Let's build your eCommerce digital products better!
I help eCommerce companies in Orange County build and scale digital products — without the cost of a full-time Head of Product.
WHO I SERVE
You're running an eCommerce company that's grown past "just ship features" — but you don't have a Head of Product to make sense of what to build next.
Maybe your funnel converts fine but you can't explain why it isn't better. Maybe you've got a new product idea, app, or storefront experience sitting on a whiteboard because nobody owns getting it from concept to launch. Maybe your roadmap is really just your engineering team's backlog, and what you actually need is someone steering product strategy week over week — not just showing up for a one-off project.
If you're an Orange County eCommerce company — SMB, growth-stage, or established — that needs senior product thinking without the cost of a full-time Head of Product, that's exactly where I come in.
"My conversion rate is fine, but I don't know why it isn't better?"
"Our checkout works, it's just...not good."
"Why are we losing customers after the 1st order?"
"I want a real product roadmap, not just a backlog"
"How do I build an app? Should I?"
About Me
I've spent 15+ years leading digital products at iHerb, Walgreens, and Panasonic, and built and grew my eCommerce startup from the ground up. I led 0-to-1 mobile products (iOS, Android, mobile web) at iHerb, and built loyalty and engagement products at Walgreens that reached millions of customers. My own eCommerce business was also generating 5-figure revenue annually on Amazon and Shopify.
Across my career I've built and scaled products that reached hundreds of millions of users and generated $3B+ in revenue. That combination of corporate scale and entrepreneurial grit is exactly what a growing eCommerce brand needs. From SMBs building their first real product roadmap, to growth-stage brands scaling checkout and retention, let me help you grow your digital products.
Product Expertise
Driving digital product growth for global leaders like Walgreens, iHerb, and Panasonic, as well as scaling my own eCommerce and AI ventures from the ground up. I bridge the gap between enterprise-level strategy and lean startup agility.
AI Strategies & Product Development
Leverage AI to build web products, analyze complex business problems, and maximize operations efficiencies
Mobile Apps & Mobile Websites
Building 0-1 mobile products to more than $500M annual revenue 🚀, and redesigned mobile web to >25M monthly visits
Research and Innovate
Build "real" solutions based on qualitative and quantitative data, and deliver the right features and UX for the customers
Scaling Digital Products
Expert in building and scaling digital products in health tech, eCommerce, and other industries
$5B+
100+
Revenue generated through products
Businesses and partnerships connected
The H.U.M.A.N Framework
Your customers are human, so your digital products need to be built for humans
Uncover
Auditing the digital products to identify hidden friction, disconnected data silos, and operational bottlenecks.
Map
Leveraging AI and collaboting with Engineering to rapidly build, prototype, and compress the time-to-market.
Hear
Connecting with stakeholders, users, and the community to listen to their pain points, goals, and underlying needs.
Accelerate
Navigate
Translating discoveries into a unified, strategic product roadmap that bridges business and the customers.
Continuously optimizing the products & ecosystem post-deployment to ensure long-term, real-world impact.
Services
1. Product Audit
A 1-2 week deep dive into your current digital products with a report on product strategy, UX, roadmap, growth opportunities, and more.
2. Product Launchpad (from 0-1)
Let's convert an idea, a spark, or a vision into a functional MVP. Let's map it out and build the experience together!
Weekly high-level strategy and mentorship for your product and other cross-functional teams
3. Fractional Product Leadership
Expert product experience on demand - without the executive overhead. Click any of the below 3 services to learn more 👇
Frequently Asked Questions
Q: Do you work with early-stage or established products?
Both. My Product Launchpad is built for 0-to-1 builds. My Fractional Leadership is built for companies that are post-product-market fit and scaling. The Product Audit works at any stage.
Q: What eCommerce digital products have you built, and how did they do?
At iHerb, I led the mobile products - mobile web and mobile apps (iOS & Android). I built the two eCommerce mobile apps from the ground up, starting with the MVP, and continued iterating in my 5+ years. The mobile products were generating over $500M annually, reaching customers in over 180 countries in the world. At Walgreens, I owned loyalty products — connecting eCommerce, retail, and pharmacy into a single customer experience used by millions of members.
I've also run my own eCommerce startup as a founder, which gave me the operator's side of the equation — not just enterprise scale, but the constraints of building without a big team or budget. I built the logistics, marketing, as well as the stores on Amazon and Shopify. Learn more about my background HERE.
Q: We already have a product manager. Why would we need you?
A product manager executes. A Head of Product leads. If your PM is making roadmap decisions, setting product strategy, and managing stakeholder alignment without senior leadership above them — that's a gap. I step in above the PM layer to provide the strategic direction your PM needs to do their best work.
Q: We're in the middle of a product build right now. Is it too late to bring you in?
It's rarely too late — and it's often exactly the right moment. Mid-build is when the most expensive mistakes get made: scope creep, wrong prioritization, misalignment between engineering and business goals. Bringing in product leadership mid-build often saves more time than it costs. Let's talk about where you are and I'll give you an honest assessment.
Q: What does a typical week look like when you're working with us?
It depends on which service you’ve engaged me for:
Product Audit (1–2 weeks): I’m heads-down in your product. Expect a kickoff call, a few stakeholder interviews, and access requests for analytics and roadmap docs. You get a prioritized report of what to fix first, with minimal demand on your team’s time.
Product Launchpad (6–10 weeks): We work in weekly sprints. Each week includes a working session to make decisions, a progress update, and a concrete deliverable, moving from user discovery to MVP scope to prototype to launch plan.
Fractional Product Leadership (3–6 months): I operate as part of your team on a part-time basis. A typical week includes roadmap and prioritization work, product team stand-ups and 1:1s, a leadership check-in, and async availability on Slack or email in between.
In every engagement you’ll get a clear weekly update: what got done, what’s next, and what I need from you. Visit the Product Audit, Product Launchpad, and Fractional Product Leadership pages to learn more.
Let's Connect
With 15+ years in digital product management, 9 years in engineering, and the passion in connecting with people, I bring experience and the H.U.M.A.N product framework to help you solve user pain points, build your healthtech products right, and thrive in this AI-driven landscape. Let's connect!
Share Your Pain Points & Let's Chat!
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