Ever since uni, I wanted to build my own "thing", fortunately, I was given the best piece of advice I'd ever been given, period.

I'm always wary of advice given by others but this guy happened to be the CEO of America's 1st publicly traded furniture company so my ears pricked up.

He said, "Son, your missing 3 key components:

1. You've got no experience
2. You've got no money and
3.  You've got no business losses in the game"

I was DJ'ing at the timing working 12-hour weeks making $1,500, but honestly, he was right I had no clue what "work" was.

He said, "Go work for a start-up, where you control a large majority of the output. Make mistakes on their dime, get your reps. Once you've learned all that, then start your own journey."

And that's exactly what I did. For 2.5 years I worked for a clothing brand as the in-house marketing manager. In that time frame, I made countless mistakes, with countless all-nighters and stacked the chips in my favour. In the end, we took that brand from $503k to $10.8 million in 2.5 years.

From my experience working brand-side, we saw a complete breakdown of the advertising agencies. Their king of spin sales teams, promising the world and delivering sweet FA.

That left a sour taste in my mouth. With my love of brand, building solidified, I wanted the ability to partner with brand builders. People who defied conventionality and saw the "commercial agency" the same way I did broken and unable to provide the experience of a team tailored for their brand's growth.

That is the reason I co-founded thatsgood+ STUDIO and I now get to work with some of the most unique brands in Australia.

We ran all sides of paid marketing. We're a small team and always will be to keep impact high and 1-1 collaboration at the core of TGS.

These are just some of what brands have had to say so far:

“Working closely with the team at Thats Good Studio for over a 2 years has been a dream...Creating an omnichannel paid strategy, helping scale Merchants and implementing creative tech solutions. It’s a relationship that goes way beyond business; we’re glad they’re the team by our side.”

Merchants Of The Sun
★★★★★

"We've been able to grow from 6 figures to 8 figures, with Laura and Sabian's help and guidance far beyond driving and scaling our ads...”

Ringers Western
★★★★★

“We’ve worked with agencies in the past, they didn’t get our brand or the results we needed. TGS has decreased our CAC 5.8x from $162.28 to $27.98. Whilst showing us how to grow our brand for the long-term- guns.”

PlugHub
★★★★★

Like to get a free action plan? Link in bio.

SABIAN .

Mareile Osthus

Co-Founder & CCO @ humii | ex CCO @ THE ICONIC | Zalando

eCommerce experience is a house of mirrors.

You’re buried in 
NPS
metrics
customer focus groups
and many questions....

You’ve got no idea what is actually going on in your ecommerce store and how far off ‘best practice’ you are. 
Plus, you’d love to know where your competitors are winning.
As the in-house eCommerce team, you’re responsible for making sense of it all.

I’ve been there, scaling giants like THE ICONIC & Zalando.
Problem is, there is nothing which makes the end-to-end customer experience transparent and tangible. 

Until there was humii!

At every step of the customer journey, our CX dashboard shows you: 

The friction across 200 data points and 8 dimensions. Yes, we are measuring everything the customer touches on!
How your competition stacks up
What your customers think
The industry benchmarks

Once you deeply understand what your customers expect, you can take action.
What gets measured, gets managed!
Humii combines cutting-edge technology with real human analysis of the entire shopping experience.
The future of online mystery shopping is here.

Check out our Live Demo in the Featured section of my profile.

ABOUT ME

If you made it this far, here’s a few things about me:
I’m pretty funny (for a German)
People come to me for help with getting s@#! done.
I come from a family of Lawyers & Judges (that’s where I finely tuned my bulls#%^ radar)

Co-Founder & CCO @ humii

Humii explained in 3 words: 
Online mystery shoppers. 

Yes. Like mystery shopping in stores, but for your entire end-to-end online experience. 

🐦  A little bird told me I never explain what we actually do. Here you go 👇 

What we do: 
We send real humans through your full customer journey: 
Website ➝ checkout ➝ delivery ➝ support ➝ returns & refunds. 

What we measure: 
– 200+ data points in one single end-to-end journey 
– Questions you can’t ask customers: 
👉 Would you come back after this experience? 
– Benchmarked against your competitors (or “friends”… call it what you like) 

Why it matters: 
Because NPS isn’t actionable. 
77 out of 100? Cute. But why? 

Customers are biased, don’t give feedback in real time, and do they actually care about your retention rates? 🤔 

What this looks like in real life: 
We publish detailed Online CX results for Shein. Anyone can log into their dashboard. Click 👉 Try free on our website and you will get access! 

Who is it for? 
The one's who are in charge for customer experience. 

Who’s in the photo? 
The Humii leadership team. (We have more. Calendars and locations are hard.) 

Where was humii when this photo was taken? 
Working. Someone has to. 

Does Bryan Nguyen enjoy being surrounded by women? 
He does. He now knows more about face masks and PMS than he ever planned. 

That's humii. 
Simple. Transparent. Actionable.
Cheeky at times.

Erin Clarke Rebecca Jensen CA 🚀Nadezhda Egorova Ankit Sharma

Turning 💩 Online CX into 🌈 | Co-Founder & CEO @ humii (SaaS) | ex CCO @ THE ICONIC

Welcome to Humii, Pace Athletic! 🏃‍♂️🔥

What can I say, the pace in their name is no coincidence.

If you’ve followed Pace Athletic’s journey, you know they’ve done a lot right. And not by accident.

This is a brand built on an unwavering commitment to the running community and to their customers, turning running from “just a sport” into a genuine passion and way of life.

If you’re into running, this is your destination. Full stop.
Expert advice, best-in-class gear, and, most importantly, a community that’s been nurtured and grown over many years. That doesn’t happen without purpose.

And if you know Anthony Bayliss and his team, you get it instantly.

This is not a business built to dabble. It’s built with focus, performance, and a competitive edge, in the best possible way. 💜 

They’re here to change the running game, and they’re growing fast, with intention.

We’re genuinely excited to work with a brand and team that strives for constant improvement and are always a step ahead of the curve.

A mindset we couldn’t be more excited to support.

Oh, and fun fact we picked up along the way…
Apparently run clubs are the new Tinder 👀💥 (just saying).

Let’s go team, let’s run the game. 🚀

Holiday heck when Uber starts surge pricing like it’s an Olympic sport…

And you’re still committed to day drinking (or early evening hydration, depending on the audience).

🚗 HUBER™

 (Husband-Uber)

✔ Zero surge pricing
✔ Unlimited wait time
✔ Will circle the block while you “just say goodbye”
✔ Turns around when you forget literally everything
✔ Emotionally invested in your happiness

Downside:
 ❌ Occasionally reminds you how many trips he’s done today
 ❌ No loyalty points (but strong emotional attachment)

10/10 would recommend.

Follow me for more unhinged yet practical holiday solutions. 🍸✨

🌶️ Spotlight on DELILAH’S DELI 🌶️

Oh yes, people.
If you haven’t heard of them yet…you’re missing out. Big time.

I discovered Delilah’s Deli on Instagram (a dangerous place for my bank account), and for anyone who likes to spice up their day, this is your sign.

Can I say this out loud?
This might be one of the best online orders I’ve ever had.
And you know me, I obsess over experiences.

This one nailed it.
📦 Fast delivery
📝 A handwritten note
🔥 A very personal shoutout to how much I love their chilli jam
(They weren’t wrong. I do love it.)

If we’re serious about lifting up great businesses, this is exactly what that looks like.

Rosie Mitchell and her husband are creating the most epic chilli jam (and yes, the mango chutney deserves its own fan club).

It’s simple. Thoughtful. Human.

Not just a great product, but a great experience at every touchpoint.
There’s so much more I could say, thoughtful ingredients, a little cheek, and a lot of heart. That’s what got me hooked. Do I need to say more?

Rosie Mitchell, I might be the customer with the largest order of all time? 😅

12/10 for the experience.
12/10 for the products.

That’s it.
Make small businesses shine, they truly deserve it.

Is there such a thing as an FAQ police? 🚨

Because… I’d like to report a crime.

I genuinely thought I’d seen it all.
But these FAQs?
At least they tried… I think?

Keeping this short (like the FAQs in question):

Your FAQs say a lot about you.
👉 Just make it easy for people to find the information they actually need.
Not a novel.
Not a “good luck, hope this helps” situation.

What actually works:
1️⃣ All FAQ topics on one page (ideally without endless scrolling)
2️⃣ If you want to write a book, amazing, but FAQs are not the place
3️⃣ Add a search bar. People are time-poor, not curious
4️⃣ Be clear on next steps. This isn’t a guessing game
5️⃣ Still stuck? → “Contact us” with a clear click-through button
6️⃣ Extra points for those who have sustainability FAQ's and even talk about their packaging. 

Best-in-class FAQs right now (structure + ease of use):
Princess Polly, VRG GRL, LSKD, Purebaby.....

Different brands. Very similar structure. Simple. Easy. Human.

Breaking news: people like FAQs that actually help them. 😊

Ohhh, how we love peak trade… 

The wild, wild west of online shopping 🤠💻

No dates. No deadlines. Everyone doing whatever they like. 
Total chaos. And yes… we somehow kept score 😎

Shoppers, I’m sure you’ve had your share of facepalm moments this quarter 🫣🛒. We’ve all been there.

Retailers, we see you. 
And yes, we hate seeing you lose customers 😤

Some retailers ran the quarter like pros, zero abandonment, silky smooth journeys. 

Others…let’s just say their shoppers may have gone for a little wander 🏃‍♂️💨

And yes, we’re spilling the secrets on who’s winning and keep shoppers coming back for more 💎✨

Ok, sorry… I just can’t hold back 😅 Here are a few retailers who absolutely crushed it this quarter:

Koh THE ICONIC VRG GRL Bed Threads Go-To Skincare Pty Ltd Princess Polly Jo Mercer...and more. 

Curious? Go grab the full report, link in comments! 📄⬇️

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SABIAN .

Mareile Osthus

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