Shopify Developer | UXUI Developer | CRO & Growth Consultant I’ve spent the past 15 years building and improving online stores — helping brands create fast, seamless, and conversion-driven Shopify experiences. I enjoy blending clean code with thoughtful design, and I’ve led front-end teams, collaborated closely with designers, and delivered storefronts that don’t just look good but perform where it counts. Currently, I contract with Beast Health, a premium blender brand with a global audience, leading front-end development to refine performance and user experience. My background includes working with international clients and premium retailers like Apple iStore, guiding design direction, mentoring teams, and helping brands turn their stores into strong sales channels.…

Pierre Morel

Shopify Developer | UXUI Developer | CRO & Growth Consultant I’ve spent the past 15 years building and improving online stores — helping brands create fast, seamless, and conversion-driven Shopify experiences. I enjoy blending clean code with thoughtful design, and I’ve led front-end teams, collaborated closely with designers, and delivered storefronts that don’t just look good but perform where it counts. Currently, I contract with Beast Health, a premium blender brand with a global audience, leading front-end development to refine performance and user experience. My background includes working with international clients and premium retailers like Apple iStore, guiding design direction, mentoring teams, and helping brands turn their stores into strong sales channels.…

Available to hire

Shopify Developer | UXUI Developer | CRO & Growth Consultant

I’ve spent the past 15 years building and improving online stores — helping brands create fast, seamless, and conversion-driven Shopify experiences. I enjoy blending clean code with thoughtful design, and I’ve led front-end teams, collaborated closely with designers, and delivered storefronts that don’t just look good but perform where it counts.

Currently, I contract with Beast Health, a premium blender brand with a global audience, leading front-end development to refine performance and user experience. My background includes working with international clients and premium retailers like Apple iStore, guiding design direction, mentoring teams, and helping brands turn their stores into strong sales channels.

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Skills

Experience Level

CSS
Expert
HTML5
Expert
JavaScript
Expert
jQuery
Expert
Shopify
Expert
Web Design
Expert
WooCommerce
Expert
WordPress
Expert
GraphQL
Intermediate
SEO
Intermediate
UI
Intermediate
Affinity Designer
Intermediate
Figma
Intermediate
Github
Intermediate
Klaviyo
Intermediate
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Language

English
Fluent
Afrikaans
Advanced

Work Experience

Lead Front-end Developer at Core Group (iStore)
March 1, 2023 - October 17, 2025
Lead front-end developer at iStore (Core Group), representing Apple and other premium brands across Africa. Responsibilities included coding the iStore website front-end, developing internal business tools, guiding UI/UX direction, and mentoring the in-house front-end team. Recognized with two business impact awards and promoted to lead developer within two years.
Lead e-Commerce Developer at ShopCreatify
August 1, 2024 - October 17, 2025
Lead e-commerce developer at ShopCreatify, working with international brands (min. $3M turnover) to deliver high-quality e-commerce experiences. Oversaw junior developers, provided coding support, and managed internal KPIs. Day-to-day included Liquid / GraphQL development, theme layouts and components built in Figma, CRO, SEO and performance audits, and setting up GA4 for detailed e-commerce tracking.
Lead e-Commerce Developer / Shopify Expert at Beast Health
August 1, 2024 - Present
At Beast Health, I manage all things Shopify—from building and maintaining our storefront to improving performance and driving conversion. I work with Liquid, Storefront API (GraphQL), private Apps and external tools to create features like dynamic carts, upsells, and cross-sells that support both customer experience and business goals. My role sits at the intersection of development, UX, UI and growth, and I stay involved in the design process through Figma while exploring AI strategies to improve performance and conversions.

Education

Matric at Fourways High School
January 1, 2000 - December 31, 2002
Diploma at SouthWest Gauteng College
January 1, 2003 - December 31, 2004

Qualifications

A/B Vehicle Licence
January 11, 2030 - October 17, 2025

Industry Experience

Software & Internet, Retail, Professional Services, Other
    paper Beast Health – Shopify Store Rebuild

    As Lead Shopify Developer, I led the rebuild of Beast Health’s online store — a premium DTC brand known for its beautifully designed personal blenders and focus on healthy living.

    Working as the sole developer within a collaborative design and strategy team, I handled the full Shopify implementation: theme development, UX improvements, performance optimization, integrations, and custom functionality. The project goals were to migrate to Online Store 2.0, improve conversion rates, enhance accessibility, and create a faster, more refined shopping experience.

    Key features included a fully custom cart drawer with post-purchase offers, a dynamic product compatibility tool, a recipe library with filterable content, and lifestyle content integrated directly into PLP grids. Using Liquid, jQuery, GraphQL, metafields, and Shopify Apps, I built a flexible, content-rich storefront designed for performance and growth.

    The results spoke for themselves — load times were cut in half, conversion rate increased by 14.1%, and average order value rose by 13.3%. The redesign delivered a noticeably faster, more premium feel, with a vastly improved mobile experience and richer product storytelling.

    Working with the Beast Health team was a highlight — their premium product and creative assets allowed for a truly elevated e-commerce experience that feels as refined as the brand itself.