Built From Inside a Scaling Brand

I didn't start in ecommerce as a strategist or a consultant. I started in customer support. Worked up through dev, ops, and growth. Touched every part of a Shopify brand on the way.

That's how I helped take a brand from ~$4M to ~$10M in 12 months — not by doing every piece of it, but by making sure every channel actually worked together.

Before I figured it out, agencies were my first hires.

What Actually Happens When You "Do It Right"

I hired the SEO team. The ad team. The dev team. The Klaviyo team. The CRO team. Creative on top. At peak I was burning over $25K/month across agencies.

On paper, everything looked dialed.

In reality, nothing connected.

Where It Broke

The SEO agency never touched meta fields, schema, or structured data. Just backlinks and blog posts — most of which got recycled into email anyway. No understanding of conversion. No connection to revenue.

The dev team took five months to deliver a site that looked clean but wasn't built to convert. CRO wasn't in the scope. Nobody tells you that before you pay.

The Klaviyo team ran solid campaigns, but the attribution was inflated. Five-day windows claiming revenue our ads already drove. I didn't see the real numbers until I cut the window down myself.

The CRO agency did strong work early. Real improvements. But the engagement kept going long past the point of diminishing returns. That's not a knock on CRO teams. It's a model problem. The incentive is to stay, not to finish.

And none of them talked to each other.

SEO didn't know what dev built. Dev didn't know what CRO needed. Email was claiming revenue ads already drove. Every agency had a dashboard that made them look good. Nobody was looking at the actual P&L.

Why This Matters

I'm not saying this to complain. I'm saying it because I sat through every invoice, every inflated report, every vendor that overstayed. I saw it from the inside.

Without that, I wouldn't be able to walk into a store and immediately see where money is leaking — and more importantly, why.

The real problem isn't that these teams are bad. Some are genuinely skilled. They just only know their lane. They don't see how SEO affects conversion, how conversion affects ads, how ads affect email, and how all of it shows up in your margins. Decisions get made in isolation. You're the one paying for it.

And then there's the other breed. The "ecom scaling specialists" running Meta and Google ads with their face on every creative. Most have never owned a product, managed a 3PL, or sat inside a P&L deciding what to cut when margins get tight. They learned ecom from other gurus and sell the playbook back to founders actually building something. They know how to run ads. They know how to sell themselves.

That gap is where most stores lose money.

What Changed

I stopped outsourcing and learned every part of the funnel myself. Not surface-level. Deep enough that I could see how one bad call in one channel shows up as lost revenue in another. How product pages actually convert. How attribution really works. Where agencies inflate numbers. Where money leaks across the funnel.

Then I applied it from inside the business. That's what took us from ~$4M to ~$10M. Not one channel. Not one team. Everything working together.

How Scale 1128 Works

Most people specialize in one channel. I specialize in how they all connect.

I take on two brands at a time. I embed inside your business, not outside it. Decisions get made on margin, conversion, cash flow, and real performance — not dashboards.

I build what drives revenue. Product pages, CRO, SEO foundations, and Klaviyo strategy. I go into your store and fix the conversion leaks. I build out your retention system. Then I document it, train your team to run it, and step away.

No retainers. No rev share. No hand-off to a junior account manager or a VA. You get me. That's it.

What I've Actually Done

Beyond CRO and funnel work, here's what I've built, run, and scaled hands-on inside ecom brands: