SharkNINJA Global Replatform

At the beginning of 2025, SharkNinja was embarking on a ambitious goal -- replatform the global SharkNinja DTC experience under a newly consolidated URL structure while managing business as usual and a team reeling from repeated reorgs.


Upon starting the role as Director of Digital Store, I hired and organized my team of rougly 20 people into 5 distinct verticals: UX and Research, Content Strategy and Merchandizing, Product, SEO and Emerging Markets. From there, we worked to create a high level DTC vision and map the end-to-end customer experience with alignment of business partners throughout the organization. 


The newly organized team was able to work through a massive global replatform while driving driving the e-commerce business to achieve results of 70% Yoy growth!