Work

Our 4 Shopify storefronts were experiencing low conversion rates (CVR), slow performance, and a lack of support for content management, personalization, and internationalization capabilities. This was impacting overall sales, customer experience, and speed to develop new content & fix existing content.

Lead the end-to-end rebuild of the storefront—improving performance and conversion while giving the team real control over content, customization, and international scale.

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  Led a 14-person cross-functional team (engineering, UX/UI, PM, QA) over 10 months on a full frontend rebuild across 4 storefronts.

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  Owned the highest-stakes surfaces—PDP, navigation, minicart, checkout, event tracking, personalization, consent management, SEO metadata, redirects—and delegated supporting work to other PMs to keep parallel execution clean.

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  Mitigated risk during the critical Black Friday / Cyber Monday period by delivering incremental content management wins (Landing Page builder, Navigation & Promo Content controls) in parallel with project execution.

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  Sequenced rollout AU → DE → UK → US over ~1 month to de-risk the largest, most impactful market (US).

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  Set the technical foundation that content management, development workflows, experimentation, personalization, and international expansion all built on top of in the years that followed.

Increased CVR by 12%, AOV by 14%, Core Web Vitals Performance by 1000%. Set the foundation for scalable development & content management.

Three things I took from this one:

Sequencing is everything. Delivering quick, validating wins early in a long project's life builds momentum and cross-functional support. Rolling out to smaller user groups first (in this case, international locales) does outsized work for risk mitigation, buy-in, and ultimately success.

Protect the critical path. Scope creep is sneaky—especially when underlying improvements are right there for the taking. If they genuinely help scale and don't affect critical path, fine. If the case is "it'll only take a few extra days," pause. Parity first, enhancements later.

Expect to get punched in the mouth. Complex builds will surface the full spectrum of the known/unknown matrix. Prepare for the curveballs you know are coming, build in cushion for the ones you don't, and get it done.