After two decades in e-commerce, I've learned that success often comes from knowing exactly who you are. When my agency Nicely Built was acquired, I followed the traditional path – leading teams and managing growth at the acquiring company. But something was missing. Two years ago, I stepped away to launch Built Best, a consultancy that lets me focus entirely on what I love most: solving complex e-commerce challenges for growing brands. No committees, no management layers – just direct collaboration with clients who value deep expertise. The work has never been more rewarding.
My earliest e-commerce memory is building a simple webpage using framesets, text, images, and anchor links. The webpage was my 1999 Christmas wishlist, shared exclusively with my parents. This was when CSS was in its infancy, and I was spending hours on CSS Zen Garden. To my surprise, I received all of the items. And it was in that moment that code and shopping became forever interlinked in my brain. The only gift I specifically remember was this rad pair of John Fluevog shoes - so '90s chic!
My retail roots trace back to a mountain of mismatched socks at TJ Maxx, circa my 15th birthday. This was the golden era – when TJ's was still snagging actual designer overflow from Bergdorf's and Saks, not the house-brand wonderland it is today. My first assignment? An endcap piled sky-high with lonely single socks, waiting to find their mates. A few hours later, I emerged victorious, having played sock matchmaker extraordinaire. The look of genuine shock on my manager's face.