Lead product development and modernization efforts across multiple software product lines, helping evolve core manufacturing platforms relied on by leading industrial customers.

• Oversee modernization initiatives across a portfolio of manufacturing software products
• Guide product direction, prioritization, and execution across multiple active product lines
• Support the continued evolution of systems used by some of the world's leading manufacturers
• Align product improvements with long-term platform reliability, operational clarity, and customer value

Served as a trusted advisor and interim e-commerce leader supporting brand acquisitions and digital transformations. Worked directly with founders and investment teams to assess capabilities, architect go-forward strategies, and guide operational execution through post-acquisition transitions and high-growth inflection points.

• Served as fractional VP of E-commerce stabilizing performance and establishing scalable DTC infrastructure
• Led platform evaluations and migrations to Shopify Plus with focus on operational efficiency and long-term cost control
• Developed e-commerce growth roadmaps aligned to brand positioning, customer profiles, and omni-channel goals
• Supported executive recruiting, team design, and post-acquisition leadership transitions
• Delivered insight across SEO, retention strategy, customer acquisition, and site experience optimization

Led the U.S. e-commerce transformation for one of the world's premier luxury watch retailers, driving re-platforming, team building, and digital growth during a period of major expansion and modernization.

• Designed and hired the full U.S. e-commerce team across UX, product, analytics, engineering, merchandising, and CRM.
• Directed migration to Shopify Plus, reducing overhead and improving merchandising speed and site performance.
• Developed roadmap for global Shopify Plus rollout to align U.S. and international commerce strategy partnering with global stakeholders on governance and cross-market analysis.
• Migrated legacy CRM/ESP to Klaviyo, building a new U.S. lifecycle marketing team focused on segmentation, retention, and conversion optimization.
• Oversaw U.S. performance marketing in partnership with agencies, guiding paid strategy to maximize ROAS and new customer acquisition.
• Introduced experiential commerce initiatives that bridged online discovery with retail activations, increasing omni-channel engagement.

Launched the company's e-commerce channel, applying established digital commerce expertise to expand reach and streamline operations.

• Launched e-commerce store, creating a new, profitable sales channel integrated with retail operations.
• Trained retail staff to support omni-channel sales, ensuring seamless coordination between digital and physical retail.
• Set up optimized fulfillment workflows, including order processing, inventory control, and shipping logistics.
• Developed automated vendor product lines, significantly reducing manual work, improving efficiency and accuracy.

Brought on to build and scale the services division for Knit, a Shopify-focused agency within the Tiny ($TINY.V) business portfolio. Owned the strategy, positioning, and delivery of all service offerings.

• Launched the agency's core service offerings, achieving $1M+ in services revenue within the first year
• Oversaw pre-sales architecture, branding, productized services, and project delivery
• Led cross-functional execution across design, dev, sales, and account management
• Aligned delivery operations with product roadmap and client growth plans
• Defined Knit's strategic roadmap and reporting framework to align technical delivery with growth
• Served as a subject matter expert in Shopify Plus architecture, CRO, and UX best practices

Founded and led Rehash, one of the first agencies to specialize in the Shopify ecosystem. Assisted in launches Shopify's partner program, theme store, and Shopify Plus product offering. Scaled the business into an award-winning, multi-disciplinary agency, that was ultimately acquired by Tiny ($TINY.V).

• Built one of the earliest Shopify Expert and Plus Partner agencies, establishing deep partnerships within the ecosystem
• Designed and launched award-winning Shopify storefronts - winner of multiple Shopify Design Awards (2016, 2017)
• Led all aspects of the business: hiring, financials, service design, and client delivery
• Guided the agency to successful acquisition by TINY Capital ($TINY.V), integrating into a larger commerce portfolio
• Helped dozens of emerging brands scale DTC operations with custom architecture, UX, and growth strategies