HIRE ME NOW

Selected work

I don’t just talk about ideas.

Here’s what happened when I actually built them.

The Digital Transformation

There was no digital business. So we built one.

US Sportswear — San Diego, CA

The challenge

After COVID, customers were not walking into the store the way they used to. Digitally, there was almost nothing: no real social presence, no e-commerce operation, no meaningful Google Maps presence. The business was essentially invisible online. I joined as Marketing Director and worked directly with the owners to change that.

The approach

  • Built and ran the Shopify store end to end: catalog, product pages, collections, apps and theme
  • Managed roughly 1,200 products, 4,500+ SKUs and 10,000+ units of inventory
  • Developed SEO, SEM and Google Ads strategy so people could actually find the store
  • Positioned the business in local search and Google Maps for South San Diego
  • Handled branding, packaging, promotions, shipping and the customer experience
  • Helped attract New Era as an official supplier, with Mitchell & Ness joining later

+45%

Total company sales growth, year over year

4,500+

SKUs live and managed

Top-rated

Among San Diego sports retailers

Sports Commerce · E-Commerce Coordinator

A professional club going digital in the middle of COVID

Club Tijuana Xoloitzcuintles — Liga MX

The challenge

E-commerce had already exploded in the United States, but Mexico was still catching up — and then COVID accelerated everything at once. I joined a Liga MX club as E-Commerce Coordinator right as fans stopped coming to the store and started buying from their phones.

The approach

  • Supported the launch and operation of XoloShop, the club’s official online store
  • Connected merchandise to content, matches and fan moments instead of treating it as a catalog
  • Worked alongside the launch of the club’s official iOS and Android app
  • Learned how fan emotion, fixtures and product drops move sales in a real sports org

XOLOSHOP

Official online store launched

iOS + Android

Club app connecting content and commerce

Liga MX

Professional sports experience

Where it started

The customers told me what the business should become

Independent — age 15 to 18

The challenge

Mexican soccer merchandise was almost impossible to find in the United States. I loved soccer, I could see the gap, and I had a computer. So I started selling official jerseys from Mexican clubs.

The approach

  • Listened to customers asking for jackets, pants, balls and more teams — then expanded the catalog
  • Learned SEO and SEM to compete for attention against much bigger sellers
  • Built a community around the product instead of just listing it
  • Started selling direct instead of depending entirely on third-party marketplaces

$100K+

In sales before turning 18

50,000

Subscribers on my first channel

Age 15

When the first store went live

There was no digital business. So we built one.

I’d like to do the same kind of work for Wave — except this time the brand, the fans and the city are already here.

SEE THE FINAL PRODUCT