Desired Path Consulting

Desired Path is a fractional e-commerce consultancy for DTC brands navigating platform migrations, subscription commerce, and Shopify optimization.

I started this practice after a decade in product leadership at consumer startups—Everlane, VSCO, Birdy Grey, Backbone. The pattern I kept seeing: brands hit a growth inflection point and need experienced e-commerce leadership, but can't justify (or don't want) a full-time VP-level hire. That's the gap I fill.

Where I focus:

Platform migrations are the bulk of my work. Magento to Shopify. Shopify to Shopify Plus. Recharge to Smartrr. These projects have a way of expanding scope and blowing timelines if you haven't done them before. I have, repeatedly, and I know how to keep them on track.

Subscription commerce is the other half. I help brands launch subscription programs that customers actually want to stay in, or fix existing ones that are leaking revenue through poor UX, rigid billing, or preventable churn.

And general Shopify optimization—conversion improvements, site speed, checkout fixes, cleaning up a tech stack that's gotten unwieldy. The operational work that compounds over time.

How I work:

I embed with your team as a fractional leader, usually as interim Head of E-commerce or VP Product. Engagements are scoped around a specific initiative with a clear end point. I'm not trying to become your permanent agency of record.

Who this works for:

Consumer brands in the $5-50M range facing a defined challenge—a migration, a subscription launch, a Shopify overhaul. You need someone senior who's done this before, not a team of juniors learning on your dime.

Based in Raleigh-Durham, NC. Working with brands across the US.