Eight Years, Six Channels, Zero Fluff

I started in eCommerce operations, not marketing: managing product listings and marketplace accounts for brands trying to get noticed on Wayfair, Amazon, and Shopify. That's where the first real lesson landed. A well-built product doesn't sell itself. It needs the right catalog structure, the right optimization, and paid traffic behind it to actually move.

That realization pulled me into performance marketing, where I could influence traffic, conversions, and revenue directly instead of stopping at the listing page. The turning point was combining the two: optimized listings, PPC campaigns, and decisions backed by data instead of guesswork. When that combination started producing measurable, repeatable growth for the brands I worked with, the direction was set.

It's also why I stayed narrow instead of going broad. I'm not a generalist digital marketer who also handles marketplaces on the side, marketplace management and performance marketing are the whole practice, because that's where I've seen eCommerce brands actually scale profitably.