I build eCommerce growth systems that drive net revenue.
I'm an accomplished eCommerce Marketing Manager with over 10 years of experience developing and implementing comprehensive eCommerce strategies across multiple industries. I build DTC growth systems that turn messy ecommerce into measurable profit—with real execution across acquisition, CRO, retention, and ops.
Expertise across:
Traffic Channels
Acquisition
Sales Channels
On-site Conversion
Retention Channels
Post-purchase Revenue
Automation
Systems & Integrations
Finances
Unit Economics
Experience
Real ecommerce operations. Real results.
Proline Range Hoods
Ecommerce Manager
Scaled annual net revenue from $4M to $10M by building systems focused on profitable growth, not vanity metrics.
- Built end-to-end B2C ecommerce operation
- Created net revenue-focused marketing systems
- Developed P&L-driven analytics infrastructure
NativeSeed Group
Director of Ecommerce
Driving double-digit net revenue growth for a nationwide agricultural seed brand through SEO, automation, and profit-first advertising.
- Net revenue-optimized content strategy
- Contribution margin tracking systems
- Profit-focused merchandising
What changes in your first 30 days when I step in
Less agency dependence. Clear net revenue visibility. A real growth operating system.
"I don't 'optimize.' I install systems that compound."
What I Do
No vibes. Just levers. I build systems that make net revenue measurable and scalable.
Growth Systems
Acquisition strategy, landing pages, and measurement that actually works. I build the infrastructure that turns ad spend into net revenue.
- Channel strategy
- Net revenue attribution
- P&L dashboards
- Experiment frameworks
CRO + UX
Conversion-first design that prints net revenue. I find the friction killing your funnel and fix it with clarity, not gimmicks.
- Funnel analysis
- Page optimization
- Mobile-first design
- A/B testing
Retention + Lifecycle
Email and SMS flows that pay back in 30-60 days. Segmentation, automation, and seasonal strategy that compounds net revenue.
- Klaviyo flows
- Segmentation
- Win-back campaigns
- Cohort LTV optimization
Featured Work
Real problems. Real systems. Real results.
HawksBill: Live P&L & Reporting System
Built a real-time net revenue tracking system from scratch using AI
Needed a unified view of marketing spend, real returns, and net revenue impact across all channels. No existing tool could connect WooCommerce, Intacct, Google Ads, Meta Ads, and Klaviyo into a single source of truth.
Key Results
- Real-time visibility into marketing ROI by channel
- Reduced decision lag from days to hours
- Identified unprofitable campaigns within 24 hours of launch
- Team can now pivot tactics based on actual net revenue impact
UI/UX Overhaul: 2x Conversion Rate
Doubled conversion rates through behavioral economics and streamlined UX
Both websites had friction-heavy user experiences with complex navigation, poor filtering, and inconsistent branding. Customers were dropping off before completing purchases.
Key Results
- 2x conversion rate improvement on both sites
- Reduced cart abandonment significantly
- Improved average session duration
- Higher AOV through better merchandising
My Frameworks
Repeatable systems, not luck. These are the mental models I use to diagnose and fix growth problems.
Data Quality Grade (F→A+)
A systematic way to assess and improve your analytics foundation
- F: No tracking
- D: Basic but broken
- C: Tracking works, no insights
- B: Good data, manual reporting
- A: Automated, actionable
- A+: Predictive, self-healing
Channel Health Triad
Three metrics that tell you if a channel is actually working
- Efficiency (CAC/LTV)
- Scale (volume potential)
- Quality (retention of acquired customers)
ABC SKU Model
Prioritize inventory and marketing spend by SKU performance
- A: Heroes (80% of margin)
- B: Solid contributors
- C: Long tail (cut or test)
Let's Work Together
Whether you're hiring for a growth role or need consulting help, I'm here to drive net revenue—not vanity metrics.