Ecommerce Director

I help scale $5M+ brands by turning growth goals into clear, profitable plans.

I lead the growth engine for DTC brands. I’ve spent over a decade in the Shopify ecosystem, but today my value isn't in day-to-day execution. It’s in owning the roadmap, managing the P&L, and making sure every part of the customer journey drives profit. Brands usually bring me in when growth hits a wall, conversion plateaus, or their tech stack starts feeling like a liability. It’s then my job to simplify, clear the noise, and look at the big picture. From acquisition and CAC to LTV and site UX, I help build systems that scale without the usual drama. I handle the complexity so owners can focus on the business.

  • Revenue Ownership: Directed $4.7M+ in revenue by prioritizing the highest impact opportunities, the biggest growth opportunities, and the most important revenue drivers.

  • Channel Mix: Scaled owned channels (Shopify/Email/SMS) to 80%+ of the revenue mix, significantly reducing reliance on expensive paid media and 3rd-party retailers.

  • UX Governance: Delivered 50%+ conversion lifts by setting high standards for the customer experience and removing friction in customer journeys.

Outside of work, I’m a dad, snowboarder, and lifelong tinkerer who spends too much time rebuilding old Volkswagens. I bring that same steady, curious mindset to leadership. Understand how the machine works, strip away what isn’t needed, and make it run better, faster, and more efficiently.

Download Resume (332 KB)

Key Metrics

↑ 8-52%

Conversion lifts +8 percent to +52 percent

$2M-$5M+

Scaled DTC brands to $2M to $5M plus annual revenue

↑ 65-86%

Owned channel revenue 65 percent to 86 percent of total

↑ 25%

Checkout click-through +25 percent

↑ 116-750%

Search traffic +116 percent to +750 percent

$4.7M+

Directed ecommerce ecosystems driving $4.7M annual revenue

↑ 111-678%

Email and SMS revenue +111 percent to +678 percent

↑ 8-19%

Returning customer rate +8 percent to +19 percent

Partners, Affiliates, and preferred tech

Capabilities

I know how to diagnose what’s holding a Shopify store back and how to fix it. From UX and CRO to lifecycle and site architecture, I bring a clear, practical approach that drives measurable growth.

Shopify Plus Partner
 

    • Shopify Plus

    • Recharge

    • Klaviyo

    • Attentive

    • Gorgias

    • GA4

    • Triple Whale

    • Microsoft Clarity

    • Convert.com

    • Level Access

    • ChatGPT

    • Google Gemini

    • Page Speed Insights

    • A/B Testing Roadmaps

    • Conversion Rate Optimization

    • Funnel Design

    • Checkout & Cart Logic

    • Dynamic Upsells

    • Bundling

    • Site Speed Optimization

    • Heatmap & Behavior Analysis

    • Search Engine Optimization

    • Lifecycle Email & SMS Automation

    • Retention Strategy

    • UTM & Attribution Management

    • Customer Journey Mapping

    • Owned Channel Revenue Growth

    • Product Placement Strategy

    • Category Page Optimization

    • Seasonal Landing Pages

    • Content + Commerce Storytelling

    • Visual Merchandising

    • Buying Guides & Banners

    • UX/UI Design

    • Brand Development

    • Graphic & Web Design

    • Creative Direction

    • Campaign Design

    • Content Development

    • Cross-Functional Collaboration (Design, Dev, Marketing)

    • Vendor & Developer Management

    • QA & Coding

    • Data-Driven Decision Making

    • B2B Lead Gen Funnels

    • Operator and Owner Mindset

 

CURRENT EMPLOYMENT

PAST EMPLOYMENT

Education

BFA in Graphic Design, Minneapolis College of Art & Design, Minneapolis, MN

I've had the privilege to work with great companies such as...