Led the U.S. e-commerce transformation for one of the world’s premier luxury watch retailers, driving re-platforming, team building, and digital growth during a period of major expansion and modernization.

• Designed and hired the full U.S. e-commerce team across UX, product, analytics, engineering, merchandising, and CRM.
• Directed migration to Shopify Plus, reducing overhead and improving merchandising speed and site performance.
• Developed roadmap for global Shopify Plus rollout to align U.S. and international commerce strategy partnering with global stakeholders on governance and cross-market analysis.
• Migrated legacy CRM/ESP to Klaviyo, building a new U.S. lifecycle marketing team focused on segmentation, retention, and conversion optimization.
• Oversaw U.S. performance marketing in partnership with agencies, guiding paid strategy to maximize ROAS and new customer acquisition.
• Introduced experiential commerce initiatives that bridged online discovery with retail activations, increasing omni-channel engagement.

Launched the company’s e-commerce channel, applying established digital commerce expertise to expand reach and streamline operations.

• Launched e-commerce store, creating a new, profitable sales channel integrated with retail operations.
• Trained retail staff to support omni-channel sales, ensuring seamless coordination between digital and physical retail.
• Set up optimized fulfillment workflows, including order processing, inventory control, and shipping logistics.
• Developed automated vendor product lines, significantly reducing manual work, improving efficiency and accuracy.

Served as a trusted advisor and interim e-commerce leader for TZP Group and WE-AR4, supporting brand acquisitions and digital transformations. Worked directly with founders and investment teams to assess capabilities, architect go-forward strategies, and guiding operational execution through post-acquisition transitions and high-growth inflection points.

• Served as fractional VP of E-commerce stabilizing performance and establishing scalable DTC infrastructure
• Led platform evaluations and migrations to Shopify Plus with focus on operational efficiency and long-term cost control
• Developed e-commerce growth roadmaps aligned to brand positioning, customer profiles, and omni-channel goals
• Supported executive recruiting, team design, and post-acquisition leadership transitions
• Delivered insight across SEO, retention strategy, customer acquisition, and site experience optimization

Brought on to build and scale the services division for Knit, a Shopify-focused agency within the Tiny ($TINY.V) business portfolio. Owned the strategy, positioning, and delivery of all service offerings.

• Launched the agency’s core service offerings, achieving $1M+ in services revenue within the first year
• Oversaw pre-sales architecture, branding, productized services, and project delivery
• Led cross-functional execution across design, dev, sales, and account management
• Aligned delivery operations with product roadmap and client growth plans
• Defined Knit’s strategic roadmap and reporting framework to align technical delivery with growth
• Served as a subject matter expert in Shopify Plus architecture, CRO, and UX best practices