Independent Ecommerce + Web Experience LeadDayton, Ohio · Available for select projects
I build commerce
that moves people
—and numbers.
Design • Deploy • Optimize
I design and develop conversion-minded web experiences, then connect the systems that make them perform—from Shopify infrastructure and CRO to lifecycle marketing.
Explore selected work ↓Conservative, segmented attribution
Built for beauty.
Measured by impact.
01 / Selected work
Web experiences with a job to do.
Kainua Nutrition
Ecommerce System
An evolving Shopify storefront rebuilt around how customers actually shop: stronger product education, faster paths to purchase, and custom revenue systems designed directly into the experience.
- Shopify design + development
- Product page and cart UX
- Subscriptions, bundles + CRO
- Lifecycle campaigns
micro-interactions
conversion-first UX
custom Shopify systems
2×Black Friday sales
year over year
year over year
ecommerce + appointments
multi-location UX
online meets in-store
+44%ecommerce sales growth
2023—2024
2023—2024
The B-12 Store
Digital Evolution
Rebuilt an early brochure site for a growing network of brick-and-mortar locations into a connected ecommerce and appointment-booking experience, then supported the brand through ongoing design, development, lifecycle marketing, and growth.
- Website redesign + improved UI
- Ecommerce + cart
- HIPAA-compliant appointment flow
- Email list + lifecycle growth
01Package Protection
Your cart×
◇
Package ProtectionDamage, loss, or theft
Coverage$2.50
02Volume + Frequency
Choose your routine
Subscribe + save 10%$28.89
Deliver every 3 months⌄
03Free Gift Engine
You’re $18 awayfrom your free gift
GIFT
Bonus productAutomatically added when qualifiedFREE04Routine Builder
Your routine
3 productsRoutine unlocked15% OFF
ADD ROUTINE · $92.65
native Shopify tools
editor controls for non-coders
fewer apps · faster storefront
Revenue Tools,
Built In-House
I designed and developed these native Shopify tools around the brand’s exact selling rules. Each one replaces a recurring third-party app, reduces storefront code and dependencies, and includes editor controls so nontechnical team members can configure it without touching code.
Package Protection
01A dynamic opt-in system that prices coverage by cart value and keeps additions, removals, quantities, and tier changes accurate in real time.
$70Kin 1 year
performance window
performance window
Volume + Frequency Selector
02Connects quantity tiers, subscription choices, delivery cadence, flavor selection, and pricing in one responsive interface. It replaces a volume-picker app, removes its monthly fee and added script weight, and gives the brand direct control over the purchase flow.
Free Gift Engine
03A reusable campaign system for spend thresholds, qualifying products, gift variants, and cart progress messaging. It replaces a promotion app, reduces storefront dependencies, and lets the team launch and adjust offers without another vendor or subscription.
Routine Builder
04A guided way to build a personalized three-product-plus routine with automatic qualification and pricing. It supports product discovery, cross-selling, and higher order value while keeping discount rules, merchandising, and performance in-house.
02 / Growth systems
The systems behind the growth.
2×
Record Black Friday · 2025
Campaign strategy, site UX, dynamic cart incentives, email + SMS—working as one system.
$224K total revenue increase$112K–$157K attributed contribution
Lifecycle marketing
Campaigns that respond to what people actually do.
Persona funnels, behavioral tagging, email automation, A/B testing, SMS, list growth, and retention journeys.
Six figures revenue generated through email38% The B-12 Store organic-list open rate
View The B-12 Store case study Revenue expansion
More value for the customer. More value per visit.
~$70K subscription contribution~$40K bundling contribution
Scaled a new ecommerce brand, then grew sales 160% year over year.
Built organically with a 38% average open rate and 4% click-through rate.
Product-launch sales boost during the first client engagement.
Automation also drove +159% reach, +425% sessions, and +410% sales MoM.
Persona funnels, behavioral tagging, and campaigns shaped around user action.
03 / Email campaigns
Email campaigns.
Every touchpoint.
I design campaigns as connected sequences—not isolated sends. Explore the audience versions, launch phases, promotions, and follow-up emails together.
Select a campaign, then move through each email.A teaser campaign connecting an icy product launch with a $5,000 Hawaii getaway to build anticipation and action.
Offer-led ecommerce email creative built around a bright seasonal product story and a direct promotional code.
A follow-up email designed to recapture attention and move interested customers back into the shopping journey.
Product education that turns benefits and usage guidance into a clear path toward purchase.
Anticipation-led campaign creative designed to build curiosity before revealing the offer.
A festive customer email balancing brand warmth, seasonal creative, and a clear reason to engage.
A combined promotional and product-launch email introducing a new flavor while driving a multi-item offer.
Responsive promotional creative designed to move customers from the offer to the storefront quickly.
Sale-led email creative supporting a coordinated Black Friday ecommerce campaign.
A coordinated campaign featuring specific products for distinct audience segments.
Scratch-coded responsive emails, tailored by audience and tested across clients in Litmus.
A scratch-coded promotional sequence created to support an exam-room sales initiative.
A product-launch series introducing a new diagnostic-instrument portfolio across audience segments.
A coordinated launch campaign highlighting a new examination-chair experience.
Pre-event messaging and follow-up creative connecting trade-show attendance with continued engagement.
04 / Interactive landing pages
Headers designed
to move.
Launch experiences built with custom HTML, CSS, and JavaScript—combining product storytelling, responsive design, and motion that rewards exploration.
Choose a concept and experience it live.Live HTML + CSS + JavaScriptSwitch size or replay to explore the responsive motion.
05 / More work
A few places to go deeper.
Industrial website · ecommerce
Dayton One Machine Shop
A clear, modern web presence for a precision machine shop—making capabilities, equipment, and the path to an inquiry easy to understand.
Influencer website · Squarespace
Ali James
A personality-led website that brings content, partnerships, and a growing personal brand together in one polished destination.
Website · hosting · brand identity
Carlucci’s Pizzeria
Designed, built, hosted, and maintained the restaurant website, including its logo and visual identity.
Campaign landing page · product storytelling
Midmark HEINE: Seeing Is Believing
Designed and developed an immersive campaign page introducing Midmark HEINE diagnostic instruments through product education and visual storytelling.
Product-launch landing page
Midmark BetterBP
Designed and developed a focused landing page supporting the BetterBP product launch.
Website · hosting · brand identity
Paramount Concepts LTD
Created, hosted, and maintained the company website, along with its logo and branding.
Theme setup · content system · PHP tool
WordPress Project Gallery
Configured a purchased WordPress theme, created roughly 100 initial project entries, and built a PHP tool that generates the part-number code needed to complete each project.
Homepage redesign concept
Homepage Update
A visual homepage update built around clearer hierarchy, stronger promotional space, and a more engaging first impression.
Product + interface design
House-Flipping Project App
An app designed to help a house flipper organize properties, projects, tasks, costs, and progress in one place.
06 / About
I connect the pixels to the performance.
I'm a hands-on ecommerce and web experience lead—a designer and front-end developer with a growth strategist's brain. I care about typography, hierarchy, motion, and polish—but I also care what happens after launch.
I provide end-to-end contract services across website builds and updates, hosting, ecommerce, CMS / CRM / ESP setup, email marketing, conversion strategy, ad creative, and multi-client performance management. That range means fewer handoffs and a more connected customer experience.
01
Design + Development
Modern responsive websites, Shopify experiences, landing pages, custom interactions, CMS implementation, hosting, and ongoing optimization.
02
Ecommerce Systems
Storefront architecture, cart logic, subscriptions, bundles, upsells, custom tools, merchandising, and conversion-focused UX.
03
Lifecycle + Growth
Email and SMS strategy, automation, segmentation, A/B testing, organic list growth, launch campaigns, and creative.
Off the clock
A few favorite things.
The work is serious. The person making it contains multitudes.
01 / Studio supervisor
Hot Rod
My cat, frequent desk companion, and highly selective creative director.
02 / Daily essential
The challenge mug
My favorite coffee cup. “I have met the challenge.” Ideally, after coffee.
03 / Peak achievement
Nintendo Power
The coolest thing I'll ever achieve: my Darunia art published in Nintendo Power Magazine.
Have a site, store, or system that needs to work harder?