Christian Cortes in a black t-shirt against a dark studio backdrop with violet and blue light

Open to select consulting

Ecommerce & DTC Growth Leader

Milford, CT

9+ years owning the full DTC channel for high-growth ecommerce brands: P&L, forecasting, CRO, platform, and lifecycle. I build the growth systems that lift conversion, order value, and customer lifetime value.

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Consulting clients across action sports, food & beverage, and hospitality

2.23% → 2.70%

Sitewide conversion rate, from a 60+ experiment A/B testing program

440K+

Email and SMS subscribers across lifecycle channels

+289% / +616%

Email and SMS growth, year over year

+190%

Customer lifetime value after launching a loyalty program

+2.7 pts

Web contribution margin while scaling ad investment 23%

Full platform migrations: Magento → Salesforce Commerce Cloud → Shopify

About

I run ecommerce like a business, not a channel.

I’ve spent 9+ years owning the full DTC channel, including marketing budget, P&L, and revenue forecasting, for high-growth ecommerce brands. I build data-driven growth systems across conversion optimization, performance marketing, platform strategy, site merchandising, and lifecycle marketing.

I’m most useful where strategy meets execution. I present to executives and investors, turn customer behavior into roadmap decisions, and still get hands-on in Shopify Plus, using AI-assisted development to ship faster.

View resume

Ecommerce Strategy

P&L & Budget Ownership
Revenue Forecasting
CRO & A/B Testing
Site Merchandising

Platform & Development

Shopify Plus & Liquid Dev
AI-Assisted Development
Operational Automations
App Ecosystem Management

Growth Marketing

Google Ads & Shopping
Meta & TikTok Ads
Lifecycle Marketing (Klaviyo)
SEO & AEO Strategy

Analytics & Data

GA4 & Looker Studio
BI Reporting & Dashboards
Attribution & Tracking
Investor & Board Reporting

Experience

Where I’ve done it

Ecommerce Manager

High-growth DTC footwear brand

2025 – Present

Lead DTC ecommerce strategy and operations on Shopify Plus, reporting to executive leadership.

Built a 60+ experiment CRO program that lifted sitewide conversion from 2.23% to 2.70% through UX/UI optimization across PDP, PLP, and homepage.
Run Shopify Plus development (theme customization, Liquid, operational automations, and apps), using AI-assisted development to ship faster.
Lead site merchandising across homepage, collections, and campaign landing pages with brand and growth teams.
Launched a loyalty program and scaled lifecycle channels to 440K+ subscribers (Email +289%, SMS +616% YoY).

Digital Marketing Manager

Lax.com

2017 – 2025

Owned ecommerce growth strategy, marketing budget, P&L, and revenue forecasting; presented quarterly to investors.

Led two replatforms, from Magento to Salesforce Commerce Cloud to Shopify, including a full redesign and brand relaunch.
Improved web contribution margin by 2.7 points while scaling ad investment 23%.
Launched a loyalty program that drove +140% purchases and +190% customer LTV.
Built the digital foundation behind the company’s acquisition by BSN Sports.