A director who still thinks like a builder

I'm a director who still likes building things. Thirteen years ago I was hand-coding Springfree Trampoline's landing pages. These days I run the platforms behind more than US$150M in e-commerce, and I still work on both the strategy and the implementation.

All of it has been at one company. I started as a frontend developer, moved through UX, ran the web team, managed product, and now I direct business applications for goba Sports Group, Springfree's parent. The main thing I've learned at every step is that product strategy only counts when it ships.

Right now that means enterprise architecture across Shopify Plus, NetSuite, and Celigo for markets in North America, Europe, and ANZ, plus a team that mixes humans and AI agents. Agents draft Shopify work, route marketing requests, and stage QA for human review. Agents propose, humans approve. It's early and I don't have outcome numbers to share yet, so I won't pretend otherwise.

Design by Miz is the services side. I help small and mid-sized businesses put AI to work, build websites, and tune Shopify stores for e-commerce performance. I'm open to conversations about platform consulting and fractional work. If something here overlaps with what you're working on, send me an email.