Senior eCommerce leader helping consumer brands outpace their category through data-driven acquisition, retention, and AI-powered personalization — from DSP to DTC to the executive boardroom.
I'm a senior eCommerce leader based in Plano, Texas, with 20+ years helping consumer brands outpace their category across Amazon and DTC channels. As Senior Director of eCommerce Strategy & Sales, I own the full digital ecosystem — Amazon, branded DTC, CRM, customer service, and paid media — with a team of 4 direct reports and a 20-person cross-functional group.
My approach is holistic and data-driven: integrating acquisition, retention, and loyalty strategies to deliver consistent above-category growth. Recent work includes a Shopify Plus rebuild with AI personalization that lifted onsite conversion, and an SEO, AEO, and GEO program that grew organic traffic by 21%.
Key initiatives include auto-replenishment subscription programs that unlock LTV and retention, BNPL to lower barriers for new customers, and customer journey flows designed to convert and retain across every channel.
I thrive on balancing innovation with operational rigor — from managing $20M+ in retail media across Amazon DSP, Walmart Connect, and Target Roundel, to transforming customer service with a 24/7 Gorgias hybrid AI model, to building real-time Power BI dashboards that guide executive decisions.
Driven by outcomes that compound — category-beating growth, loyal consumers, and a data infrastructure that gets smarter over time.
Amazon is the most competitive retail environment on earth — and most brands still manage it like it's 2018. They set up a listing, run some Sponsored Products ads, and wonder why growth stalls. The problem isn't Amazon. It's the model they're using to compete on it.
The first mistake most brands make is treating the 1P (Vendor Central) vs. 3P (Seller Central) decision as an either/or. It's not. Amazon's 1P relationship — where you wholesale inventory to Amazon — offers simplicity and purchase order predictability, but it trades away margin, pricing control, and content flexibility. 3P gives you both the wheel and the risk. The best strategies I've seen use a hybrid model: core, high-velocity SKUs on 1P for operational efficiency, and emerging or premium SKUs on 3P where you control the experience and protect the margin.
If you're purely 1P and Amazon keeps suppressing your buy box or chargebacking your invoices, the answer isn't to fight harder — it's to diversify your model.
Brands spend six figures on paid media and then send traffic to a listing with a stock photo and a three-bullet description written in 2019. Your listing isn't a product page. It's a landing page, a sales rep, and a brand statement all at once. A+ Content, Brand Story, video, and a fully built-out storefront aren't nice-to-haves — they are the conversion layer your ad spend depends on.
The brands winning on Amazon in 2026 treat their detail page as a living asset: A/B testing titles, refreshing imagery seasonally, and using Brand Analytics to understand what search terms are actually driving purchases versus impressions.
Sponsored Products alone is not a strategy — it's a tax you pay to stay visible. The brands that grow profitably on Amazon run a layered media model: Sponsored Products for keyword defense and new customer acquisition, Sponsored Brands for top-of-funnel visibility and brand equity, and Amazon DSP for retargeting, conquest, and audience development using AMC data.
Amazon Marketing Cloud (AMC) is where the real intelligence lives. It lets you analyze the full purchase path — how many touchpoints a customer hit before converting, which audience segments have the highest LTV, where your DSP impressions are overlapping with Sponsored Products clicks. Most brands have access to it. Almost none are using it.
Review velocity, rating distribution, and recency are ranking signals. A product sitting at 4.1 stars with 200 reviews will consistently underperform a competitor at 4.4 with 600 — even with superior paid media. The brands that compound on Amazon have a proactive review strategy: Amazon Vine for new launches, the Request a Review button systematically applied post-purchase, and a process for monitoring and responding to negative reviews to protect conversion rate.
If your team is only looking at reviews when there's a problem, you're already behind.
The biggest mindset shift I see in high-growth Amazon businesses is this: they stopped thinking of Amazon as a third-party marketplace and started managing it as a channel with its own P&L, its own media budget, its own content calendar, and its own customer retention strategy. Subscribe & Save isn't just a convenience feature — it's a retention engine. Brand Follow isn't just a vanity metric — it's a CRM proxy in a walled garden where Amazon owns the customer relationship.
Amazon will keep taking more margin, adding more complexity, and raising the floor for what it takes to compete. The only durable advantage is running it better — with more discipline, more data, and a clearer strategy than the brand next to you on the shelf.
If you're not sure whether your Amazon operation is built to scale — or you've hit a ceiling and can't figure out why — that's exactly the kind of problem I work on. Let's talk.
Whether you're scaling on Amazon, rebuilding your DTC funnel, or deploying AI across your customer journey — I can help you move faster and grow smarter.
Get in TouchBased in Plano, Texas and available for consulting engagements — strategy retainers, project-based work, and advisory roles across eCommerce, Amazon, and AI-driven growth.