Desired Path Consulting

I spent a decade leading product and e-commerce at consumer brands like Everlane, VSCO, Birdy Grey, and Backbone. Now I help DTC brands tackle the same challenges I faced as an operator—platform migrations, subscription programs, and Shopify optimization—without hiring a full-time executive.

Most of my work falls into a few buckets:

Brands moving from Magento to Shopify (or upgrading to Plus) who need someone to own the migration end-to-end. I've done this enough times to know where projects go sideways and how to avoid it.

Subscription businesses that are either launching a program or stuck with a platform that isn't working. I specialize in Recharge-to-Smartrr migrations and have strong opinions on subscription UX, billing logic, and churn reduction.

Shopify stores leaving money on the table. Slow sites, broken checkout flows, bloated tech stacks—the stuff that accumulates when you're moving fast and don't have dedicated e-commerce leadership.

I work as a fractional Head of E-commerce or VP Product, embedded with your team for a defined engagement. No account managers, no junior staff doing the actual work. You get me directly, focused on your problem.

This model works best for brands doing $5-50M who have a specific initiative—a migration, a subscription launch, a site overhaul—and need experienced leadership to execute it. If you're looking for an ongoing agency retainer or someone to run Facebook ads, I'm probably not the right fit.

Based in the Raleigh-Durham area, working with brands nationwide.