Selected Work

Case Studies

Real results from real DTC brands. Here's how I've helped companies stabilize their systems, scale their operations, and grow their revenue.

// Case Study 01

Kats Botanicals

VP of IT & Systems Architect

Scaling a High-Volume WooCommerce Operation

Kats Botanicals is a high-growth supplements company running on WooCommerce with complex subscription logic, high-volume order processing, and mission-critical payment systems. When I joined, they were experiencing frequent site issues, payment processing problems, and operational bottlenecks that threatened their growth.

The Challenge

  • Complex WooCommerce ecosystem with fragile legacy logic
  • Payment processing issues causing lost revenue
  • Card testing attacks and chargebacks eating into margins
  • Site instability during promotional periods
  • Disconnected fulfillment workflows causing delays
  • Subscription churn from billing and UX issues
Kats Botanicals Project

Key Results

  • Stabilized complex WooCommerce ecosystem with multiple plugins
  • Built custom integrations (NMI, ShipStation, inventory systems, ESPs)
  • Designed fraud and chargeback mitigation that significantly reduced dispute costs
  • Reduced subscription churn through better billing and dunning flows
  • Improved site performance and checkout reliability under heavy load
  • Streamlined fulfillment between WooCommerce, ShipStation, and warehouse
  • Scaled tech and operations to support 7-figure monthly revenue
McMillan Running Project

Key Results

  • Built customized coaching and training plan ecommerce ecosystem
  • Engineered subscription logic, memberships, and digital product delivery
  • Created calculators that integrate directly into sales journey
  • Reduced churn through better billing, dunning, and customer flows
  • Integrated Klaviyo for behavior-based messaging and lifecycle automation
  • Advised on technical SEO, IA, and site structure for organic growth
  • Automated onboarding and recurring revenue for thousands of members
// Case Study 02

McMillan Running

Lead Developer & Technical Architect

Subscription & Membership Architecture

McMillan Running is a premium coaching and training platform serving runners at every level. They needed a custom-built membership system that could handle personalized training plans, digital product delivery, and complex subscription logic while maintaining a seamless user experience.

The Challenge

  • Complex subscription and membership requirements
  • Need for personalized digital product delivery
  • Integration of training calculators with commerce
  • High churn from billing and onboarding friction
  • Organic growth limited by poor technical SEO
  • Manual processes creating operational overhead
// Your Project

Ready for Similar Results?

If you're facing similar challenges — system instability, scaling bottlenecks, or operational chaos — let's talk about how I can help.

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