I migrated a decades old custom stack to Shopify

Overview
As the lead PM for Harry’s DTC platform migration, I oversaw the move from our 10-year homegrown tech stack to Shopify — a foundational shift for the business. The goal was to modernize our infrastructure, improve flexibility for marketing teams, and reduce maintenance overhead without disrupting customer experience.

The Challenge
Harry’s legacy system made it difficult to launch new features quickly, run experiments, or integrate with modern tools. We needed to migrate 10+ years of data and functionality, from custom subscription logic/portals, unique trial flows, and historical data, while ensuring zero customer data loss and no downtime.

My Role & Approach

  • Drove alignment across marketing, engineering, brand, and leadership to prioritize scope and mitigate risk.

  • Partnered with an Agency, UX, engineering and data teams define MVP requirements, ensuring a seamless customer journey pre and post-launch.

  • Managed sprint planning and tradeoff decisions in collaboration with 7 engineers and a principal UX designer.

  • Coordinated cross-team testing and launch readiness for 9-month delivery.

Results

  • Launched on time with zero customer data loss

  • Improved site performance and reliability immediately post-launch (+10% CVR)

  • Strengthened stakeholder trust in the product organization

Reflection
This project taught me how to manage complexity at scale balancing speed, risk, and user experience with clear focus and goals, while building confidence across a large organization during a major transformation.

I learned it's a Tik Tok World

Overview
In 2024, I led the product effort to enable a custom integration between Harry’s systems and TikTok Shop to expand our reach and test a new DTC channel. Tik Tok shop was gaining traction and we wanted to be there as fast as possible.

The Challenge
We needed to bridge systems between our custom stack, our fulfillment centers, and TikTok’s API quickly to capatalize on early to market learnings.

My Role & Approach

  • Partnered with services engineers, fulfillment, and marketing to define requirements.

  • Designed a lightweight integration that automated order flow and reduced manual lift.

  • Managed testing and UAT, ensuring parity in pricing, inventory, and customer experience.

Results

  • Launched Harry’s TikTok Shop presence — a new revenue and marketing channel allowing upstream teams to build a foundation and gain learnings

  • Enabled fulfillment directly through Harry’s distribution centers without disrupting existing DTC systems

  • Created an internal playbook for future social commerce integrations

Reflection
This project showed me the value of how finding a light-weight solution to enable teams to gain conviction is highly valuable.

Flexibility leads to happier customers (higher NPS, AOV, CVR)

Overview
As Harry’s evolves our goal was to enable a seamless and simple customer journey for new customers, while maintaining key functionality to enable growth teams to operate at scale.

The Challenge
With a subscription only journey, the trial flow created friction for customers leading to high CX contacts and churn. As Harry’s grows and expanded it's product line it also needed to evolve for different customers & growth tactics.

My Role & Approach

  • Partnered with UX to identify friction points through usability studies and analytics.

  • Designed a modular trial flow system for multiple systems, and enabled flexibility between subscription and manual flows

  • Collaborated with engineers to deliver in four months post-migration.

  • Used A/B testing, and user studies to validate hypothesis to reduce risk

Results

  • +30% increase in AOV and +10 BPS improvement in NPS

  • Exceeded first-month forecast within a week for the new acquisition flow

  • Enabled global marketing and product teams to test offers independently

Reflection
This project reinforced how small UX and structural changes, when backed by data and iteration can challenge how we think users behave.