Ecommerce operator & advisor
I operate Shopify software.
I advise consumer brands.
One brain, two lanes.
I build and run things across ecommerce software and consumer brands. On one side, running a portfolio of Shopify apps that thousands of merchants use every day. On the other, helping brands you actually buy from sort out their site, email, and tech stack.
Not many people bounce between SaaS unit economics and fashion launch days. It's fast, a little chaotic, and I genuinely love it.
My work
Two lanes that inform each other.
By day, I run Staytuned as COO, operating software products that thousands of Shopify merchants rely on every day. On the side, I occasionally advise a small handful of consumer brands on their site architecture, retention, and tech stack.
Staying close to real brand launches keeps my software instincts sharp, and operating software ensures any advice I give is grounded in real merchant reality.
Operating leadership
Staytuned
Staytuned acquires and operates Shopify-native software, including apps like Kiwi Sizing, Evey Events, PreOrder Now, and Bundle Builder that merchants rely on to run their stores without thinking too hard about it.
As COO, I lead strategy, product, and operations across the portfolio, with full P&L ownership. The work is equal parts acquisitions diligence, product roadmapping, and operational execution. The goal is simple: make software that feels like it was designed by someone who has actually run a store.
Check out our portfolio →Advisory partnerships
Fashion & Direct-to-Consumer
Daphne the Label ↗
Paige De Sorbo's fashion brand, built from scratch on Shopify. I came in before launch to set up the foundation: site architecture, email strategy, warehouse handoffs, and the digital plumbing to handle massive launch-day traffic spikes. The technical decisions you make at zero tend to calcify fast, so we made deliberate ones.
Media & Commerce
TOGETHXR ↗
One of the most exciting brands in women's sports, founded by Alex Morgan, Chloe Kim, Simone Manuel, and Sue Bird. I advise on ecommerce, email, and merch, building the backend systems behind a brand that moves fast and has the cultural momentum to match. (My toddler has modeled for them. Standards remain high.)
New York Apparel
Alex Mill ↗
The New York brand that has figured out how to make basics feel like a point of view. I advise across site, email, and tech, making sure the digital experience holds up to the same standard as the product. Tighter merchandising logic, better retention, and cleaner data so the decisions that matter are actually informed.
Selective advisory.
Between operating Staytuned and active brand commitments, my advisory slate is mostly full. Feel free to reach out with what you're working on. If it's the right fit and the timing lines up, I may have space to help. If not, I'm always happy to share trusted referrals.
Get in touch →Background
Buffalo-raised, San Diego-based, permanently thinking about commerce.
I've spent my career across tech, commerce, and operations. Early on I was at JPMorgan Chase on the Payments Strategy team, thinking about how social and digital were going to change how people moved money. That led me to Warby Parker, where I joined the early tech team, built internal systems to scale operations, and led the product launch of the Virtual Vision Test app from development through go-to-market.
From there I moved into the Shopify ecosystem, working with brands like Faherty and LoveSeen on launching and scaling their ecommerce operations. That work led me to Staytuned, where I grew from VP of Experience into my current role as COO.
I'm a cross-functional operator by disposition. The problems I find most interesting are the ones that don't fit neatly into a single lane, where you're holding brand strategy, unit economics, and backend architecture in your head simultaneously.
Outside of work, I'm in Encinitas with my husband Skyler and our two daughters (one three-year-old with very strong opinions, and one brand new). Buffalo will always be home in some way, even from California.
If you're working on something in Shopify or ecommerce, my inbox is always open. Slack is usually open too, which is either a personality trait or a cautionary tale.
Encinitas, CA
Let's talk.
For advisory partnerships, board conversations, or general witty repartee.