Find and fix customer friction to enable sustainable growth.

Business advisory for DTC brands with repeat purchases.

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A woman with long light brown hair and blue eyes smiling while resting her chin on her hand, sitting at a table with a stack of books in front of her inside a room decorated with various vases and plants.

Hi, I’m Orinta.

A seasoned leader in DTC growth who believes that a trust-led customer experience is what leads to more profitable growth.

Too often, I see growth being treated as a sales and marketing challenge.

But what actually determines whether a brand will grow sustainably?

It’s what happens after that initial sale.

Because trust isn’t built through your marketing alone.

Trust gets built through a consistent, thoughtful and repeatable experience for your customers.

When that experience is in place, more profitable growth follows naturally.

I focus on helping DTC brands with repeat purchases to find and fix customer friction as they navigate the messy middle of growth.

Because it’s exactly that phase where your customer signals become fragmented, internal alignment weakens, and trust starts to wobble.

And, it’s also the phase when you see the inevitable commercial impact of

stagnant retention

rising operational costs

unsustainable growth

These happen to almost every business - even those with strong products, clear purpose and real momentum.

Let's fix your growth

TESTIMONIALS

  • "Orinta can jump in and understand complex environments quickly, diagnosing underlying issues, and bringing clarity to where focus is needed most."

    Guy Chiswick, CRO

  • “Orinta is a competent and pragmatic leader who's able to walk the balance between delivering for the customer and also delivering commercially, which can so often feel like incompatible goals.”

    Alan Cruickshank, Insights Director

  • "If you’re looking for someone who combines strategic thinking with a down-to-earth approach and a clear focus on outcomes, Orinta is the one to call."

    Daniel Gainor, Business Operation Director

  • “Orinta was instrumental in setting up, developing and leading tails.com award-winning human-touch customer experience team which has been so successful in maintaining customer loyalty.”

    — Steve Spall, NED/Board Advisor

A woman with long hair, wearing a red and white striped dress, sitting outdoors on a wooden bench, smiling with arms crossed, in front of a building with large glass windows and ivy growing on the wall.

About me

I’ve spent years building and leading teams inside growing businesses, embedding customer understanding into decision-making, all while delivering significant revenue growth, cost reduction, and improved retention.

My longest stint was at tails.com where, as one of the earliest hires and on the senior team, I helped to scale the brand from launch to an established multi 8 figure business across the UK and multiple European markets.

I’ve seen first hand how trust-led customer experience strengthens not just customer relationships, but the performance and resilience of the business itself.

Outside of work, I’m a mum of two, a long-time dog owner, and happiest in the countryside. I care deeply about honesty, fairness, doing things properly, and helping businesses build something that lasts.

Ready to find and fix your customer friction?

It starts with a no-obligation conversation.

Let's chat