Brian Purkiss' Resume

eCommerce Growth: Player-coach with 20 years of hands-on experience building digital experiences and scaling revenue. Creates systems to execute fast, using quick wins and feedback loops to stack up every tenth of a percent for long-term, profitable growth. Owns eCommerce conversion, acquisition, and retention end-to-end while building stable tech stacks for digital products.

Servant Leader: Leads cross-functional teams at 8-9 figure eCommerce brands with a people-first ‘positive leadership’ style. Creates engagement through strategic planning, open collaboration, and constructive support to build and mentor high-retention, tight-knit teams that deliver. Builds roadmaps with data-backed hypotheses to balance effort and prioritize impact for high-growth businesses.

Growth is never because of just one individual. Reliable success needs an effective team. So I build the best teams.

Key Accomplishments

Doubled revenue by building a store in the top 1% for conversion rate in 2.5 years according to Shopify benchmarks. Led a full site rebuild to enable fast experimentation, scaling traffic, improving paid efficiency, and optimizing customer retention.
Reversed the decline of a DTC eCommerce brand, creating profitable growth. Grew new customer acquisition by 45% and revenue by fixing paid acquisition spend, improving conversion rates and retention, scaling traffic, and balancing the P&L.
Maintained 100% team retention through COVID and The Great Resignation while growing from the smallest team in marketing+ops to the largest, hiring and mentoring an effective and collaborative, cross-functional eCommerce team.
Ran an experimentation program with 20+ tests per month, keeping charts and graphs going up and to the right.

Job Experience

Director of eCommerce - Instant Hydration

Mar 2026 to Aug 2026 · Owned the 9-figure, lifestyle DTC CPG subscription store. Recruited to help scale the rocket ship.

Owned the DTC eCom channel as the translator between technical, marketing, acquisition, retention, operations, and finance, accountable for the roadmap and for shipping the new capabilities and optimizations that helped those teams set KPI records.
Led performance marketing projects, allowing spend across Meta, Google, and TikTok to increase by six figures with flat CAC.
Created an AI eCommerce growth system from scratch for the roadmap, project structure, standards, analysis, & dashboards.
Led the launch of a campaign, merchandising, and UI/CRO to increase sales of key products by 80+% and storewide lift of 40+%.
Directed a major technical debt cleanup and stabilization effort, consolidating and organizing the tech stack, removing over 200,000 lines of redundant and orphaned code, easing site management, improving CWV by 50+%, and store performance.
Designed, built, and ran multiple successful A/B tests before the 90-day mark with an incremental revenue increase of $2.5M+.

“His care for your customers, deep commitment to the brand, and strategic approach to both the financials and your entire ecommerce stack are truly unmatched. It’s rare to find someone who balances technical expertise with genuine customer advocacy so seamlessly. He understands how each piece of your ecommerce ecosystem connects and impacts the business. Brian is exactly the kind of leader who will drive meaningful impact for your business.” - Stephanie Hault, Shopify Account Manager

Senior eCommerce Manager & Product Manager - OnePet

Apr 2024 to Mar 2026 · Ran the 8-figure CPG pet brand, Honest Paws.

Owned the DTC P&L and roadmap. Led a cross-functional team, agencies, vendors, and shared-services to scale the brand.
Grew store conversion rate by 62% from customer research, analysis with AI, and constant UI and product positioning testing.
Owned and built a multi-site tech stack with a design system and component library, able to easily flex, scale, and experiment.
Led a multi-channel growth effort and grew new customer acquisition by 45% through organic and direct response paid traffic. Overhauled acquisition strategy in a regulated supplement market, built budgets, funnels, targeting, UI, bundles, and offers, improving CAC/ROAS, subscription take rate, and subscription retention rate.
Created and led a marketing calendar, increasing promo sales volume and profitability, reducing discount usage by 24%.
Led an overhaul of the entire product line, updating positioning, copy, creative strategy, & pricing to increase units sold by 41%.
Overhauled the brand voice, product positioning, merchandising, and USPs based on customer studies and market research, increasing conversion rate and the quantity and quality of our AEO/GEO results, creating a very positive framing of the brand.
Built processes, content calendars, and product positioning strategies to use SEO, AEO, and GEO to successfully increase traffic.
Partnered with marketplace and B2B teams to build a consistent omnichannel experience across Amazon, Walmart, Chewy, etc.

“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, direct report

“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

“Along with an extensive array of knowledge of everything eCommerce, one thing that made him a pleasure to work with was his leadership skills. His leadership goes beyond simply directing tasks, he has a genuine ability to elevate the morale and drive of everyone around him, fostering an environment where the team operates in sync and pulls toward the same goals.

He not only understands the in depth mechanisms of an eCom site, he also uses creative thinking based in logic to present innovative ideas, which often yield impressive results. That combination of sharp instincts, clear vision, and the ability to elevate everyone around him is what makes Purk a great leader. I wouldn’t hesitate to work with him again.” - Will Hawkins, Senior Shopify Developer

eCommerce Manager - Bare Performance Nutrition (BPN)

May 2023 to Mar 2024 · Owned the 8-figure DTC CPG fitness store. Personally recruited by Nick Bare to grow and improve the BPN store.

Owned the eCom store KPIs and performance. Led the tech, experimentation, and roadmap for revenue to grow by over 35%.
Identified a major eCommerce strategy shortcoming, a plateaued S&S program. Overhauled subscription growth and retention, transforming subscriptions and LTV 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 iterate the customer journey and boost store 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 code standards, oversaw code reviews, and owned the repository.
Fixed broken PPC tracking and attribution, proving out paid media incrementality, allowing us to lower CAC and improve ROAS.
Led weekly team L10 and 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, direct report

“Constantly impressed by the changes/updates you are making to the website. Excellent work man!” - Nick Bare, BPN Founder

eCommerce Manager - Funko

Mar 2022 to May 2023 · Owned the 8-figure Global B2C & DTC collectibles store, Mondo Shop. Brought on through the sale of MondoShop.com to Funko to lead the B2B and D2C eCommerce website.

Improved Mondo Shop revenue and performance metrics and implemented personalization, boosting conversion rate by 40%.
Managed a large SKU catalog with several category owners, running merchandising, product discovery, and promos with competing priorities. Analyzed sales and site analytics to improve organization and cross-selling to boost revenue and AOV.
Led social media, Klaviyo email campaigns, and publishing flows for product teases, timed releases, drops, and product launches.
Created processes to smoothly release 2-5+ products a week, including limited drops that sold out in less than 90 seconds.
Helped facilitate the sale of the company from Alamo Drafthouse to Funko.

“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 at Mondo

eCommerce Manager - Amy Myers, MD (AMMD)

Aug 2019 to Jan 2022 · Owned the 8-figure DTC CPG health & wellness store.

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.
Managed a cross-functional team of 7 to grow eCom performance, owning the tech stack, integrations, and site performance.
Maintained 100% team retention through COVID and The Great Resignation while growing from the smallest team in marketing+ops to the largest, hiring and mentoring an effective and collaborative, cross-functional eCommerce team.
Led a rebuild of the entire tech stack and DTC shopping experience, creating a platform for the company to 2x in 2.5 years.
Owned and built a Shopify + WordPress powered website with a component-based design system, resulting in sub-800ms load times, easy website management, iteration, automated QA testing, and automated deployments for weekly releases.
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%, hitting top 1% numbers according to Shopify benchmarks.
Designed and led the build of a custom component-based website and landing page system, allowing easy management, iteration, and split testing. Used it to build and test targeted direct response funnels, improving ROAS and subscription growth.
Ran an experimentation program with 20+ tests per month, keeping charts and graphs going up and to the right.
Designed and ran two record split tests that generated 7-figures in incremental annual revenue, each.
Added site personalization and overhauled email capture flows, increasing store revenue by 10-20% and email signups.
Reduced SaaS and app costs by over $70k/yr by selecting alternatives and building custom replacements to strengthen the P&L.
Managed omnichannel strategies on DTC and B2B/wholesale channels on Shopify Plus, Amazon, and Walmart marketplaces.

“Brian is an incredible person to work with. On our monthly update calls when I was his Shopify account manager, he always (and I mean that literally!) had a long list of projects that he was working on, and the next month, he always had updates on what he had accomplished from last month. His team accomplished more than many of my other merchants combined over the course of a year.” - Jennifer Chase, Shopify Merchant Experience Manager for AMMD

“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, or “Purk” as we called him around the office, is a highly skilled web developer with a passion for all things e-commerce. Brian’s staunch devotion to clean code, site load speed, user experience & conversion rate were a huge boon to the team I managed, as well as the customers we served together over several successful years.” - James Garland, AMMD Marketing Director

Senior Web Developer - MODintelechy

Sep 2017 to Aug 2019

Planned, architected, and developed custom websites, built to be manageable by non-technical users.
Wrote website quotes, client facing project scopes, and internal detailed product specifications, created to be understood by non technical clients while also providing enough detail for technical teams to execute the roadmap.
Roadmapped and solo developed a large custom membership website - completed on time and within 5% of budget.
Maintained and improved the custom starter WordPress theme, lowering costs of development.

Frontend Developer (eCommerce) - Clarity Ventures, Inc.

Aug 2015 to Sep 2017 · I worked as a Frontend Developer focusing on eCommerce websites. Contributed to the Clarity eCommerce Framework, a custom eCommerce Platform, maintaining and optimizing the base theme to boost performance.

“You are the best with HTML/CSS here, possibly better than anyone else ever at this company. I’ve never once had difficulty reading your code.” - Chris Reddick, Owner of Clarity Ventures

Frontend Developer (WordPress, SEO) - Vuepoint Creative

Nov 2014 to Aug 2015 · I worked as the solo developer and SEO specialist. Tasks mainly involved frontend development, WordPress development, SEO, and web UI/UX.

Co-Founder / Developer / Designer - Bold Perspective

Jun 2010 to Nov 2014 · I co-founded Bold Perspective and worked as a designer and developer specializing in interface design, frontend development, and WordPress development. Bold Perspective was a one stop web design shop that takes an entire project from conception to launch.

Frontend Developer & SEO Specialist - MonsterWeb

May 2009 to Jun 2010 · I worked as a frontend developer, designer, customer support, technical writer, and SEO specialist.

Webmaster - Community Bible Church San Antonio

Mar 2006 to Apr 2008 · I worked in their IT department, managed the website’s content, church newsletter, and assisted with the church’s new website design.

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

Skills and Core Competencies

DTC eCommerce: Growth Strategy, Shopify Plus, P&L Ownership, Unit Economics, CAC, ROAS, LTV, AOV, Churn, LTV:CAC, Site Merchandising, Customer Journey & Sales Funnel Optimization, Site Experience, Landing Pages, Customer Acquisition & Retention, Subscription eCommerce, Pricing & Promotions, Bundles, Product Launches & GTM

Optimization & Data: Conversion Rate Optimization (CRO/CVR), A/B Testing & Experimentation, GA4, Data Analysis & Reporting, Heatmaps & Session Recordings, UX/UI, Checkout Optimization, Attribution, Cohort Analysis, KPI Monitoring

Digital Marketing: Performance & Lifecycle Marketing, Email, SMS, Klaviyo/CRM, Paid Media/Paid Search (Meta/Google/etc), SEO/AEO/GEO/SEM, Omnichannel, Marketplaces, Customer Experience (CX), Social Media & Influencers, Affiliate, UGC, Loyalty Programs, Copywriting, Creative Strategy & Testing, Brand Voice & Positioning, Budgets

Technical & AI: Tech Stack Ownership, AI Workflows, Automation, QA Testing, Site Speed (Core Web Vitals), APIs, CMS Management, HTML/CSS/JavaScript, Liquid, Accessibility (WCAG), Privacy Compliance, Schema Markup

Product & Strategy: Roadmap Planning & Execution, Digital Product Management, Product Requirements & Specs, User Stories, Stakeholder Alignment, Customer & Market Research, Forecasting, Personalization, Contribution Margin

Leadership & People: Cross-Functional Leadership, Building & Retaining Teams, Hiring, Mentorship & Coaching, Agency & Vendor Management, Project Management, Process Design, Agile Sprints, Executive Reporting, High-Growth Startups