About
We are Eastwick.
Where strategy meets sanity.
Eastwick is a boutique ecommerce consulting practice run by me, Hristina — a CRM and retention strategist with a deep love for structure, clarity, and making things work better than they did yesterday.
“I wanted to do things differently.
Make an impact.”
I’ve spent over a decade working across digital, ecommerce, and performance. From managing multi-store global platforms to rebuilding CRM ecosystems from scratch. These days, I help brands and agencies grow smarter, not louder.
I specialise in Klaviyo, Shopify & customer lifecycle strategy, with a focus on:
Turning chaos into clean, measurable growth
Building systems that make life easier (for your team and your customers)
Using first-party data to drive real retention — not just more noise
Based in Melbourne.
I partner with founders, ecommerce teams, and agencies to plug in wherever I’m needed - whether that’s strategy, setup, or execution.
Most of my work falls into a few core areas:
✔️ CRM & email automation (with a strong Klaviyo backbone)
✔️ Shopify store audits & optimisation
✔️ Lifecycle flow builds, segmentation & retention strategy
✔️ Data hygiene, deliverability & 1PD structure
✔️ Ongoing fractional support & collaboration with internal teams or agencies
Why Eastwick?
The name Eastwick came from the idea of direction + magic.
A nod to structure and intuition.
It reflects how I work: strategically, but with a bit of heart and weirdness baked in.If you’re looking for a partner who’s sharp, grounded, and can help you make sense of your digital mess — I’d love to chat.