I build ecommerce growth tools and advise brands that want to scale smarter on WooCommerce.
Born and raised in Silicon Valley. Been building on the web for 30 years.
I've spent the last 12 years deep inside WooCommerce. Hundreds of stores. Every niche you can think of. I know where ecommerce stores leak money because I've been finding and fixing those leaks for over a decade.
I'm building an ecosystem of ecommerce growth tools, AI products, and services. Plugins, SaaS, consulting, and an AI work platform.
No investors. No co-founder. No safety net. Just the work.
I write about all of it every week. What works. What breaks. What I'd do differently. Start with the newsletter.
Currently building
An ecosystem where everything feeds everything else. The plugins get battle-tested on client stores. The client work refines the plugins. The data from both builds the SaaS. One system, not six silos.
Helm
AI PlatformAI work platform where agents do real operational work. Task execution, Slack integration, client communication, billing. Think of it like hiring a team member who happens to be AI.
AssemblyWP
OperationsAI-powered WordPress operations. AI agents run monitoring, updates, security, and performance 24/7. Senior engineers handle the complex stuff. One system, one monthly fee.
RefineryWP
Plugins7 WooCommerce growth plugins. Cart optimization, subscription retention, A/B testing, CRM, loyalty, gifting, recommendations. Free versions on WordPress.org, premium for serious operators.
FunnelOps
CRO PracticeWooCommerce CRO retainers. I deploy my own tools on your store and optimize monthly. Conversions, AOV, recurring revenue. Real results you can measure.
RetentionStack
SaaSSaaS for WooCommerce subscription retention. Catches failed payments, intercepts cancellations, automates win-backs. The revenue leak most subscription stores don't know they have.
Caddy
Side CartSide cart plugin for WooCommerce. Built on the Interactivity API. No jQuery, no bloat. Cart recommendations, tiered rewards, save-for-later. 4,000+ installs.
Want to work together?
I work with a small number of stores at a time. If your WooCommerce store should be doing more than it is, let's talk.
- —Advisory. Strategic guidance on growth architecture, tech stack, retention strategy, and the decisions that compound over time.
- —CRO Retainers. Monthly optimization on your store. I deploy my own tools and improve conversions, AOV, and recurring revenue. For stores doing $1M+.
- —Store Audits. A comprehensive audit of your growth levers with prioritized recommendations. Where you're leaking money and what to fix first.
- —WordPress Dev Operations. AI agents + senior engineers running your WordPress operations. Development, updates, security, performance, and monitoring.