Forge - Performance Men's Skincare Built for Scale

Forge is a men's skincare brand redefining natural performance grooming with scientifically-backed, results-driven products. Focused on building a premium DTC experience while scaling through paid acquisition and affiliate partnerships, Forge needed a high-converting, channel-ready Shopify ecosystem that could support aggressive growth—without sacrificing brand integrity or user experience.

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My Responsibilities

I led the complete Shopify redesign and technical buildout, creating a fully custom theme architecture from the ground up. Every element—from product pages to checkout integration—was designed for flexibility, performance, and conversion optimization. I engineered modular, customizer-friendly widgets that empower the brand to iterate rapidly without developer dependency, connected multi-channel selling infrastructure (Google, TikTok, CheckoutChamp funnels), and ensured seamless data flow across the entire acquisition and retention stack.

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Key Contributions & Process

Custom Shopify Theme Development
Built a fully custom Shopify 2.0 theme from scratch, structured for scalability and optimized for both desktop and mobile performance. Designed every section with Shopify's native customizer in mind—zero hardcoded elements, full brand control.
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Multi-Channel Commerce Integration
Connected Forge's Shopify store with high-performance sales funnels via CheckoutChamp, enabling sophisticated upsell and subscription logic. Integrated product catalogs across Google Shopping, TikTok Shop, and affiliate platforms for omnichannel revenue growth.
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Conversion-Optimized Product Pages
Redesigned product detail pages with trust-building elements, dynamic content modules, and mobile-first layouts. Focused on reducing friction, improving time-on-page, and driving add-to-cart rates through strategic UX decisions.
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Flexible Widget System & Brand Consistency
Developed a library of reusable, customizer-ready widgets—hero sections, product grids, testimonials, cross-sells—allowing the marketing team to launch new campaigns and test creative without touching code.
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Marketing Tech Stack Integration
Implemented Klaviyo for retention automation, Jujeme for reviews and social proof, and integrated advanced tracking infrastructure for attribution and analytics clarity across paid channels.

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Results & Impact

Built a scalable, conversion-focused storefront that positions Forge as a premium player in the competitive men's skincare space. The custom theme architecture reduced reliance on developers, allowing the brand to move faster on creative testing and campaign launches. Multi-channel integration unlocked new revenue streams and improved attribution accuracy, while the optimized UX and flexible design system set the foundation for subscription growth and long-term customer retention. Forge now operates with a Shopify ecosystem built to scale—technically robust, visually compelling, and strategically aligned with aggressive growth targets.

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