E-commerce platforms and web systems · Oakland, CA
Twelve years owning the web platform for multi-brand wine portfolios: the sites, the systems behind them, the reporting, and the team that ships it. I build and operate the software too.
12+ years in e-commerce platform operations and web development
Management
6 years leading a frontend engineering team across 30+ production sites
Education
BFA, Graphic Design · Cal Poly Pomona
About
I build practical solutions that solve real problems. My scope has consistently spanned platform development, e-commerce ops, people management, and analytics/reporting.
I use AI coding tools daily as part of how I build and ship.
Experience
Manager of Web Systems and Development
Adair Family Wines · –
Owned web technology, e-commerce platforms, analytics, and digital infrastructure across a six-brand portfolio. Built a custom digital asset management platform on Cloudflare Workers, replacing commercial systems quoted above $30K per year with a build running around $600 per year (read the case study). Built a multi-property site health dashboard surfacing performance and technical SEO issues that had no prior visibility. One of four leads on a $20M platform migration; built the only internal decision matrix, cost comparison, and testing gap tracker. Stood up unified GA4 with cross-domain attribution plus Looker Studio dashboards used by marketing leadership. Primary technical escalation contact for four external vendors.
Director of Web Development and Programming
Vintage Wine Estates · –
Progressed from Web Content Manager to Senior Web Developer to Director. Directed technical operations across roughly 30 e-commerce websites in an 11-brand portfolio, managing a team of two frontend developers plus contractors, including hiring, performance management, and career development. Reduced page load times by up to 80 percent. Built a custom wine club checkout workflow on CORESense with co-written APIs, producing a 300 percent year-over-year revenue increase within 24 hours of launch. Ran A/B testing and CRO programs using Optimizely and VWO. Established Asana as the company-wide project management tool. Led Salsify PIM onboarding and MikMak analytics rollout. Led the technical wind-down and migration following VWE’s Chapter 11 proceedings.
Web Producer
Spirit Clips (Hallmark Labs) · –
Helped launch Zendesk for customer service. Managed content operations for a digital film library platform with 700+ assets. Collaborated with technology partners and assisted the CTO with SOPs.
Live e-commerce site for personal ceramics business, sold at Oakland markets. PayPal checkout, admin panel, R2 image hosting, GA4. Stack: React + Vite + Tailwind, Cloudflare Pages + Functions, D1, KV, R2.
Multi-tenant website health monitoring SaaS (SEO, Core Web Vitals, accessibility, AI readiness, broken links) with magic-link auth, RBAC, Stripe billing, and Google OAuth. Nightly Workers AI (Llama 3.1) fix suggestions.