Our People
We started techsweet to reduce technology complexity - not add to it. With 35 years of combined experience across customer operations, automation, AI, and security, techsweet partners with organisations to improve how things actually run.
Meet the women behind techsweet
The experience behind techsweet covers both ends of the spectrum - enterprise technology programmes and large-scale operational change, through to building and running small businesses where every process, system, and dollar matters. That range means a grounded understanding of how organisations actually work, across customer operations, finance, marketing, delivery, and security. Senior expertise across the full breadth of business, delivered as a partnership for a fraction of the cost of building it in-house.
Natasha Caffey-Laidlaw
Natasha focuses on how customers and teams move through a business day to day. She identifies where the experience breaks down between marketing, sales, and service delivery. Where handoffs drop. Where follow-up depends on who remembered. Where effort doubles because systems weren't built to support how people actually work.
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Seventeen years of building and running businesses firsthand is where this perspective comes from. Natasha has founded and led multiple creative agencies across the US and Australia - PAC Creative Group and Not Ugly Online - delivering brand strategy, positioning, and go-to-market execution. Building those businesses from the ground up meant owning every part of the equation. Positioning, pricing, acquisition, service delivery, retention, and the operational decisions that determined whether the business grew or didn't. Ownership at that level is what separates strategic advice from lived experience.
Earlier in her career, Natasha worked in operations at Microsoft and in content strategy for market-leading companies. She's also held roles in SEO and digital performance, newsroom journalism in New Zealand, and marketing leadership in higher education.
Enterprise operations and business ownership together produce a different kind of understanding. Natasha sees where the real cost sits. Not the surface-level symptoms, but the structural gaps between teams, systems, and processes that are quietly draining time and revenue.
Cayley Wright
Cayley determines where technology should be applied across a business and how it should be built. She identifies where automation and AI will reduce cost and manual effort. Where systems need to be integrated rather than replaced. And where adding new technology would increase complexity without delivering a measurable return. Every engagement includes a security and risk perspective. As systems become more connected and automated, access control and data handling need to be right from the start.
Seventeen years of writing code and building technology across health, government, not-for-profit, and energy is behind this approach. Cayley has held senior roles including Cyber Director at Deloitte and Acting CIO for a government organisation. She's been working in AI for over a decade, before large language models made it a boardroom conversation. That depth across industries builds a clear instinct for where technology will genuinely improve operations, and where it will just create expensive new problems.
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Building technology and watching organisations recover from bad technology decisions produces a different kind of clarity. Cayley sees where the real cost sits. Not in missing tools, but in disconnected ones. Not in a lack of automation, but in automation built without understanding the process underneath it. That perspective is what she brings to every Tech Sweet engagement - and it's why the recommendation is sometimes to do less, not more.
Who We Work With:
Businesses where things work - but only because people are holding it together manually.
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Teams are doing the same work twice because systems don't talk to each other.
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Follow-up depends on someone remembering, not a process that handles it.
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You're paying for tools that overlap but none of them give you the full picture.
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New staff take too long to get up to speed because nothing is documented or consistent.
Growing service-based businesses
Professional services
Non-profit and purpose-led organisations
Environments where governance, security, or scale are important
We focus on where the value actually sits
Not every process needs automation. Not every tool needs AI.
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We start by understanding where manual effort, cost, and risk have built up across the business. Then we focus on the areas where improvement will have a measurable impact on margin, capacity, or customer experience.
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What this means for your business: Targeted work with clear returns. Not broad transformation with uncertain outcomes.