Performance audits
Untangling GA4, Tableau, Recharge, Shopify, and whatever else is quietly disagreeing with itself.
Senior Global DTC Manager · Nashville, TN
Ian
Hoey.
DTC Ecommerce Leader
I help consumer brands figure out what's actually happening in their business and what to do about it.
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Reputation / About
The job behind the job
Most of my job isn't the platform.It's the truth.
I'm currently Senior Global DTC Manager for PetSafe Brands, leading DTC ecommerce globally across PetSafe.com and SportDOG.com — 27 sites spanning multiple brands, regions, and platforms.
GA4 says one thing, Tableau says another, Recharge says a third, and somebody in finance needs a number by Thursday.
I've spent my career being the person who reconciles that mess into a forecast people can actually plan around, catches a category decline before it becomes a quarter-ending surprise, and tells leadership what's really happening instead of what's comfortable to say.
Before leading enterprise DTC, I spent years in music, fashion, product development, and merchandise. These are industries where nobody hands you perfectly clean data, so you learn to trust what you can verify.
Across those roles, I supported ecommerce for more than 100 artists and consumer brands, delivered double-digit growth, and managed eight-figure retail categories.
“My value isn't tied to one platform. I'm the person you bring in when the numbers don't add up and you need someone who will actually go find out why.
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Selective DTC Advisory
Clarity,
not another
dashboard.
DTC support for consumer brands that need an experienced operator to find the signal inside the noise.
Start a conversationForecasting & financial planning
Building forecasts and category-level performance views that finance can actually trust.
Subscription & retention
Finding churn patterns, improving subscription performance, and strengthening the customer lifecycle.
Multi-brand, multi-region operations
Bringing clarity and consistency to complex ecommerce organizations across brands, storefronts, and markets.
Executive reporting
Turning complicated performance data into a clear story that holds up under real scrutiny.
Currently selective about engagements.
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Beyond the work
The human part
What's true when the plan falls apart?
Outside of ecommerce, I'm a special-needs parent and fierce advocate. I also host Doesn't Wreck Me, a podcast about resilience and what actually gets people through hard things.
I'm a retired touring musician who still writes music regularly. The touring chapter is behind me; the creative one isn't.
Less hustle culture.
More honesty.
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Contact
Let's talk
shop.
Have a project, a question, or just want to compare notes? Send a message. I read every one myself.