who i am
Experience
I'm an e-commerce executive who helps DTC brands scale - whether fractional, interim, or full-time.
Over 15 years, I've led digital commerce from startup through acquisition. I ran e-commerce at goTenna for 7.5 years, managing all digital operations across 4 websites from early-stage startup through profitable acquisition by Forterra. I launched Lively's first website in 2017 - still in use today - helping build the foundation for the brand's $85M acquisition by Wacoal. At JackThreads, I scaled revenue from $2M to $50M in 3 years as sole planner, making it the fastest-growing company on the Internet Retailer 500 in 2011.
My broad skill set includes Shopify replatforms and site launches, full-funnel marketing (Google/Meta/LinkedIn, Klaviyo, GA4), P&L ownership, budget management, merchandising, and planning. I've driven 40% YoY growth at Hatch Collection while managing a complete Shopify replatform, and led e-commerce strategy for 15+ brands, including illesteva, Hill House Home, Amour Vert, Homage, Green Toys, and more.
What makes my approach different: I'm both strategic and hands-on. I can drive high-level growth strategy and also execute in the weeds myself - building campaigns, managing replatforms, optimizing conversion. I also have a network of trusted developers and designers for projects that need additional resources.
I specialize in the challenging early stages when brands are validating product-market fit while building operational and technical infrastructure. I quickly become part of the team, often hiring and managing cross-functional resources to meet high-growth demands while cutting operational costs through process optimization and strategic vendor management.