Architecting High-Margin E-Commerce Ecosystems Since 2010
I am an E-Commerce Director and Systems Specialist with over 15 years of experience scaling direct-to-consumer storefronts, automating marketplace advertising, and connecting complex enterprise ERP/WMS backends.
The Career Path: Built in the Trenches
My e-commerce career began in 2010 after relocating from Tampa, FL to San Diego, CA. Over the past decade and a half, I have navigated every stage of the digital retail evolution—from early B2B transitions to modern headless Shopify architectures and automated Amazon advertising stacks.
At Bad Boy Brands, I led the strategic shift from traditional B2B distribution to a direct-to-consumer business model, deploying Magento platforms across the US and Europe while integrating Brightpearl ERP with global 3PL fulfillment centers.
As E-Commerce & Channel Manager at ISLE Surf & SUP (later acquired by Solo Brands), I spearheaded the brand’s platform migration to Shopify Plus and directed a multi-brand headless framework. During my tenure, we scaled annual revenue 3X from $15M to $45M within 3 years while managing over $450K in monthly ad spend across Amazon, Google, and paid social channels.
Most recently at Home Controls, I managed multi-channel operations across Amazon, Walmart, and eBay, deploying dynamic Feedvisor repricing engines and upgrading NetSuite-Celigo ERP integration layers.
Executive Profile At-A-Glance
- Location: San Diego, California
- Education: B.S. Business Administration
- Primary Core Skills: Marketplaces, ERP, Ads
- Key Growth Metric: $15M ➔ $45M DTC Scaling
- Side Vehicle: Hoot Commerce (Advisory)
Verified Technical Certifications
Life in San Diego: Family, Tech & Culinary Pursuits
Beyond the corporate dashboard, I am the proud father of two children, Dylan and Lizabelle. My passion for hardware extends into building high-performance custom PC workstations and experimenting with smart home IoT automation systems.
Having previously launched and operated an independent mobile food truck enterprise, I bring an entrepreneurial operator mindset to every digital venture. When taking a break from screen time, you will find me stand-up paddle boarding along the San Diego coastline.
Father to Dylan and Lizabelle.
Custom PC building & IoT smart home integration.
Former mobile food truck founder and operator.
Hoot Commerce Advisory
Selective Freelance & Marketplace ConsultingHoot Commerce is my side advisory vehicle used to deliver targeted consulting services—primarily serving former employers and select DTC brands. Capabilities include Amazon SP-API advertising restructuring, Klaviyo lifecycle automation, NetSuite/Celigo data pipeline debugging, and technical store migrations.
Let’s Discuss Growth Leadership or Advisory
Available for full-time executive roles, digital product management, or high-impact consulting engagements.