Service 01
Enabling AI for SMBs
I help owner-led businesses put AI agents on the work nobody loved doing, with a person approving every change. We start with one small pilot. It's the same setup I run every day at goba Sports Group.
Director, Business Applications · Toronto
SMB to Enterprise. Strategy to code.
I started out hand-coding Springfree's landing pages. Thirteen years on, I lead the commerce platforms behind US$150M+ in sales — most at home in the stretch where a strategy turns into shipped software, for teams from scrappy SMB to enterprise.
US$150M+
in GMV across four markets
13 years
developer to director
6M+
unique visitors a year across core markets
Services
All servicesService 02
Website Building
I build small-business websites that load fast and read clearly. Sometimes the right call is a static build, sometimes WordPress or Shopify. You get a clear scope up front and a site your own team can edit after handover.
Service 03
Shopify Optimization
Performance work for Shopify and Shopify Plus merchants. I measure first, fix what's most likely to move page speed, checkout, and conversion, then measure again. It's the same work I do every day on Shopify Plus.
Selected work
All case studiesSporting goods
SuiteCommerce to Shopify
I led Springfree's move from NetSuite SuiteCommerce to Shopify. Page speed improved 83%, conversion rose 46%, and the re-platformed stack carried a record 2020 holiday season.
+83%
Sporting goods
Dealer Hub
A Shopify Plus wholesale channel for Springfree's US dealer network. More than 20 dealers onboarded, 25 branded storefronts launched with zero critical defects, and the channel drives the majority of US revenue.
20+
Sporting goods
3D custom trampoline builder
A 3D builder on Springfree's storefront that lets customers configure a custom trampoline against real-time NetSuite inventory. Custom builds reached 20% of e-commerce sales.
20% of e-commerce sales
Topics
All topicsAI
How I put AI to work inside a real e-commerce business, where agents draft the work and humans approve it.
Agentic Development
How I build software with coding agents, from writing the brief to reviewing the diff.
UX and UI
Design decisions that help people find things and buy things, plus the small interface details that make a page feel considered.
E-commerce
Notes from running Shopify storefronts across four markets, covering platform choices, conversion work, and the operations behind the checkout.
Productivity
The systems I use to get work out the door, with fewer handoffs, shorter queues, and less waiting between idea and implementation.
Leadership
What I've learned leading as an operator, a director, and a technical architect, usually all three in the same week.
Writing
All writingHow this site works
The site is a Git repository that compiles to static HTML. GitHub is the CMS, an hourly build publishes future-dated posts on its own, and nothing ships JavaScript except search.
Agents propose, humans approve
Notes from partway through building a hybrid team, where agents draft Shopify work and humans decide what ships.
Library
Full librarybook
The Phoenix Project
Most of how I run things traces back to this novel. Make work visible, shrink the batch, manage the constraint, and a surprising amount of a commerce operation starts to fix itself.
book
The Unicorn Project
The same crisis retold from the developer's desk. It keeps me honest about flow and feedback, because the platform decisions I make as a director land on somebody's keyboard.
book
Accelerate
This is the evidence underneath the DevOps novels. When I argue for smaller releases and faster feedback, I'd rather point at Forsgren's research than at my own hunches.
book
The Trusted Advisor
Thirteen years with one company taught me that trust builds slower than skill and matters more. This book gave me the words for earning it, which turns out to be most of the consulting job.