Enterprise Shopify Plus systems, full-stack integrations, measurable performance work, experimentation, and select web projects for local businesses.
IN-HOUSE SHOPIFY PLUS ENGINEERING
Led performance initiatives across Fender's global Shopify Plus storefronts, improving page-load speed, Core Web Vitals, product discovery, media delivery, and frontend maintainability.
Cut homepage load from approximately 10s to 4s and reduced PDP LCP by more than 50%.
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IN-HOUSE COMMERCE ARCHITECTURE
Designed and evolved reusable React media architecture across Fender, Jackson, and PreSonus storefronts, preserving the core experience through an SFCC-to-Shopify Plus migration.
The same rendering architecture served multiple brands and survived the move from SFCC to Shopify Plus.
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IN-HOUSE PRODUCT ENGINEERING
Built personalized onboarding flows, custom React experimentation infrastructure, analytics tracking, and shared UI systems for Fender Play, helping product teams measure activation, iterate on onboarding experiences, and improve post-trial retention.
Increased post-trial monthly active retention by 1.2% across two experiment cohorts.
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