Role & Background
Progressed from advisory-board work to hands-on consulting and ultimately VP of Ecommerce for a publicly traded Canadian consumer-products company.
- Guided ecommerce strategy across a portfolio of consumer brands, covering platform improvements, customer experience, conversion optimization, SEO and digital marketing.
- Worked across management, technical and marketing functions to turn strategic recommendations into operational ecommerce initiatives.
- Led online-growth efforts while balancing technology, customer experience and commercial objectives.
Role Progression
Advisor to consultant to VP of Ecommerce
The relationship began with an appointment to the company's advisory board in November 2020, expanded into a full-time ecommerce consulting role in February 2021 and progressed to VP of Ecommerce in March 2021.
The work centered on building and improving ecommerce operations across multiple consumer brands while coordinating technology, user experience, SEO, digital marketing and commercial priorities.
Ecommerce Platform Migration
Moving the brand portfolio from Shopify to WooCommerce
A major part of the work involved migrating the company's ecommerce properties from Shopify to a WordPress and WooCommerce-based stack, giving the business more direct control over storefront functionality, technical SEO, integrations and ongoing optimization.
The migration work extended beyond changing platforms. It required preserving product and customer-facing workflows while improving the underlying operating model for a multi-brand ecommerce portfolio.
New Ecommerce Properties
Building Natera.ca and Plantein.ca
I created Natera.ca as a consolidated WooCommerce storefront carrying products sold across the company's individual brand sites, giving customers a broader catalogue through one ecommerce destination.
I later built Plantein.ca for the Canadian market. The site was visually inspired by the Australian Plantein presence, but unlike the catalogue-oriented Australian site, the Canadian implementation was built as a transactional ecommerce property.
Across these properties, the work combined ecommerce architecture, merchandising, customer experience, technical SEO, conversion considerations and the practical requirements of operating multiple consumer brands.
Ecommerce Operations
Turning strategy into operating systems
The role went beyond high-level marketing strategy. It involved the practical work of improving customer journeys, conversion performance, online merchandising and the supporting digital systems needed to operate multiple brands.
That combination of management and implementation is representative of much of my career, moving between business goals and the technical detail required to make them work.
External References
Role announcements and executive profile
Naturally Splendid announced the progression from advisory-board work to VP of Ecommerce through public company releases.
Bloomberg executive profile
Bloomberg executive profile from the Naturally Splendid period.
View Bloomberg profile →Appointment as VP of Ecommerce
Naturally Splendid announced the VP of Ecommerce appointment in March 2021 after earlier advisory and consulting roles.
Read announcement →Advisory board appointment
The company first announced the ecommerce and online-marketing advisory role in November 2020.
Read announcement →