An ecommerce executive and founder who still loves to create: businesses, teams, and the tools that help them do more.
VP, Ecommerce & AI StrategyDayglow · Six consumer brands
Businesses, teams, and the systems behind them. AI has changed how much we can take on, from reporting and planning to tools the team can build themselves. That last part is what interests me most.
See the work at Dayglow ↓Anthropology and primatology, an eco-lodge in Costa Rica, then an ecommerce company I built and sold. After that came marketplaces, marketing, and global ecommerce for consumer brands. At Dayglow, that experience helps me connect what the business knows with the decisions the team needs to make.
Follow the backstory ↓Apparently not. There’s also a fairly elaborate argument for getting ducks. Once you can turn an idea into a working site, restraint becomes a separate project.
Take a small detour ↓Lately, what I create
helps other people create.
VP, Ecommerce
& AI Strategy
I’ve built and sold an ecommerce business and led global ecommerce teams.
Now I lead ecommerce across six consumer brands, responsible for growth, profitability, inventory, and the team delivering it.
A question from the team.
“Who are we competing with,
and are we priced right?”
I built Product Insights around product knowledge, channel offers, competitor checks, and search demand.
The briefing refreshed weekly, with sources and gaps visible so the team could challenge the comparison.
In a separate planning project, a teammate rebuilt her tool and checked its output, catching errors by challenging the AI’s claims. That’s the capability I want to grow.
Four project handoffs for better work with AI.
Open a book. Copy the instructions into a new AI project.
Start a new project. Add the instructions and the material you are allowed to share.
For my own businesses.
For global ecommerce leaders.
And for the people doing the work.
First, primates. These days, AI.I’ve always wanted to understand how intelligence works.
Co-owner · Heredia, Costa Rica
I co-owned and ran an eco-lodge in Heredia, Costa Rica, bringing in guests, managing the operation, and shaping the guest experience. We grew it and sold it, my first experience running the whole business.
I founded 1080 Sales, built the team, and ran strategy, merchandising, operations, and partnerships as we grew across marketplaces. The company reached more than $6 million in annual ecommerce revenue before a profitable exit.
Beachwood, OhioI led ecommerce expansion across more than 15 marketplaces, building the sales and marketing team and the partnerships that supported the growth.
Brooklyn, New YorkI led marketplace expansion and digital marketing, including a $7M+ annual Amazon media budget, and expanded the business into Target+, Walmart, eBay, and direct-to-consumer.
Solon, OhioAt a house of brands, I brought roughly $12M in fragmented marketplace and direct-to-consumer revenue into one managed ecommerce function. I hired the team, improved the catalog, and put fulfillment partners in place to support it.
Bedford, OhioI led global ecommerce and marketplaces across the US, UK, and Taiwan, managing pricing, assortment, and advertising to improve growth and profitability.
Global team · RemoteFounder & Principal · 2022–present
Through 3rd Deviation, I advise consumer brands on ecommerce and AI strategy and build the systems behind planning, content, and commercial decisions. Crazy Cups and FuturiBooks were focused engagements within that practice.
Explore 3rd Deviation ↗Director of Direct-to-Consumer
I led the move to Shopify Plus across 1,700+ products and 10,000+ subscriptions, recruiting the team and reconnecting the systems needed to keep orders and subscriptions running.
Lead Ecommerce Strategist
I led the launch and commercialization of an AI audiobook platform, developing pricing and licensing models and shaping the product experience.
VP, Ecommerce & AI Strategy · 2025–present
I lead ecommerce and build the systems that help the team run it.
I still like to see what I can make.
Tools for work. A workshop for the team.
A fairly elaborate case for ducks.
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