Paul once described me as a Human Zapier.
That's probably the most accurate description I've heard.
I'm a solid programmer and a decent designer, but those are means to an end. What I actually care about is building things that work—and removing the friction that keeps businesses from moving.
I'm a product person, a technologist, and an entrepreneur.
My instincts live at the intersection of software, design, and automation.
I get a genuinely unhealthy amount of satisfaction from eliminating inefficiency. Not by talking about it—by building tools that make it disappear. I won't stop until the solution feels obvious, simple, and a little fun to use.
I'm obsessed with systems thinking. I like finding places where things should connect but don't—and making them snap together cleanly.
What I've Built
For the past decade, I've built commerce enablement tools in the Shopify ecosystem to help DTC brands make more money.
At CartHook, we brought post-purchase upsells to Shopify—adapting a proven funnel tactic from digital products to physical commerce. We later worked directly with Shopify to make post-purchase upsells a native feature.
At its peak, CartHook processed over $1B/year in GMV and added ~$250M in incremental revenue through post-purchase upsells.
CartHook was acquired by Pantastic in 2022.
At Rodeo, we launched one of the first native Shopify subscription apps (acquired by Recharge) and later pivoted to an LTV growth platform that began as a small internal feature. Ultimately, we wound it down as Shopify began building a native solution themselves.
How I Work Now
Between startups, I’m working directly with CEOs and operators as a Fractional CTO with a founder/CEO lens—helping teams cut through noise, ship the right things, and apply technology where it actually matters.
I've worked with organizations like IDEO, Disney, and Ogilvy.
I don't sell frameworks.
I build, test, and iterate as a practitioner—using the same tools and systems I recommend.
Recognition
My work has been featured in The New York Times, Harvard Nieman Lab, and Mashable.
Why I Do This
I'm on a mission to build damn good tools that help people make more money—and enjoy using them.