Builder · Operator · Problem solver
I like building
things that work.
Businesses. Stores. Websites. Apps.
I'm an e-commerce operator and digital builder obsessed with how businesses grow, convert, and get discovered online. I've worked across Shopify, Amazon, corporate analytics, websites, apps, and AI search.
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6-figure
E-commerce businesses
Built and sold across Shopify, Amazon and Etsy.
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5%+
Shopify conversion
Earned through store experience, not discounting.
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$300M+
Marketing fund exposure
Operations and finance work at Tim Hortons.
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20+
App founders supported
Through inbound and the early app-building process.
Where I spend my time.
Four worlds that overlap more than people expect. Most of what I build sits somewhere between them.
- E-commerce Platforms, conversion, merchandising, and building brands people actually buy from.
- AI + Search AI search, AEO, discovery, and the digital foundations businesses need to be understood.
- Products Apps, tools, websites, and ideas worth turning into something real.
- Business Analytics, pricing, growth, operations, and what actually drives performance.
I learned e‑commerce by actually selling things.
It started with a marketplace listing and a bit of curiosity. Every platform after that taught me something the last one couldn't.
None of it came from a course. It came from listings, shipping, refunds, reviews and watching what people actually click.
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Facebook Marketplace
Learning how to sell. Price it, photograph it, answer the message, close it.
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Etsy
Niche discovery and marketplace intent. Small audiences, very specific buyers.
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Amazon FBA
Scale, competition and fulfillment. The margin is in the operations.
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Shopify
Ownership, conversion and brand. Nobody sends you traffic here.
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Owned brands
Putting it together. Product, store, ops and repeat customers.
5%+ changed how I think about websites.
Getting a store past 5% wasn't one clever trick. It was ten unglamorous things done properly, in the right order, and then measured.
Now I look at every website the same way: what is this asking someone to do, and what's quietly stopping them?
Still one of my favourite sounds on the internet: cha-ching.
- 01 Clarity
- 02 Trust
- 03 Merchandising
- 04 Mobile UX
- 05 Navigation
- 06 Copy
- 07 Product structure
- 08 Speed
- 09 Checkout
- 10 Credibility
THE THREE Cs
The digital foundation I keep coming back to.
Whether it's an e-commerce store, an AI search strategy, or a digital product, I keep coming back to these three.
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Credible
Does the business feel trustworthy, legitimate and clear? Most sites lose people here before anything else gets a chance.
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Crawlable
Can search engines, AI systems and machines actually understand what the business does? If they can't read it, they can't recommend it.
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Convertible
Once someone arrives, does the experience turn attention into action? Traffic that doesn't convert is just an expensive audience.
Ventures
A few things I've built.
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Stratus Water Systems Selling water treatment systems online, with the operations behind them. operating -
Persona Jewelry A sports-jewelry brand built around merchandising and repeat buyers. operating -
Vizible Digital foundations for businesses that need to be found and understood. building -
Milo Tennis Helping players find matches, partners and courts near them. building -
Coach Mahjy Turning a coaching method into something a beginner can actually follow. experimenting -
Coachology An AI-native coaching platform connecting coaches and athletes through video analysis, real-time feedback and smarter training plans. built
AI + Digital
AI changed discovery. It didn't change the fundamentals.
Where people search is changing fast. What makes a business worth surfacing hasn't moved much at all.
Clear structure, credible information, content that's actually useful, technical clarity, a website that works, and a path to doing something.
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01
AI Search / AEO
How businesses get understood, cited and surfaced when the answer comes before the click.
Learn more → about AI Search / AEO -
02
Websites
Digital infrastructure that works for people and for the machines reading it.
Learn more → about Websites -
03
Apps + Products
Turning ideas into usable digital products, not decks about digital products.
Learn more → about Apps + Products
A slightly non-linear path.
Corporate operations on one side, marketplaces and my own stores on the other. The overlap is where it gets interesting.
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Corporate
Tim Hortons / Popeyes
Analytics, operations and a very large marketing fund.
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Marketplaces
Facebook / Etsy / Amazon
Learning to sell by selling, one listing at a time.
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Shopify
Stores and brands
Ownership, conversion and the 5% obsession.
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Apps
Ambitious Labs
Working alongside founders building their first products.
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AI search
Indexy
Getting businesses understood by machines, not just people.
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Building now
Vizible / Ventures / Milo
Operating, building and shipping in parallel.
Off the clock
Outside the browser.
Most of my best business thinking happens somewhere other than a desk — on a pitch, on a court, on a plane, or halfway through a conversation that started about something else entirely.
- Soccer
- Tennis
- Fitness
- Travel
- Reading
- Long business conversations
Things I can talk about for way too long
- E-commerce
- Shopify
- Soccer
- Business models
- AI
- Conversion
- Tennis
- Why your website is confusing