Career

Experience

A chronological exhibition of digital craftsmanship, conversion strategies, and interface architecture.

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2025 — Present

Ecommerce Manager, Growth and Optimization

Fender Musical Instruments

Called back to Fender following leadership changes and a Shopify migration that had severely broken analytics, eroding trust in data across the organization. Within a month, restored confidence by rebuilding top dashboards and solving tracking bugs across the site. Fixed a user attribution issue affecting 20% of orders, reconfigured channel attribution for accurate cross-channel reporting, and established a CRO program with an initial focus on the product page. Led a comprehensive teardown of site performance to democratize knowledge and prioritize UX improvements.

Analytics RecoveryCROShopifyData Strategy
Fender Musical Instruments work sample
2024 — 2025

Site Optimization Manager

SOREL Footwear

Led site marketing optimization (CRO, merchandising, and content strategy) for North America, making SOREL.com the premium expression of the brand. Took content by the reins and pushed the CMS to its limits, giving the site its own unique footprint within the Columbia Sportswear organization. Implemented full-funnel, data-driven creative strategies driving 2x engagement, +100bps conversion rate, and +500bps revenue contribution from site content. Built and executed SOREL's first A/B testing roadmap rooted in data-driven insights, delivering $2M+ in incremental revenue. Led seasonal go-live campaigns and merchandising strategy, delivering reports with actionable recommendations across teams.

CROA/B TestingContent StrategyMerchandising
SOREL Footwear work sample
2021 — 2024

Ecommerce Manager, Growth and Optimization

Fender Musical Instruments

Collaborated with Digital Marketing, Merchandising, Product, and Engineering to drive top-line revenue performance, product releases, and marketing campaigns. Led the optimization and testing roadmap to improve site KPIs, following through on new releases to measure performance and provide feedback to Product and Engineering. Developed tracking plans to better analyze customer behavior and improve UX, providing deeper insight to cross-functional teams and leadership. Managed Fender's first major holiday campaigns from assortment to merchandising, growing DTC 42% year over year.

GrowthDTCTestingAnalytics
Fender Musical Instruments work sample
2015 — 2021

Senior Retail IT Engineer → DTC Technical Manager → Senior Ecommerce Manager

Dr. Martens

Progressive six-year career spanning three promotions. Started as Senior Retail IT Engineer supporting hardware, software, and network infrastructure across 25+ US retail stores while driving digital innovations and data-driven solutions. Moved into DTC Technical Manager, translating stakeholder needs into development requirements and running A/B tests using page depth, heatmaps, and content analysis. Ultimately led the Americas eCommerce operation as Senior Ecommerce Manager, overseeing analytics, site operations, and the digital roadmap while managing a team of three direct reports. Led end-to-end site optimization activities including A/B testing and personalization, and worked cross-functionally with Operations, Digital Marketing, and Finance to prioritize enhancements and drive sell-through.

eCommerce OpsTeam LeadershipA/B TestingDTC
Dr. Martens work sample
2013 — 2015

IT Specialist

Made In Oregon

Where it all started. Cut my teeth across application support, web development, systems administration, and network integration, getting a taste of every type of technology. Supported multiple retail locations, corporate office, and web operations. The breadth of exposure built a foundation that led directly into the eCommerce world at Dr. Martens.

Application SupportWeb DevSystemsNetworking
Made In Oregon work sample