Shane Boulos

Digital Operations & Lifecycle Systems Architect. I build e-commerce and lifecycle marketing infrastructure that creates compounding returns by making digital systems work together seamlessly.

Featured Work

The OG Group / American West Jewelry

Contract · Digital operations, lifecycle marketing & Shopify systems · The OG Group since 2021, American West Jewelry since 2023

Leading digital operations for American West Jewelry, a Southwestern jewelry brand founded in 1975 and part of The OG Group's portfolio. Work independently across the Shopify Plus ecosystem, coordinating external agencies and advising on technology investments. Also built e-commerce and corporate sites for additional OG Group brands.

Email Year-over-year revenue growth
SEO Top organic rankings for core category terms
SMS Sustained list growth

Strategic Initiatives

Rebuilt engagement-based segmentation architecture with holiday-based logic (contributed to higher conversion). Complete rebuilds of Added to Cart and Welcome flows (primary drivers of automation revenue growth). Established data-driven email defaults through systematic A/B testing. Schema consolidation and structured data optimization earned top organic rankings for core category terms and placement in Google AI Overviews. Coordinated cross-functional teams including Go Fish Digital (email/SEO agency), Yotpo, internal design, and development partners.

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Additional Work

Gemistry

The OG Group | E-commerce Site Build

Built complete Shopify e-commerce site for direct-to-consumer fine jewelry brand featuring designer collections (Judy Crowell, Bob Mackie, Kathy Levine). Architected multi-brand navigation, complex product taxonomy across diamonds, gemstones, zodiac jewelry, and designer collections.

Shopify Site Architecture UX Design Product Taxonomy
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The OG Group Corporate Site

The OG Group | Corporate Website

Designed and built corporate website for vertically integrated jewelry manufacturer with operations in NY, Hong Kong, Jaipur, and Dubai. Created multi-division brand architecture presentation and information hierarchy for B2B audience.

Squarespace Corporate Design B2B Messaging
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Healthier Futures International

Pro Bono | Nonprofit Web Design & Branding

Designed visual identity and logo, established brand color system, and built Squarespace site for volunteer-run 501(c)(3) providing free healthcare to underserved communities in the Dominican Republic. Developed site content and maintain the site on an ongoing basis as the organization grows.

Squarespace Branding Visual Identity Content Development
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Past Work

The Noise Source LLC

Founder & Operator | 2022-2025

Built and operated specialized Shopify-based e-commerce business serving the modular synthesis community. Managed complete technical stack, vendor partnerships with 20+ manufacturers, and all digital marketing.

Shopify Digital Marketing Vendor Management

Athra NJ Inc.

Graphics Manager | 2009-2020 (10+ years)

Managed creative operations for jewelry manufacturer. Redesigned websites, created bespoke CMSes, photographed and retouched jewelry for major retailers, managed in-house design team, and coordinated with external agencies. Gained comprehensive jewelry industry experience.

Web Design Custom CMS Photography Team Management

About

I'm a systems-oriented digital operations leader who builds e-commerce and lifecycle marketing infrastructure that creates compounding returns. I combine technical implementation with strategic business thinking, operating at the intersection of Shopify architecture, lifecycle marketing, and technical SEO.

Currently engaged by The OG Group—a vertically integrated jewelry manufacturer with operations across NY, Hong Kong, Jaipur, and Dubai—to manage digital operations for American West Jewelry and build sites for other brands in the group. My work has grown email revenue, improved conversion rates, and established category authority in competitive SEO spaces.

My approach emphasizes rapid iteration and evidence-based decision making. I leverage modern development workflows to maintain broad strategic scope while staying hands-on with technical details. The result: digital operations with the efficiency typically requiring a full team.

I hold a BFA in Graphic Design from FIT and bring 15+ years of experience spanning jewelry industry operations, e-commerce platform development, and lifecycle marketing architecture.

Skills

E-commerce Platforms

  • Shopify/Shopify Plus
  • Squarespace
  • Multi-store management
  • Liquid templating
  • Theme customization
  • Metafields & app integrations

Lifecycle Marketing

  • Klaviyo (email/SMS)
  • Flow architecture
  • Multi-brand email strategy
  • Segmentation strategy
  • Deliverability optimization
  • A/B testing methodology

Site Building & Design

  • Complete e-commerce builds
  • Navigation architecture
  • UX design
  • Product taxonomy
  • Information hierarchy
  • Corporate website design

Technical Implementation

  • HTML/CSS/JavaScript
  • Technical SEO
  • Structured data & schema
  • Multi-site architecture
  • Photography & content creation

Get In Touch

I'm always happy to talk about digital operations, lifecycle marketing, or e-commerce challenges.

Email [email protected]
LinkedIn linkedin.com/in/shaneboulos