Brian Purkiss' Resume

eCommerce Product Manager: Well rounded web professional with almost 20 years of experience building and growing high performing websites using a blend of technical skills, digital marketing, data analysis, and website optimization. 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 product strategy to ensure KPI gains, adding up every tenth of a percent in order to create reliable, compounding wins.

Positive 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 bridge between technical and non-technical team members, creating a culture of collaboration, extreme ownership, data-focus, and the pursuit of excellence. 

Builds up the best teams, because growth is never because of just one person. Consistent success takes an effective team.

Key Accomplishments 

  • Reversed the decline of a DTC eCommerce store, creating profitable growth. Was charged with balancing the DTC P&L and did so through scaling revenue, increasing traffic, trimming budgets, improving eCom operations, and increasing profit margins.
  • Built a top 1% for conversion rate eCommerce store according to Shopify benchmarks. Took the AMMD website to best-in-industry levels, leading the tech stack through an incredible growth phase to double company revenue. 
  • 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, through data driven optimization.
  • Designed, developed, and wrote all of the copy and marketing material for a personal project. Received one million pageviews within the first year and the second million pageviews within two months after that. It achieved an average of 8-10 pageviews per visit and a bounce rate of less than 10%.

Skills and Responsibilities

Core Skills: eCommerce strategy, product management, revenue growth, sales funnel optimization, conversion rate optimization (CRO), web and sales data analysis and reporting, responsive website design, roadmap planning and management, customer and competition research, traffic generation, using AI, Agile/Scrum.

Technical Skills: Full tech stack ownership, Shopify Plus, Liquid, WordPress, HTML, CSS, Javascript, PHP, WCAG, GDPR/CCPA compliance, UI/UX, website automation, website personalization, Git, QA Testing, A/B testing, Schema.

Digital Marketing: Brand voice, product positioning, copywriting, PPC/Meta/Google, SEO/AEO/GEO, GTM, CX, promotional calendar, content marketing, email marketing, Klaviyo, social media & influencer marketing, loyalty program.

People Management: Balancing short & long term, cross-functional team leadership and collaboration, stakeholder alignment, team mentoring, project management, managing agencies & external vendors, KPI reporting & monitoring.

AI: Currently working hard to explore the ever changing world of AI, building prompts, generating copy, conducting competition research, analyzing data, and more.

Job Experience

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

  • Grew site conversion rate by 62% through constant design iteration and optimization while also reducing discounts by 24%.
  • Used SEO, AEO, GEO, and PPC to scale traffic, leading to new customer acquisition growth of 45% with better CAC/ROAS.
  • Overhauled brand voice, product pricing, and positioning from customer studies, market research, and AI analysis. Built new sales page funnels, PLPs, and PDPs with new copy and UI, leaning into key USPs that boosted site, Meta, and Google ads’ CVR.

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

  • Grew supplement subscription MRR by over 30% through improved opt-in rate, AOV, LTV, upsells, and churn rate.
  • Boosted site conversion rate by 24% and created the company’s smoothest and most effective BFCM promotion.
  • Used customer surveys, heatmaps, and GA4 to analyze customer flow and improve product marketing and website KPIs.
  • Lead a team of developers, planned technical execution, oversaw code reviews, and owned the site code repository.
  • Led weekly team L10 sprints, designing a product roadmap to balance long term projects while also creating short term wins.

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%.
  • Analyzed sales and site data to understand customers and improve merchandising and cross-selling to boost sales and AOV.
  • Created and improved processes to smoothly release 2-5 products a week, with email and social media campaigns.
  • Supported the brand sale of Mondo from Alamo Drafthouse to Funko, making sure access, tech, and data was sufficiently relayed.

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

  • Planned and led the AMMD rebuild, achieving top tier performance through analysis, iteration, team collaboration, optimization, and A/B tests. 
  • Fostered a tight knit, communicative, collaborative, and effective multidisciplinary team.
  • Iterated the store’s customer journey and optimized conversion funnels using A/B tests and data driven changes to increase the conversion rate by 45%.
  • Grew Subscribe & Save program take rate, AOV, and retention.
  • Reduced SaaS expenses by over $70k/yr by selecting alternatives and building custom replacements, improving our P&L.
  • Designed and ran two record split tests that generated 7 figures in new annual revenue, each.
  • Implemented automated testing and deployment and led code reviews, boosting team efficiency and quality control.
  • Overhauled email sign-up flow, increasing site revenue by 5-10% and reducing costs of new customer acquisition.
  • Coded a custom WordPress & Shopify site from the ground up as the primary developer.
  • Built and executed the long term technical roadmap. Directed the technical architecture and code reviews. 
  • Implemented personalization, growing revenue by 5-10%.
  • Managed omnichannel strategies on DTC and B2B/wholesale channels on Shopify Plus, Amazon, and Walmart marketplaces.

Web Developer and Designer at various web and digital marketing agencies, including own agency. Apr 2007 to Aug 2019

  • Planned, architected, and developed custom websites, built to be manageable by non-technical users across many different tech stacks in many different industries. (such is small business life) 
  • 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. 
  • Presented initial project pitches, mid project updates, and product completion overviews to stakeholders and clients. 
  • Roadmapped and solo developed a large custom membership website - completed on time and within 5% of budget. 
  • Managed and developed custom eCommerce software UI templates, improving UX and development efficiency.
  • Participated in weekly sprints and Scrum stand up meetings working on client websites and custom eCommerce SaaS.
  • Built, maintained, and enhanced a custom starter WordPress theme, lowering costs of development by over 20%.