Selected Work

Case Studies

Real results from real DTC brands. Here's how I've helped companies stabilize their systems, scale their operations, and grow their revenue.

// Case Study 01

Kats Botanicals

VP of IT & Systems Architect

Scaling a High-Volume Multi-Channel E-Commerce Operation

Kats Botanicals is a high-growth supplements brand serving both DTC and B2B wholesale customers. I joined initially in a fractional CTO capacity, later transitioning to VP of IT. Rather than relying on off-the-shelf plugins, we built a custom development pipeline and architected solutions tailored to their complex, high-volume needs.

The Challenge

  • Complex WooCommerce ecosystem with fragile legacy plugin logic
  • Payment processing issues and fraud attacks eating into margins
  • Site instability during high-traffic promotional periods
  • Disconnected fulfillment workflows causing delays
  • No unified system for B2B wholesale pricing and orders
  • Performance bottlenecks limiting scalability
Kats Botanicals Project

Key Results

  • Architected custom WooCommerce platform with ShipStation, Finale Inventory, and Klaviyo automation
  • Built and scaled B2B wholesale systems: pricing tiers, applications, and fulfillment workflows
  • Deployed fraud mitigation and chargeback prevention that significantly reduced dispute costs
  • Implemented enterprise-grade performance with Cloudflare, BunnyCDN, and AWS
  • Stood up modern customer service stack (Help Scout, Aircall) with automated routing
  • Led SEO strategy driving sustained organic growth
  • Scaled and stabilized a complex, high-volume e-commerce technology stack
// Case Study 02

McMillan Running

Lead Developer & Technical Architect

Subscription, Membership & Platform Architecture

McMillan Running is a premium coaching and training platform serving runners at every level. After years of rotating developers and accumulated tech debt, they needed technical leadership to stabilize the codebase, build and maintain a membership system, and create a reliable API integration with Final Surge for training plan delivery.

The Challenge

  • Years of developer turnover left a fragmented, fragile codebase
  • Complex subscription and membership requirements with no clear architecture
  • High-traffic calculators needed expansion and marketing automation integration
  • High churn from billing friction and poor onboarding flows
  • Manual customer service processes creating overhead
McMillan Running Project

Key Results

  • Built custom API integration with Final Surge for seamless training plan delivery
  • Stabilized codebase and established technical leadership after years of dev turnover
  • Expanded high-traffic calculators with Klaviyo marketing automation integration
  • Engineered subscription logic, memberships, and digital product delivery
  • Reduced churn through better billing, dunning, and onboarding flows
  • Streamlined customer service operations with Help Scout implementation
  • Advised on technical SEO, IA, and site structure for organic growth
// Your Project

Ready for Similar Results?

If you're facing similar challenges — system instability, scaling bottlenecks, or operational chaos — let's talk about how I can help.

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