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Odeko is a technology-driven platform that supports thousands of local coffee shops and cafés through digital ordering, supply chain logistics, and operational tools. As Head of Ecommerce, I was responsible for leading digital growth initiatives that expanded the company’s revenue streams, modernized its infrastructure, and improved performance across multiple brands, including Barista Underground.
I later continued to work with Odeko in a fractional leadership capacity through Driving Force Digital, launching new high-growth initiatives and building scalable marketing systems that delivered measurable profitability and efficiency across the portfolio.
Odeko’s platform was expanding rapidly, but its ecommerce ecosystem lacked scalability. The company managed multiple brands and product lines across different systems, with fragmented data, inconsistent customer experiences, and limited marketing attribution visibility.
The challenge was to create a unified growth infrastructure capable of supporting both DTC and B2B channels, improving efficiency and unlocking profitable growth across the organization.
I led a complete redesign and migration of the DTC website, creating a modern, scalable, and conversion-optimized foundation. The new architecture improved UX, checkout performance, and merchandising flexibility while integrating with internal systems for supply chain and fulfillment.
This modernization supported significant revenue growth and reduced technical friction across the company’s ecommerce ecosystem.
I developed and executed a three-year digital growth plan designed to expand Odeko’s reach and revenue through both DTC and B2B channels.
The strategy focused on:
This roadmap gave Odeko a clear path to profitability across digital channels while maintaining alignment with company-level financial goals.
Working cross-functionally with product and operations teams, I led the creation and launch of a new multi-million-dollar annual revenue stream, expanding Odeko’s DTC portfolio with strong customer adoption.
This initiative demonstrated the company’s ability to extend beyond software and services into consumer-facing commerce, opening new growth opportunities while reinforcing brand equity.
I conducted a full audit of Odeko’s digital infrastructure and marketing technology stack to identify inefficiencies and capability gaps.
From that audit, I created and began executing a roadmap to unify data, implement advanced attribution and tracking systems, and enhance reporting accuracy across teams.
These improvements enabled better decision-making, more efficient ad spend, and clearer visibility into marketing performance across the organization.
I established new systems for tracking, reporting, and optimizing ad spend to improve return on investment and incremental revenue contribution.
By focusing on measurable growth and sustainable profitability, Odeko was able to scale digital investments more confidently while reducing wasted spend and improving marketing accountability.
Odeko evolved from a fast-moving platform company into a scalable, data-driven organization equipped with the systems, infrastructure, and marketing frameworks to support long-term growth.
By modernizing ecommerce, optimizing the digital tech stack, and implementing disciplined performance management, I helped Odeko create the operational foundation for sustainable, profitable expansion across its portfolio of brands.
