Desired Path Consulting

I dedicated ten years to leading product and e-commerce efforts at consumer brands such as Everlane, VSCO, Birdy Grey, and Backbone. Currently, I assist direct-to-consumer (DTC) brands in addressing the challenges I encountered as an operator—such as platform migrations, subscription services, and optimizing on Shopify—without the need for a full-time executive hire. My work typically falls into a few categories: brands transitioning from Magento to Shopify (or upgrading to Plus) that need support managing the entire migration process. I have enough experience to recognize potential pitfalls and how to steer clear of them. I also focus on subscription businesses that are either starting a new program or struggling with an ineffective platform, particularly specializing in migrations from Recharge to Smartrr, and I have strong perspectives on subscription user experience, billing strategies, and reducing churn. Additionally, I help Shopify stores that may be losing revenue due to slow sites, faulty checkout processes, and complex tech stacks—common issues that arise when scaling quickly without dedicated e-commerce leadership. I operate as a fractional Head of E-commerce or VP of Product, integrating with your team for a specified project duration. No account managers or junior staff handling tasks—it's just me directly addressing your challenges. This approach is ideal for brands generating between $5 million and $50 million that have a specific goal—like a migration, subscription rollout, or website revamp—and require seasoned leadership for successful execution. If you’re seeking a long-term agency retainer or someone to manage Facebook ads, I may not be the best fit. I’m based in the Raleigh-Durham area and collaborate with brands nationwide.