Timm McIntyre
Digital Commerce & Marketplace Leader
Improve conversion. Protect margin. Make it measurable.
I lead digital commerce operations across Shopify, Amazon, and multi-channel marketing programs with a focus on revenue growth, contribution margin, and disciplined performance management. My work focuses on aligning digital strategy with measurable business outcomes— improving your conversion, protecting your margin, and setting your business free to grow.
My core capabilities include:
- Digital Commerce Strategy
- Marketplace Operations
- CRM & Lifecycle Marketing
- Conversion Optimization
- SEO and Paid Media
- Analytics and Performance Measurement
- ERP and Inventory Integration
Rebuild - Reactivate - Recalibrate - Redesign - Realign
Want to learn how I've helped others succeed? Examples of my work follow.
Braeside Displays
Shopify Plus | Amazon | Digital Operations
Rebuilding a fragmented ecommerce operation across Shopify, Amazon, and digital marketing channels with a focus on profitability and operational discipline.
Business Context
Manufacturer of point-of-purchase displays selling both B2B and direct to consumer.
Challenge
The ecommerce operation had grown quickly but lacked clear financial visibility across Shopify, Amazon, and digital marketing channels. Leadership had strong top-line activity but limited insight into channel profitability and operational performance. Leadership needed clear visibility into channel profitability and contribution margin in order to make disciplined decisions about marketing spend and product strategy.
Approach
I audited ecommerce and marketing performance across Shopify, Amazon, and paid media, rebuilt the contribution model, and aligned merchandising, marketplace strategy, and advertising investment around profitability.
Key Decisions
- Established financial visibility across ecommerce channels
- Reorganized site merchandising to highlight top-performing products
- Simplified the Amazon catalog to focus on profitable SKUs
- Shifted marketplace fulfillment strategy to improve operational control
Outcome
Established a more disciplined ecommerce operation with clearer financial insight and stronger margin protection across channels.
Amazon Store
After a thorough performance analysis, I conducted an SKU rationalization, created an automated pricing model tool, revised all content and moved us away from FBA to strictly FBM. Finally, I initiated inventory integration with our Shopify Plus store.
Hilco Vision
Multiple International Brands | CRM Automation | Customer Lifecycle Reactivation
Designing a lifecycle marketing framework to reactivate dormant customers across multiple brands.
Business Context
The organization managed multiple international product brands and operated a complex
mix of B2B ecommerce, B2C websites, and partner portals serving different customer segments.
Challenge
A large number of previously active customers had stopped purchasing, but the organization lacked a structured process to identify dormant accounts or re-engage them across brands.
Approach
I analyzed customer purchasing patterns and CRM data to identify dormant accounts and segment them by business type, brand engagement, and buying behavior. Based on those insights, I built a lifecycle reactivation program combining automated outreach with coordinated sales follow-up.
Key Decisions
- Identified dormant accounts through purchasing pattern analysis
- Segmented customers by business type and brand engagement
- Implemented automated lifecycle outreach workflows
- Established reporting to monitor reactivation performance
Outcome
Reactivated dormant customers and established a repeatable lifecycle marketing framework to support long-term customer retention and revenue recovery.
FTD Florist Network
Conversion Optimization Across 8,000 Ecommerce Sites
Improving conversion performance across one of the largest florist ecommerce networks in North America.
Business Context
FTD operates one of the largest florist ecommerce networks in North America, supporting thousands of independently operated florist websites.
Challenge
Customers were required to navigate several layers before reaching products, creating friction early in the shopping experience and limiting product discovery.
Approach
I analyzed performance across high-performing site templates and identified that sites allowing immediate product browsing converted significantly better. Based on this insight, I redesigned the entry experience to simplify product discovery.
Key Decisions
- Introduced landing pages that allowed shoppers to begin browsing immediately
- Reduced early navigation friction in the purchase path
- Tested new templates against existing site structures
- Expanded the optimized design across the network
Outcome
Improved product discovery and contributed to industry-leading ecommerce conversion performance across the network.
Loyola University Health System
Patient-Centered Navigation and Taxonomy Redesign
Redesigning healthcare navigation around patient behavior rather than academic structure.
Business Context
Academic health system serving patients across multiple hospitals and specialty practices.
Challenge
The website navigation was structured around academic departments, reflecting the internal organization of the institution rather than how patients searched for care.
Approach
I reviewed internal search behavior, heatmaps, and user interviews, then created a card sorting exercise tested with hundreds of patients and community members to understand how users organized healthcare information.
Key Decisions
- Reorganized site taxonomy around conditions and treatment types
- Simplified navigation to reflect patient mental models
- Maintained academic structure deeper in the site for internal stakeholders
Outcome
Produced shorter and more effective site visits, improved paths to appointment scheduling, and higher Net Promoter Scores.
Pentair Residential Filtration
Multi-Channel Digital Growth Strategy
Aligning digital acquisition channels with measurable performance and ecommerce growth.
Business Context
Global manufacturer of residential water filtration products selling through ecommerce, distribution, and dealer networks.
Challenge
The organization needed to expand digital acquisition while maintaining strict performance targets and supporting a multi-year ecommerce platform transition.
Approach
I aligned SEO, paid search, and ecommerce optimization around measurable performance targets while helping guide the organization through a multi-year ecommerce platform
transition.
Key Decisions
- Aligned acquisition channels with measurable performance targets
- Improved ecommerce conversion paths and product discovery
- Implemented structured measurement across digital channels
Outcome
Improved acquisition efficiency and strengthened overall digital channel performance.
Timm McIntyre
Digital Commerce & Marketplace Leader
Whatever digital marketing challenges your business faces, I'm ready to help you: