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.

That experience shaped how I work with agency partners today: clear responsibilities, shared context, and a customer journey that connects.

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.

We take on work by referral or direct request, one project at a time. I stay close to the business and the work, with decisions grounded in customer behaviour and commercial goals.

Today, Scale 1128 focuses on landing pages, Shopify CRO, and Klaviyo. We build the page, improve the store, and connect the email journey, with a clear scope and a practical handoff.

You work directly with the people doing the work. I lead the engagement and bring in our development and Klaviyo specialists when the scope calls for them.

What I've Actually Done

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