Shopify + Ops + Design + Growth
Blackfoot River Outfitters
Built their entire digital presence from scratch: Shopify storefront, Klaviyo email flows, trip booking integration, and viral Black Friday campaigns. Drove $250k+ in online revenue.
Areas
UX, Strategy, Marketing
Role
Online Experience Director
Platform
Shopify + Klaviyo
Tools
Figma, Liquid, Google
Year
2023 - Now
Shopify + Ops + Design + Growth
Blackfoot River Outfitters
Built their entire digital presence from scratch: Shopify storefront, Klaviyo email flows, trip booking integration, and viral Black Friday campaigns. Drove $250k+ in online revenue.
Areas
UX, Strategy, Marketing
Role
Online Experience Director
Platform
Shopify + Klaviyo
Tools
Figma, Liquid, Google
Year
2023 - Now
Shopify + Ops + Design + Growth
Blackfoot River Outfitters
Built their entire digital presence from scratch: Shopify storefront, Klaviyo email flows, trip booking integration, and viral Black Friday campaigns. Drove $250k+ in online revenue.
Areas
UX, Strategy, Marketing
Role
Online Experience Director
Platform
Shopify + Klaviyo
Tools
Figma, Liquid, Google
Year
2023 - Now
Background
Blackfoot River Outfitters had something rare: a passionate customer base and a steady stream of online orders — despite putting almost no effort into their e-commerce experience. I’d worked with John and Terri Herzer for years and saw the untapped potential. They’re legends in the fly fishing world, but not experts in digital strategy. I pitched the idea of joining the team to bring focus and intentionality to their online presence — and came on board as their full-time Online Experience Director. The goal: translate their in-store authority and guiding reputation into a modern, profitable digital operation without losing the authenticity that makes BRO what it is.
Background
Blackfoot River Outfitters had something rare: a passionate customer base and a steady stream of online orders — despite putting almost no effort into their e-commerce experience. I’d worked with John and Terri Herzer for years and saw the untapped potential. They’re legends in the fly fishing world, but not experts in digital strategy. I pitched the idea of joining the team to bring focus and intentionality to their online presence — and came on board as their full-time Online Experience Director. The goal: translate their in-store authority and guiding reputation into a modern, profitable digital operation without losing the authenticity that makes BRO what it is.
Background
Blackfoot River Outfitters had something rare: a passionate customer base and a steady stream of online orders — despite putting almost no effort into their e-commerce experience. I’d worked with John and Terri Herzer for years and saw the untapped potential. They’re legends in the fly fishing world, but not experts in digital strategy. I pitched the idea of joining the team to bring focus and intentionality to their online presence — and came on board as their full-time Online Experience Director. The goal: translate their in-store authority and guiding reputation into a modern, profitable digital operation without losing the authenticity that makes BRO what it is.
Approach
I overhauled their Shopify site with a cleaner theme, smarter merchandising, and a consistent voice that aligned with fly fishing culture and the Herzers’ personalities. I integrated Klaviyo and built automation flows, retargeting campaigns, and a full marketing calendar. I connected the backend dots — GA4, Search Console, Merchant Center — and Google started featuring their products organically. I helped them earn 5-star Google Merchant status and launched BNPL with Affirm.
On the guiding side, I integrated Brindlechute to automate booking and rebuilt every trip page with clear messaging and conversion in mind. I added real-time chat, synced Shopify with Meta and TikTok, and built their most successful Black Friday / Cyber Monday campaign to date. One of the biggest wins? I created a fishing report engine that became the most popular feature on the site — and then monetized it with product merchandising. Every move aimed at improving customer experience, operations, and bottom-line performance.
Approach
I overhauled their Shopify site with a cleaner theme, smarter merchandising, and a consistent voice that aligned with fly fishing culture and the Herzers’ personalities. I integrated Klaviyo and built automation flows, retargeting campaigns, and a full marketing calendar. I connected the backend dots — GA4, Search Console, Merchant Center — and Google started featuring their products organically. I helped them earn 5-star Google Merchant status and launched BNPL with Affirm.
On the guiding side, I integrated Brindlechute to automate booking and rebuilt every trip page with clear messaging and conversion in mind. I added real-time chat, synced Shopify with Meta and TikTok, and built their most successful Black Friday / Cyber Monday campaign to date. One of the biggest wins? I created a fishing report engine that became the most popular feature on the site — and then monetized it with product merchandising. Every move aimed at improving customer experience, operations, and bottom-line performance.
Approach
I overhauled their Shopify site with a cleaner theme, smarter merchandising, and a consistent voice that aligned with fly fishing culture and the Herzers’ personalities. I integrated Klaviyo and built automation flows, retargeting campaigns, and a full marketing calendar. I connected the backend dots — GA4, Search Console, Merchant Center — and Google started featuring their products organically. I helped them earn 5-star Google Merchant status and launched BNPL with Affirm.
On the guiding side, I integrated Brindlechute to automate booking and rebuilt every trip page with clear messaging and conversion in mind. I added real-time chat, synced Shopify with Meta and TikTok, and built their most successful Black Friday / Cyber Monday campaign to date. One of the biggest wins? I created a fishing report engine that became the most popular feature on the site — and then monetized it with product merchandising. Every move aimed at improving customer experience, operations, and bottom-line performance.
Impact
Online sales hit $250k annually — up dramatically for a small fly shop — and continue to climb year-over-year even as industry-wide demand softens. The average order value is up. Bookings now come through the site daily, and the Fishing Report drives massive, consistent traffic. The BRO team now has analytics, automation, and admin tools that make their jobs easier, not harder. Customers regularly praise the new site and email campaigns.
For me, the most rewarding part has been working with people I truly respect — bringing modern systems to a niche I’ve come to love, and building something that works as hard as they do.
Online Sales
$250k
Traffic Increase
300%
Bookings Originated Online
85%
Impact
Online sales hit $250k annually — up dramatically for a small fly shop — and continue to climb year-over-year even as industry-wide demand softens. The average order value is up. Bookings now come through the site daily, and the Fishing Report drives massive, consistent traffic. The BRO team now has analytics, automation, and admin tools that make their jobs easier, not harder. Customers regularly praise the new site and email campaigns.
For me, the most rewarding part has been working with people I truly respect — bringing modern systems to a niche I’ve come to love, and building something that works as hard as they do.
Metric
$250k
Traffic Increase
300%
Bookings Originated Online
85%
Impact
Online sales hit $250k annually — up dramatically for a small fly shop — and continue to climb year-over-year even as industry-wide demand softens. The average order value is up. Bookings now come through the site daily, and the Fishing Report drives massive, consistent traffic. The BRO team now has analytics, automation, and admin tools that make their jobs easier, not harder. Customers regularly praise the new site and email campaigns.
For me, the most rewarding part has been working with people I truly respect — bringing modern systems to a niche I’ve come to love, and building something that works as hard as they do.
Online Sales
$250k
Traffic Increase
300%
Bookings Originated Online
85%