Ger – Shopify, JavaScript, React

A niche eCommerce brand focused on premium fabrics and textiles, where visual clarity, variant accuracy, and product trust are critical to conversions. Unlike fast-moving FMCG brands, this store required precision over speed — customers needed to clearly understand material, texture, variants, and usage before purchasing.

• Built and customized a Shopify theme to embody the brand's clean, elegant textile identity, with structured sections for fabric categories and admin-friendly management.
• Optimized fabric PDPs to showcase types, color variants, usage contexts, and intuitive variant selectors, blending visual inspiration with technical details.
• Configured Shopify variants for color, material, and fabric attributes, ensuring accurate pricing, availability, and visuals to minimize selection errors.
• Enhanced performance on image-heavy pages for mobile/slow connections, applying best practices while fixing breakpoint inconsistencies for smooth browsing.

A fast-scaling beauty and haircare DTC brand with a strong focus on SEO, content marketing, and PDP performance. This role focused on building scalable PDP templates, handling large-scale content deployment, and ensuring performance stability under heavy content loads.

• Built scalable PDP architecture with separate, independent templates per product type, enabling marketing iterations without developer bottlenecks or breakage on new additions.
• Deployed 300+ SEO-focused blog articles with consistent formatting, internal linking, and SEO structure, preventing performance hits from large content volume.
• Optimized theme for heavy blog content, multiple PDPs, and media-rich pages, ensuring fast mobile loads and balanced SEO/UX performance.
• Integrated blog content with product PDPs via aligned CTAs and seamless navigation, maintaining visual/UX consistency to drive intent traffic to conversions.
• Streamlined Shopify admin workflows for easy marketing content management, safe developer deployments, and reduced risks of layout/SEO errors.

A high-traffic DTC eCommerce brand in the hemp / Delta-8 space. The role focused on stabilizing the store, improving performance, fixing revenue-impacting bugs, and optimizing the shopping experience across PDP, cart, and checkout. The store had real production traffic, active promotions, subscriptions, and third-party integrations — so all changes had to be safe, measurable, and revenue-aware.

• Refactored Shopify theme's Liquid, JavaScript, and CSS to eliminate duplicates, boost maintainability, enhance modularity for reusable PDPs/landings, and remove legacy assets for faster iteration.
• Optimized performance by deferring non-critical scripts, reordering third-party loads, improving Core Web Vitals (LCP/CLS), and fixing caching for smoother mobile UX and no stale data.
• Fixed revenue-critical cart/checkout logic, resolving quantity/discount recalculation errors, promo code conflicts, and compatibility across subscriptions, one-time buys, bundles, and upsells.
• Enhanced PDPs with support for variants, subscription toggles, clear pricing/CTAs, trust elements, and consistent templates across SKUs to build add-to-cart confidence.
• Drove CRO via frictionless cart feedback, promotion fixes, marketing-aligned promos, and stable integrations with discount/subscription apps, analytics, and Shopify updates.

A UK-based health and medical testing eCommerce platform, operating in a highly regulated and trust-sensitive space. The store sells at-home medical tests and health services, which means accuracy, clarity, performance, and reliability are critical — mistakes here don’t just affect conversions, they affect credibility.

• Developed custom Shopify theme features for complex medical product structures, including explanations, instructions, and clear differentiation to mimic a health platform experience.
• Optimized product detail pages (PDPs) with structured layouts communicating test details, target users, deliverables, and post-purchase processes, balancing compliance and conversions.
• Improved site performance by optimizing theme assets, reducing load times, enhancing mobile responsiveness, and implementing smarter loading for heavy content and scripts.
• Enhanced UX through better navigation, content grouping, and consistency across informational pages, PDPs, and checkout, minimizing friction in high-trust medical funnels.
• Ensured production stability by deploying changes without disrupting live traffic, preserving analytics, and verifying reliability across browsers/devices in a revenue-critical environment.