about
I'm a Senior CRO Specialist. I own conversion for Shopify Plus brands, from strategy and research through to the build.
.experience
10+ Years
.location
Dubai, UAE · Remote
.open to
Roles & projects
.about
I've spent 10+ years in Shopify and Shopify Plus ecommerce, mostly DTC health and beauty brands. I set the experimentation roadmap, run tests in VWO and Convert from GA4 and heatmap analysis through to rollout, and ship winning variants in theme code so test velocity doesn't wait on engineering. Results include a 3.75% sitewide conversion rate and tripled subscription revenue for a men's hair supplement brand, and a 144% PDP conversion lift for a luxury DTC brand.
.work experience
2023 — Present
Senior Conversion Rate Optimization Specialist
FrencO.
Own end-to-end conversion strategy for DTC and B2B Shopify Plus brands, weighted toward health and beauty. Took Dense Hair Experts to a 3.75% sitewide conversion rate and tripled subscription revenue. Lifted product page conversion 144% on a luxury DTC brand, validated by A/B test.
2023 — Present
Senior Conversion Rate Optimization Specialist
FrencO.
Own end-to-end conversion strategy for DTC and B2B Shopify Plus brands, weighted toward health and beauty. Took Dense Hair Experts to a 3.75% sitewide conversion rate and tripled subscription revenue. Lifted product page conversion 144% on a luxury DTC brand, validated by A/B test.
2026
CRO Lead
Supplement Superstore Australia
Traced an understated conversion rate to bot traffic and a failing paid landing page. Built a scored CRO roadmap, ran it with the in-house developer and design team, and rebuilt GA4 and Meta Conversions API tracking so analytics matched Shopify orders.
2026
CRO Lead
Supplement Superstore Australia
Traced an understated conversion rate to bot traffic and a failing paid landing page. Built a scored CRO roadmap, ran it with the in-house developer and design team, and rebuilt GA4 and Meta Conversions API tracking so analytics matched Shopify orders.
2024 — 2026
CRO Designer (Funnels, Landing Pages & UX)
Swissklip
Owned conversion design for an 8-figure DTC brand from paid traffic entry through checkout. Set the testing agenda from GA4 and session recordings, designed the quiz funnel and offer sequencing, and ran multivariate ad-to-page tests that set the baseline for paid scale.
2024 — 2026
CRO Designer (Funnels, Landing Pages & UX)
Swissklip
Owned conversion design for an 8-figure DTC brand from paid traffic entry through checkout. Set the testing agenda from GA4 and session recordings, designed the quiz funnel and offer sequencing, and ran multivariate ad-to-page tests that set the baseline for paid scale.
2020 — 2023
Ecommerce Optimization Consultant
FrencO.
Built and optimized Shopify and Shopify Plus storefronts for DTC beauty and consumer brands. Started the analytics and testing practice the CRO work grew out of, and ran front-end development in-house so tested changes shipped without a dev queue.
2020 — 2023
Ecommerce Optimization Consultant
FrencO.
Built and optimized Shopify and Shopify Plus storefronts for DTC beauty and consumer brands. Started the analytics and testing practice the CRO work grew out of, and ran front-end development in-house so tested changes shipped without a dev queue.
2015 — 2020
Senior Web & Ecommerce Developer
Epixels
Led design and front-end development across Shopify and WooCommerce builds. Owned the path from UX and UI to production theme code, and set the conversion-focused product and landing page approach the later CRO work built on.
2015 — 2020
Senior Web & Ecommerce Developer
Epixels
Led design and front-end development across Shopify and WooCommerce builds. Owned the path from UX and UI to production theme code, and set the conversion-focused product and landing page approach the later CRO work built on.
.tech stack
Shopify Plus
enterprise commerce platform
Shopify Plus
enterprise commerce platform
Shopify Liquid
theme customization engine
Shopify Liquid
theme customization engine
VWO & Convert
experimentation programs
VWO & Convert
experimentation programs
HTML & CSS
structured interface building
HTML & CSS
structured interface building
Google Analytics 4
user behavior tracking
Google Analytics 4
user behavior tracking
JavaScript
dynamic functionality
JavaScript
dynamic functionality
.design stack
Figma
web design, ui/ux design
Figma
web design, ui/ux design
Framer
interactive website builder
Framer
interactive website builder
Adobe Photoshop
visual editing tool
Adobe Photoshop
visual editing tool
Wireframing
user journey planning
Wireframing
user journey planning
Mobile-First Design
responsive layout strategy
Mobile-First Design
responsive layout strategy
Landing Optimization
conversion focused design
Landing Optimization
conversion focused design
.ai & workflow stack
ChatGPT
content strategy generation
ChatGPT
content strategy generation
Claude
research analysis assistant
Claude
research analysis assistant
Slack
team communication platform
Slack
team communication platform
Notion
cro documentation & strategy
Notion
cro documentation & strategy
Google Stitch
ui generation automation
Google Stitch
ui generation automation
Hotjar / Heatmaps
Conversion Insights
Hotjar / Heatmaps
Conversion Insights
.say hello
Running a Shopify brand, or hiring someone to own conversion? I took a men's hair supplement brand to a 3.75% sitewide conversion rate and lifted a luxury PDP 144%. Let's find what's holding your store back.
.say hello
