Reformed
Shopify Plus Technical Lead
2024 to now
A subscription-first supplement brand that went from one UK store to two Plus stores serving the UK, EU and North America.
- 5×daily order volume since I joined
- ~96%of storefront orders on subscription
- +45%page views recovered by server-side tracking
- 20–30hof manual ops work automated each week
The stack I own
From storefront to doorstep
- StorefrontsShopify Plus ×2
A UK store for the UK, Ireland and EU, and a US store for North America, with geo routing and basket handover between them.
- CheckoutShopify FunctionsCheckout extensions
Address validation, delivery rules and gift logic that run on every order.
- SubscriptionsSkio
Plans, upgrades and scripted repricing for a store where nearly every order is a subscription.
- AutomationCloudflare WorkersCustom apps
Orders are checked, tagged and rewritten automatically before they reach the warehouse.
- FulfilmentShipBob
Receives clean, correct orders, with nobody fixing them by hand.
Across every step
TrackingStapeGA4Meta CAPI
Server-side on a first-party subdomain, with consent built in.
Across every tool
Change controlChangeboardSlack
Every change to admin, Flows, Skio, ShipBob and the theme, logged in one place.
Scale and markets
- Joined when the store sold to the UK only. It now sells to the UK, Ireland and the EU in local currencies.
- Wrote the US migration runbook, covering the theme, 57 metafield and 4 metaobject definitions, about 13 apps, checkout, Flows and pricing. The US store went live in early October 2026, about three months later, on its own legal entity and Plus account.
- Built geo routing for the US, Canada and Mexico, with hreflang and store switchers on both sites. A checkout extension hands North American shoppers to the US store with their basket intact.
Conversion and order value
- Built the code behind the CRO team's Intelligems tests: quarterly bundle tiles, mix-flavour packs, plan rows, a free-pouch offer and the homepage video hero.
- Ran a cookie banner A/B/C test on about 300,000 visitors. The winning version got 9.1% more people accepting tracking (95% confidence interval: +7% to +11%).
- Automated the monthly-to-quarterly subscription upgrade. It handles about 120 upgrades a week, 700+ since launch, each rewritten for ShipBob with no manual work.
- Found that around 1% of subscribers were paying 20% more than the better-value plan. Repriced them and added a cart nudge on both stores.
Subscriptions and tracking
- Rebuilt the first-order gift Flows so only new subscribers get the kit. Repriced all EU shipping subscriptions in one scripted run and fixed under-pricing on US subscriptions.
- Moved GA4 server-side through Stape on a first-party subdomain, with Meta Conversions API and consent-gated loading through Shopify's Customer Privacy API. That recovered 45% more page views that ad blockers and tracking prevention were hiding.
Automation
- Built a set of Cloudflare Workers and custom apps: ShipBob order tagging, upgrade order rewrites with holds and auto-fixes, creator gifting sent straight to ShipBob so $0 orders stay out of the conversion rate, a one-click free-shipping action for CX, and a checkout rule against gift abuse.
- Built Changeboard, one change log for the whole team covering admin, Flows, ShipBob, Skio and the theme, with AI tagging and Slack alerts. I built it after a hidden ShipBob rule quietly undid six months of fulfilment work.
- Support 20–30 people across CX, ops, CRO, lifecycle and affiliates, and work directly with Skio, Stape, Superfiliate, AfterSell, Intelligems and Replo.
