Nine years building the catalog, merchandising, and reporting systems that consumer brands scale on. Currently Account Director at Cartograph, and principal at Lucky Moose.
I find where revenue leaks — and build the systems that stop it.
9 yrs · $1M → $50M+ scaled · 20+ brands · four marketplaces · teams of 12
Selected work.
Scale
$1M → $50M+
20+ brands, four countries
Turnaround
$1.9M Amazon P&L
Only channel to beat plan
DTC build
$3.3M
53% YoY, four brands
Launch
Two brands, zero to live
Shopify, Target Plus, 3PL
Selected builds.
Modern Fold
Shopify · Target Plus · 3PL
Built and launched the Shopify storefront and Target Plus catalog for a vertically integrated apparel manufacturer entering DTC. Nine styles, about 90 variants, live since March 2026.
Court & Coastal
Shopify · Target Plus
Built and launched the Shopify storefront and Target Plus catalog for a vertically integrated apparel manufacturer entering DTC. Nine styles, about 90 variants, live since March 2026.
Mac Brands
WordPress / WooCommerce
Four DTC storefronts in a regulated category. Site experience, CRO, and GA4 attribution governance across the portfolio.
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.
About.
I'm an e-commerce operator based in Littleton, Colorado. Nine years scaling consumer brands across marketplaces and DTC, and the part I like most is the diagnosis: finding the one or two broken things holding back a catalog or a funnel, then building the system that fixes them.
I'm currently Account Director at Cartograph, working on Amazon for consumer brands. I also run Lucky Moose, where I build and operate marketplace catalogs and storefronts under contract.
Outside of work, I write and record music.