Owns the Crazy Shirts Shopify ecommerce storefront and its revenue, conversion, digital merchandising, promotions, product launches, SEO, and customer experience. Develops the ecommerce roadmap, manages product data and site functionality, leads CRO testing and AI-driven discovery initiatives, analyzes performance, and translates insights into growth actions. Partners with Marketing, Creative, Analytics, Merchandising, Buying, Operations, and IT while managing internal and external digital resources.