Squeeze the funnel.
Then expand the pie.
A commerce, content, and community operator who happens to be an obsessed Huckberry customer and a real outdoors guy. I'll own the conversion mandate as scoped — and bring an audience-expansion lens most operators don't.
The short version
I shop Huckberry for fun and can't help noticing how to make it better. That's the owner mindset your posting screens for — and it isn't a pose.
I'm an outdoors guy for real: I run a documentary series about veterans and fly fishing, I've operated outdoor and lifestyle brands, and Huckberry's world is one I live in, not one I'd be learning.
On the job as scoped, I'm built for it. I've owned a P&L, run a maniacal focus on conversion, AOV, and LTV, and led site experience, merchandising, and the promo calendar end-to-end — most recently growing a DTC business from under $5K to $320K a month. I'm an early, hands-on AI adopter who uses it to automate reporting, sharpen insights, and kill team redundancy. I'll own the CRO mandate and squeeze every incremental gain from the funnel.
And then I'd add something extra — which is what the rest of this dossier is about.
— Andy
Owner-operator, end to end
- Owned the retail & DTC P&L and full customer journey; grew DTC from under $5K to $320K/month, on target for $1M/month at a 15% marketing efficiency ratio.
- Drove conversion and AOV through site experience, merchandising, and promotional strategy; built the content engine behind the storefront.
- Led brand-acquisition diligence on outdoor & lifestyle M&A targets — sourcing owned-line growth, not just optimizing existing demand.
- Deployed AI to automate reporting and eliminate redundancies; built and led a cross-functional team across creative, tech, and ops.
- Canvas Lamps — scaled email/SMS into a $1.5M channel in 8 months; cut ad-management costs 12% and fulfillment 25%.
- Throne Sport Coffee — led Shopify deployment and a lean tech team; loyalty/merch, CRM, and an MLB partnership.
- BIGFACE Coffee — owned DTC metrics, Shopify Plus, and Klaviyo automations, returning the brand to profitability.
- Helped build America's fastest-growing beer brand — a content- and community-led DTC engine — with a loyalty program that beat investor expectations on acquisition cost.
- Led a creative agency (~15 staff, 90+ contractors) from film studio to brand-content shop; managed 75+ accounts and $8M+ in content investments.
- Transitioned a nutrition brand to DTC with a headless eCommerce site and multi-channel content (100+ videos, 700K emails, 360 social assets, 6 microsites).
Commerce & CRO
P&L, CVR / AOV / LTV, A/B testing, PDP/PLP & site architecture, merchandising, personalization.
Content · Commerce · Community
Editorial-retail hybrids, brand-voice stewardship, collabs, content engines, loyalty-led growth.
Growth & M&A
Brand-acquisition diligence, owned-line expansion, audience growth, Shopify Plus, EDI / 3PL.
AI
Hands-on AI for reporting, insight, and killing redundancy; agentic workflows; Claude, Cursor, GPT, Perplexity.
The math says: don't stop at conversion
The job is conversion, and I'd own it completely — a disciplined CRO and LTV program with A/B testing as the operating rhythm and AI doing the reporting so the team decides instead of compiles. That comes first. But here's the strategic case for what comes next.
Growth through brand acquisition & owned lines
Curated retail expands margin and audience by owning more of what it sells — your house labels already prove the model. I'd run a continuous pipeline to source and evaluate adjacent outdoor and lifestyle brands for acquisition or owned-line development. I've led acquisition diligence on outdoor-brand M&A — a muscle I bring on day one, not a theory.
Your core guy, in a context no one serves him in
This isn't a new audience — it's the affluent Midwest millennial man you already win, doing his weekend thing. He's the Garmin engineer who takes his rig out to a boondock or overland weekend. Today his only options make him look like a high-vis billboard: technical moto/overland gear is loud and tryhard, the crunchy-outdoor lane is too earnest. He wants waxed canvas, an unfussy nostalgic tent, dependable gear he can wear to the trailhead and to work on Monday without changing who he is. That's already your DNA — Flint and Tinder is most of the way there — pointed at his motor-adjacent weekend. Deepening the core, not chasing a fringe.
Collabs & real-world experiences
Extend the collab aperture you already run (Tacoma, Coors) into adjacent darlings — Garage Beer, Airstream, and similar — and turn community into acquisition with quarterly Huckberry experiences and co-labs. Content into commerce, on the ground.
None of this trades against conversion — it builds on top of it. Fix and own the funnel, prove the mousetrap, then expand the pie.
I'm where your boxes ship from
I'm in Columbus — home to your distribution operation. I can be hands-on at the warehouse, where a lot of the customer experience actually lives (inventory, returns, the things that move CVR), with a regular cadence in Austin for leadership presence. Location as an asset, not an ask.
The paperwork
Printer-friendly PDFs, if you'd like the traditional versions on hand.