Lead end-to-end UX for DTC eCommerce and subscription experiences, conducting user research, creating flows, wireframes, prototypes, and high-fidelity designs. Drive conversion and retention through CRO, analytics, and A/B testing. Build and maintain design systems, collaborate with engineering and marketing, mentor designers, and own projects from concept to execution.

Lead conversion rate optimization across the full DTC ecommerce funnel: build landing pages in Replo, develop and run A/B tests, analyze results with GA4/Triple Whale/Hotjar, define hypotheses and KPIs, optimize post-purchase flows (upsells, order bumps, email capture), document learnings, and continuously improve funnel performance.

Build and enhance Shopify storefronts and landing pages, develop subscription and personalization tools, create internal dashboards and operational systems, build custom Shopify apps and backend workflows, optimize checkout and site performance, and collaborate to turn concepts into production-ready, scalable e-commerce products.