Ecommerce operator & advisor
I operate Shopify software.
I advise consumer brands.
One brain, two lanes.
I build and run things at the intersection of ecommerce software and consumer brand strategy. Shopify apps that thousands of merchants depend on, and the growth systems behind brands you actually buy from. Not many people work both sides of that line. I find it clarifying.
See the work ↓
What I do
Strategy when it's needed. Execution when it isn't optional.
My work runs in two lanes that inform each other: operating a portfolio of Shopify-native software with real P&L accountability, and advising consumer brands on the digital infrastructure that makes growth feel less like improvisation.
The through-line is figuring out what a business actually needs versus what it thinks it needs, and then going and building it. I'm most useful in the space where those two things turn out to be different.
Full-time role
Staytuned Digital
COOStaytuned acquires and operates Shopify-native software products: apps 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 and accountability for how the org is built and scaled.
The work is equal parts acquisitions thinking, product strategy, and operational execution. Our goal is to make software that feels like it was designed by someone who has actually used software.
Check out our portfolio →Advisory clients
Fashion & ecommerce
Daphne the Label ↗
Paige De Sorbo's fashion brand, built from scratch on Shopify. I came in at launch to lay the ecommerce foundation: platform architecture, email strategy, digital infrastructure, and the operational scaffolding to support growth as the brand gets its footing. The decisions you make at zero tend to calcify fast, so we made deliberate ones.
Women's sports media & commerce
TOGETHXR ↗
One of the most interesting brands in women's sports. I advise on ecommerce, email, and merch, building the systems behind a brand that moves quickly and has the cultural momentum to match. Lifecycle strategy, site performance, operational infrastructure. (My toddler has modeled for them. Standards remain high.)
Fashion & ecommerce
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, cleaner data so the decisions that matter are actually informed.
Currently open to advisory work.
If you're building something in the Shopify ecosystem or scaling a consumer brand and want a thought partner who has done both, let's find time.
Get in touch →About
Buffalo-raised, San Diego-based, permanently thinking about ecommerce.
I've spent my career at the intersection of technology, 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 tech team early, built internal systems to scale operations, and eventually led the launch of the Virtual Vision Test app from product development through go-to-market and post-launch.
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.
The consistent thing across all of it: making complicated systems legible, and making sure the people building them know what they're building toward.
I'm a cross-functional operator by disposition. Problems that don't fit neatly in one lane are the ones I find most interesting, the kind where you're holding brand strategy and backend architecture in your head simultaneously. Most of my best work has lived in that overlap.
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 here.
If you're trying to figure out whether I'm the right fit: if it touches Shopify, ecommerce growth, or operational infrastructure, it's probably worth talking.Slack's always open, which is either a personality trait or a cautionary tale.