Helping founder-led Shopify brands build systems that support the next stage of growth.
I help translate founder intuition into clear product, customer, marketing, finance, merchandising, and AI systems — so growth stops depending on heroic effort.
Book a discovery call →Every founder reaches the same wall.
The business is growing, but every decision still routes through you. Tools multiply, teams wait for context, and the data rarely answers the real question. I help build the operating systems that let your next stage of growth feel calmer, clearer, and more intentional.
DTC brands hire a data product person to stop guessing and start knowing.
Turn the pile of tools into one picture.
Shopify says one thing, Klaviyo says another, GA4 says a third, Meta reports a fourth. You get all of them agreeing on what actually happened this week.
Answer the LTV question honestly.
Most founders have a number they use for LTV that they're a little embarrassed about. You get one you'd defend in a board meeting.
Make subscription behavior legible.
Cohort curves, churn drivers, tenure math, what causes a subscriber to cancel in month 2 versus month 8. Recharge and Skio data made real.
Build the scorecard the whole leadership team reads the same way.
So marketing and finance stop arguing about ROAS versus contribution margin — and start solving the same problem.
Audit and rationalize the app stack.
Most $3M–$10M brands are paying for three to five tools they don't need. Finding the leaks often pays for the engagement.
Set up decision-making processes, not just dashboards.
Teach the team to talk about numbers in a way that doesn't fragment across functions — so the same question gets the same answer no matter who's asking.
Product prioritization tied to data.
Which SKU deserves the marketing push. Which one is quietly cannibalizing another. Which one is dying. Merchandising decisions grounded in actual purchase behavior.
Retention and lifecycle strategy.
Not just the Klaviyo flows themselves, but which cohorts to target, when, with what offer — and how to measure whether it worked.
Questions founders often ask at this stage of growth:
Product
- Which of our SKUs are actually paying for the rest of the catalog?
- Should we launch this new product line, or does the data say we don't have room for it yet?
- Why is our best-selling product also our worst repeat-purchase product?
- Are we ready to move from a hero-product strategy to a multi-product strategy?
Customer
- What's our real LTV — the one we'd defend to an investor, not the one we've been quoting?
- Which cohort of customers is actually growing our business, and which one is quietly flat?
- Are our repeat customers repeating because they love the product, or because we're bribing them with discounts?
- Why did retention improve last quarter — was it something we did, or something in the mix?
Marketing
- Meta says our ROAS is 3x. Finance says we're losing money on new customers. Who's right?
- Which channel is actually driving profitable growth, and which one is just taking credit for it?
- Are we spending more on email because it's working, or because it's easy to measure?
- If we cut paid spend by 30% next quarter, what would actually happen?
Merchandising
- Which products deserve more inventory, and which ones are eating our cash?
- Is our new-product launch cadence helping or fragmenting the catalog?
- What's the real signal behind our slow-movers — bad product, bad merchandising, or bad timing?
Finance
- Where is margin actually leaking, and how much would it cost us to plug it?
- Is our subscription business subsidizing the one-time business, or the other way around?
- How much of our growth this year came from price increases we forgot we made?
- What does it actually cost us to acquire a customer, once you count everything?
AI
- Where should we be using AI right now, and where would it be a waste of six months?
- Our team keeps asking for "AI features." Which of those is a real opportunity versus a distraction?
- Could we automate our reporting layer without adding a dashboard that no one reads?
A strategic partner for the messy middle between founder vision and scalable operations.
I work with founder-led commerce teams that have outgrown gut-feel operations but do not need another bloated layer of process. My work sits at the intersection of product thinking, data fluency, and practical execution — helping leaders make better decisions, build stronger systems, and move with confidence.
A lightweight cadence built for real founder decisions.
You get a strategic operating rhythm without hiring a full-time product or data lead before the business is ready.
Weekly Strategy
A focused working session to align decisions, priorities, blockers, and the systems that need attention.
Slack
Async support for questions, data reads, launch decisions, and the context that cannot wait a week.
Decision Support
Clear frameworks, lightweight analysis, and tradeoff calls so the team can move without spinning.
Contractor Bench
Access to trusted specialists when a project needs execution support beyond strategy.
Simple, transparent pricing.
Retained monthly engagements with a three-month minimum commitment.
Three-month minimum.
Currently adding 2 more engagements for 2026.