Founder & Head of E-commerce at La Petite Pensée, DTC Jewelry (2021-01 – 2025-02)
- Built, scaled, and sold the brand. Owning the Shopify site experience end to end and growing it to $1.66M in revenue through a February 2025 acquisition.
- Ran the business at a ~25% net margin by owning unit economics end to end (COGS, ad spend, fulfillment), protecting profitability over top-line alone.
- Lifted average order value to $85 on a $69 base product (~23% more per order) through A/B testing, cross-sell, and bundling (GA4, Microsoft Clarity).
- Owned site merchandising, homepage, category, and collection curation plus a seasonal gifting calendar, launching and scaling a dedicated hero product before each holiday to drive the year's biggest revenue peaks.
- Architected and built the full on-site funnel, custom Shopify sections and homepage/collection/product-page redesigns plus seasonal refreshes.
- Launched three European markets (France, Belgium, Switzerland) from scratch in early 2025, localizing landing pages, shipping, and checkout, reaching $106K across 1,000 orders (50% of total revenue) at a $106 AOV within two months.
- Managed $390K in ad spend at a 4.75 ROAS, holding customer-acquisition cost near $20 while selling 19,000+ units.
- Negotiated a 3PL contract for next-day local delivery at overseas-fulfillment cost; hired and trained a full-time support agent and directed developers, a Google Ads agency, and an email/SMS specialist.
Career Break — Parental Leave & Independent R&D at Independent (2025-03 – Present)
returning full-time August 2026
- Built an AI system that generates complete, on-brand landing pages and copy from a brand's own research, and a second that rebuilds fully-coded Shopify sections from a screenshot or rough idea.
Web & UX Designer at Freelance (2019-01 – 2021-12)
- Designed and built conversion-focused Shopify and Webflow sites for DTC brands and small-business clients.
- Translated client business goals into clean, on-brand sites built to convert, not just to look good.
