I am a Senior Digital Commerce Leader with 10+ years of ownership over multi-brand DTC growth. I have driven revenue from $0 to over $20M annually, with portfolio peaks reaching $50M+, through data-driven merchandising, pricing, and promotional strategies on Shopify Plus and BigCommerce. I bridge business and technology to accelerate execution, reduce agency spend, and improve ROAS across global markets. I lead cross-functional teams across site experience, merchandising, pricing, and promotions, partnering with product, marketing, IT, and operations to deliver scalable growth.

I am a Senior Digital Commerce Leader with 10+ years of ownership over multi-brand DTC growth. I have driven revenue from $0 to over $20M annually, with portfolio peaks reaching $50M+, through data-driven merchandising, pricing, and promotional strategies on Shopify Plus and BigCommerce. I bridge business and technology to accelerate execution, reduce agency spend, and improve ROAS across global markets. I lead cross-functional teams across site experience, merchandising, pricing, and promotions, partnering with product, marketing, IT, and operations to deliver scalable growth.

Available to hire

I am a Senior Digital Commerce Leader with 10+ years of ownership over multi-brand DTC growth. I have driven revenue from $0 to over $20M annually, with portfolio peaks reaching $50M+, through data-driven merchandising, pricing, and promotional strategies on Shopify Plus and BigCommerce.

I bridge business and technology to accelerate execution, reduce agency spend, and improve ROAS across global markets. I lead cross-functional teams across site experience, merchandising, pricing, and promotions, partnering with product, marketing, IT, and operations to deliver scalable growth.

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Experience Level

Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Intermediate
Intermediate
Intermediate
Intermediate
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Language

English
Fluent
Hebrew (modern)
Fluent
Spanish; Castilian
Fluent

Work Experience

Digital Commerce Manager - Technical Integrations & Development at Revelyst / Vista Outdoor Inc.
October 1, 2016 - Present
Served as the hands-on technical owner for enterprise eCommerce platforms across Shopify Plus and BigCommerce, aligning development execution with business and operational priorities. Built, customized, and maintained 10+ enterprise storefronts; led migration from BigCommerce to Shopify Plus; theme rebuilds; data migrations; merchandising workflows; integration coordination. Integrated Shopify with external enterprise systems (Salesforce CRM, ERP, inventory, etc.) using Shopify Admin (GraphQL) and Storefront APIs, webhooks, and Liquid. Achieved $1M+ in platform initiatives and saved $2M+ by outsourcing theme upgrades, builds, and integrations. Led 25+ product launches and major site updates; coordinated cross-functional stakeholders; improved UX, A/B testing, and conversion-rate optimization.
Frontend Developer | UI Designer at Sogeti
March 1, 2016 - June 1, 2016
Delivered responsive frontend solutions using SCSS (BEM), JavaScript (ES6+), and cross-browser compatibility. Collaborated with designers, backend developers, and stakeholders to align engineering with business goals. Contributed to frontend migrations and UX enhancements; implemented frontend performance optimizations; supported marketing and product launches. Led frontend engineering tasks, established coding standards, and ensured quality.
Web Developer & Designer | Project / Marketing Manager at Freelancer
January 1, 2014 - January 1, 2016
Delivered full-stack development and business solutions for clients; designed responsive web applications with custom frontend code; improved SEO and brand presence; built WordPress themes and provided marketing support via PR and social strategies; ensured seamless functionality and branding consistency.
Web Developer & Designer | Freelancer at Freelancer
January 1, 2012 - January 1, 2014
Delivered full-stack development and business solutions for clients; designed responsive web applications with custom frontend code; improved SEO and online visibility; created branding assets and marketing support.
Frontend Developer at Vista Outdoor Inc.
April 1, 2016 - April 1, 2019
Supported the company's early transition into eCommerce by building early site components for product launches and promotions; improved site performance through responsive design and front-end optimization; collaborated with marketing to align site execution with campaign strategy.
Frontend Developer at Vista Outdoor Inc.
April 1, 2019 - Present
Led digital commerce execution and platform strategy across multiple consumer brands on Shopify Plus and BigCommerce; implemented daily site updates (homepage, PDP, collections, pricing, bundles, promotions); integrated data across channels via PIM platforms (e.g., Salsify); prepared for international product releases; conducted A/B testing to optimize conversion and ROAS.

Education

Master of Business Administration (MBA) at MidAmerica Nazarene University
December 1, 2016 - December 1, 2018
Bachelor of Arts in Organizational Leadership at MidAmerica Nazarene University
November 1, 2011 - June 1, 2014
MBA in Business Administration at MidAmerica Nazarene University
December 1, 2016 - December 1, 2018
Bachelor of Arts in Organizational Leadership at MidAmerica Nazarene University
November 1, 2011 - June 1, 2014

Qualifications

Add your qualifications or awards here.

Industry Experience

Software & Internet, Retail, Professional Services, Media & Entertainment