Build. Test.
Grow What
Matters.
A track record of turning strategy into growth.
My scope has grown from building ecommerce platforms to leading the commercial, product, acquisition, retention, and technology strategy behind a multi-brand digital portfolio.
VP of Digital Commerce
Own digital commerce across four consumer brands with responsibility for all digital touchpoints, acquisition strategy and communications, ecommerce commercial planning, CRO, retention, subscriptions, marketplaces, analytics, and platform strategy. Responsible for a $1.5M annual paid media budget and agency partners across creative, media, web, and lifecycle. Drove 49% YoY DTC subscription revenue growth across Supply and Blu Atlas while increasing CLV 22% and conversion 11%.
Director of Product
Expanded from single-brand technical product ownership into a multi-brand ecommerce portfolio, leading roadmap strategy across customer experience, merchandising, subscriptions, analytics, integrations, and platform capabilities. Expanded Shopify ecommerce to Blu Atlas, scaled experimentation across brands, and built GA4 and Power BI analytics infrastructure to improve product and commercial decision-making.
Technical Product Manager
Built Supply's Shopify commerce platform from the ground up, owning architecture, content and data migration, theme development, integrations, checkout, analytics, subscriptions, QA, and launch. Launched a Recharge subscription program that scaled recurring revenue to $2M+ ARR within 18 months and achieved a 5%+ conversion rate through continuous experimentation.
Engineering Manager, Freemium Product
Owned product strategy and roadmap for Cloudflare.com and its CMS ecosystem, leading a 12-person distributed engineering team across the U.S., EMEA, and Africa. Managed a high-scale global web platform spanning Contentful, Frontastic, analytics, consent management, marketing technology, APIs, localization, and platform integrations.
Product Manager
Led the Scheduler freemium product from initial concept through MVP to version 8, achieving zero downtime across deployments. Designed structured user testing programs and used customer insights to guide product iterations, onboarding, and usability improvements.
eCommerce PM & Digital Marketing Manager
Managed ecommerce across Magento and Drupal and led ecommerce, POS, engineering, design, and agency partners through platform modernization and experimentation. Led end-to-end site redesign and launch execution, driving 15%+ conversion rate improvement.
Director of Marketing
Led international ecommerce expansion and digital product initiatives across Magento, Drupal, mobile apps, SEO, SEM, paid media, social, and email.
Commerce.
Product.
Growth.
Commercial, technical, and product leadership for building and scaling digital businesses.
DTC Commercial Strategy
Revenue planning, acquisition strategy, paid media, ecommerce forecasting, merchandising, promotional strategy, product launches, pricing, profitability, marketplaces, and channel expansion.
Product Strategy
Product vision, roadmaps, prioritization, requirements, customer journeys, Agile delivery, platform strategy, build-vs-buy decisions, and cross-functional execution.
Conversion & Experimentation
CRO ownership, A/B and multivariate testing, hypothesis development, test prioritization, UX optimization, checkout optimization, Convert, and Optimizely.
Retention & Lifecycle
Klaviyo email and SMS, behavioral segmentation, subscriptions, lifecycle optimization, personalized journeys, repeat purchase, and CLV growth.
Digital Platforms
Shopify Plus, Magento, Drupal, headless and composable architecture, APIs, CMS platforms, checkout extensibility, TikTok Shop, Amazon, and third-party integrations.
Analytics & Performance
GA4, Power BI, Looker, SQL, revenue forecasting, CVR, AOV, LTV, CAC, ROAS, attribution, funnel analysis, and executive reporting.
AI & Emerging Technology
Agentic commerce testing, AI-generated workflows and reporting, GEO/AEO optimization, AI-assisted experimentation, personalized experiences, digital discovery, and rapid prototyping.
Leadership & Operations
Cross-functional leadership across Engineering, Design, Analytics, Marketing, Operations, QA, and agency partners across creative, media, web, and lifecycle.
Acquisition & Marketplaces
Paid acquisition strategy, media planning, Amazon Seller Central, TikTok Shop, channel expansion, conversion measurement, attribution, and acquisition-to-retention optimization.
Tools for
what's next.
Commerce & Platforms
Shopify Plus · Liquid · APIs · Magento · Drupal · Contentful · Amazon Seller Central · TikTok Shop · Klaviyo · Recharge · Gorgias
Analytics & Experimentation
GA4 · Power BI · Looker · SQL · Convert · Optimizely · Funnel Analysis · Attribution · Conversion Tracking · KPI Frameworks · Statistical Testing
AI & Product
Agentic Commerce · AI Workflows & Reporting · GEO/AEO · AI-Assisted Experimentation · Rapid Prototyping · Jira · Asana · Figma · Agile/Scrum · Roadmap Prioritization · User Journey Mapping