A headless rebuild, and where I learned the whole stack.

What I did.

Hydrow is a connected-fitness D2C brand, growing fast, with a storefront that had outgrown its original WordPress build. I joined the ecommerce team full-time to own the Shopify admin.

It didn’t stay there. Over three years I was part of the migration off WordPress onto a headless Shopify Plus stack: Contentful for content, Cloudinary for media, and a Vercel and Next.js front end. A Workato iPaaS layer handled the middleware and the automations out to the downstream systems the business runs on, a NetSuite ERP, Salesforce, and the 3PL and last-mile fulfillment partners, along with the data flowing behind all of it.

Along the way I built the incident response, monitoring, and alerting system from scratch, the one that caught issues before customers did and kept the store online through launches and a major redesign. Hydrow is where I learned to see the whole stack, not just the storefront.

Hydrow’s growth was a whole team’s work. What I claim is the engineering underneath it: a headless rebuild that shipped, downstream data that flowed cleanly, and a store that stayed fast and stayed up.