Strategy

eCommerce Strategy

A systems-thinking approach to sustainable growth.

Every eCommerce strategy begins with a simple question: What’s truly driving performance — and what’s just noise?

Over the last fifteen years, I’ve led digital growth and transformation across luxury retail, telecom, and consumer goods. In every case, the strongest results came not from chasing tools or trends, but from connecting three fundamentals: customer behavior, operational readiness, and scalable systems.

True strategy aligns those three forces so that every initiative — from UX optimization to data infrastructure — compounds over time rather than resets with every campaign.

Strategic Principles

Customer-First, Not Channel-First
Strategy starts with understanding how customers think, shop, and convert — before choosing a platform or feature.
At Shane Co. and Quantum Fiber, this customer-first lens shaped how I defined funnels, crafted journeys, and prioritized personalization opportunities that actually moved the needle.

Data-Informed, Not Data-Drowned
I’ve built analytics ecosystems from scratch and refined mature ones, always with the goal of surfacing what truly matters.
From GA4 and Looker dashboards to Adobe Analytics, I focus on connecting data to decision-making — identifying the next hypothesis, the next test, and the next opportunity tied to revenue and conversion metrics.

Scalable by Design
I approach strategy like an engineer: solve the problem once, so it scales.
Whether leading replatforming initiatives, building content governance systems, or automating marketing workflows, my goal is always durability — systems that reduce risk, maintain velocity, and grow with the business.

Collaborative and Cross-Functional
The best strategies live across disciplines.
I’ve led and partnered with teams across product, UX, creative, development, and analytics — ensuring strategic intent translates directly into execution. Alignment isn’t an afterthought; it’s the multiplier.

Areas of Strategic Focus

  • End-to-end funnel diagnostics and conversion journey mapping
  • CRO and experimentation roadmaps (A/B, multivariate, personalization)
  • Tech stack evaluation and replatform planning
  • Personalization and audience segmentation strategy
  • Data integration, reporting architecture, and KPI storytelling
  • Executive reporting connecting digital KPIs to business outcomes

Closing Perspective

The best eCommerce strategies don’t just describe where to go — they build the systems that can sustain getting there.
My approach balances curiosity with clarity, ensuring that every decision ladders back to customer behavior, operational capability, and long-term business health.