Services

eCommerce growth advisory, fractional GM leadership, and AI transformation for consumer brands.

JME Labs partners with high-growth startups and established CPG brands to build data-driven, customer-centric, and AI-amplified strategies that move fast and scale sustainably.

Jumpstart

We lay the foundation for growth with in-depth audits and strategic assessments - uncovering the untapped opportunities hiding in your data, operations, or market position. I always aim to find a quick win within the first 30 days.

Companywide eCommerce Audits & Strategic Roadmaps

I guide late stage startups and publicly traded companies through quarterly or annual eCommerce companywide planning, or lead during any sort of inflection point - new company chapter or product direction, or backfill/interim coverage - reflecting on what's working, setting fine-tuned, prioritized goals as well as the tactical roadmap. In the process, I help your team build the muscle so you can carry on the system when I'm not there. As a 4x eCommerce leader, I've built and led this process at Nike and Walmart, and new evolutions of it at Everlane and Vital Proteins. Deep-dives span across all eCommerce domains: DTC, Amazon, Retailer.com; Paid Media, CRM/Retention, Site/Product Management; Product Marketing & GTM.

Zero-to-One & New Category GTM Playbooks

For brands entering the market for the first time or expanding into a new category, product line, or channel, I build the go-to-market playbook that turns an idea into traction. From positioning and channel strategy to launch execution and retailer readiness, I help you move fast without skipping the steps that matter. I've done this as Chief of Staff for Walmart Online Grocery (zero to 1,000+ markets), as Global Digital GM of Apparel at Nike (new categories including Yoga, Maternity, and the Pro Hijab), and with early-stage brands like HiNote (Carrie Underwood-backed) and Be Love Beverages, where digital outperformance opened doors to new retail partnerships.

Best for

Zero-to-one brands needing a GTM lead who won't overspend on the wrong tools. High-growth brands needing a clear-eyed diagnostic before committing budget.

Mobilize

Through fractional leadership and hands-on execution, I help activate the strategy: aligning teams, guiding execution, and building the AI systems and workflows that turn roadmaps into real momentum. This is where AI shows up - never as the starting point, only when the diagnosis calls for it.

Fractional / Interim Head of eComm / GM / Biz Ops for Hyper Growth eCom & Consumer Goods Brands

As an embedded part-time leader, I build end-to-end eCommerce strategy for scale - standing up a team, playbook (audit, foundational marketing, product management, operations), and strategy to drive profitable growth, new business/revenue model, or successful exit. I was the first Global Digital GM of Apparel at Nike ($500M to $1B in 3 years), founding team of Walmart Online Grocery (Chief of Staff and Marketing Lead, proof-of-concept to 1,000+ markets), and VP/GM of eCommerce at Vital Proteins (30% YoY profitable growth, leading to the 2023 Nestlé acquisition).

AI Transformation & Custom Builds

Through running the business, I uncover, recommend, and build custom AI solutions, improve AI-search/GEO visibility, AI-enhanced workflow automation to 10x your current business.

Best for

High-growth brands needing full-stack leadership to scale without breaking. Established CPG brands modernizing digital shelf, retail media, and org structure at real scale.

Elevate

I deliver coaching, teaching, and advisory support to help leaders sharpen skills, make confident decisions, and build lasting systems - whether inside your org or in the classroom.

Advisor and Coach to Growing Digitally-Focused Brands & Leaders

I help early-stage startups launch their eCommerce strategies and teams - from pre-revenue through Series A and beyond. I currently advise Stripes Co and Starshot Ventures Launchpad on organizational structure, eCommerce channel expansion, new product/category launches (GTM), digital marketing, and product management. I also provide 1:1 coaching for former eCommerce 201 students (20+ early-stage startup founders).

eCommerce 201 Online Course

Maven Top 50 Instructor (2023), 4.9/5 stars, the only eCommerce class on-platform. A 2-week course to master the essential skills for eCom success - develop a holistic marketing, product, and GTM plan/pitch that gets buy-in and ROI. Email for custom eCom training for your org or team.

Learn More

Guest lecturer/instructor

USC · UC Berkeley · University of Virginia · University of Oregon · UT Austin

Best for

Teams and executives who want the capability in-house - 1:1 coaching, workshops, or B2B training.

Scope of work

Where JME Labs shows up

Launching new brands (0 to 1), new categories and product lines
Scaling P&L performance across Amazon, DTC, and marketplaces
Improving full-funnel digital marketing: paid media, CRM, loyalty
Optimizing tech stacks and org design to support long-term growth
Finding the right places to build - or not build - with AI, then creating custom AI solutions to 10x the business
Teaching how to build with AI, product strategy and digital marketing at top universities and industry events

Where I plug in

Zero-to-One

Pre-launch / finding product-market fit.

High-Growth

Post-PMF, scaling fast, still under-resourced (no dedicated analytics/ops function yet).

Established

Mature CPG orgs modernizing at scale.

Let's build what's next.

Whether you're navigating change or scaling fast, I'd love to help you move with clarity, focus, and a system that holds.

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