Currently: replatforming a 26-store footwear retailer to Shopify Plus

will vinton

I build and run online businesses, from a self-funded startup to hundreds of millions a year in digital revenue. Across the brands I've led and advised, that's more than $1.5B in revenue growth. These days I put AI to work inside the systems that run them.

Get in touch See the curve
Will Vinton, smiling, in a navy blazer and white shirt

Wilmington, Delaware

$1.5B+revenue growth delivered

  • Shopify Plus
  • Adobe Commerce
  • Salesforce
  • NetSuite
  • Klaviyo
  • Snowflake
  • Next.js
  • n8n
  • Claude + MCP
  • Figma
  • Meilisearch
  • GA4
  • Sitecore
  • Attentive

01 · The curve

Seventeen years,
one line.

Founder, operator at scale, consultant, brand turnaround. Each point is a step I took and what it moved.

Career line from 2009 to 2026. Co-founded Olejo in 2009 and grew it to over $5M; it was acquired in 2013 by a national mattress retailer, where digital revenue rose from about $20M to $320M a year by 2021. Then Head of Digital Consulting at a global IT services firm, a brand turnaround from 2024, and Commerce Builds from 2026. 20092013201720212025 FOUNDER · OLEJO OPERATOR AT SCALE · NATIONAL MATTRESS RETAILER CONSULTING BRAND TURNAROUND
  1. 2009Co-founded OlejoSelf-funded to $5M+
  2. 2013AcquiredJoined to run digital
  3. 2013–2015Sitecore migration$20M → $50M
  4. 2015–2019Director of Digital$50M → $113M
  5. 2019–2021Headless replatform$320M a year
  6. 2021–2024Head of Digital ConsultingPractice +50% YoY
  7. 2024Brand turnaround+27% YoY
  8. 2026Commerce BuildsShopify Plus replatforms

02 · Results

Numbers I can stand behind.

National mattress retailer · 2013–2021

$20M → $320M

Annual digital revenue over eight years: a Sitecore migration, BOPIS, Salesforce CRM across 2,500 stores and a headless storefront.

+27% YoY

Ecommerce revenue at an automotive aftermarket brand, growing 1.6x faster than the company in a flat-to-down market.

<5 → 50+

Digital organization grown across 10+ sites and 20+ systems, zero voluntary turnover.

+50% YoY

Global consulting practice grown to 140 people and 20+ enterprise clients.

$0 → $5M+

Olejo, bootstrapped with no outside funding and acquired.

80% faster

Headless React, Next.js and PWA storefront on an edge CDN.

03 · What I do

One team, the whole stack.

Six areas I run, from the roadmap and the platform to the people who ship it.

  • Ecommerce strategy & growth

    Roadmaps tied to revenue across DTC, wholesale and cross-border, not vanity metrics.

  • Platforms & integrations

    Replatforms to Shopify Plus, Salesforce or headless, with ERP, search and shipping integrations owned in-house.

  • Data & analytics

    Warehouses, dashboards and AI analytics agents that answer a question in minutes, not a week.

  • Customer experience & CRO

    Search, site speed, fitment and checkout, run as one practice instead of five vendors.

  • AI in everyday operations

    Claude and MCP-connected agents for QA, ticketing, catalog and campaigns.

  • Teams & delivery

    Centers of excellence and Kanban delivery; teams grown from under 5 to 50+ with zero voluntary turnover.

04 · Now building

Things I'm making
right now.

Consulting framework · Blog

Springspot AI

A foundation that lets a small ecommerce team run like a big one: a Figma design system, Claude, and Shopify and Klaviyo connected through MCP, with business processes automated end to end. Includes a scoring system and an education hub.

FigmaMCPKlaviyoAI ops Read the blog
Brecks Brothers Digital Consulting

Ecommerce strategy, from a product or idea to a full Shopify Plus site.

Now
Commerce Builds engagements

A footwear replatform going live November 2026, plus growth and catalog work.

Now
Hobby collectibles store

Shopify dropship, from sports cards to Pokémon and coins.

Now
Pool care store

Focused dropship for pool skimming gear.

Next

05 · Work

Where I've worked.

The short version. Open any row for the details.

Full history on LinkedIn

Education

Northeastern UniversityB.S. Computer Science · Boston, MA
2024 —

Automotive aftermarket brand

Director, Digital Experience & Technology

Recruited by the CEO to rebuild ecommerce after leadership turnover. I lead the product, engineering, data and CX team behind six Magento storefronts (DTC and B2B across the US, EU and UK) on NetSuite, with P&L accountability.

The growth came while the aftermarket was flat or down, new-product sales were falling and there was little investment to work with. Ecommerce carried the business through that stretch by selling more of the existing catalog, and the company is now reinvesting in new product development.

  • Grew ecommerce revenue 27% year over year, 1.6x faster than the company overall (+17%).
  • Passed the prior year's full web revenue with seven weeks of the year still to go.
  • Grew site traffic 60% since my first year; bounce rate fell from 52% to 36% and pages per visit rose 39%, led by fitment-first shopping.
  • Orders up 20%, unique customers up 22% and average order value up 7% year over year; the UK storefront grew 70%.
  • Replaced the ERP connector, Optimizely, AfterShip and Adobe Live Search with lower-cost or in-house builds: an n8n NetSuite connector, custom shipment tracking, Meilisearch and Attentive.
  • Built the company's Snowflake data warehouse and AI analytics agents.
  • Founded centers of excellence for SEO, analytics, CRO, site speed and Kanban delivery; grew the team 50%.
  • Opened the wholesale portal beyond ~85 distributors to independent shops, after a two-day workshop with the CEO and sales leadership.
  • Directed cross-border compliance for ~5,500 SKUs across Canada and 27 EU countries, including DDP duties at checkout.
  • Built an AI-assisted session-replay QA pipeline that surfaced and prioritized ~50 storefront defects.
2026 —

Commerce Builds, Inc.

Senior Digital Consultant & Project Lead

Shopify Plus consultancy, Wilmington, DE.

  • Leading a WooCommerce to Shopify Plus replatform for a 26-store, century-old footwear retailer (~1,520 products, 111 brands), including SEO equity recovery.
  • Built a 22-epic, 12-month growth roadmap for a premium mattress brand.
  • Launched a 14-brand mattress retailer's Shopify catalog through scripted data pipelines and trained staff to own it.
  • Helped design and launch a Shopify store locator app, approved through Shopify's app review.
2021 – 24

Global IT services firm

Head of Digital Consulting, Senior Director Digital

Led a global digital consulting practice of 140 people serving B2B and B2C retail and CPG clients.

  • Grew practice revenue 50% year over year with a new go-to-market, service offerings and sales collateral.
  • Created Digital Team-as-a-Service and transformation offerings bringing Agile, product management and design sprints to clients.
  • Spoke for the practice at industry events and led Design Thinking workshops for client leadership.
2013 – 21

National mattress retailer

Director of Digital Technology
  • Owned digital product engineering and the omnichannel and CRM roadmaps as revenue grew from $113M to $320M (2019–2021).
  • Moved the digital org from waterfall to SAFe Agile across 50+ internal and partner people.
  • Re-platformed onto a headless stack, improving site performance 80%; led Salesforce CRM across 2,500 stores.

Director of Digital · 2015–2019

  • Led a 30+ person team as revenue grew from $50M to $113M; launched BOPIS and delivery scheduling.

eCommerce Development Manager · 2013–2015

  • Stabilized a failing legacy platform, then led the Sitecore migration that took revenue from under $20M to $50M.
2009 – 13

Olejo Inc.

Co-Founder, Head of Product & Technology
  • Built a homegrown ecommerce platform on minimal capital and grew the business to $5M+ without outside funding.
  • Led product, technology and integrations through the acquisition by a national mattress retailer.

06 · About

Will from
Wilmington.

Off the clock: family, Delaware, Philadelphia sports and anything that ends in a finish line.

Home HOCKESSIN WILMINGTON DOVER REHOBOTH BETHANY

Delaware, through and through.

I'm from Delaware and I love it here. Married, with two young kids, born in 2019 and 2023, and our second family golden retriever.

I grew up going to the Delaware beaches every summer, and it's still in my blood: every year, our vacation is Rehoboth.

Wilmington, DETwo kidsRehoboth every summerGolden retriever, the sequel
Philadelphia

Philly, every season.

A lifelong Philadelphia sports fan. If one of these teams is playing, it's on.

EaglesPhilliesSixersFlyersUnion
Swim · Bike · Run SWIMBIKERUN whole lifemountain + roadsince middle school

Anything with a finish line.

I've swum my whole life and ran from middle school through college. Triathlon put the three together, and I still ride both mountain and road.

07 · Contact

Have a product to launch or a team to build?

I work with founders and leadership teams on ecommerce strategy, replatforms and digital operations. Email is the fastest way to reach me.

LinkedIn GitHub