Digital & eCommerce Strategy Services

The art of getting things done…

#1

Build a Digital Engine That Drives Revenue

A strong eCommerce operation doesn’t happen by accident. I help brands translate customer behavior, data, and business goals into digital strategies that scale, from acquisition to retention to long-term loyalty.

#2

The Challenge

Most retail and digital brands don’t struggle because of poor products — they struggle because of fragmented systems and disconnected experiences.
You might be facing:

Traffic that doesn’t convert
Outdated site structure or UX
Slow release cycles or tech debt
Inefficient catalog or fulfillment workflows
Lifecycle programs that aren’t performing
Siloed marketing, CX, and operations teams

When digital grows faster than your infrastructure, revenue eventually hits a ceiling.

#3

Where I Fit In

I bring 15+ years of experience scaling digital operations, from managing full P&Ls to leading national platform migrations and multi-site optimizations. At The Brick, I helped scale online revenue from $18M to $100M+, led 50k SKU catalog operations, and built the lifecycle marketing machine behind eight-figure annual email revenue. Whether you’re building from scratch or optimizing a legacy system, I help standardize your digital ecosystem so every channel works together.

How I Help

eCommerce Strategy & Roadmapping

Define where you’re going and how you’ll get there. I build data-backed strategies covering acquisition, conversion, retention, and revenue growth, matched to your platform and business goals.

Conversion Optimization (CRO) & UX Improvements

Increase the value of your existing traffic. I analyze funnels, heatmaps, search behavior, and user journeys to identify high-impact opportunities across product pages, checkout, navigation, and on-site merchandising.

Platform Selection & Migration Support

Choose the right platform, and transition without friction. Experience with Shopify, WooCommerce, custom platforms, and enterprise environments. I lead requirements planning, vendor coordination, QA, and launch readiness.

Catalog, Inventory & Fulfillment Architecture

Behind-the-scenes systems matter. I help streamline catalog operations, SKU governance, shipping workflows, and fulfillment integrations, improving efficiency and reducing operational overhead.

Lifecycle Marketing & Loyalty Programs

Turn customers into repeat customers. From journey mapping to segmentation and automation, I build lifecycle programs (primarily in Klaviyo) that drive LTV, win repeat purchases, and reduce churn.

Performance & Analytics

Data shouldn’t be complicated. I develop dashboards, funnel reporting, and cohort insights that help you understand what’s working, what’s not, and where to allocate resources.

Testimonial

Scaling Success

In five years with The Brick, I either directly managed or oversaw eComm development, design, product publishing, web operations, copywriting and supported our digital marketing program. Our website sales increased 7X in my time, driven primarily through conversion rate and traffic optimization.

My vision was to bring our core requirements in house, saving thousands in agency fees and creating an agile team. This injected innovation while maintaining The Brick’s aggressive promotional calendar. As a fast growing group of young professionals, we had an 88% positive morale rating, which was second best in the company, and kept turnover extremely low.

The Brick

The Brick, as part of Leon’s Group, is the larget big-box dealer in Canada with over a hundred locations, thousands of staff and over a massive online footprint.

Lisa Ross

Co-Owner

Proof in Practice

The Brick

Scaled online revenue from $18M → $100M+ in four years. Led two national platform migrations with zero downtime.
Implemented lifecycle marketing programs reaching 1M+ subscribers.

Goodmorning.com

Oversaw 11 web properties with agile sprint cycles, coordinated multi-site releases, and improved acquisition/retention through enhanced UX and journey optimizations.

Cinder Consulting

Helped retail and sporting clients optimize digital experiences, unify email + eCom data flows, and improve ROAS through integrated marketing ecosystems.

AI & Ops

Make operations smarter.

Integrate AI tools for task automation, creative support, and resource forecasting. From custom automations to AI-assisted reporting, I help teams focus on work that drives growth instead of managing work that slows them down.

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