# Daniel Schmidt > E-Commerce Manager | Shopify Plus | +25% YoY Revenue Growth | DTC Brand Scaling | CRO & Site Merchandising Location: San Francisco Bay Area, United States Profile: https://flows.cv/danielschmidt I help DTC brands turn great products into high-performing digital commerce experiences. Over the past 10+ years, I’ve built and scaled e-commerce operations for design-forward, lifestyle-driven brands — most notably spending 8 years as E-Commerce Manager at Verve Coffee Roasters, where I owned the full Shopify Plus storefront, CRO strategy, site merchandising, and promotional execution. The numbers tell the story: +25% YoY revenue growth, a website relaunch that delivered a +183% lift in sessions and a +9% lift in conversion rate, and a subscription incentive A/B test that became a model for systematic experimentation. But what I’m most proud of is building digital experiences that feel as intentional and human as the products behind them. My approach sits at the intersection of data and hospitality — deeply influenced by Will Guidara’s Unreasonable Hospitality framework. I believe every click, every page, every email should feel like someone thoughtful is on the other side. What I bring to the table: • Full P&L ownership of DTC e-commerce operations • Conversion rate optimization & structured A/B testing • Shopify Plus storefront management & site merchandising • Cross-functional execution with Growth, Creative, Retention, and Ops teams • Advanced Figma • GA4 • Klaviyo • Recharge • Hotjar • Adobe Creative Suite Currently exploring my next opportunity in DTC e-commerce, CRO, or digital commerce management — ideally with a brand that cares as much about the customer experience as the conversion rate. ## Work Experience ### Marketing & Digital Operations Manager @ Emerald Mallard Jan 2024 – Jan 2026 | Felton, CA Lead marketing strategy and digital operations for an award-winning bistro and bakery in the Santa Cruz Mountains. Manage end-to-end digital presence, including website, social media, email marketing, and local SEO while driving community engagement and brand awareness. Key highlights: • Built and executed integrated marketing campaigns spanning digital and in-person channels for a hospitality brand recognized with "Best Of" awards in Santa Cruz County • Applied DTC e-commerce and conversion optimization principles to a brick-and-mortar context, driving measurable increases in online ordering and customer engagement • Managed cross-channel content strategy and brand consistency across all digital touchpoints ### UX Designer @ Accel Health Jan 2024 – Jan 2024 | Austin, Texas, United States I was entrusted with the comprehensive design and development of the company's marketing website. Leveraging tools like Figma for design and WebFlow for development, I successfully created a user-centric, visually appealing, and highly functional marketing website. - Developed the final design concepts using Figma, ensuring alignment with Accel Health's brand identity and marketing goals. - Crafted intuitive and aesthetically pleasing user interfaces that enhance the user experience and drive engagement. - Utilized WebFlow to bring the designs to life, implementing responsive design principles to ensure optimal performance across various devices and screen sizes. - Collected and incorporated stakeholder feedback to refine and optimize the website's design and functionality. ### E-Commerce Manager @ Verve Coffee Roasters Jan 2020 – Jan 2024 | Santa Cruz, CA Owned the full DTC commerce operation for a nationally recognized specialty coffee brand — Shopify Plus storefront management, site merchandising, CRO strategy, promotional execution, and analytics reporting. Independently managed daily site operations, content updates, product launches, and campaign readiness for 8 years. Key Achievements: • Drove +25% YoY revenue growth through sustained merchandising optimization, CRO experimentation, and lifecycle strategy • Led complete website relaunch delivering +183% sessions, +27% engagement rate, +9% CVR lift, and +8% AOV increase • Owned conversion rate optimization strategy end-to-end — from Hotjar heatmap analysis and GA4 funnel audits through hypothesis development, A/B test execution, and results implementation • Designed and executed subscription incentive A/B tests that became a repeatable framework for systematic experimentation across the DTC funnel • Managed site merchandising and assortment strategy, aligning product positioning with seasonal campaigns, wholesale priorities, and inventory levels • Collaborated cross-functionally with Growth, Creative, Retention, and Operations teams to ensure cohesive brand execution across all digital touchpoints • Contributed to Verve being named to Shopify’s "50 Best Online Stores" list Tech Stack: Shopify Plus, GA4, Figma, Hotjar, Recharge, Klaviyo, Adobe Creative Suite, Google Tag Manager ### DTC Customer Experience @ Verve Coffee Roasters Jan 2019 – Jan 2020 | Santa Cruz, California, United States - Engage with customers via Chat, Phone, Email, and Social Media to uphold Verve's highest standards - Managed online customer interactions and nurtured customer loyalty through authentic connections and community-building - Increased close rates with new customers by understanding their needs and providing guidance toward their ideal products - Conveyed challenges and opportunities internally to production and operations teams to improve the customer experience - Managed multiple software programs to meet diverse customer demands ### Web Administrator @ Verve Coffee Roasters Jan 2016 – Jan 2019 | Santa Cruz, California - Launched the company’s first online coffee subscription program ($10M) with +113% growth in the first six months - Led website enhancement initiatives, optimizing information architecture, navigation, and usability Selected and secured budget for the Recharge platform as a flexible and responsive subscription solution - Developed, designed, and executed strategies for email marketing applications to gain and retain customers - Maintained and updated website content, products, and promotions for vervecoffee.com ### Operations Coordinator @ Verve Coffee Roasters Jan 2016 – Jan 2016 | Santa Cruz, CA - Coordinate and manage the COO’s calendar, scheduling, and follow-up - Generate and update website content (products, content, promotions) - Plan, define, and implement website changes and functional improvements - Assist in implementing new systems and processes across the company - Support COO with daily tasks ### E-Commerce and Retail Manager @ Fisherman's Warehouse Tackle Outfitter Jan 2006 – Jan 2016 | San Jose, CA - Managed website redesign project and fully established web operations including SEO & SEM strategies - Maintained all web marketing efforts to drive sales for fishing accessories, gear, apparel, and electronics ### Owner @ DAS Web Design Jan 2011 – Jan 2016 | Santa Cruz, California Collaborated with clients to determine requirements and web site design goals. Provided expertise in areas of design strategy, attracting target audiences, and driving internet traffic. Created an HTML website for a local Santa Cruz painting contractor. www.cuttingedgepaintingsc.com Collaborated with a small design team to enhance the Santa Cruz Museum of Natural History website. www.santacruzmuseum.org Created a WordPress website for a client who wanted a creative, yet professional website aimed at attracting new customers. www.handymandenis.com ## Education ### Web Design UCSC Extension Santa Clara ### Cabrillo College ### Albany High School ## Contact & Social - LinkedIn: https://linkedin.com/in/danielschmidt510 --- Source: https://flows.cv/danielschmidt JSON Resume: https://flows.cv/danielschmidt/resume.json Last updated: 2026-04-13