The Brick
The Brick
The Brick is one of Canada’s largest national retailers, operating more than 200 stores and a major eCommerce business across furniture, appliances, and home electronics. The digital team manages massive catalog complexity, frequent promotional cycles, omnichannel logistics, and highly competitive margins. At this scale, stability, performance, and operational efficiency are critical to delivering a seamless customer experience.
eCommerce Manager
August 2022 – Present
My Role
As eCommerce Manager, I led the digital operations, platform management, lifecycle marketing, and cross-functional delivery across marketing, merchandising, IT, and operations. I owned the full eCommerce P&L and directed a 25-person team including development, UX, design, copy, QA, and eCommerce operations.
My mandate was clear:
Scale The Brick’s digital channel into a high-performing, profitable revenue engine, without compromising stability or customer experience.
The Challenge
When I joined The Brick, the company was experiencing rapid digital growth but lacked the systems, processes, and infrastructure needed to scale effectively.
The online catalog spanned 50,000+ SKUs, promotions changed weekly, supply chain complexity increased every year, and the eCommerce platform was approaching its technical limits.
The business needed to modernize its digital operations, migrate to a more stable platform, and build the processes required to support national-level online revenue.
Key Contributions
Scaled online revenue from $18M to $100M+, transforming eCommerce into one of the company’s highest-performing channels.
Led two major platform migrations with zero downtime, coordinating engineering, vendors, infrastructure teams, and content operations.
Streamlined the 50k+ SKU catalog, improving product data quality, taxonomy, imagery, and on-site merchandising — resulting in better discovery and conversion.
Developed and managed lifecycle email marketing to over 1 million subscribers, generating $10M+ in annual revenue from email alone.
Built weekly business reviews, dashboards, and operational reporting, enabling data-driven decisions across leadership and merchandising teams.
Directed sprint planning and digital production, aligning developers, UX, and marketing to improve pace, predictability, and release quality.
Enhanced site and checkout UX, fixing friction points that materially improved conversion rates.
Created scalable operational processes including QA workflows, change management, campaign setup procedures, and cross-functional approvals to support constant promotional activity.
Highlighted Projects
Two National Platform Migrations
Managed full business requirements, release planning, QA, vendor coordination, and post-launch stabilization, all completed with no outages during peak retail seasons.
Dropship Integration, National Rollout
Led business analysis and program design for direct-to-consumer shipping through supplier channels; partnered with Finance, Purchasing, Operations, and IT for nationwide deployment.
Lifecycle Marketing Engine
Built a multi-segment email ecosystem including cart abandonment, post-purchase, re-engagement flows, and promotional automation, significantly increasing customer retention and repeat revenue.
Weekly Business Review System
Introduced a structured operating rhythm combining analytics, marketing insights, product demand, and forecast data to guide leadership decisions.
Black Friday / Boxing Day Digital Command Center
Designed operational workflows to support The Brick’s highest-volume sales periods, ensuring stability, fast updates, and coordinated execution across teams.
Impact & Outcomes
Grew online revenue from $18M → $100M+ over four years.
Increased customer engagement and repeat purchases through a high-performing lifecycle system reaching 1M+ subscribers.
Improved site performance, stability, and data quality, reducing technical and operational bottlenecks.
Delivered two zero-downtime platform migrations at national scale, an exceptionally rare operational achievement.
Elevated cross-team collaboration, enabling faster releases, better QA, and more consistent promotional execution.
Strengthened digital governance and operational discipline across the entire eCommerce department.