Hi, I'm Rob.
I'm a senior DTC e-commerce and product leader who scales 9-figure revenue platforms, builds new subscription businesses $20M+ from scratch, and leads teams to deliver multi-million dollar operational savings. I'm a proven P&L owner, full-stack architect, with deep expertise in developing and integrating AI-driven applications.
Seattle, WA
Speaking events
Timeline
Principal Ecommerce Technical Program Lead
Wyze Labs, Inc. current 4+ yrs
Own the full technical strategy and stack. Led the complete re-architecture of the DTC e-commerce platform (Shopify Plus, AWS, microservices) that scaled the business to a 9-figure revenue platform. This new architecture improved conversion rates, shipping times, and operational speed for all departments. Also built and scaled a new subscription business from $0 to $20M+ annually, and delivered multi-million dollar savings by building purpose-built APIs and integrating AI tools to optimize fulfillment and internal processes.
Vice President of Digital
Deseret Book Company 3 yrs
Reported directly to the parent company board, led a 30+ person cross-functional team overseeing Product, Engineering, Design, Marketing, and Business Intelligence, and directly managed two V-Level P&Ls (DTC & Subscriptions). Grew total digital revenue by over 300% (4x), launched a multi-million dollar subscription service from scratch for over 90,000 subscribers, and led multiple organizational restructures.
Director of Ecommerce
Deseret Book 6 yrs
Increased customer LTV by 43% by replatforming the legacy e-commerce engine, and subsequently owned the entire platform, including the analytics and marcom stacks. Also grew mobile conversion by 82% after leading a complete checkout rewrite and launched a new ship-to-store program that increased AOV by 52%.
General Manager & Product Manager
Deseret Digital Media~4 yrs
As General Manager, conceived the 0-to-1 business plan for Ok.com and led its full product realization, from idea to a deployed SaaS product used by 17+ national news outlets. As Product Manager, led the technical SEO strategy for two of Utah's largest news media entities, Deseret News and KSL.com, and trained the journalism staff on these new principles, driving 147% organic traffic growth for the Deseret News's journalistic content.
Adjunct Faculty
BYU-Idaho University1 yr
Researched and developed the entire "New Media Strategies and Tactics" course from the ground up. Built a dynamic, hands-on curriculum (focusing on SEO, web development, and content marketing) that was ultimately adopted as a core part of the Communication major.
