I Build Digital Experiences that Drive Results.
I bring together technology, design, and direct-response marketing to build high-performing eCommerce experiences.
Experience Backed by Real Results.
More than a decade of solving complex challenges, optimizing customer experiences, and helping eCommerce businesses operate and grow at scale.
$250M+
Revenue
35k+
Daily Visitors
1,500+
Daily Sales
14 Years of Building, Optimizing, and Scaling.
A career focused on solving problems, improving performance, and delivering results that matter.
Throughout my professional journey, I've worked at the intersection of web development, eCommerce operations, and performance marketing.
My responsibilities have evolved from hands-on development to managing complex infrastructure, leading technical initiatives, supporting revenue growth, and overseeing development teams.
Professional Experience
Director of Technology
Smashtech | May 2021 - Apr 2026
Led front-end/back-end platform enhancements across the company’s eCommerce ecosystem. Managed AWS infrastructure to ensure performance, scalability, and uptime reliability.
Web Development Team Lead
Smashtech | May 2020 - Apr 2021
Oversaw CRM configurations and product/offer implementation workflows, enabling rapid campaign deployment and optimized customer experiences.
Front-end Web Developer / Sr. Front-end Web Developer
Smashtech | Dec 2016 - Apr 2020
Helped with tech stack migrations, UI/UX optimizations, and marketing strategies. Migrations included WSYIWYG to LAMP to MEAN stack.
Front-end Web Developer
Scentco, Inc | Nov 2012 - Nov 2016
Implemented and managed the 11 Wordpress/Woocommerce websites. From design concept to development, I was responsible for all of the company's web presence.
SkinnyFit - Case Study
From 50 daily sales to 1,500+.
From early-stage operations to $250M+ in revenue.
For 10 years, I played a key technical role in the growth and evolution of SkinnyFit, a direct-to-consumer wellness and eCommerce brand.
As the business expanded, I helped evolve its digital infrastructure through multiple platform migrations, front-end and back-end development, conversion optimization, and performance improvements.
Project Overview
10 years of overseeing the technical roadmap, platform migrations, and ongoing optimizations to drive measurable business results.
Key Contributions
Technical Leadership: Led eCommerce technology strategy and infrastructure development to support business growth.
Platform Migrations: End-to-end migrations from Webflow → HTML/CSS/JS → WordPress → Angular/Node/Mongo → Shopify.
Conversion Optimization: Implemented data-driven test and UX improvements to increase conversions and revenue.
Scalability & Performance: Optimized site speed, infrastructure, and reliability to support high-volume traffic and orders.
Where Technology Meets Business Growth.
Direct-Response Marketing
Capture attention, create demand, and drive action with persuasive messaging, compelling offers, and conversion-focused funnels designed to turn clicks into customers.
Landing Pages • Offer Strategy • Meta Ads
eCommerce & Web Development
Slow pages, confusing navigation, and poor checkout experiences cost you sales. I develop fast, responsive, conversion-focused websites engineered for performance, scalability, and growth.
Shopify • WooCommerce • AWS • CRM Integrations
Conversion Rate Optimization
Identify what's stopping customers from purchasing and eliminate friction throughout your funnel. From ads to landing pages to checkout, every improvement is focused on increasing conversions and maximizing revenue.
A/B Testing • Funnel Optimization • Page Speed
Ideas Are Easy. Execution is Everything.
Beyond my professional career, I'm building brands that reflect my passion for entrepreneurship, design, and digital commerce.
Conversions Over Everything
Digital Product • CRO • Marketing
A digital education and resource brand focused on helping online businesses improve conversion rates and maximize revenue from existing traffic.
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Mars & Oak
Men's Skincare • Brand Development
A modern men's skincare concept inspired by discipline, resilience, and intentional self-care.
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Immaculate Brand
Lifestyle • Creative Direction
A lifestyle-driven brand concept centered on ambition, discipline, personal identity, and the pursuit of excellence.
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