Growth only matters when the business can hold it.
Leading ecommerce since 2019 across merchandising, launches, websites, operations, analytics, and customer experience—building the systems that turn demand into durable commercial growth.
- Lifetime gross merchandise value
- $22M+
- Customer orders processed
- 253K+
- Revenue associated with collaboration launches
- ~1/3
- Operating principles reconstructed
- 6
Figures are drawn from the reconstructed Shopify commercial history documented in the case study. They describe the business operated, not revenue attributed to one person.
Experience
Creator-led direct-to-consumer ecommerce at volume, through three titles at one company and into a new operating role after its ownership transition.
Hardscope — current role
December 2025 — Present
Director of Ecommerce
Continued ecommerce leadership following the FaZe Clan ownership transition, supporting newly incubated brands, creator websites, digital storefronts, and merchandise programs.
FaZe Clan
February 2019 — December 2025
Director of Ecommerce
Seven years across one creator-led commerce business, from operations to ownership of the function: high-volume product launches, licensed brand collaborations, Shopify operations and merchandising, lifecycle marketing, revenue forecasting and reporting, inventory and 3PL fulfillment, customer experience, and cross-functional leadership.
- Director of EcommerceMarch 2022 — December 2025
- Ecommerce ManagerMarch 2021 — March 2022
- Ecommerce OperationsFebruary 2019 — March 2021
- Creator-led direct-to-consumer ecommerce
- High-volume product launches
- Licensed brand collaborations
- Shopify operations and merchandising
- Lifecycle marketing
- Revenue forecasting and reporting
- Inventory and 3PL fulfillment
- Customer experience
- Cross-functional leadership
Building a Creator-Led Commerce Engine
A reconstruction of more than 250,000 Shopify orders, used to identify six operating principles for teams managing launches, collaborations, merchandising, and demand at scale.
Explore the Case Study- Collaborations Are Businesses, Not Campaigns
- Demand Exposes Operations
- Launches Should Be Treated Like Productions
- Different Products Require Different Operating Models
- Brand Strength Should Drive Pricing Strategy
- Ecommerce Is A Business System
Selected Work
Streetwear Label & Member Club
Built a commerce experience that combined product releases with an owned member community, integrating the forum directly into the storefront.
Live store. The forum is members-only and sits behind sign-in.
View ProjectView Live Site — Streetwear Label & Member Club, opens in a new tab
Formulation Ingredients Brand
Organised a complex ingredient catalog into a clearer commerce system, combining product architecture, documentation and storefront UX.
Live storefront. The demo is a capture of it.
View ProjectView Demo — Formulation Ingredients Brand, opens in a new tab
Independent Los Angeles Label
Translated a distinct brand system into a Shopify storefront with custom architecture and release-focused merchandising.
Pre-launch — the store is not yet open to the public.
View ProjectView Demo — Independent Los Angeles Label, opens in a new tab
Mechanical Keyboard Brand
Positioned a premium hardware launch and built the ecommerce and landing-page architecture that carried it.
Pre-production — no performance claims.
View Project
Leadership Principles
Protect the economics behind growth
Marketing can create demand quickly. Inventory, fulfillment, customer support, merchandising, and technology determine how much of that opportunity becomes durable business value.
Protect customer trust under pressure
Demand spikes expose every weak handoff. The customer experience must remain consistent from the storefront through delivery and post-purchase support.
Replace heroics with repeatable execution
Strong launches depend on clear ownership, aligned teams, contingency planning, and operating systems that do not collapse when volume arrives.
Where I create the most value
Director / Head of Ecommerce
Senior ownership across ecommerce strategy, merchandising, operations, customer experience, analytics, and execution.
Ecommerce Operations & Systems
Building the workflows, platforms, ownership structures, and operating rhythms behind scalable commerce.
Launch & Commercial Leadership
Cross-functional planning and execution across product launches, collaborations, inventory, fulfillment, merchandising, and customer experience.
New Business / Brand Incubation
Building ecommerce infrastructure for new consumer brands from pre-launch operating model through storefront and launch readiness.