The Face Haus – Custom Shopify Architecture & Development

For TheFaceHaus.com, I led the technical architecture and front-end development of a custom Shopify 2.0 theme tailored to their spa-driven ecommerce model. The goal: deliver a fresh, modular storefront that balanced modern UX, performance, and backend flexibility.

The build included fully branded layouts with custom navigation, a flexible homepage, and integration with third-party booking systems—all while keeping the site scalable for future growth.

Key Highlights:

• Custom Theme: Built from the ground up using Shopify Online Store 2.0 with dynamic sections and enhanced CMS controls.
• Service + Product Architecture: Combined service education with shoppable SKUs in a seamless UX flow.
• Booking Integration: Embedded external appointment scheduling using custom scripts and modal logic.
• Optimized UX: Created mobile-first layouts, intuitive content zones, and performance-focused front-end practices.
• Marketing Ready: Integrated with Klaviyo, Google Analytics, and custom tracking to support campaigns and email flows.

From planning to launch, I partnered closely with the client to ensure a refined brand experience and empowered content control—delivering a Shopify site built for storytelling, selling, and scaling.

DCL SkinCare – Custom Shopify Architecture & Development

For DCLSkincare.com, I led the project as the architect and full-stack developer, delivering a custom Shopify solution designed to reflect the brand's clinical sophistication and high-end skincare legacy.

This was not a theme-tweak job — I engineered the site from the ground up, creating a modular architecture that empowered the marketing team with flexible content zones, reusable components, and dynamic product configurations. Every decision was made with performance, scalability, and UX in mind.

Key Highlights:

• Custom Theme Development: Built using Shopify's Online Store 2.0 framework with enhanced CMS controls and advanced section logic.
• Product Architecture: Implemented flexible templates supporting tiered pricing, clinical copy blocks, and educational media embeds.
• UX Enhancements: Created a highly visual homepage and intuitive navigation to help customers explore routines and ingredients with ease.
• Performance Tuning: Optimized lazy loading, minimized requests, and fine-tuned scripts for mobile speed and SEO.
• 3rd-Party Integrations: Integrated Klaviyo, custom analytics tracking, and CRM-ready data capture tools.

From stakeholder discovery to launch, I served as both the technical lead and product strategist—ensuring every element of the build supported conversion, brand storytelling, and long-term maintainability.

WearSPF – Custom Shopify Development & Architecture

For WearSPF.com, I led the architectural planning and custom Shopify theme development to deliver a fast, flexible, and highly branded digital experience aligned with the brand's fun, beach-forward identity.

I engineered a robust Shopify 2.0 theme from scratch, empowering the client to manage homepage content, create gated educational pages, and launch bundles and promotions independently through reusable CMS-driven modules.

Key Highlights:

• Custom Bundle Builder: Created tiered SPF kit builder using Shopify's native cart scripts and custom line item properties.
• CMS Flexibility: Enabled drag-and-drop content blocks and reusable sections for seasonal campaigns and influencer promos.
• Gated Content & Landing Pages: Built password-protected resources and hidden launches using Shopify metafields.
• Performance Optimization: Implemented lazy loading, minified assets, and critical CSS for faster loads on mobile.
• 3rd-Party Apps: Integrated Klaviyo, Reviews.io, Google Tag Manager, and custom affiliate tracking setup.

The result is a highly scalable and brand-aligned Shopify storefront that gives WearSPF full control over merchandising and storytelling—while performing flawlessly across devices.

Homepage Redesign & Implementation – Salesforce Commerce Cloud

Architected and developed a fully reimagined homepage experience for Burt's Bees Baby on SFCC. Working in close partnership with their internal eCommerce team, the redesign was built to align with modern UX principles while remaining fully manageable via Business Manager for seasonal refreshes and campaign launches.

Project Highlights:

• Full-width header and footer design
• Flexible content layout optimized for large and small screens
• Combined responsive slots for desktop and mobile parity
• SEO-enhanced HTML structure with semantic heading tags
• Lazy loading and page load performance enhancements
• Integrated responsive video and Instagram modules
• QA'd across iPad, iPhone, Android, desktop—landscape & portrait

Empowered their team to independently update content via Business Manager with minimal engineering support post-launch.

Free Bonus Product Logic – Salesforce Commerce Cloud

Developed and launched the custom bonus product feature allowing users to select a free item when cart thresholds were met (e.g. spend $50+). Architected logic to manage eligibility, product availability, and responsive UI across devices.

Completed in time for major promotional campaigns, boosting AOV and conversions during holiday and seasonal periods.

• Mobile and desktop logic maintained separately for optimal UX
• Managed via Business Manager for easy activation and deactivation
• Campaign-tested with successful July 4th launch

Bronto Data Integration for Conversion Tracking

Engineered an end-to-end data pipeline using Bronto Data Loader and Salesforce Commerce Cloud. Created custom import/export jobs to sync order conversion data between platforms.

Included architecting scheduled jobs and scripts in Business Manager, handling custom fields, and ensuring data integrity across multiple marketing workflows.

I handled the full integration of Power Reviews into Burt's Bees Baby's Salesforce Commerce Cloud storefront. Instead of relying on legacy job feed methods, I implemented checkout beacon tracking to capture real-time order data for review syndication.

On the front-end, I developed a custom review module using jQuery accordion logic, ensuring the review display was interactive, responsive, and accessible across all device types.

I worked directly with Power Reviews' technical support and Burt's Bees Baby stakeholders to align requirements, test edge cases, and deliver a streamlined solution that is both scalable and easy to manage.

I led the Google Tag Manager integration for Burt's Bees Baby within Salesforce Commerce Cloud, implementing a robust Data Layer to support Enhanced Ecommerce tagging.

I migrated all hardcoded tags into GTM, allowing marketing teams to launch and manage campaigns without additional developer involvement. The setup tracks product views, cart events, and checkout flows with accurate and actionable data.

This solution not only improved analytics precision, but also streamlined tag governance and accelerated the execution of future marketing initiatives.

I designed and developed a custom Refer A Friend feature for Burt's Bees Baby using Salesforce Commerce Cloud. The functionality captures both the referrer and their friend's email addresses via a streamlined form interface.

Upon submission, the referrer receives a 20% off discount code, while the friend is emailed an invitation with the same offer. If the friend opts in, a unique promo code is generated and sent for checkout use.

Building this feature involved tackling email delivery logic, user experience on both desktop and mobile, and promo code generation tied to user actions—all fully integrated within SFCC's controller and Business Manager framework.

Homepage Refresh – Urgent SEO-Optimized Redesign

I was brought in to lead an urgent homepage refresh that included new hero section designs and an updated below-the-fold layout. All content had to be developed in clean HTML with proper heading tagging to support SEO and accessibility best practices.

The project came in as a high-priority emergency request with a fixed completion deadline, requiring immediate focus and end-to-end execution—from design integration to final deployment.

Homepage Redevelopment & Hyaluronic Acid Intensifier Launch

I led the full technical redevelopment and launch of SkinCeuticals.com's Hyaluronic Acid Intensifier product campaign. The initiative involved a complete rebuild of the homepage for both desktop and mobile, focusing on improved UX, performance, and visual storytelling.

Key enhancements included a luxury-style navigation dropdown, optimized mobile accordion navigation, a dynamic "Best Sellers" slider, a 100% width hero banner, AJAX-based image loading for performance optimization, fade-in animation effects, and a responsive video player with fullscreen capability. I also implemented a dynamic upsell module to promote key products across the homepage.

Product Landing Page Architecture & Development

I architected and developed a fully custom product landing page framework designed to support ongoing product launches while enhancing SEO and user engagement. The build included modular, reusable animation blocks leveraging the slick.js library, with content dynamically managed via SFCC Business Manager for marketing flexibility.

Custom modules included a TECHNOLOGY animation section, a BEFORE / AFTER interactive module, and a REGIMEN upsell tab system—all responsive, lightweight, and built for maintainability.

Email Capture Slide-Up – LaRoche-Posay

I led the development and implementation of a slide-up email capture module on laroche-posay.us, built to match brand expectations with dynamic UI behavior. The module featured click events that toggled section titles and directional arrows to enhance user engagement.

A key challenge arose with mobile fixed positioning due to soft keyboard interference. I resolved this by shifting the layout from bottom-fixed to a top-fixed percentage-based position—delivering a smoother, more accessible experience across mobile devices.

Dynamic SEO Content Attribute – Category Level Enhancement

I developed a reusable dynamic attribute at the category level to enable business managers to manage SEO-rich content directly within Business Manager. The attribute supports accordion-style dropdowns, allowing flexible formatting and deeper product storytelling while maintaining clean UI and UX.

Product Image Optimization – Dermablend.com

Dermablend.com was originally using transparent .gif product images, which produced jagged, low-quality edges that didn't align with the brand's premium aesthetic. I led a cleanup and optimization effort to replace all .gifs with high-quality .pngs, processed in bulk for performance and efficiency. This included organizing image files, managing overwrites, and implementing the update in batches to accelerate deployment and maintain consistency across the catalog.

SEO Optimization & Heading Structure Overhaul – Active Cosmetics Division

I was brought in to lead a comprehensive SEO initiative across all four ecommerce brands within L'Oréal's Active Cosmetics Division. The project began with a detailed audit of all on-page SEO elements, with a particular focus on proper semantic heading tag usage and structured content for accessibility and search visibility.

I documented the required updates, collaborated with internal teams to execute them across each site, and deployed the changes without disrupting ongoing site operations. Post-launch metrics showed a dramatic improvement in search rankings across the division.

Journelle – "Notify Me" Back-in-Stock Feature (Salesforce Commerce Cloud)

I architected and developed the full "Notify Me" functionality on Journelle's SFCC platform. This feature allows customers to sign up for restock notifications directly from the product detail page (PDP) when specific variant sizes are out of stock.

I handled all aspects of the project: Salesforce Commerce Cloud scripting, Business Manager job integration, front-end development, and deployment. I followed best practices by isolating all logic in reusable script files and compiling styling through SASS for consistent cross-device design.

This was a technically challenging build due to the multiple PDP interface zones it had to support—standard size selectors, bra size selectors, and Quick View pop-ups across both desktop and mobile. I ensured each variant-specific interface displayed the form correctly and adhered to pixel-perfect design requirements.

I also built a custom SFCC Job to process submitted emails and trigger notification emails upon restock. The project concluded with complete technical documentation and training for Journelle's internal teams to maintain and expand the feature independently.

Journelle – Certona Personalization Integration (Salesforce Commerce Cloud)

I partnered directly with Journelle's ecommerce team to lead the full technical implementation of Certona's personalization engine within Salesforce Commerce Cloud (SFCC).

My role included back-end architecture, SFCC scripting, and integration planning. All JavaScript was modularized through script files in accordance with SFCC best practices, ensuring future maintainability.

A core challenge was Certona's lack of support for variation-level logic on PDPs. This meant their system couldn't accurately serve "Wear With" recommendations based on the selected variant. I engineered and implemented a custom logic layer to resolve this—ensuring personalized upsell sliders matched variant selections in real-time.

I also handled weekly scrum coordination with Certona's team, maintained technical documentation in JIRA, and supported QA and UAT cycles. The launch was delivered on time and error-free.

Journelle – "Find Your Set" Smart Filtering Feature (Salesforce Commerce Cloud)

I led the architecture and development of Journelle's "Find Your Set" feature—an advanced filtering tool that allows customers to input up to three bra sizes and two bottom sizes, returning only product sets grouped by color and in-stock availability across all selected variants.

The goal was to create a personalized, inventory-aware shopping experience that eliminated customer disappointment caused by out-of-stock combinations. I designed and implemented a backend logic layer using Salesforce Commerce Cloud search pipelets to ensure results were accurate, performant, and fast, even with large product catalogs.

On the front end, I built a fully responsive, intuitive interface using HTML5, JavaScript, AJAX, and SASS, with complete error handling and dynamic feedback for seamless user interaction.

I collaborated directly with Journelle's ecommerce team to refine the feature through QA and optimization cycles, ensuring alignment with business goals and customer needs.

Journelle – Site Performance Optimization (Salesforce Commerce Cloud)

Journelle's site was underperforming in Google's PageSpeed Insights, with scores of 40 on Desktop and 31 on Mobile. I was brought in to diagnose and resolve these performance issues from both a technical and historical context.

I started with a full site audit, identified regressions, outdated scripts, and inefficient rendering practices across the homepage, category pages, and product detail pages. I worked within Salesforce Commerce Cloud's architecture, applied modern front-end optimization techniques, and removed legacy bottlenecks.

Using Chrome DevTools, Lighthouse audits, and Google's optimization guidelines, I implemented targeted updates including lazy loading, script deferrals, CSS consolidation, and asset compression.

The results were significant—site speed scores increased to well above 70 across key templates, delivering faster load times, better UX, and improved SEO performance.

Journelle – Product Image Zoom Feature (Salesforce Commerce Cloud)

I developed and implemented a product image zoom feature using JavaScript and the jQuery ElevateZoom plugin, allowing users to closely inspect product textures and fabric details on PDPs.

A major challenge involved large image handling. I worked directly with Scene7 (Adobe Dynamic Media) to ensure high-resolution images were web-optimized and loaded efficiently across all devices.

During integration, I encountered compatibility issues between ElevateZoom and Journelle's existing image slider scripts. Through targeted debugging and architectural adjustments, I resolved the conflicts and preserved both functionalities.

The result was a seamless zoom experience that elevates the visual merchandising of products, enhances UX, and aligns with brand standards for luxury ecommerce.

La Prairie – Global Skin Caviar Launch (Salesforce Commerce Cloud)

The Skin Caviar launch was La Prairie's most ambitious digital campaign to date—requiring a fully immersive content experience, built from the ground up, and rolled out globally. I worked closely with La Prairie's global digital team and their external creative agency from the earliest concept stages to final launch.

I was responsible for architecting the full front-end and back-end solution, which involved custom templates, a content-driven layout system, and Business Manager integration for asset management. The launch spanned 21 country sites and required translations into 18 languages—making scalability, localization, and content flexibility core to the build.

Key features included:

• Full-screen HTML5 video with fallback loaders for slow networks
• Custom on-hover UI events for enhanced interaction
• Responsive layout supporting luxury visual storytelling
• New guided navigation for mobile and desktop

Using a waterfall methodology, I ensured smooth delivery across regions and tight collaboration with La Prairie's creative and technical stakeholders.

La Prairie – Global Email Capture Module (Salesforce Commerce Cloud)

La Prairie needed an elegant, on-brand solution to grow their email subscriber base across their global ecommerce ecosystem. I architected the logic, developed the full front-end and back-end implementation, and led the deployment of the new email capture module.

The functionality was first launched on the U.S. site, featuring slot-based logic that allowed for easy asset management within Business Manager. Once finalized, I scaled and localized the application across La Prairie's German, French, Australian, and UK sites.

One key challenge was ensuring reusability and minimal rework across regional storefronts. By carefully engineering slot tags, content templates, and layout inclusions, I was able to streamline the rollout using a structured waterfall process.

The result was a polished, scalable solution that supported La Prairie's digital marketing efforts globally, improving opt-in rates while maintaining consistency across markets.

La Prairie – Anti-Aging Rapid Response Booster Launch (Salesforce Commerce Cloud)

For this high-impact product launch, I was responsible for architecting and developing a custom landing page that educates users on the Anti-Aging collection, with a focus on the Rapid Response Booster. The goal was to create an immersive experience that visually conveyed the product's science and luxury appeal.

The landing page featured:

• A responsive HTML5 video player with mobile fallback logic
• A science module slider outlining product benefits
• An interactive animation module with click-to-reveal product details

A major challenge was executing the animation sequence—a "swoosh" transition between products. I collaborated directly with the creative agency to guide them on how to deliver short, optimized frame-by-frame .mp4 clips for seamless transitions. On the dev side, I used JavaScript, CSS3 animations, and HTML5 video APIs to trigger and manage these interactions.

This experience was fully responsive, touch-optimized for mobile/tablet, and integrated with Salesforce Commerce Cloud for streamlined product purchase and content management.

Carol's Daughter – 2016 Holiday Gift Guide Architecture & Development

I was hired to architect, build, and deploy the Holiday Gift Guide experience for CarolsDaughter.com during their 2016 seasonal campaign. This project required a flexible framework that allowed the brand to manage and schedule content independently throughout the busy holiday season.

I developed custom Business Manager logic that gave content teams control over each week's display via slot configurations and asset toggles. Admin users could activate or schedule upcoming weeks in advance while keeping inactive content hidden until ready for release.

This architecture allowed the marketing team to stay agile, respond to last-minute changes, and confidently execute a full holiday calendar without needing developer support.

Carol's Daughter – Blog Layout Development & Social Sharing Integration

I continued my work with Carol's Daughter by designing, developing, and launching a new blog layout that aligned with the brand's editorial and marketing goals.

The layout was built with flexibility in mind—allowing internal teams to manage and update blog content through Business Manager using slots and asset configurations.

I also implemented custom social sharing functionality, enabling visitors to easily share blog posts with pre-populated title, description, and URL on platforms like Facebook and Twitter.

This addition helped extend the reach of the blog content, increase engagement, and drive traffic back to the site from external channels.

Carol's Daughter – "Free Android™ Smartphone" Promo Page

I developed, implemented, QA'd, and launched Carol's Daughter's promotional landing page offering a Free Android™ Smartphone with any purchase.

The page was built with a fully responsive design to ensure optimal experience across desktop, tablet, and mobile devices. All copy was coded in clean, semantic HTML with optimized imagery to support performance and accessibility.

SEO was a top priority, and I carefully integrated best practices—including proper heading structure, metadata tagging, and keyword placement—to maximize visibility and ranking.

This fast-paced campaign required tight coordination and flawless execution to meet launch deadlines—and the results delivered strong promotional lift.