Lax.com
Nearly eight years leading ecommerce growth through two replatforms and an acquisition.
I owned ecommerce growth strategy, the marketing budget, P&L reporting, and revenue forecasting for a leading lacrosse sporting goods retailer, and presented quarterly to investors and stakeholders. I built the digital foundation that supported the company’s acquisition by BSN Sports.
What changed
2
Full platform migrations: Magento to Salesforce Commerce Cloud (2019), then Salesforce to Shopify (2024), each with a site redesign and brand relaunch.
+2.7 pts
Web contribution margin, year over year, while scaling advertising investment 23%.
+140%
Increase in purchases from a loyalty program with a 5.5% participation rate.
+190%
Increase in customer lifetime value from the same loyalty program.
Quarterly
Investor and stakeholder reporting, powered by a Looker Studio BI dashboard I built to unify multiple data streams.
