Elle Kuiters

Helping founders make smarter decisions
with clear, actionable strategy.

Commercial, practical guidance for eCommerce founders and leaders

This complimentary 45-minute strategy call is designed for founders, owners, and senior leaders who want space to step back and look at their business with someone who understands the realities of operating and scaling an eCommerce brand.If you’re making decisions around growth, investment, performance, or structure, this session gives you the chance to talk those decisions through and get an experienced, commercial point of view.There’s no pitch and no obligation. Just a focused, professional conversation about the priorities and trade-offs in front of your business right now.

Who this is for

This session is intended for people who are already operating at scale, or close to it.You might be:
– A founder balancing growth with margin pressure– An owner deciding where to invest next
– A C-suite leader responsible for performance, structure, or direction
– A business doing $1M+ in annual revenue and facing more complex decisionsIf you’re early-stage or looking for step-by-step execution support, this won’t be the right fit.

Meet Elle Kuiters

Elle is Co-Founder of White Canvas Co and works closely with founders, executive teams, and investors across the eCommerce and consumer space.She has over 17 years’ experience across both brand-side and agency-side roles, including board & senior positions with brands such as Seafolly, Tigerlily, Gucci and MJ Bale, as well as advisory work with hundreds of established and growing eCommerce businesses.Elle has also worked alongside private equity and capital partners, which shapes a practical, commercially grounded approach to conversations around growth, risk, and long-term value.

Meet Elle Kuiters

The conversation can focus on whatever is most relevant to your business, including:– Revenue growth and stability– Profitability and margin pressure– Marketing performance and spend efficiency– Website and conversion performance– Scaling challenges and organisational structure– Systems, priorities, and leadership decisionsThere’s no fixed agenda. The time is used to talk through what matters most right now.

How the session works

A 45-minute 1:1 call– Direct, experience-led input– A commercial perspective, not generic advice– No sales follow-up unless you request it

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