who i am
About
I'm a fractional e-commerce leader for DTC brands. Senior strategy, hands-on execution, and AI-powered leverage so you don't need to hire a team around me.
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.
What makes my approach different now: AI. I've built AI tooling into how I run the full stack I already own, growth strategy, paid media, analytics, site optimization, and copy. That means a 5 to 25 person DTC brand gets a senior operator with the leverage of a full team, without the cost of hiring one.
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, and Green Toys.
Where I add the most value: the early stages when brands are validating product-market fit while building operational and technical infrastructure. I quickly become part of the team, hiring and managing cross-functional resources to meet high-growth demands while cutting operational costs through process optimization, AI tooling, and strategic vendor management.