Channel P&L Ownership, Systems Building, Strategic Partnership
"Drawn to brands where the product mission and the growth strategy are the same conversation."
I've always believed technology works best when it improves people's lives and makes the world more accessible. The shift from the general store to the online marketplace is one of the most exciting transformations of our time — and I've spent my career at the center of it.
I'm drawn to the intersection of human behavior and data. The way a well-placed product page can build trust. The way the right media investment at the right moment creates a customer who stays. These aren't just metrics to me — they're how brands earn their place in people's lives.
I build things that keep working after I've built them. Teams, systems, playbooks, and channel strategies that compound over time. My goal is always the same: leave it better, stronger, and more scalable than I found it.
I've worked alongside agency partners, internal ops teams, and cross‑functional leaders to scale channels – not just as a solo operator.
"If you can't change the wind, adjust the sails."
I architect how Amazon, Walmart, Target Roundel, Instacart, and DSP work together as a system — measured through AMC and incrementality frameworks that tell you what's actually driving revenue, not what looks good in a dashboard.
Vendor Central, Seller Central, Sponsored Ads, DSP, AMC, A+ Content, JBP negotiation, P&L ownership.
Sponsored Products, onsite display, search strategy, and marketplace launch operations end-to-end.
Brand-building through premium inventory, audience-based targeting, and creative-led activations.
Shoppable media strategy, featured placement, and attribution aligned to in-store and delivery behavior.
Precision marketing using first-party purchase data for high-intent, closed-loop attribution.
Graduate-certified in Research Data Science. Attribution modeling, demand forecasting, incrementality measurement.
Annual media investment managed across Fortune 100 CPG clients at 8 major networks simultaneously
YoY incremental revenue at Dell Technologies — framework adopted as global Center of Excellence standard
Conversion rate lift through digital shelf analytics, competitive intelligence, and PDP optimization
Applied AI and machine learning methodologies to advertising strategy, audience segmentation, and attribution frameworks for brand clients.
Directed $40M+ in annual omnichannel media across Amazon, Walmart Connect, Target Roundel, Instacart, Kroger, HEB, and Albertsons for Fortune 100 CPG clients. Designed attribution frameworks advising C-suite on channel investment. Drove $1.15M+ in attributed incremental growth.
Built the entire Amazon channel from under $1M to over $5M — #1 market share in 18 months. Architected annual JBP with Amazon. Launched Walmart Marketplace end-to-end. Scoped capacity and led market research on YouTube Shorts, short-form video, and emerging digital channels to expand the brand's digital growth footprint. Built and mentored an internal team with playbooks that continued to operate post-transition.
$23M YoY incremental growth. Test-and-learn framework adopted as Dell's global Center of Excellence. Advised C-suite on Amazon strategy across the Americas (US, Canada, Brazil). +31% conversion rate.
Led Amazon strategy for Samsung, Britax, Philips Healthcare, and specialty nutrition brands. Managed $8M+ in ad spend. Directed Chewy strategy for pet nutrition. Managed US-to-Canada expansion for Britax.
Growth isn't a solo act. The biggest outcomes I've driven came from aligning agency partners, internal teams, and cross-functional stakeholders around shared systems — not siloed playbooks. I build the connective tissue between strategy and execution so everyone rows in the same direction.
I've managed agency relationships from both sides — as a brand leader directing agency output and as the agency strategist delivering client results. I know how to set expectations, build accountability frameworks, and create the kind of trust that turns a vendor relationship into a true growth partnership.
Revenue doesn't live in one department. I partner with supply chain, finance, brand marketing, and sales to make sure the digital commerce strategy reflects the whole business — not just the ad account. The result is alignment that holds under pressure and decisions that stick.
Systems scale. People build systems. I create repeatable playbooks, clear ownership models, and feedback loops that let teams operate at a higher level without burning out. The goal is always the same — sustainable revenue, shared wins, and infrastructure that outlasts any single campaign.
"The best growth engines aren't built by one person — they're built by aligned people who trust the system and each other."
Twelve-plus years of hands-on execution across the surfaces customers actually use, with a marketing stack tuned for service-first strategy, field-respecting execution, and measurable growth.
Graduate Certificate, Research Data Science
B.A., Communications
"The people who build something worth building believed too much in what they were building to work for something they didn't believe in."
— Jordan Nwukor
I'm looking for a team that wants a commerce leader who will own the strategy, the systems, the people, and the outcomes — for a brand they can genuinely stand behind.