Case Studies

Documented programs with measurable impact

The summaries below highlight context, execution, outcomes, and operating systems, with every metric tied to a cited source.

Featured case study

Multi-brand platform modernization

Summary

Modernized and governed a multi-brand commerce portfolio with enterprise integrations, performance improvements, and shared reporting.

Context

Supported and modernized a multi-brand digital commerce portfolio, including Huffy, Buzz, Batch, Stiga Canada, and Niner.

Problem

Multi-brand environments often accumulate inconsistent UX patterns, uneven operational processes, and fragmented reporting. The work prioritized modernization, governance, and measurable performance visibility across the portfolio.

What I did

  • Modernized experience and platform execution across multiple brand properties (including redesigns and launches).
  • Established shared reporting as an enterprise source of truth using near real-time dashboards.
  • Advanced marketing automation and personalization by integrating Salesforce Marketing Cloud and Personalization Cloud with site data pipelines.
  • Directed privacy compliance governance across 20+ domains via CMP and centralized consent logging.
EnterpriseMulti-brandAdobe CommerceHyvaGovernanceDashboards

Key metrics

Conversion change
5x YoY (0.2% -> 1.1%)
Uptime
99.999%

Documented outcomes

  • 5x YoY conversion improvement (0.2% -> 1.1%).
  • 99.999% uptime.

Systems layer

  • Shared dashboards and KPI visibility.
  • Cross-functional governance, cadences, and delivery discipline.
  • Multi-brand platform consistency and integration oversight.

Featured case study

Checkout performance engineering

Summary

Worked with the team to create an optimization module that reduced checkout and order placement latency using caching, prerendering, deferred analytics, and request discipline.

Context

Checkout performance is revenue-critical. This initiative focused on reducing latency and improving execution reliability during checkout and order submission.

Problem

Excess latency during checkout and order placement can materially degrade conversion and increase abandonment.

What I did

  • Layered caching.
  • Prerendering (Speculation Rules API).
  • Deferred analytics execution.
  • Background payment validation.
  • Request batching and deduplication.
PerformanceCheckoutAdobe CommerceEngineeringReliability

Key metrics

Checkout load time
40-60% faster (~1.5s)
Place order time
92-98% faster (~0.25s)

Documented outcomes

  • Checkout load time improved 40-60% (~1.5s).
  • Place order time improved 92-98% (~0.25s).

Systems layer

  • Script lifecycle governance.
  • Predictable performance under load.
  • Structured request and execution patterns suitable for enterprise-scale maintenance.

Featured case study

UX maturity uplift: Baymard 'Best-in-Class'

Summary

Elevated UX maturity across core commerce surfaces, earning Baymard 'Best-in-Class' status.

Context

Baymard Institute evaluated UX maturity across major commerce surfaces.

Problem

Improving UX maturity requires coordinated design systems, information architecture, and implementation discipline across pages that drive product discovery and conversion.

What I did

  • Led UX work across PLP, PDP, Header, and Footer.
UXBaymardPLPPDPInformation Architecture

Key metrics

Recognition
Baymard 'Best-in-Class' UX
Scope
PLP, PDP, Header, Footer

Documented outcomes

  • Baymard 'Best-in-Class' status across PLP, PDP, Header, and Footer.

Systems layer

  • Consistent patterns across core surfaces.
  • Reduced friction and improved clarity through system-level UX decisions.
  • Ongoing governance rather than one-off redesign.

Case study

Stripe capture automation & reconciliation

Summary

Automated post-shipment capture behavior to prevent authorization-expiry failures and reduce reconciliation risk.

Context

In multi-system commerce stacks, payment authorization and capture can break when shipment events and payment lifecycle are not reliably coordinated.

Problem

Capture failures occurred due to inconsistencies between ERP, Magento, and Stripe, requiring operational monitoring and increasing the risk of missed captures.

What I did

  • Engineered automation to capture payments within 7 days of authorization after shipment, addressing integration inconsistencies across ERP, Magento, and Stripe.
PaymentsStripeERPAutomationReliability

Key metrics

Automation
Post-shipment capture within 7 days

Documented outcomes

  • Automated post-shipment capture within 7 days of authorization.
  • Reduced dependence on manual monitoring and improved operational reliability.

Systems layer

  • Operational risk reduction.
  • Integration governance between platform, ERP signals, and payment lifecycle.
  • Repeatable automation suitable for enterprise maintenance.

Featured case study

Scaling DTC eCommerce from $0 to $20M+

Summary

Built and led a unified eCommerce growth strategy that transformed a non-revenue-generating website into a $19M business with a $30M+ forecasted run rate.

Context

Range USA’s website initially generated no product revenue and lacked unified ownership across marketing, merchandising, and technical operations.

Problem

Fragmented accountability, limited scalability, and the absence of a cohesive growth framework suppressed revenue potential despite strong brand presence.

What I did

  • Assumed full responsibility for eCommerce strategy and P&L as Director of eCommerce.
  • Established core growth framework based on Users × Conversion × Average Order Value.
  • Integrated digital marketing, merchandising, and site operations under a unified roadmap.
  • Led migration to AWS (EC2, S3, RDS, Route 53, load balancing, autoscaling) to enable scalable infrastructure.
  • Improved website load speed by over 55%.
  • Implemented Agile/SCRUM delivery practices to accelerate feature releases.
eCommerceRevenue GrowthCROAWSLeadershipDTC

Key metrics

Revenue Growth
$0 (2019) → $19M (2022)
YoY Web Sales
+42% (2022 vs 2021)
eComm Contribution
<10% → 16% of company revenue

Documented outcomes

  • Revenue scaled from $0 (2019) to $8.3M (2020), $13.3M (2021), and $19M (2022).
  • +42% YoY web sales growth in 2022.
  • Forecasted $36M in 2023 revenue.
  • eCommerce contribution grew to over 16% of total company revenue.

Systems layer

  • Scalable AWS cloud infrastructure.
  • KPI-driven growth operating model.
  • Integrated marketing, merchandising, and platform governance.
  • Agile execution cadence enabling sustained iteration.

Case study

Conversion & Merchandising Optimization Engine

Summary

Designed and deployed a structured CRO and merchandising system that significantly improved conversions, orders, customer capture, and revenue within a single quarter.

Context

Traffic levels were healthy, but conversion inefficiencies and under-leveraged merchandising opportunities limited revenue growth.

Problem

High cart abandonment, weak lifecycle automation, and limited use of first-party data suppressed revenue performance.

What I did

  • Conducted funnel analysis, heatmaps, screen recordings, competitor research, and user surveys.
  • Modernized shopping cart experience aligned with customer expectations.
  • Rebuilt CRM lifecycle journeys (welcome, cart abandonment, browse abandonment).
  • Implemented segmentation, server-side tracking, and first-party data collection strategy.
  • Performed market basket analysis to identify complementary product opportunities.
  • Deployed “Customers Also Bought” modules across 5,000+ products.
  • Integrated curated and algorithmic cross-sell logic.
  • Optimized search relevance and merchandising hierarchy.
  • Launched VIP SMS program as a new sales channel.
CROMerchandisingLifecycle MarketingEmailSMSData

Key metrics

YoY Sales (Q1 2023)
+37%
Conversion Rate
+25%
Orders
+39%
Email Capture
3x Increase
Cart Abandonment
-20%
Cross-Sell Lift
+147%
SMS Revenue
~$30K Weekly

Documented outcomes

  • +37% YoY sales in Q1 2023.
  • +25% conversion rate increase.
  • +39% increase in orders.
  • 3x increase in on-site email capture.
  • 20% reduction in cart abandonment.
  • 147% increase in complementary product purchases.

Systems layer

  • Structured CRO experimentation framework.
  • Data-informed merchandising architecture.
  • Lifecycle automation tied to behavioral segmentation.
  • Repeatable growth model independent of traffic spikes.

Case study

Operational Acceleration & Fulfillment Optimization

Summary

Improved order processing speed, distributor efficiency, and operational scalability while building and retaining a high-performing cross-functional eCommerce team.

Context

As revenue scaled, operational bottlenecks and manual processes risked limiting growth and impacting customer experience.

Problem

Manual fraud review slowed distributor order placement, and increasing sales volume required scalable fulfillment processes without expanding cost centers.

What I did

  • Implemented automatic order fraud review to eliminate manual distributor bottlenecks.
  • Optimized BOPIS and ship-to-home fulfillment processes.
  • Built and retained a cross-functional eCommerce team (developers, merchandiser, business analyst, SEO writer, support manager).
  • Introduced Agile delivery frameworks to accelerate time-to-market.
  • Executed high-impact promotions with operational readiness.
  • Promoted Buy Now, Pay Later program to mitigate seasonal slump.
OperationsFraud AutomationFulfillmentAgileLeadership

Key metrics

Distributor Order Speed
+1100%
Single-Day Promotion
$511K Revenue
Credit Applications
+20% MoM
Holiday Growth
+34% YoY eComm Sales

Documented outcomes

  • 1100% improvement in distributor order placement time.
  • $511K single-day revenue promotion.
  • 20% MoM increase in credit applications following BNPL promotion.
  • 34% YoY holiday eCommerce sales growth.

Systems layer

  • Automated fraud and order review workflows.
  • Agile governance and sprint discipline.
  • Scalable fulfillment operations.
  • Leadership pipeline with strong retention and internal promotions.