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I’m an ecommerce and marketing operations leader focused on turning product and customer data into actionable strategies that boost conversion, order velocity, and site performance. I bring 6+ years of experience supporting DTC growth through Shopify optimization, customer insights, and cross-channel collaboration with paid media, email, and creative teams. Based in Fayetteville, AR, I’ve partnered across marketing, product, and operations to execute campaigns and drive measurable results, translating insights into campaign inputs and on-site optimizations that move revenue and efficiency across the funnel.…I’m an ecommerce and marketing operations leader focused on turning product and customer data into actionable strategies that boost conversion, order velocity, and site performance. I bring 6+ years of experience supporting DTC growth through Shopify optimization, customer insights, and cross-channel collaboration with paid media, email, and creative teams. Based in Fayetteville, AR, I’ve partnered across marketing, product, and operations to execute campaigns and drive measurable results, translating insights into campaign inputs and on-site optimizations that move revenue and efficiency across the funnel.

Heath McCracken

Marketing Strategist, Brand Strategist, Content Strategist, +2

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I’m an ecommerce and marketing operations leader focused on turning product and customer data into actionable strategies that boost conversion, order velocity, and site performance. I bring 6+ years of experience supporting DTC growth through Shopify optimization, customer insights, and cross-channel collaboration with paid media, email, and creative teams. Based in Fayetteville, AR, I’ve partnered across marketing, product, and operations to execute campaigns and drive measurable results, translating insights into campaign inputs and on-site optimizations that move revenue and efficiency across the funnel.…I’m an ecommerce and marketing operations leader focused on turning product and customer data into actionable strategies that boost conversion, order velocity, and site performance. I bring 6+ years of experience supporting DTC growth through Shopify optimization, customer insights, and cross-channel collaboration with paid media, email, and creative teams. Based in Fayetteville, AR, I’ve partnered across marketing, product, and operations to execute campaigns and drive measurable results, translating insights into campaign inputs and on-site optimizations that move revenue and efficiency across the funnel.

Available to hire

I’m an ecommerce and marketing operations leader focused on turning product and customer data into actionable strategies that boost conversion, order velocity, and site performance. I bring 6+ years of experience supporting DTC growth through Shopify optimization, customer insights, and cross-channel collaboration with paid media, email, and creative teams.

Based in Fayetteville, AR, I’ve partnered across marketing, product, and operations to execute campaigns and drive measurable results, translating insights into campaign inputs and on-site optimizations that move revenue and efficiency across the funnel.

Skills

Experience Level

Expert

Expert

Intermediate

Intermediate

Intermediate

Intermediate

Intermediate

Intermediate

Intermediate

Intermediate

Intermediate

Work Experience

Senior Manager, Production & Operations at Gearhead Outfitters

January 1, 2023 - January 1, 2026

Led brand-level production and operational integrity during Fayettechill’s transition under new ownership, guiding brand positioning, operational improvements, and customer insight initiatives. Partnered with marketing to support paid social, email, and organic campaigns by translating customer insights and product performance into actionable inputs. Conducted weekly and monthly ecommerce performance analysis for leadership, using KPI tracking and revenue targets to adjust strategy, budgeting, and channel priorities. Supported Shopify merchandising and on-site optimization (including homepage and PDP improvements), contributing to 15% YoY revenue growth and a 32% increase in order velocity. Implemented post-purchase survey systems within Shopify to capture customer behavior, attribution signals, and purchase intent, informing targeting, messaging, and channel strategy. Sourced and onboarded a freelance paid media buyer, refining paid media strategy and contributing to a 17% YoY topli

Senior Manager, Production & Operations at The Hedgehog Company

February 1, 2022 - January 1, 2023

Led operational onboarding and integration for six acquired apparel brands, standardizing production, logistics, and reporting workflows across the portfolio. Partnered with cross-functional teams to align product availability, launches, and promotional timing with marketing initiatives. Streamlined and maintained a centralized database of 1,000+ SKUs, UPCs, and HTS codes, improving data accuracy and cross-functional execution. Partnered closely with Finance on supplier payments and cash flow planning, supporting improved operational budgeting and working capital management.

Production & Operations Manager at Fayettechill

April 1, 2019 - January 1, 2022

Coordinated day-to-day Shopify operations during a period of ~60% cumulative DTC revenue growth over three years, ensuring launch readiness, inventory accuracy, and reliable order flow across a growing SKU catalog. Supported audience segmentation and ICP development by identifying customer motivations, product hooks, and key selling points used across paid campaigns and organic content. Managed product setup, collections, and backend organization within Shopify to support new seasonal launches and site navigation. Owned end-to-end product development, delivering seasonal collections across multiple stages while consistently meeting key deadlines and quality standards.