Digital Commerce Lead & Systems Architect
Building digital experiences that drive growth
I architect and maintain full digital commerce stacks — from platform builds and ERP integrations to automation, custom tooling, and everything in between. Most recently at Frog Bikes.
Selected Work
Commerce systems, end to end
Platform builds, systems integrations, brand development, and full-stack digital products — each one a real problem that needed solving.
Frog Bikes — Commerce Stack
Owned the full digital commerce operation at a specialist children's bike brand — spanning Shopify Plus, NetSuite ERP integration via a custom middleware layer, warehouse fulfilment, Klaviyo email, and the analytics infrastructure that tied it all together. Growth from zero to 500+ bike D2C per month in the first year.
DLL Group Digital Catalog
Designed and built a responsive digital catalog for healthcare vehicle exhibitions — optimised for iPad display environments and built to replace printed materials at trade shows.
FordPass Transformation
Led end-to-end research and UX strategy to reimagine how Ford dealers sell cars and manage aftercare — mapping customer journeys and identifying friction points across the full ownership lifecycle.
Fox Smart Finance
Full product build from zero: brand identity, UX design, and full-stack development of a finance tracking web app. Sole developer and designer from brief to live product.
Ankura Services
Built the complete digital presence for a new marketing services startup — brand identity, website, and go-to-market collateral — from initial brief through to live launch.
What I Do
The full digital commerce stack, owned
I work across the entire commerce engine — from the storefront through to ERP, automation, and custom tooling — so brands have one person who understands how it all fits together.
Platform Architecture & Development
Adobe Commerce, Magento, and modern headless approaches — built, maintained, and evolved for growing DTC and retail brands.
- Platform build, migration & disaster recovery
- Theme development & performance optimisation
- Conversion rate optimisation
Systems Integration & Automation
APIs, middleware, and automation that connect your entire commerce operation — from ERP and CRM to marketing tools and custom data pipelines.
- ERP integration (NetSuite via Alumio)
- API development & third-party connectors
- Workflow automation (n8n, Activepieces)
Marketing Tech & Commerce Operations
Klaviyo lifecycle automation, analytics, and the operational glue that keeps a DTC business running smoothly at scale.
- Email & lifecycle automation (Klaviyo)
- GA4, GTM & Looker Studio reporting
- Commerce operations & process improvement
One person, end-to-end
Most commerce problems don't live in one system — they live in the gaps between them. I understand the whole stack: the platform, the integrations, the data flows, and the business context behind them. Whether you're re-platforming, scaling operations, or untangling a messy integration, I can diagnose problems faster and build solutions that actually hold together.
Tech Stack
Platforms & tools I work with
I work across the leading commerce platforms, integration middleware, and supporting tools — building stacks that fit the business, not just the brief. These are the ones I know well enough to diagnose at 2am.
Shopify Partner
Shopify & Shopify Plus
As a certified Shopify Partner, I've built and optimised Shopify and Shopify Plus stores across a range of DTC and retail brands — from custom theme development and checkout extensions to full platform migrations. If Shopify is the right fit for your business, I can get the most out of it.
Explore Shopify Services
Get In Touch
Looking for someone to own your digital commerce stack?
Whether you need a full-time lead, a consultant for a specific project, or someone to untangle a complex integration — I'd love to hear what you're working on.