01 / THE RESULTYear over year
2×
YoY Black Friday sales
Campaign strategy, site UX + lifecycle
Independent Ecommerce Strategist • Designer + DeveloperDayton, 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.
Scroll to move through the workBuilt for beauty.
Measured by impact.
Thoughtful design. Custom development.
A measurable difference.
Built to make a difference
$1.12M–$1.67M
Estimated 3-year
business impact.
Conservative, segmented attribution
02 / THE RESULTConnected commerce
+44%
Ecommerce sales growth
The B-12 Store · 2023—2024
Explore the case study03 / THE RESULTYear over year
+18%
Average order value
2025–2026 · Strategic upselling + cross-selling
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
THE CANDIED WATERMELON ESCAPEDive into
Dive into
sweet escape.
A whole world of flavor.
And a little moment just for you.
GO ON. GET LOST IN IT.Big flavor.
Big flavor.
Little getaway.
Float a little further.
Something sweet is waiting.
THE SWEET SPOTA candy-coated
A candy-coated
state of mind.
All roads lead to your
new favorite daily routine.
01 / THE ESCAPE
Scroll to wander. Reverse to relive.
00 / 100
Preparing your sweet escape…
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
Custom Shopify systems · 2025—2026
Revenue Tools,
Built In-House
I designed and developed every tool around the brand’s exact selling rules. Lightweight, fully custom code reduces third-party scripts and recurring app costs. Editor controls let non-coders manage the experience, while connected rules keep pricing, rewards, and cart updates in sync. The brand owns the system, with room to evolve.Less script weightNo monthly app feesEditor controlledBuilt to work together
Custom Shopify systems · 2025—2026
Revenue Tools,
Built In-House
I designed and developed every tool around the brand’s exact selling rules. Lightweight, fully custom code reduces third-party scripts and recurring app costs. Editor controls let non-coders manage the experience, while connected rules keep pricing, rewards, and cart updates in sync. The brand owns the system, with room to evolve.Less script weightNo monthly app feesEditor controlledBuilt to work together
01Designed + developed by me
Package Protection
A native opt-in system prices coverage from live cart value, then stays accurate through additions, removals, quantity changes and tier crossings.
$70K · one-year performance window02 / Growth systems
The systems behind the growth.
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.Swipe to explore10 interactive headers
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.
Parody website · creative development
ChickenChewer.com
A fully realized parody brand and interactive website born from a family conversation—built for the fun of taking an absurd idea completely seriously.
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 an independent ecommerce strategist, designer, and developer. I connect the big-picture decisions to the details that make them work—from the first concept and custom code to the campaigns and systems behind the sale.
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 ongoing optimization. You work directly with the person shaping the strategy, designing the experience, and building the solution.
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?