Ecommerce Consultant and Shopify Plus Developer with two decades of continuous evolution in the digital space.
From managing complex tech stacks to guiding CRM strategies, I specialize in developing comprehensive omnichannel solutions that not only drive growth but also elevate user experiences at every touch point.
I believe in transparency and collaboration – not just executing tasks in isolation. My goal is to empower clients and their in-house teams, providing the guidance and knowledge they need to take control of their stores and continue to succeed long after my involvement.
Leveraging a deep understanding of analytics, A/B testing, and CRO strategies, I ensure that every initiative is grounded in data-driven insights, uncovering the story behind the numbers to make thoughtful, impactful improvements.
ISSA
Technical Project Manager | ISSA (International Sports Sciences Association)
Leading the migration of ISSA’s Sales & Support CRM and eCommerce platforms, ensuring a seamless transition from legacy systems to modern, scalable solutions.
HubSpot CRM Implementation: Managing the migration from a custom-built ColdFusion CRM to HubSpot, improving lead management, sales workflows, and reporting. Collaborating with cross-functional teams to define business requirements, streamline sales processes, and ensure a smooth adoption.
Systems Integration & Data Synchronization: Overseeing bidirectional data syncing between HubSpot and ColdFusion to maintain real-time sales data and order processing continuity.
Future eCommerce Migration: Preparing for ISSA’s shift from ColdFusion to Shopify, aligning technical strategy with business objectives for a best-in-class eCommerce experience.
UAT & E2E Testing: Defining and executing User Acceptance Testing (UAT) and End-to-End (E2E) testing to validate system functionality, data integrity, and business process alignment.
Cross-Functional Leadership: Working closely with stakeholders across Sales, Support, Marketing, IT, and Customer Experience to ensure strategic alignment and operational efficiency.
Naturium
Technical strategy
Tiktok Shop
Loyalty & Rewards
Custom theme development – transition to OS 2.0
Conversion rate optimization (CRO)
Returns platform implementation
Rachel Comey
Magento to Shopify migration
Technical strategy
Custom theme development
Conversion rate optimization (CRO)
SEO and Accessibility audits
Data privacy compliance
Optimized site performance to improve page load times
Pacifica Beauty
Director of Ecommerce
Special projects: Store Locator, Subscriptions Program, Custom Virtual Bundles, Round-Up Donations, Product Quizzes, Checkout Enhancements, Shoppable UGC Media Galleries, Node.js Middleware App, Blog
Led strategic merchandising efforts, increasing AOV by 25% through personalized product recommendations, virtual bundles, and gift-with-purchase promotions.
Applied CRO strategies, resulting in a 90% increase in conversion rate.
Designed and developed custom landing pages to support top-of-funnel awareness campaigns in collaboration with the performance marketing team.
Managed tech stack and built strategic partnerships with third-party vendors and technology providers.
Developed and implemented customer retention strategies, including loyalty programs, SMS, and email marketing campaigns with AI-powered segmentation.
Managed web development and Shopify admin operations, including content management, order processing, fraud detection, and returns.
Ensured best practices for SEO, accessibility, site speed, and data compliance.
About Me
I’ve spent nearly two decades evolving in the digital space, starting in New York City, where I worked with the marketing teams of some of the country’s biggest brands. Over time, I transitioned into Ecommerce, optimizing Shopify stores and developing strategies to boost performance and create better customer experiences.
I’ve learned that while shiny new tools and trends can certainly have their value, some of the most impactful results come from focusing on the story the data is telling and making thoughtful, strategic improvements. My approach is rooted in practicality—building scalable solutions without unnecessary complexity.
Before my career in Ecommerce, I spent 10 years as a documentary filmmaker and journalist, spending extended periods in the Middle East and India, telling humanitarian news stories for the United Nations. Now based in Portland, Oregon, I live with my husband and two young daughters.