✽ E-Commerce Strategy
✽ UX and Visual Design
✽ Shopify Management
✽ Team Management
Freak Athlete designs versatile, space-efficient home gym equipment that maximizes functionality without sacrificing quality.
Challenge
Some key challenges Freak Athlete faced when I first joined as the Director of E-Commerce:
Managed 5+ Shopify stores with inadequate infrastructure for multi-store operations.
Developed localization strategies for expanding international markets.
Supported rapid product launches with new feature development.
Navigated fast-paced timelines while ensuring seamless execution.
Identified gaps in resource allocation and operational efficiency.
Set up testing and reporting infrastructure.
Approach
Cross-functional leadership: Partnered with Marketing & Design heads to implement project management systems.
Site optimization: Led infrastructure improvements and new feature rollouts.
Tech oversight: Managed developers, ensuring smooth builds and site setups.
Data-driven decisions: Analyzed performance data to identify areas for improvement.
Design & UX: Provided mockups while hiring a UI/UX designer to enhance user experience.
Global expansion: Partnered with various team members to launch product in new international markets.
Team enablement: Conducted training to strengthen internal capabilities.
✤
Peiying is the strongest eCommerce operator that I've personally had the chance to work with. She is a rare blend of strategist, builder, and leader. She combines deep technical understanding with strong design sensibility and a conversion-focused mindset. That unique combination allowed her to successfully lead a cross-functional team of three developers, a UI/UX designer, and collaborate closely with our marketing team to deliver high-impact results.
Benjamin Elster
CEO and Founder
Freak Athlete
Results
✤
Key highlights include:
Improved average monthly revenue by 31%
Improved Shopify store organization, saving the brand thousands in monthly fees
Improved infrastructure across 5+ Shopify stores, streamlining management time by 40%
Improved data analytics tracking
Recommended and implemented changes on the site to improve conversion rates
Help launch two new markets and new products
Oversaw and launched Freak Athlete Zone, a dynamic workout library that provided infrastructure for the broader team to easily create new workouts for customers
Created 15+ landing pages for Meta testing in one quarter
