Growing brands through conversion-led design

I drive growth for ambitious DTC and wellness brands through conversion-led design, leveraging analytics, user research, and clear, compelling copy. I enjoy working with sharp, fast-moving brands that are committed to both polish and performance.

Lettuce Grow

Summary

Owned design and CRO across two complex platform migrations, redesigned and rebuilt the storefront in Replo, and drove $300K+ in annual revenue and savings.

Bustin Boards

Summary

Drove 38% increase in CVR through a ground-up redesign, ongoing site-wide optimizations, and landing page improvements.

Aeromixer

Summary

Scaled the brand from $50k to $3.5M+ annually through design, CRO, and development across multiple storefront iterations.

Rishi Tea

Summary

Drove 10% increase in both CVR and profit-per-visitor by proposing and executing a research-driven shipping-rate A/B test.

Hestan Cue

Summary

Research-driven redesign that reversed a declining conversion rate — informed by VOC surveys, usability testing, and customer insights that two prior redesigns had missed.

About

I’ve been working in DTC for over a decade, and have a background in applied mathematics. I’m currently based in Southern Oregon.

You can reach me at .