Hoof Boss E-commerce & Operations Leadership
Operated in an ownership capacity across e-commerce and operations, leading a WooCommerce to Shopify migration, scaling paid acquisition, and aligning forecasting, production, and inventory to support sustained growth.
- Client
- Hoof Boss
- Role
- E-commerce Growth & Operations Lead
- Date
- January 2024
- Tools
- Shopify, Google Ads, Google Analytics 4, Search Console +3
Outcomes
- Online store revenue YoY (2025)
- +37%
- Google Ads ROAS (2025)
- 15.58x
- Conversion rate (2025)
- +23%
- Google Ads conversion value (2025)
- $202K
Summary
Hoof Boss sells professional hoof care tools and accessories to a national and international customer base. I operated in an ownership capacity across e-commerce and operations, with primary responsibility for production scheduling, importing, and inventory forecasting to support growth. In parallel, I led a full migration from WooCommerce to Shopify, launched a new Shopify theme, implemented product feeds for Shopping, and owned paid acquisition and measurement.
Problem
As demand increased, the business needed tighter operational control and a more scalable e-commerce foundation:
- Inventory availability and lead times required forecasting and structured replenishment rather than reactive purchasing
- Production scheduling and imports needed to align with seasonality, promotions, and demand trends
- WooCommerce limited speed of iteration, merchandising control, and consistent analytics
- Limited visibility into channel and SKU performance made planning, budgeting, and prioritization harder
Approach
Forecasting, inventory, and production execution (primary)
- Built a forecasting cadence using sales velocity, seasonality, channel trends, and stock coverage targets
- Aligned purchasing, inbound timing, and production schedules with demand signals to reduce stock risk and avoid overbuying
- Improved inventory visibility and alerting to reduce manual checks and increase in-stock reliability
- Streamlined fulfillment workflows to reduce order exceptions and keep shipping performance consistent
Platform migration and storefront rebuild
- Led end-to-end migration from WooCommerce to Shopify, including customers and historical orders
- Launched a new Shopify theme designed for mobile-first conversion and clearer merchandising
- Validated analytics and reporting continuity post-migration to ensure clean measurement
Product feeds and growth enablement
- Implemented product feeds via the Google & YouTube App and connected Merchant Center
- Improved feed readiness (titles, attributes, variants, categorization) to support Shopping and Performance Max performance
- Audited and rebuilt Google Ads around search intent and query quality, improving landing alignment and efficiency
- Strengthened SEO foundations through site structure and internal linking improvements
Analytics and reporting
- Implemented enhanced e-commerce tracking in GA4 and built dashboards for weekly decision-making
- Standardized reporting so ownership could tie marketing performance to product demand, inventory readiness, and operational capacity
My Role
- Owned forecasting, inventory planning, production scheduling, and import coordination
- Led WooCommerce to Shopify migration and theme launch (planning, QA, validation)
- Built product feed infrastructure (Google & YouTube App + Merchant Center)
- Owned Google Ads strategy and execution
- Built GA4 tracking, dashboards, and reporting cadence
- Reported directly to ownership on growth, efficiency, and operational readiness
Results
Created a more scalable operating system by aligning forecasting, production/import timelines, and e-commerce execution. This increased in-stock reliability and conversion efficiency while supporting growth, including +37% online store revenue YoY in 2025, a +23% conversion rate increase, and 15.58x ROAS with $202K in tracked Google Ads conversion value, while scaling production throughput without adding production headcount.