Growth. Leadership. Impact.
I joined Moment in 2018 as employee #20, starting as a full-stack engineer. Over seven years, I helped shape the company’s digital presence, modernized the platform, and guided a full replatform of our tech stack as Head of Software.
I’ve worn many hats: architect, builder, team lead, mentor, and decision-maker. This case study walks through the problems we faced, what I led, and the outcomes we achieved.
The Problems
- When I arrived, the digital foundation was slowing growth.
- monolithic Craft CMS limited iteration
- AWS costs exceeded $9k per month
- Conversion rates underperformed the brand
- Engineers lacked a modern and fast frontend stack
- No consistent tools for documentation or product planning
- A growing iOS app with no supporting pipeline
The Work
1. Modernizing the Frontend (Years 1–4)
Focused on speed, clarity, and consistency.
- Introduced Vue and Nuxt for faster builds and cleaner UI
- Led UI/UX improvements that aligned our site with product quality
- Built a team culture of ownership and iteration
- Introduced Notion + project briefs that became team-wide standards
- Mentored junior engineers/designers and built a culture of ownership
2. Replatforming the Stack (Years 5–7)
From a monolith to a modular, fast, developer-friendly system.
- Migrated from Craft CMS to Next.js + Sanity CMS + Vercel + Shopify
- Cut infrastructure costs by 50 percent
- Improved Core Web Vitals to all “Good”
- Unified frontend and backend with React and GraphQL
- Enabled the marketing team to launch campaigns independently
- Introduced bundles that increased average order value by 175%
- Have launched multiple products - travel, digital goods, courses, kits
- Designed and built a majority of features in the browser
3. Leading Mobile Engineering
Leading a top-ranking iOS Camera app
- Led engineering for Moment Pro Camera
- Supported a Top 3 position in Paid Apps on the App Store
- Balanced App Store requirements with internal roadmap
- Worked closely with design and product to ship fast
Checkout our newest iteration MPC II.
The Results
- Conversion Rate: 0.9% → 2.5%
- Average Order Value (AOV): +$50 baseline
- AOV w/ Bundles: +175%
- Infra Costs: -50%
- Core Web Vitals: All "Good"
- Top Paid App Ranking: Top 3 Paid App
Reflection
What I’ve realized I enjoy most is making a product, brand, and team better. Iterating deliberately, defining processes and systems that others can build on, and elevating design and UX in tangible ways that have impact and legacy. It’s about leaving a product in a stronger, smarter, more thoughtful place than I found it.
I've also learned the importance of fusing my creative background with business and growth thinking which has made my decisions smarter, faster, and more outcome-driven.
Want to chat?
I'm always excited to talk shop — whether it's about developer experience, replatforming, iOS, or team leadership.