Brian Purkiss' Resume

Growth Leader: Well-rounded eCommerce leader with almost 20 years of experience growing high performing websites using a blend of team leadership, growth strategy, technical skills, digital marketing, and data analysis. Builds and executes roadmaps that create large, long-term gains off of the back of short-term wins to create fast data loops and consistent growth. Focuses on the details of growth strategy to ensure KPI gains, adding up every tenth of a percent in order to create reliable, compounding wins. 

Servant Leader: Utilizes a collaborative ‘positive leadership’ style to generate multiplicative output from a team with high employee engagement and retention. Employs a solution-focused and data-driven strategy to product management, doing whatever is needed to conquer challenges and scale websites as a team. Led multidisciplinary teams, acting as a translator between technical and non-technical team members, creating a culture of collaboration, extreme ownership, data-focus, and the pursuit of excellence. 

Growth is never because of just one person. Consistent success takes an effective team. So I build the best teams.

Key Accomplishments 

  • Reversed the decline of a DTC eCommerce store, creating profitable growth. Was given ownership of balancing the DTC P&L. Did so through scaling revenue, increasing traffic, trimming budgets, improving eCom operations, & increasing profit margins.
  • Doubled company revenue by building a top 1% for conversion rate eCommerce store according to Shopify benchmarks. Led the eCom team as we took the AMMD website to best-in-industry levels, creating profitable growth across all sales channels. 
  • Maintained 100% team retention through COVID and The Great Resignation while growing from the smallest team in marketing/ops to the largest, fostering a tight-knit and collaborative, multidisciplinary digital team. 
  • Successfully grew revenue and KPIs on every eCommerce store responsible for, using data-driven optimization & prioritization.

Skills and Responsibilities

Leadership & Strategy: eCommerce growth strategy, revenue growth, roadmap planning and execution, P&L management, stakeholder alignment, KPI monitoring and executive reporting, cross-functional team leadership, product management, sales funnel optimization, customer and market research, running agile sprints.

Optimization & Analysis: Conversion rate optimization (CRO), web and sales data analysis and reporting, A/B testing, UI/UX, KPI monitoring and reporting, heatmaps and user flow analysis, Google Analytics, catalog merchandising.

Technical Skills: Full tech stack ownership, Shopify Plus, Klaviyo, WordPress, website automation, CMS management, GDPR/CCPA/WCAG compliance, QA testing, Schema Markup, HTML/CSS/Javascript/Liquid.

Digital Marketing: Brand positioning and voice, product marketing, PPC (Meta/Google Ads), SEO/AEO/GEO, email marketing, content marketing, social media & influencer marketing, marketing calendar, loyalty programs, customer acquisition and retention, customer experience (CX), personalization, traffic generation, copy strategy.

People Management: Team leadership and mentoring, cross-department collaboration, managing agencies & external vendors, project management, balancing short- and long-term priorities, high-retention team building.

Job Experience

Product Manager, eCommerce - OnePet - Ran the DTC CPG Store, Honest Paws. Apr 2024 to Current

  • Led a multidisciplinary eCom team, multiple agencies, and oversaw internal cross-functional teams to scale the DTC channel.
  • Owned the balancing of the DTC P&L, building and monitoring reports, sales projections, and presenting to the executive team.
  • Grew store conversion rate by 62% through constant iterative testing and analysis with updated UI and product positioning.
  • Led the creation and iteration of PPC funnels, collections, and PDPs, guiding messaging, UI, and offers. Boosted new customer growth by 45% with better CAC/ROAS through improved conversion, subscription take rate, and subscription retention rate.
  • Created and led marketing campaigns, increasing promo sales effectiveness while also reducing discounts by 24%.
  • Overhauled the brand voice, product positioning, and key USPs from customer studies, market research, and AI analysis. The updated positioning was latched onto by AI, generating very positive AI answers about us and our products.
  • Built processes, content calendars, and product positioning strategies to use SEO, AEO, and GEO to successfully increase traffic.
  • Worked with marketplace and B2B teams to build a consistent omnichannel experience across Amazon, Walmart, Chewy, etc.

“Brian has a rare blend of technical skill, data-driven decision making, and creative problem solving. Beyond his technical knowledge, Brian is a natural collaborator. He communicates clearly across teams, drives alignment, and leads with a positive, solutions-oriented mindset. His ability to build strong relationships while keeping projects on track made him a trusted partner to both peers and leadership. I highly recommend Brian to any organization.” - Angela Lopez, VP of Finance at OnePet

“He has an amazing ability to break down complex problems, clarify priorities, and guide teams so projects move forward smoothly, even under pressure. He always took the time to break down things, hold working sessions, and give feedback that helped me deliver my best work and made the team stronger. His mentorship had a meaningful impact on my growth. Any company would benefit from his expertise and direction!” - Fabiola (Fabi) Danastorg, Project Manager

eCommerce Manager - Bare Performance Nutrition - Ran the DTC CPG Store. May 2023 to Mar 2024

  • Led the eCommerce team, owning the DTC growth and retention performance, helping the company grow by over 35%.
  • Identified a major eCommerce strategy shortcoming, a plateaued S&S program. We overhauled subscription growth and retention, transforming subscriptions into the primary revenue focus for the company, growing subscription MRR by over 30%.
  • Sat at the intersection of eCom, tech, marketing, creative, operations, and finance, balancing the needs of all stakeholders.
  • Ran customer surveys, heatmaps, and GA4 analysis to update the UI to boost site conversion rate by 24%.
  • Partnered with marketing to ensure lockstep for product releases and campaigns, creating the company’s most effective BFCM. 
  • Led a team of developers, planned technical execution, set standards, oversaw code reviews, and owned the code repository.
  • Fixed broken PPC tracking and attribution, creating confidence in attribution, allowing us to optimize paid CAC for growth.
  • Led weekly team L10 sprints, designing a product roadmap to balance long-term projects while creating short-term wins. 

“I’ve been a developer for 12 years now and Brian is the best leader I’ve had the honor to work for. He is skilled in both the business and technical sides of e-commerce websites. As a developer, web architect, and business leader, he practices true teamwork by never expecting more from the team than he’s ready to do himself.” - Andrew Himmer, Front End Web Developer

eCommerce Manager - Funko - Ran the Global B2C & DTC store, Mondo Shop. Mar 2022 to May 2023

  • Improved Mondo Shop revenue and performance metrics, implemented personalization, boosting conversion rate by 40%. 
  • Managed a large catalog with several product category owners, balancing merchandising and promotions across departments.
  • Analyzed sales and site data to understand customers and improve merchandising and cross-selling to boost sales and AOV. 
  • Ran social media campaigns, engagement, and Klaviyo email campaigns for product teases, timed releases, and drops.
  • Created and improved processes to smoothly release 2-5 products a week, including drops that would sell out in minutes.
  • Supported the brand sale of Mondo from Alamo Drafthouse to Funko, making sure access, tech, and data was sufficiently relayed.

“He not only knows the ins-and-outs of running a high performing website, he knows how to bring solutions to the table in well-thought-out, understandable ways. He thinks challenges through logically, weighs the choices, and recommends solutions. The strides he made (in a short time) improved our eCom performance enormously, with every aspect of the funnel climbing into market-leading stats. I would work with Purk in a heartbeat again.” - Jason Jones, General Manager of Mondo

eCommerce Manager - Amy Myers, MD - Ran the DTC CPG store. Aug 2019 to Jan 2022

  • Managed a cross-functional team of 7 to grow eCom performance, owning the tech stack, integrations, and site performance.
  • Led a rebuild of the entire tech stack and DTC shopping experience, creating a platform for the company to 2x in 2.5 years.
  • Led the iteration of the store’s customer journey and optimized conversion funnels across all channels, using A/B tests and data-driven changes to increase the store conversion rate by 45%.
  • Designed and oversaw the creation of a custom component-based landing page system, allowing easy management, iteration, and split testing. We used it to build and polish direct response PPC funnels, improving ROAS and subscription growth.
  • Added site personalization and overhauled email capture flows, increasing site revenue by 10-20%.
  • Designed and ran two record split tests that generated 7-figures in incremental annual revenue, each.
  • Reduced SaaS expenses by over $70k/yr by selecting alternatives and building custom replacements, improving the P&L.
  • Managed omnichannel strategies on DTC and B2B/wholesale channels on Shopify Plus, Amazon, and Walmart marketplaces.

“He was hands down the best manager I’ve had since I joined the workforce 24 years ago. Positive in the face of great adversity so that the team he led stayed productive. Brian carried all the weight and then some. Knows his job and everyone else’s so he was able to wear many hats if needed and repair anything.” - Spencer Shattuck, Web Developer, direct report

“Brian is an incredible person to work with. His team accomplished more than many of my other merchants combined over the course of a year. I often used his team’s work as an example of a Shopify Plus merchant maximizing their use of the platform and seeing results from that work.” - Jennifer Chase, Account Management at Shopify

Web Developer and Designer at various web and digital marketing agencies, including own agency. Apr 2007 to Aug 2019 Did the agency rotation as a web developer, designer, SEO expert, and all the other hats that go with small business for over a decade. Worked directly with clients and had to be the technical to non-technical bridge in order to get everyone on the same page. 

  • Was a developer on many different tech stacks, industries, and client types, from eCom to membership to small business.
  • Worked on a custom enterprise grade eCommerce Platform and was able to contribute to the core codebase.
  • Handled client interactions, explaining technical scope, limitations, and possibilities to create an ideal, budget-friendly solution.
  • Presented initial project pitches, mid project updates, and product completion overviews to stakeholders and clients.
  • Created proposals, budgets, project scopes and task lists. Scoped and built a large membership site within 5% of budget.
  • Ran own agency, acquiring and managing clients, building proposals, maintaining client relationships, and building sites.

Fun fact, my web career started when I learned basic HTML so I could customize my MySpace profile back in high school.