Commerce from the inside out

I got into digital commerce through the technical side — drawn in by the puzzle of connecting systems, automating workflows, and figuring out how to make complex platforms work for real businesses. What started as web development quickly evolved into a specialism in eCommerce architecture and systems integration.

Most recently I was Digital Commerce Systems Lead at Frog Bikes, a specialist children's bike manufacturer, where I owned the entire commerce stack end-to-end — from the Adobe Commerce platform and NetSuite ERP integration via Alumio, to Klaviyo lifecycle automation, custom self-hosted applications, and the day-to-day problem-solving that keeps a growing DTC business running.

What I find most satisfying is building things that genuinely hold together — not just things that look good in a demo. I'm the person who gets called when something is broken, complex, or doesn't exist yet. I think across the whole system, from the customer-facing storefront to the data pipelines behind it, and I'm comfortable getting my hands dirty at every layer.