Digital Transformation:
E-Commerce Overhaul

Rebuilding the Digital Core to Deliver 300% Sales Growth and 700% Account Expansion

As a Technical Program Director and PMO Leader, my focus is on turning operational friction into massive, measurable business growth. This project not only drove a 300% increase in online sales for a leading telecommunications brand, but it also served as the catalyst for scaling the client account from $250K to over $2M annually through strategic operational build-out.

The Challenge: Decades of Digital Debt

The client's primary digital asset—their eCommerce platform—was failing to perform, struggling to achieve more than 30 online sales per week due to a clunky UI and a legacy CMS. Beyond the public-facing issues, the internal organizational model was fractured, limiting efficiency and future growth potential.

The core challenge was two-fold: we needed to overhaul the digital experience while simultaneously improving internal processes and implementing deeper systems that could support a much larger, high-performing account.

The client's primary digital asset—their eCommerce platform, had become a major liability. An outdated digital experience, built on a legacy CMS, was failing to meet modern customer expectations.

My Leadership: Building the Team and the Framework

I led the end-to-end transformation, acting as both the strategic architect for the new digital platform and the PMO builder for the internal client team.

‍Organizational Transformation & Growth:

• Team Building: I built a dedicated, high-performance cross-functional team of creatives, engineers, strategists, and junior PMs, providing the specialized structure required to successfully execute the scale of the digital overhaul.
• Revenue Impact: This operational build-out directly supported the growth of the account, scaling the annual revenue from $250K to over $2M.

Process Implementation:

• I installed Agile methodologies across the new team to streamline work, improve execution speed, and guarantee superior project outcomes far beyond the eCommerce scope.
• We used advanced analytics and journey mapping to systematically uncover friction points and build a disciplined, data-first delivery model.
• I guided the technical and creative teams through a complete UX/UI overhaul and rebuilt the site on a modern CMS. We introduced eCommerce features like product bundling and a streamlined, single-page checkout process to directly boost average order value and conversion rates. Furthermore, we integrated systems to ensure the marketing team received real-time customer behavioral data for the first time, enabling data-driven campaigns.
• We led this e-commerce project with a security-first mindset. The architecture included encrypted customer data pipelines, SOC 2-aligned access controls, and strict WACG compliance. CI/CD pipelines automated secure code deployment, ensuring both reliability and compliance throughout the build and post-launch operations.

The Outcome: Sustained ROI and Operational Excellence

This transformation demonstrates the power of disciplined program leadership in driving sustained financial and operational success:

• 400% Sales Increase: Within 6 months of launch, online sales surged from 30 to 150 per week, establishing the digital platform as a primary revenue driver.
• Operational Excellence: The organizational structure and the new platform delivered superior performance, resulting in significantly lower cart abandonment and record customer satisfaction scores.
• Strategic Growth: The foundational system and team I built led to the account scaling to $2M annually.

This project stands as a powerful proof point for how strategic PMO leadership and technical governance can successfully transform organizational capability and deliver industry-leading ROI.