Senior omnichannel operator. 10+ years scaling consumer brands across Shopify DTC, Amazon, and marketplaces.
I find where revenue leaks — and build the systems that stop it.
10+ yrs · $50M+ scaled · 250%+ turnaround · 12+ brands · teams of 10+
Selected work.
Scale
$1M → $50M+
12+ brands · 4 countries
Turnaround
$600K → $1.9M
250%+ YoY · National apparel manufacturer
DTC build
$3.3M+
53% YoY · four-brand DTC portfolio
Selected builds.
Shopify · Target Plus · Amazon 3P
Modern Fold
Built and launched the Shopify storefront and omnichannel catalog system for Modern Fold — a vertically integrated apparel manufacturer launching DTC. 9 styles, 80+ SKU variants.
Mac Brands — 4-brand DTC
WordPress / WooCommerce
Owned the DTC site experience across a four-brand portfolio — PDP/funnel, CRO, and GA4 tracking governance.
How I work.
Most e-commerce problems aren't a traffic problem or a spend problem. They're a system problem — and they're diagnosable.
01 · Diagnose. Start with the catalog, the funnel, and the data, not the ad budget. Find the actual constraint before spending against a leaky bucket.
02 · Sequence. Fix in the right order. Catalog and product data first — they're the foundation everything else compounds on.
03 · Build. Stand up the systems: governance, merchandising, reporting, the omnichannel system of record. Reusable, not heroic.
04 · Measure. Put the cadence and dashboards in place so the gains hold after I'm gone.
The edge.
The disciplines underneath bibliographic work are the exact ones underneath a modern product catalog:
Taxonomy
→ How a product catalog is structured
→ The product data behind every PDP
Metadata
→ Catalog governance that holds at scale
Controlled vocabulary
→ Search, discovery, and AI/LLM legibility
Information architecture
As search shifts to AI-driven answers, the brands that win are the ones whose product data is structured, governed, and machine-legible. That's the work I was doing before it had a commerce name.
About.
