About
Operator across a portfolio of DTC brands. Email, SMS, Shopify operations, and the data layer that keeps them honest.
I run retention marketing and ecommerce operations across a portfolio of direct-to-consumer brands. Day to day that means campaign and flow strategy in Klaviyo and Postscript, bulk catalog and pricing operations in Shopify, and a warehouse layer that lets me check whether any of it actually worked.
The part I care about most is the last one. Most retention teams are reading numbers that are quietly wrong — a sync gap here, an attribution window there — and building a quarter of decisions on top of them. A large share of my work is just finding out what is true before anyone spends money.
What I am known for
- Retention at portfolio scale. Multiple stores, shared playbooks, separate P&Ls.
- Operations, not just marketing. Bulk pricing ladders, catalog migrations, launch mechanics, and the failure modes that come with them.
- Data that survives an audit. Warehouse queries cross-checked against platform UI, because platform exports lie more often than people think.
How I write
I publish the real numbers where I can, and the mistakes where they teach something. There are more post-mortems here than case studies, and that is on purpose — the incidents are where the transferable lessons live.