I treat websites as a systems puzzle—solving the architecture to turn complex web properties into high-converting revenue assets optimized for human conversions and AI discovery engines.
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Led a headless ecommerce transformation that increased online sales by 19% YoY, improved site performance, and built a scalable digital commerce platform for future growth.
Designed and executed data-driven conversion optimization strategies (growth experiments) that transformed customer journeys, increased Add-to-Cart rates to 70%, and significantly improved checkout performance.
Built scalable SEO, technical SEO, content that dramatically expanded discoverability, recovered rankings after migration, and accelerated qualified traffic growth.
Implemented AI-ready SEO (GEO/AEO), structured data, technical optimization, and content architecture that dramatically improved visibility across search engines and AI-powered discovery.
Owned growth strategy for a high-volume Amazon marketplace business, driving pricing optimization, merchandising, forecasting, profitability, and operational performance.
Optimized audience targeting, campaign structure, landing pages, and conversion paths to increase return on ad spend while lowering customer acquisition costs.
Explore the repeatable, full-funnel testing matrices and data-driven frameworks—spanning headless architecture migrations to multi-tiered acquisition paths—that systematically dismantled user friction, reclaimed organic authority, and triggered definitive upticks in primary revenue, conversion, and traffic metrics.
Challenge: The business needed to accelerate direct-to-consumer revenue while modernizing its digital ecosystem. Existing acquisition channels, ecommerce experiences, and growth initiatives were operating independently, limiting overall business performance.
What I Did: Owned the digital growth roadmap across acquisition, customer experience, ecommerce optimization, and analytics while partnering with engineering, product, merchandising, and executive leadership.
What I Delivered:
- Led end-to-end website refresh initiatives
- Developed full-funnel growth strategy
- Managed multi-channel acquisition campaigns
- Optimized customer acquisition economics
- Introduced AI-powered workflows into marketing operations
- Launched affiliate program improvements
- Managed roadmap execution across multiple stakeholders
Challenge: Following a major website migration, the business risked losing years of accumulated SEO authority while simultaneously needing to prepare for the future of AI-powered search experiences.
What I Did: Served as Senior Technical Lead responsible for preserving search visibility while building a modern search strategy spanning traditional SEO and Generative Engine Optimization (GEO).
What I Delivered:
- Led technical SEO strategy
- Led Website Migrations (Wordpress, Nuxt + Drupal)
- Redesigned site architecture
- Implemented structured data
- Built Product and FAQ Schema (for Wordpress, Shopify and Zendesk)
- Implemented llms.txt
- Enhanced AI search discoverability
Challenge: Although website traffic continued growing, opportunities existed to reduce customer friction and improve conversion performance across key stages of the ecommerce journey.
What I Did: Owned conversion optimization initiatives spanning landing pages, product experiences, checkout funnels, merchandising, experimentation, and customer behavior analysis.
What I Delivered:
- Built experimentation roadmap
- Redesigned landing pages
- Optimized quiz journeys
- Improved checkout funnel
- Enhanced product merchandising
- Implemented urgency messaging
- Improved conversion paths
- Used Google Analytics and GTM to identify friction
- Continuously tested customer journeys
Challenge: The organization needed to modernize its ecommerce infrastructure while improving operational efficiency, customer experience, profitability, and long-term scalability across multiple sales channels.
What I Did: Led strategic ecommerce initiatives across DTC websites, Amazon Marketplace, Shopify, merchandising, inventory optimization, pricing, fulfillment, and digital operations.
What I Delivered:
- Owned $10M+ Amazon business
- Led $6M+ ecommerce platform transformation
- Directed headless commerce implementation
- Managed cross-functional product launches
- Reduced SKU count from 8,000 to 2,000 using Pareto analysis
- Improved order fulfillment processes
- Owned year-round performance marketing and acquisition campaigns
- Integrated B2B demand generation channels directly with back-end order management
Keshav brings elite technical commerce skills to the table at every turn and has helped us grow exponentially. Beyond his direct commercial impact on our multi-channel storefront velocity, his data-centric mindset and collaborative 'what-if' approach consistently inspires cross-functional teams to stretch their thinking and innovate.
Based in Toronto, Canada and operating across North America. Let’s talk about your current e-commerce or growth hurdles or fractional consulting needs.
