Recent Work

Great eCommerce operations require more than great technology.

Growing eCommerce businesses often find themselves managing an increasingly complex mix of platforms, marketing programs, vendors, agencies, and internal teams. I help companies step back, understand how those pieces are working together, identify where there are opportunities to improve, and determine what is actually worth investing in.

From strategy and business process to technology decisions and implementation, I bring structure to complex eCommerce operations and help turn the right priorities into results.

  • Problem: Google Promotions were too manual. Promotions had to be manually created in Google, and products could be rejected when the promotion wasn't properly reflected onsite.

    Work: You helped design and implement an integrated process where promotional information updates the PDP and Google Promotions, with Shopify/Matrixify automating recurring weekly, monthly and quarterly changes.

    Result: Monthly execution time dropped from roughly 20 hours to under 4 hours, about an 80% reduction.

  • Stepped into an increasingly complex CRM program to bring structure across strategy, promotions, segmentation, creative, campaign execution, agency coordination, and reporting. Built a more organized operating process while helping shift the program from high-volume mass sends toward smarter segmentation, prioritized lifecycle journeys, reusable content, and a more intentional customer communication strategy.

  • Entering my fifth year as the Head Coach of the Fairview High School Girls tennis team. Delivering a program to a community of over 80 tennis players, from elite college-bound players, to beginners looking to grow their game. I create 10 weeks of tennis with multiple matches against rival schools, hire and train 7 assistant coaches, and daily practices to engage the players and grow their game.

  • Replaced a legacy loyalty system while preserving earned customer value and coordinating the change across technology, CRM, ecommerce and Customer Care.

    Led the transition from the legacy rebate program to Rivo, including:

    • Program design/rules

    • Legacy Q4 rebate calculation and load

    • Testing

    • Checkout redemption

    • Listrak integration

    • Customer communications

    • FAQs

    • Customer Care training

    • Review incentive integration

    • Launch

  • With the COVID pandemic making traditional in-store ordering unsafe, it was necessary to convert the coffee shop to enable online ordering. In less than one month, the catalog was available online, via the Square e-commerce site, and allowed for coffee orders and drinks to be ordered through the mobile website and picked up at the curb.


  • Commutrics - Via the SAGE advisor program which partners with Innosphere Ventures. I am the ongoing lead advisor to facilitate Commutrics efforts around improving the NPS scores, updating terms and conditions, and growing the sales base.