DTC eCommerce · Site Experience · CRO
Hello, my name is Lukasz
DTC eCommerce leader with 15+ years owning site experience, operations, and conversion performance across consumer brands. Hands-on in Adobe Commerce and Shopify administration and development, Klaviyo lifecycle marketing, and structured CRO & A/B testing programs. Baymard UX Practitioner certified, using AI-enabled workflows to run sites faster and find opportunities sooner.
15+ years in eCommerce & digital
20+ global brand websites managed
+30% yearly online sales growth
Shopify & Shopify Plus
Klaviyo lifecycle marketing
CRO & A/B testing
Figma UX & visual design
GA4 & Looker Studio
Microsoft Clarity
Baymard UX certified
AI-enabled workflows
At a glance
Currently
Global eCommerce & Digital Experience Manager, United Wheels
Recent launch
Led the migration and relaunch of Huffy.com onto Shopify
Brands
Huffy, Buzz Bicycles, Niner Bikes, Vaast Bikes, Allite
Team
5 direct reports, 2 freelancers and an external agency
Recognition
What people say
Notes from colleagues, shared through our company’s peer recognition program.
Priority
“A new platform is only as good as the experience customers see, and Lukasz set the bar high from day one. He led the redesign of our website in Figma and held every detail to a standard of excellence. That vision gave the whole team a clear target to build toward.
Lukasz put this project first and made it his top priority above everything else. He spent countless evenings and weekends making our product detail pages match those Figma designs, refining each one until it was polished and true to the design. Customers browsing Huffy.com today see the result of that dedication.
Lukasz also made sure every piece of our content, and there was a lot of it, had the right theme in place. Nothing was left out-of-the-box. Because of his care, the site feels like a custom solution built for our customers rather than a template.
Thank you, Lukasz, for everything you put into this project. Grateful to have you on the team.”
Agility
“A huge thank you to Lukasz for his leadership and dedication throughout the Shopify site migration and redesign. He worked tirelessly to drive the migration forward while also partnering closely with Jacob and Tim to help shape the redesign, establish best practices, and ensure everything came together seamlessly. His expertise and ability to balance the technical demands of the migration with the overall user experience played a critical role in getting the site ready for launch. Really appreciate the time, effort, and ownership you brought to this project and everything you did to make it a success! YABA, Lukasz!”
Passion
“Huffy.com was independently evaluated by the Baymard Institute — the world’s leading authority on eCommerce UX — and achieved “Best in Class” status for multiple UX implementations. Lukasz has worked tirelessly refining the on-site User Experience (UX) across our brand portfolio. If you’ve ever worked with him on a project, you know that he takes great care in his craft and has a passion for “doing it right.” Since I have been here over the past two years, he has maintained a vision for continuing our UX practices to modern standards and benchmarks; I couldn’t be prouder to work with such a brilliant and talented person.”
Passion
“Lukasz not only gives well over 100% in his role but he also takes every opportunity to help support gathering content with excellent photography. This is shown in many examples over the years he’s been with UWI but most recently with the awesome pictures he was able to capture at Danger Wheel 2024. You rock man!”
Curiosity
“Lukasz is always looking for ways to improve our processes and platforms. Lukasz has been instrumental in leading our DTC platform hosting migration from Rackspace to Adobe Commerce, which has led to a dramatically more stable environment and saving significant sales that were lost previously when sites would go down. Lukasz has also led the web development team through other upgrades to the Adobe to enable continued improvements in the DTC business. Lukasz is a true team player, and he is always willing to step up for the team and do what it takes to deliver for the business.”
Skills
Core competencies
01
Shopify Platform Administration & Development
Storefront migration & relaunch, theme development, app integrations, platform configuration, checkout optimization, Shopify Plus ecosystem, multi-brand storefront management
02
DTC Site Experience & Operations
Homepage, PDP/PLP, navigation & collection pages, cart & checkout optimization, site health monitoring, defect coordination, launch readiness, promotional execution, inventory messaging, product setup
03
Klaviyo & Lifecycle Marketing
Email flow administration, abandoned cart sequences, welcome series, promotional campaigns, behavioral triggers, segmentation, data feed management, integration health, consent & compliance settings
04
Conversion Rate Optimization & A/B Testing
Structured CRO roadmap, A/B and multivariate testing, funnel analysis, friction identification, behavioral analytics, Microsoft Clarity, heatmaps, session recordings, test documentation & scaling
05
Digital Merchandising & Customer Journey
PDP/PLP content strategy, product taxonomy & navigation, collection page merchandising, promotional placement, customer journey mapping, Baymard UX Practitioner certified, personalization, mobile commerce
06
Analytics & Performance Reporting
GA4, Google Search Console, Looker Studio, Windsor.ai, Microsoft Clarity, KPI dashboard development, conversion & revenue attribution, funnel performance reporting, executive storytelling
07
Design Direction & Creative Execution
Figma UX & visual design direction, front-end development oversight, agency & developer management, brand standards governance, creative brief development, design-to-development handoff
08
Cross-Functional Team & Vendor Leadership
5 direct reports, agency & developer oversight, vendor management, cross-functional stakeholder alignment, SLA governance, customer service partnership, matrixed organization leadership
Career
Experience
08.2021 – Present
Global eCommerce & Digital Experience Manager
DTC site experience and platform owner for a 20+ global brand portfolio, including Huffy, Buzz Bicycles, Niner Bikes, Vaast Bikes, and Allite. I own day-to-day storefront operations, digital merchandising, conversion optimization, Klaviyo lifecycle marketing, and platform administration across Shopify, WordPress content sites, and supporting DTC tools.
- Led the complete migration and relaunch of Huffy.com onto Shopify: directed UX and visual design in Figma, managed front-end development, oversaw platform configuration and app integrations, and delivered the storefront from concept through go-live.
- Administer Klaviyo across DTC properties: welcome flows, abandoned cart sequences, promotional campaigns, post-purchase triggers, and behavioral segments, with customer and order data flowing correctly between Shopify, Klaviyo, and analytics.
- Own day-to-day Adobe Commerce & Shopify storefront operations across multiple brands: product setup, merchandising, pricing updates, promotional placement, inventory messaging, and launch readiness.
- Manage the brands’ WordPress content sites alongside the storefronts: page builds, content publishing, site updates, and SEO.
- Build and manage a structured CRO and A/B testing roadmap: find friction with funnel analysis, heatmaps, and session recordings in Microsoft Clarity, write hypotheses, run tests, document results, and scale the winners across all DTC properties.
- Direct Figma UX and visual design for new storefronts, landing pages, and campaign builds, managing agency and development partners through design, QA, and go-live.
- Monitor site health, checkout performance, and integrations across all Shopify storefronts, coordinating fixes for defects and incidents and keeping stakeholders informed.
- Built and maintain Looker Studio executive dashboards powered by Windsor.ai, unifying GA4, Search Console, and channel data into real-time KPI reporting.
- Lead a team of 5 direct reports, 2 freelancers (UX/UI design and development), and an external agency.
09.2019 – 09.2021
Director of eCommerce & Marketing
Owned digital commerce strategy and platform delivery for a global glass block manufacturer, promoting glass block to the design industry, commercial builders, and residential DIY markets. Launched a DTC-facing eCommerce platform and owned digital customer experience, content strategy, and conversion performance across the US, Canada, and Mexico.
- Led the Drupal eCommerce platform build and launch: wrote UX requirements and content architecture, and directed the agency partner through design, development, QA, and go-live.
- Built the digital merchandising and product content strategy: category architecture, product data standards, and content frameworks that improved product discoverability.
- Designed a new print catalog and product imagery to launch the eCommerce site with a new design language and content structure.
- Integrated HubSpot CRM, MailChimp, and marketing automation: customer journey workflows, lifecycle email programs, and segmentation that improved lead conversion and retention.
- Oversaw SEO and digital marketing: content creation, keyword research and placement, social media, and website optimization.
- Designed custom Flex Ads campaigns with a 0.57% click-through rate, more than double the network benchmark.
- Planned and scheduled social media, blog, and email campaigns across all key digital channels.
- Contracted and budgeted photography, and directed and shot product photography for web, print, and magazine ads.
- Managed all website analytics and reporting.
- Managed agency and technology partners: requirements, issue resolution, SLA governance, and delivery accountability.
11.2011 – 08.2018
eCommerce & Digital Creative Manager
Managed DTC site experience, digital merchandising, and conversion optimization for a large multi-channel home decor and home improvement brand in the QVC/Cornerstone family. Ran website operations, monitoring, user support, and SEO, and directed in-house video production, working across Marketing, Technology, Operations, and Customer Service.
- Built and led a structured A/B and multivariate testing program in Monetate: test roadmaps, hypotheses, success criteria, and targeting by user demographic, then scaling the winning experiences.
- Led the mobile commerce storefront redesign for smartphones and tablets on Mobify and Bootstrap, setting UX and merchandising direction and improving mobile experience and conversion.
- Built and led a team of 5 producing 450+ product videos in-house, cutting production costs and increasing product page conversion by 25%.
- Integrated Google Analytics into IBM WebSphere and automated custom reports and dashboards for easier campaign tracking.
- Set tracking goals in Signals and led the migration to Google Tag Manager.
- Migrated the company's legacy blog to WordPress, making it easy for the creative and marketing teams to manage.
- Ran the day-to-day customer service partnership, briefing teams ahead of launches, promotions, pricing changes, and other customer-facing updates.
05.2007 – 11.2011
eCommerce Manager
Directed DTC eCommerce operations, development, design, and digital marketing for a $250M business, running 12 Magento Enterprise eCommerce storefronts and 50 WordPress content sites with full accountability for platform performance, merchandising, and revenue.
- Grew annual online revenue by 30% and organic revenue by 100% through email marketing, SEO, Google AdWords, digital merchandising, and content strategy.
- Managed 12 eCommerce storefronts at once: product setup, merchandising, category structure, product data integrity, and conversion performance.
- Moved every storefront onto a multi-site eCommerce platform, cutting operational costs and update times and streamlining development.
- Ran SEO audits, wrote project requirements and tasks, oversaw designs, and tracked progress on new website projects.
- Built analytics and KPI reporting from the ground up: integrated Google Analytics into the eCommerce platform, built reports and dashboards, and wrote guidelines for marketing teams.
Education
Education & certifications
Certification
Baymard UX Practitioner Certification
Bachelor’s degree
Bachelor of eCommerce Management, Minor in Information Systems Management
Associate degree
Associate of Applied Business in Visual Communication and Interactive Multimedia
Associate degree
Associate of Technical Studies in eCommerce Project Management