eCommerce Growth & Digital Commerce
Commerce strategy, conversion, customer journeys, platform roadmaps, and operational performance.
Business executive fortified by deep technical expertise
Digital commerce, technology, and transformation leadership.
I bridge business strategy, enterprise eCommerce, product operations, web platforms, systems architecture, and emerging AI commerce to turn complex digital environments into measurable business outcomes.
Oregon-based · Open to senior leadership roles in digital commerce, web operations, product operations, AI commerce, enterprise technology, and transformation.
14+years in eCommerce and digital platforms
30+organizations advised on commerce and web strategy
24→89%Google Good FCP improvement
57→83%Google Good LCP improvement
99%+on-time and fill performance in retail distribution
750+retail locations supported through manufactured goods
Selected brands & business environments supported:
Nestlé PurinaLevata / BarcodesW.C. BradleyZebcoTIKI Brand
Lowe'sMenardsAce HardwareAmazon
Leadership platform
One career, six complementary leadership lanes.
The common thread is ownership: aligning technology, product data, customer experience, teams, and operating processes with measurable business performance.
Web Operations & Digital Experience
CMS operations, performance, discoverability, accessibility, experimentation, quality, and web governance.
Product Operations & Product Data
Catalog architecture, taxonomy, PIM flows, product readiness, search, navigation, and product discovery.
AI Commerce & Product Intelligence
Machine-readable product information, AEO/GEO, catalog enrichment, automation, and agent-ready commerce.
Enterprise Technology & Transformation
Technology roadmaps, application architecture, integration, governance, modernization, vendors, and resilience.
Business Operations & P&L Leadership
Manufacturing, distribution, retail operations, budgeting, teams, vendors, and executive decision-making.
Selected case studies
Proof behind the positioning.
Three examples that connect technical execution to measurable business and operating outcomes.
Core Web Vitals transformation
Led enterprise commerce performance work using field data and a performance-first architecture approach, improving real-user experience while strengthening discoverability, resilience, and conversion efficiency.
Good FCP 24% → 89%
Good LCP 57% → 83%
Read the performance methodology →
Connected content, commerce, and external systems
Designed and supported API-driven integrations across Adobe Commerce, WordPress, search, product data, and third-party services while translating business requirements into scalable technical solutions.
Adobe Commerce
WordPress + APIs
B2B / B2C
Explore portfolio & insights →
Raw aluminum to national retail distribution
As President of Diversified Tools, held full P&L responsibility for a manufacturer/distributor that converted raw aluminum bar stock into finished packaged retail goods and integrated production, product data, logistics, and retail-channel execution.
750+ retail locations
99%+ fill / on-time
$3M+ asset portfolio
See the operating experience →
Leadership scope & scale
Operating context that translates to senior leadership.
A concise view of the scale, accountability, and environments behind the résumé.
Full P&LPresident-level business and operating accountability.
4 direct / ~15 staffOrganizational leadership as Managing Director.
$3M+ assetsFacilities, equipment, inventory, and real estate.
750+ retail doorsNational retail manufacturing and distribution footprint.
30+ organizationsAdvised on eCommerce, web, and digital strategy.
B2B / B2C / DTCExperience across commerce models and customer journeys.
Professional experience
Business leadership backed by technical depth.
eCommerce Architect / Lead Front-End Developer
Levata
- Led enterprise Adobe Commerce initiatives spanning performance, digital experience, API integrations, structured data, technical SEO, platform resilience, and cross-functional delivery.
- Partnered across business, marketing, UX, infrastructure, vendors, and development teams to translate requirements into scalable commerce solutions and roadmaps.
- Established technical standards, mentored developers, improved release quality, and drove measurable Core Web Vitals gains across flagship properties.
eCommerce & Digital Strategy Consultant
Independent Consulting / Core Web Pro
- Advise organizations on digital commerce strategy, platform modernization, CMS, SEO/AEO/GEO, analytics, customer journeys, integrations, product data, and web performance.
- Lead discovery, requirements, architecture planning, roadmap development, vendor coordination, and phased improvement programs across Adobe Commerce, Shopify, WordPress, and adjacent systems.
Lead Front-End Developer
BORN Group
- Led front-end delivery for an Adobe Commerce Cloud implementation supporting Nestlé Purina DTC eCommerce in a distributed Agile consulting environment.
- Established standards, mentored junior developers, and supported planning, backlog execution, reviews, and release readiness.
Senior Magento Developer
W.C. Bradley Co.
- Supported Magento modernization for consumer brands including Zebco and TIKI Brand, with emphasis on responsive UX, accessibility, performance, migration, and platform consistency.
Managing Director
Road9 Media / Maadi Messenger
- Led business operations, personnel, communications, financial review, department restructuring, vendor relationships, and organizational stabilization with 4 direct reports and approximately 15 employees.
President
Diversified Tools, Inc.
- Held full P&L responsibility for a manufacturing and distribution company producing finished retail goods from raw aluminum bar stock.
- Directed manufacturing, fulfillment, logistics, product commercialization, Amazon 1P, product data, GS1/GDSN, EDI, and national retail relationships including Lowe's, Menards, and Ace Hardware.
- Managed approximately $0.5M in annual revenue and a $3M+ portfolio of facilities, equipment, inventory, and real-estate assets.
Education & credentials
Management education. Information systems depth. Commerce specialization.
Education & certifications
- MBA, Information Technology ManagementWestern Governors University · 2026
- M.S., Information SystemsLiberty University · expected Dec 2026
- B.S., ManagementEvangel University · 2015
- PMI Project Management ProfessionalPMP Certification (in progress)
- Adobe Certified ExpertAdobe Commerce Front-End Developer
- Magento 1 CertificationsFront-End Developer | Solution Specialist
Core technology & operating skills
Adobe Commerce / MagentoHTML / CSS / JavaScriptPHPWordPress
APIs & IntegrationsCMSPIM / Product DataGS1 / GDSN / EDI
Schema.orgSEO / AEO / GEOCore Web VitalsWCAG
GA / CrUX / RUMAgile / ScrumJira / ConfluenceVendor Management
Digital TransformationProduct RoadmapsP&L / OperationsAI Commerce Concepts
Insights & research
Strategy informed by practice, measurement, and research.
Selected writing that demonstrates how I approach performance, transformation, operating models, and technology investment.
Performance Engineering
Why CrUX Data Is Crucial for Performance Optimization Testing
Why field data changes how leaders should measure and prioritize web performance work.
Read article →Digital Transformation
Don't Automate a Bad Process: Why BPR Must Precede an ERP Implementation
A framework for process redesign, automation, change management, and ERP value realization.
Read article →Operating Model
How Agile Project Management Creates Competitive Advantage
Agility as an organizational capability for adaptation, customer value, and portfolio success.
Read article →Industry 5.0
Human-Centric, Sustainable, and Resilient Operating Models
A strategic view of resilient process design, responsible innovation, and human-centered performance.
Read article →Current research
Edge delivery, machine-readable commerce, and AI-mediated discovery
M.S. Information Systems research examines how edge-delivered transformations, semantic fidelity, and requester-specific experiences can improve machine consumption while preserving canonical web experiences. The work connects directly to emerging questions in agentic commerce, structured content, and AI-ready digital architecture.
Location & working model
Flexible where the role and scope justify it.
Oregon onsite / hybrid
- Bend / Redmond area
- Ashland / Medford area
- Hillsboro / Beaverton / Wilsonville corridor
West Coast hybrid / U.S. remote
- Hybrid opportunities from Silicon Valley through Seattle / Redmond
- Generally feasible at 2–3 onsite days per week
- Fully remote U.S. opportunities welcome
Next chapter
Building the bridge between business outcomes and technical execution.
Open to senior leadership opportunities in digital commerce, web operations, product operations, AI commerce, enterprise technology, and transformation.