Selected Work
Signature programs across commerce, data, and experience
A sampling of roadmaps, launches, and operating models I’ve led. Each engagement balances experimentation, platform governance, and storytelling to move measurable outcomes.
2023–2025
DTC Platform — United Wheels (Huffy, Buzz, Niner, Batch)
Led the multi-brand Adobe Commerce (Hyvä) ecosystem and Salesforce marketing stack across four global rollouts.
View case studyUnified four brands on a single Hyvä-powered commerce stack with localized merchandising and lifecycle automation.
- 4
- Brands launched
- 8
- Markets supported
- 99.95%
- Commerce stack availability
- B2B buyer experience was fragmented across brands, making assortment planning slow for retail partners.
- Manual quoting workflows constrained sales teams from experimenting with digital merchandising plays.
- Engineering lacked a component library aligned with merchandising narratives for seasonal launches.
- Shipped a shared design system and storefront framework that can theme multiple house brands in hours instead of weeks.
- Automated order guides and PIM synchronization to unlock dynamic product bundling by channel.
- Piloted a digital showroom experience with embedded analytics that informed assortment negotiations.
- Next.js multi-brand storefronts backed by a shared commerce API
- Storybook-driven design system with accessibility linting
- Composable PIM integrations with in-flight enrichment jobs
- Metabase revenue workbooks layered on Stitch + BigQuery
Component library release
Composable theming token example
export const brandTokens = {
range: { primary: '#173f5f', accent: '#f6d55c' },
bullet: { primary: '#222', accent: '#f04e23' },
};
export function applyTheme(brand: keyof typeof brandTokens) {
const tokens = brandTokens[brand];
document.documentElement.style.setProperty('--color-primary', tokens.primary);
document.documentElement.style.setProperty('--color-accent', tokens.accent);
}
Digital showroom wireframe
2020–2022
CRO/UX Program & Analytics Modernization — Range USA
Grew eCommerce revenue with a rebuilt CRO/UX program, modern analytics foundation, and continuous experimentation.
View case study+37% year-over-year online sales through coordinated UX, SEO, and lifecycle optimization.
- +37% YoY
- Revenue growth
- Bi-weekly
- Testing velocity
- 10 cross-functional
- Team size
- Legacy ecommerce analytics delivered conflicting attribution data and masked checkout friction.
- Testing velocity was slow because CRO, UX research, and merchandising teams worked from separate roadmaps.
- Marketing automation and lifecycle programs lacked visibility into SKU-level performance.
- Established a cross-functional growth cadence with unified planning rituals and shared KPIs.
- Delivered a reusable experiment operating system including hypothesis templates, QA checklists, and readout rituals.
- Instrumented a server-side GTM pipeline that reconciled CRM, POS, and ecommerce telemetry for real-time reporting.
- Hyvä theme storefront with modular CRO test harnesses
- Google Tag Manager server containers & BigQuery warehouse
- Looker dashboards layered on dbt-modeled behavioral data
- Qualtrics and Hotjar research stack connected to Amplitude
Experiment OS overview
Experiment dashboard prototype
Hypothesis scoring helper
type Hypothesis = {
impact: number; // 1-5
confidence: number; // 1-5
ease: number; // 1-5
};
export function prioritise(hypothesis: Hypothesis) {
const score = (hypothesis.impact + hypothesis.confidence) * hypothesis.ease;
return {
...hypothesis,
score,
tier: score >= 18 ? 'Accelerate' : score >= 12 ? 'Schedule' : 'Backlog',
} as const;
}
Q4 2025
Best-in-Class UX Recognition — Huffy
Validated a multi-year UX modernization program with independent benchmarking to ensure navigation, discovery, and checkout met elite standards.
View case studyEarned Best in Class ratings across PLP, PDP, header, and footer experiences.
- Best in Class
- Benchmark status
- Navigation, PLP, PDP, Checkout
- Journeys uplifted
- Strengthened
- Trust signals
- Needed to validate multi-year UX investments with credible third-party benchmarking.
- Navigation, product discovery, and checkout journeys had to meet elite standards across devices.
- Earned Best in Class ratings for PLP, PDP, header, and footer experiences.
- Boosted product discovery confidence with tuned taxonomy and storytelling.
- Improved checkout completion after resolving friction uncovered in usability testing.
- Independent UX benchmarking against industry research criteria
- Information architecture and merchandising refinements
- Accessibility and usability remediation program
Benchmarking dossier
UX capability scoring rubric
type Capability = 'navigation' | 'storytelling' | 'checkout';
export const benchmark = (scores: Record<Capability, number>) => {
const weighted = (scores.navigation * 0.35 + scores.storytelling * 0.4 + scores.checkout * 0.25) / 4;
return weighted >= 3.5 ? 'Best in class' : weighted >= 2.75 ? 'Competitive' : 'Emerging';
};Q4 2025
Checkout Optimization Program — Multi-brand DTC
Cut peak-season checkout friction with predictive rendering, deferred analytics, and resilient payment validation.
View case studyCheckout loaded in ~1.5s and place-order execution dropped to ~0.25s during peak demand.
- ~1.5s
- Checkout load time
- ~0.25s
- Place order execution
- Down at critical step
- Payment abandonment
- Peak-season traffic exposed checkout latency that constrained conversion across multiple brands.
- Redundant analytics and payment calls slowed the most critical funnel step.
- Cut end-to-end checkout load time to roughly 1.5 seconds.
- Accelerated place-order execution to roughly 0.25 seconds.
- Reduced payment-step abandonment with smoother throughput.
- Browser speculation rules and predictive prerendering
- Deferred analytics and instrumentation governance
- Batched payment validation with resilient background workers
Checkout performance heatmap
Queue-aware payment orchestration
export async function orchestratePayment(batchId: string) {
const { jobs } = await fetchQueue(batchId);
const prioritized = jobs.sort((a, b) => a.critical ? -1 : b.critical ? 1 : a.createdAt.localeCompare(b.createdAt));
return executeInParallel(prioritized.slice(0, 3));
}Q3 2025
Global Privacy Compliance — Multi-region Portfolio
Unified consent collection, disclosures, and reporting across more than twenty regional storefronts.
View case studyCentralized consent controls and reporting aligned with GDPR, PIPEDA, and US state regulations.
- 20+
- Sites governed
- GDPR, PIPEDA, US
- Regimes supported
- Consolidated reporting
- Audit readiness
- Multi-brand portfolio needed consistent consent capture, logging, and disclosures across 20+ sites.
- Rapidly changing regional regulations demanded unified governance and oversight.
- Aligned consent experiences with GDPR, PIPEDA, and US state laws.
- Reduced regulatory exposure through centralized reporting and monitoring.
- Increased customer trust via transparent preference controls.
- Centralized consent management platform with automated scanning
- Standardized privacy copy, preference centers, and Do Not Sell flows
- Compliance reporting dashboards and alerting rituals
Consent governance dashboard
Multi-region consent audit
export function auditConsent(logs: ConsentLog[]) {
return logs.every(log => log.purpose && log.timestamp && log.region !== '');
}Q3 2025
Digital Repositioning — Batch Bicycles
Elevated the Batch Bicycles digital experience with premium storytelling, refined merchandising, and dealer-friendly pathways.
View case studyDelivered a premium look and feel with clearer buying paths for riders and dealers.
- Time on page ↑
- Engagement
- Richer PLP/PDP
- Product discovery
- Streamlined
- Dealer enablement
- Legacy site failed to communicate premium positioning to riders and dealers.
- Product storytelling and dealer engagement pathways lacked clarity.
- Elevated brand perception with a modern, premium design system.
- Increased product engagement through richer PLP/PDP experiences.
- Streamlined dealer outreach with intuitive calls-to-action and flows.
- Digital design system refresh covering layout, typography, and imagery
- Story-driven merchandising components for PDP and PLP
- Dealer journeys with location-aware prompts and lead capture
Hero storytelling concept
Story module choreography
const modules = ['hero', 'range', 'dealerCTA'] as const;
export function layoutFor(viewport: 'mobile' | 'desktop') {
return viewport === 'desktop' ? modules : ['hero', 'dealerCTA', 'range'];
}Q3 2025
Real-Time eCommerce Intelligence — DTC Portfolio
Delivered live dashboards that merged revenue, conversion, and campaign telemetry for portfolio leaders.
View case studyLaunched one-click KPI visibility with traceable coupon-to-product ROI.
- Multi-brand
- Brands covered
- Real-time
- Data latency
- Accelerated
- Optimization cadence
- Leaders lacked a single source of truth for revenue, conversion, and campaign performance.
- Teams needed faster telemetry to adjust promotions across brands and products.
- Deployed live dashboards that surface KPIs with a single click.
- Enabled rapid optimization of spend and merchandising strategies.
- Connected coupon usage to product-level ROI for traceable decisions.
- Streaming pipelines spanning ecommerce, coupon, and behavioral data
- Semantic modeling with per-brand and per-product drilldowns
- Operational feedback loops pairing dashboards with optimization rituals
Executive telemetry hub
Live KPI snapshot
export async function getSnapshot(brands: string[]) {
const metrics = await fetchRealtimeMetrics(brands);
return metrics.filter(metric => metric.latencyMs <= 1500);
}Q3 2025
BMX Sub-Brand Identity Relaunch — Huffy
Reintroduced Huffy BMX with a distinct digital hub, athlete storytelling, and high-energy visual system.
View case studyCreated a cohesive BMX identity with dynamic community and commerce touchpoints.
- Dedicated hub
- Athlete storytelling
- Grunge-inspired
- Visual direction
- Improved
- Product discovery
- Relaunching the BMX category required a distinct identity that resonated with riders and fans.
- Storytelling, athlete content, and commerce touchpoints needed cohesion.
- Established a credible BMX hub with athlete and product storytelling.
- Delivered a cohesive experience across content, community, and commerce.
- Improved discovery of BMX gear and updates through tailored navigation.
- Dedicated BMX content hub architecture and templates
- High-energy visual language with modular components
- Integrated social proof and dynamic media feeds
Launch teaser creative
Athlete spotlight rotation
const features = ['riders', 'gear', 'events'] as const;
export function nextFeature(index: number) {
return features[(index + 1) % features.length];
}