Ben Rummel and dog Maya on a nature trail in Minnesota
 

Head of Ecommerce

Shopify Revenue & Merchandising • CRO • Catalog Management • Launch Execution • UX • Analytics • SEO/AEO/GEO • ADA

I’m a Head of Ecommerce and a founder’s right hand. The person you trust with your ecommerce channel. The one who owns the numbers and KPIs. The one who makes the system run better. I’m not trying to be a CEO. I’m not chasing titles. I don’t enjoy politics, executive theater, or talking in circles.

  • I look at the full ecommerce system:

    • Product pages

    • Navigation

    • Cart and checkout

    • Email flows

    • Subscription setup

    • Traffic sources

    • Offers and messaging

    • Repeat purchase behavior

    The whole picture.

    Then I simplify it.

    • I remove friction

    • I fix product pages that don’t convert

    • I restructure collections so customers can find what they need

    • I clean up lifecycle flows layered on over time

    • I tighten checkout

    • I make sure paid traffic lands somewhere that makes sense

  • I don’t chase trends. I don’t believe every problem needs a new channel. Most growth comes from fixing what’s already there.

    I care about:

    • Revenue

    • Margin

    • Retention

    • Building a system that runs without daily stress

  • I’ve spent over a decade inside Shopify. I understand how ecommerce businesses actually make money. Not just traffic. Not just design. The full system working together.

    I do my best work inside:

    • Founder-led companies

    • Growth-stage brands

    • Smaller teams

    • Clear ownership

    • Real decision-making

    • Fewer layers

    Give me the ecommerce channel. Give me the KPIs. Let me build something that works.

  • I’m a dad first. Being present with my kids matters to me more than anything. I work hard during the day and take revenue responsibility seriously, but I also believe in shutting the laptop at a reasonable hour and actually being home.

    Most evenings you’ll find me outside with my kids, walking the dog, or training. I try to stay consistent with sleep, lifting, and nutrition. Not perfectly, but as much as my kids’ sports schedules allow. I value steadiness over intensity. Build simple systems. Do the work. Stay level headed. Stay grounded. That mindset carries into how I operate in life and in business.

    I spend my free time snowboarding in the winter, hiking in the summer, watching my kids compete, and tinkering on cars in the garage. I like trying new restaurants when I can. I am usually listening to a self improvement podcast, old screamo music, or a Shopify podcast while I am out walking the dog. And when a band I love finally makes a rare stop in Minnesota, I make sure I am there.

If you’re a founder or recruiter looking for someone steady, honest, and focused on making your ecommerce system work better without drama, I’m open to the right conversation :)

Key Metrics

Here’s a few high level outcomes from ownership across UX, lifecycle, and revenue operations:

Conversion rate lifts from 8-52% across PDPs, carts, and checkout

Checkout and cart performance improvements up to 25%

Subscription attach and retention improvements through optimized flows

Owned channel revenue share raised to 65-86%

Supported brands scaling into the $2-5M range by simplifying UX and CRO paths

Organic and owned traffic growth between 65-113%

Collection page and merchandising performance lifts through structured UX

Partners, Affiliates, and preferred tech

Capabilities

I know how to diagnose what’s holding a Shopify store back and how to fix it. From UX and CRO to lifecycle and site architecture, I bring a clear, practical approach that drives measurable growth.

Shopify Plus Partner
 

    • Shopify Plus

    • Recharge

    • Klaviyo

    • Attentive

    • Gorgias

    • GA4

    • Triple Whale

    • Microsoft Clarity

    • Convert.com

    • Level Access

    • ChatGPT

    • Google Gemini

    • Page Speed Insights

    • A/B Testing Roadmaps

    • Conversion Rate Optimization

    • Funnel Design

    • Checkout & Cart Logic

    • Dynamic Upsells

    • Bundling

    • Site Speed Optimization

    • Heatmap & Behavior Analysis

    • Search Engine Optimization

    • Lifecycle Email & SMS Automation

    • Retention Strategy

    • UTM & Attribution Management

    • Customer Journey Mapping

    • Owned Channel Revenue Growth

    • Product Placement Strategy

    • Category Page Optimization

    • Seasonal Landing Pages

    • Content + Commerce Storytelling

    • Visual Merchandising

    • Buying Guides & Banners

    • UX/UI Design

    • Brand Development

    • Graphic & Web Design

    • Creative Direction

    • Campaign Design

    • Content Development

    • Cross-Functional Collaboration (Design, Dev, Marketing)

    • Vendor & Developer Management

    • QA & Coding

    • Data-Driven Decision Making

    • B2B Lead Gen Funnels

    • Operator and Owner Mindset

 

CURRENT EMPLOYMENT

PAST EMPLOYMENT

Education

BFA in Graphic Design, Minneapolis College of Art & Design, Minneapolis, MN

I've had the privilege to work with great companies such as...

Adapt Health, Crown Crafts, Gilson Snowboards, Jostens, Manhattan Toy Company, Moby Wrap, North Canna Co, Northern Brewer, Old Home Foods, Petunia Pickle Bottom, Premier Pontoons, Shopify, Simple and Grand, Sleep Number, University of Minnesota, Walker Art Museum, Woodchuck USA, and many others!