Owner / Ecommerce Growth Strategist
As Owner and Ecommerce Growth Strategist, I work directly with our clients and our team, getting hands-on with project work, strategy, sales, and agency operations. With 25 years in the game, I developed my first store in 2002 and my first Magento store in 2009.
Why Digital Mully?
I founded Digital Mully because I wanted to create a marketing agency specifically focused on e-commerce and geared toward Magento and Adobe Commerce brands. I believe that while things move fast in this industry, time-tested best practices still hold immense value.
My Approach & Philosophy
I run my projects similar to how a scientist takes on an experiment: Theory → Hypothesis → Solution → Outcome.
In marketing, there is often a theory (idea), we build out the plan (hypothesis), roll out the solutions, and then rigorously track the outcome. This scientific approach ensures we have concrete reasons for every action we take.
The “Product Marketing” Difference
What makes my approach different is that we don’t just jump to tactics as so many others do. We use lessons learned from product marketing and agency experience to do the research the right way first.
- Deep Technicality: We can get technical on the level of a developer.
- Holistic View: Having held in-house roles responsible for selecting vendors, I know exactly how it feels to be on the other side of the table.
Success Metrics
Success is simple: Are my clients happy? Are they making significant profit due to our actions? If we deliver optimum results and keep the client happy, we are doing alright.
Proven Impact & Expertise
Throughout my career, I have had the opportunity to consult with numerous agencies and development teams, giving me firsthand experience on what works and what does not.
Key Projects
- Revenue Impact: I fixed technical SEO issues for a large wire and cable provider that resulted in an additional $750k in sales within three months of implementing the changes.
- Complex Analytics: We executed a massive 1,000-hour analytics project, setting up Google Analytics and Tag Manager for six Magento sites simultaneously, all with specific, complex GTM requirements.
My Toolkit
I am best known for Magento Technical SEO, though I actively work with BigCommerce, Shopify, and WooCommerce on a regular basis.
- Core Specialties: Email Marketing, Paid Search, SEO/GEO, and E-commerce Analytics.
- Certifications: Google Tag Manager, Google Analytics, Product Marketing Institute.
- Daily Tools: Screaming Frog, Semrush, Claude, Gemini.
- The “Why”: I love e-commerce because of the speed of feedback. When you make changes to a store, you can see the results of your work rather quickly. Unlike lead generation, e-commerce stores get immediate sales validation.
After Hours
I am based in Shillington, PA (near Reading and the Lancaster Amish country).
Outside of work, I enjoy sports cars, fine dining, and traveling in my Winnebago. I also ride a Onewheel and have been known to fly dual-string kites on the beach.
- Something unexpected: I have a koi pond in my office and really enjoy fishkeeping.
- My fuel: Coffee.
Quick Q&A
What’s the biggest misconception clients have about your expertise?
Just how technically challenging it can be to run a modern advertising or SEO campaign. It looks simple from the outside, but the engine is complex.
What advice would you give to e-commerce businesses struggling to grow?
Find that one thing you do better than your competitors and lean into it. Put out helpful content and become the authority in your industry. Consistency is key.
How do you stay current with industry changes?
I talk to colleagues, listen to podcasts, read articles and books, and join communities. Most importantly, I talk to real people in person.
What’s your work motto?
“Today we do what others won’t, so tomorrow we have what others don’t.”