Shipped work, measured results.

Outdoor apparel — $14M DTC

+187% organic revenue in 9 months via programmatic collection pages.

Problem. Brand ranked for ~40 head terms but had no presence on long-tail commercial intent (e.g. 'waterproof hiking jacket women's plus size').

• +Built a custom Shopify app that generates filtered collection variants from metafield combinations
• +Refactored Liquid templates to render schema, breadcrumbs, and unique meta on each variant
• +Produced 60 buying guides routed into the new collections via internal linking
• +Shipped Core Web Vitals fixes — LCP from 3.4s to 1.1s

Beauty & skincare — $6M DTC

Replaced 4 SEO apps with one custom internal-linking engine.

Problem. Store had 14 apps installed, 1.2MB of storefront JS, and was paying $2,800/mo for SEO apps that hadn't moved rankings in 18 months.

• +Audited and removed 6 redundant apps
• +Built a custom embedded app for internal linking driven by collection co-occurrence data
• +Rewrote 80 product descriptions for FAQPage schema eligibility
• +Migrated to a Hydrogen-powered headless build for the top 12 collections

Home goods — $22M Shopify Plus

International SEO rebuild across 7 markets and 4 languages.

Problem. Botched Shopify Markets launch left 12,000+ pages with broken hreflang, duplicate content across regions, and 60% indexation drop.

• +Full hreflang audit and rebuild via custom theme section
• +Consolidated duplicate variants under correct canonicals
• +Restructured currency-only markets to share content with hreflang
• +Built monitoring dashboards for ongoing market parity checks