Code to Commerce
Notes on commerce operations, growth marketing, and the plumbing underneath both. Twenty years building these systems, now writing about what changes — and what doesn't — when AI is universally available. New surfaces, same fundamentals.
Start ReadingRecent Thoughts
Frameworks and lessons from the field.
Stores Aren't Just Demand Endpoints
Ship-from-store dies in attribution debates before it ships a single order. Why stores as supply nodes compound, what breaks in the org, and a starter playbook (including how we thought about it at Mejuri).
Jun 2026 · 14 minScaling Influencer Marketing
Most brands don't have an influencer problem—they have an org problem. A five-layer model for measurement, roles, and compounding influence.
Apr 2026 · 15 minMaking AI Work: Start With the Problem, Not the Tool
Many brands run AI backwards—tool first, problem second. A Mejuri example: search, content, and what actually moved non-branded impressions.
Apr 2026 · 9 minOperated at scale. Advised founders. Still tinkering.
Currently Field CTO at Shopify. More entrepreneurs, fewer barriers.
Ran product, marketing & engineering with P&L ownership.
Still shipping. Some itches never leave.
