Hey there, I’m Cody!

If you’ve ever felt overwhelmed by the constant hustle of salon ownership, juggling clients, managing staff, and trying to keep up with marketing trends, you’re not alone. I’ve been there. And I understand exactly how draining it can feel when your books are unpredictable, your team looks to you for every answer, and your marketing feels like a full-time job you never signed up for.

From Salon Floor to Strategic Growth

I started in the hair industry the old-school way, as an apprentice on the salon floor, building my skills, earning my Cert II, III, and IV in Hairdressing and learning as I went. Thirteen years later, I would end up as a partner in the salon that I trained at (very much a full circle moment). Here I discovered just how complex it is to run a business that’s not only creative and client-focused, but also profitable and sustainable.

I realised that while we’re trained in colour formulas and cutting techniques, we’re rarely taught how to manage bookings, pricing, team performance, or client retention in a way that actually moves the business forward.

So I decided to do something about it.

Blending Salon Know-How with Strategic Communications

Alongside my salon career, I went back to university and completed both a Diploma and Advanced Diploma in Business - Public Relations and Communications at RMIT in Melbourne. That study opened the door to a new phase of my career, working in commercial PR, ecommerce, and brand communications.

I’ve worked on national campaigns for brands like Twitter and Endota Spa, managed media for high-profile Australian talent, and built marketing systems behind the scenes of both startups and established businesses. I learned exactly how the big brands think about communication, strategy, and scale. And I couldn’t help but think, salon owners need this too.

Building Your Salon Empire

Eventually, I came full circle. I returned to the industry I loved with a new mission, to help salon owners stop flying blind with their marketing and start using proven, strategic systems to build a solid, predictable, booked-out business.

Through my business, and my signature email marketing program Send and Scale, I now work with salon owners across Australia to turn client communication into consistent bookings.

Whether it’s writing powerful campaigns, installing retention systems, or giving you the exact templates to plug in each week, I’m here to take the stress out of marketing and help you build the kind of business that feels calm, profitable, and in demand.

Because email marketing isn’t just for online stores. And you don’t need to burn yourself out on Instagram to stay booked.

You just need a better system and a guide who knows both sides of the salon business… and I’m your guy!