Senior ecommerce leadership, built in the operating seat.

My career has been spent inside creator-led direct-to-consumer commerce, which is an unusually demanding place to learn the discipline: demand arrives in spikes rather than curves, a launch can be the month, and the storefront, the inventory position and the support queue all meet the same moment at once. Across seven years at one company I moved from running ecommerce operations to owning the function, and the through-line was the same each time — the growth was rarely the constraint, and the business's ability to absorb it usually was.

That shaped how I work. I plan from the operating reality backwards: what the catalog can actually support, what fulfillment can absorb, which handoffs fail first under volume, and who owns the decision when they do. It is why the case study on this site is a reconstruction of more than 250,000 orders rather than a highlight reel — the principles in it came out of the record, not out of a framework.

Alongside the operating roles I build. The work in Selected Work is storefront architecture, catalog systems, Shopify implementation, community commerce and launch sites — some of it client work, some of it independent, all of it either built or directed by me. I keep doing it because a leader who has implemented the system asks better questions of the people who maintain it.

See the work