I build digital products that make sense — and I have fun doing it.

Diageo had no direct-to-consumer eCommerce presence in North America. Working within the strict legal framework of U.S. alcohol law and regulations, I built their first D2C experience from the ground up, sourcing the right vendors, partners, and technology to support an enterprise-level platform that met both business and consumer needs.

Our process was simple: discover, learn, map, then build. I led cross-functional teams and technical partners to design and launch a secure, data-driven site (us.thebar.com) that still felt personal, built around rich content and the moments people actually shop for: get-togethers with friends and family, celebrations, shared experiences. That meant marrying the technical with legal, compliance, security, and marketing so the end result felt less like a transaction and more like an experience that brought people together.

Shipped in 8 months, from requirements through launch. The site drove 1.2M+ unique page views in its first month alone, powered by email, paid social, and cross-linked traffic from Diageo's existing brand sites. Sales climbed steadily over the following months, helped by first-order promotions and unique offers like bottle engraving that offset the real friction of alcohol shipping costs and taxes, and the platform hit its sales targets within its first 18 months.

A fragmented technology stack spanned 16 North American sites, including flagship brand sites plus portfolio and marketing sites, across 24+ locales in a range of languages. Six of those were massive, globally recognized brands, Smirnoff, Captain Morgan, Bulleit, Don Julio, Crown Royal, and Casamigos, that I looked after largely on my own. Most ran on no CMS at all, or a very outdated one, meaning every piece of content and data had to be migrated, live connections to the PIM and DAM rebuilt, and SEO/AEO structure reconstructed from the ground up.

I coordinated global marketing, legal, compliance, and agency partners to rebuild every site on Vercel with Contentful as the CMS, leading integration of the full technology stack: MikMak for where-to-buy and buy-online, a compliant third-party checkout for direct eCommerce, Salesforce and MuleSoft for CRM, and Salesforce for customer care. Working with local marketing teams across every locale, NAM and global MarTech, and the local agencies who would eventually take over ongoing site work, I pulled together a cross-functional team and drove UAT/BAT and rollout planning, ensuring every site cleared compliance, security, content, design, business, and integration requirements before launch.

Migrated 16 North American sites across 24+ locales onto a unified platform over a two-year program, averaging 2–3 months per site depending on scope and brand size. Every site launched on schedule against its project plan. Post-migration, publish time for minor content changes, previously stalled up to a week behind security scans and manual deployment queues, dropped to same-day, cutting time-to-publish by up to 90%.