Director of Digital Experience
Digital work needs a director who can still do the work.
I lead rebrands, websites and ecommerce programs, from strategy and stakeholder alignment through design, development and launch.
Drag the portrait to stretch Erik's face. It springs back when you let go, unless “Make it stick” is on. With a keyboard, use the arrow keys to stretch, Enter to pick a different spot and Escape to reset.
-
$20M+
annual ecommerce revenue under scope
-
$1.4M
incremental revenue from 27 winning tests
-
0.9% → 2.6%
conversion in a controlled test audience
Selected work
All work-
· Shopify ecommerce
Custom kits, filtering and Shopify apps that make complex product systems simple to buy.
$1.4M incremental revenue · 27 winning tests
-
→
Website experience, content migration and paid landing pages through successive acquisitions.
Brand transition · CMS · paid landing pages
-
More work
- Waypoint A live, visual project tracker built into the tools teams already use: Monday.com, Jira, Asana, Notion and more. View project
- Crewtide Weekly scheduling and route optimization for recurring field-service teams, from discovery to early access. View project
- B2B AI rebrand and Webflow system completed in eight weeks. View project
- Initial data-security website launched in 14 days. View project
- Rebrand, positioning and UX for supply-chain intelligence that sees what open data misses. View project
- Local SEO, schema and AI discoverability for a basement waterproofing company. View project
What I do
I set digital direction, lead cross-functional work and step into the details when that helps the team ship better work. Based near Ann Arbor, working with teams everywhere.
- Web design and development, from strategy to launch
- Shopify and ecommerce: UX, custom apps and experimentation
- Digital strategy, roadmaps and fractional leadership
- Product design, from first idea to launch
Tools
- Shopify
- Webflow
- WordPress
- Figma
- React / Next.js
- Tailwind
- analytics
- AI-assisted workflows
Career path
Full résuméHover or tap a role for milestones.
-
Co-Founder & General Manager, Web Operations
- 2009Co-founded an esports tournament company at 17 and built its PHP/MySQL platform.
- 2011Selected as Twitch.tv’s first partner; helped pilot its partner program.
- Grew to 100,000+ subscribers and 5,000 weekly competitors.
- Ran a single-weekend console tournament for 8,000+ players.
- Partnered with GameStop, Machinima, Razer and OpTic.
-
Digital Marketing Specialist
- 2015Joined a national distributor with a 20,000+ SKU catalog.
- Migrated the storefront from AspDotNetStorefront to Shopify.
- Moved a long-established B2B sales operation off printed catalogs.
- Redesigned inventory tools and automated order intake and follow-up.
-
Digital Marketing Specialist → Senior UI/UX Designer → Creative Director
- 2018Promoted to Senior UI/UX Designer.
- 2020Promoted to Creative Director, leading a design team of up to four.
- Owned the B2B experience and the consumer-facing 567 lead-gen brand.
- Helped architect an internal marketing platform in React and Material UI.
-
Co-Owner & Director, Digital Experience
- 2021Became co-owner of a small, senior-led consultancy.
- Led programs for , and .
- Led cross-functional teams of up to 14.
- $1.4M in incremental revenue from 27 winning A/B tests over 12 months.
-
Director of Design (fractional)
- 2023Joined as fractional Director of Design.
- Directed website engagements for , and .
- Oversaw creative systems for paid-media programs up to $10K a month.
- Built AI into research, prototyping, development, QA and documentation.
-
Board Member & Chair, Web Committee
- Served on the board of the Esports Trade Association.
- Chaired its Web Committee.
From a client
I’ve worked with Erik on a few different projects and each has been a success for our company.
We’ve hired several designers over the past few years, but none brought the same level of communication, collaboration and quality of work that Erik has delivered. I especially appreciated Erik’s process on our first call—he asked questions about our brand, project and goals that pushed us to think critically and directly translated to a high quality deliverable. There’s more than a few reasons we continue to go back to Erik.
Connor KitkoDirector of Product Marketing ·
Need someone who can lead the work and get it launched?
contact@erikleavell.com