Product development
Moving ideas from customer insight and product brief through assortment, production, launch, and iteration.
Product · Commerce · Brand · Nashville, TN
Ian
Hoey.
Product, Commerce & Brand Leader
I develop and commercialize products that connect artists, brands, and fans—balancing creative vision, customer insight, brand integrity, and business performance.
01
Reputation / About
The job behind the job
Products need a reason to exist.And a plan to win.
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.
My perspective comes from spending different chapters of my career as a buyer, merchant, product developer, designer, and marketer. Across those roles, I have helped move products from concept and assortment strategy through sourcing, production, positioning, launch, and direct-to-consumer growth.
Music has always been part of that work. I play guitar and drums, spent years performing and touring with bands, and have worked extensively in artist merchandise. Being in a band taught me to run the whole business: shape the idea, create the product, build an audience, and sell directly to fans online and at shows.
Today, I bring that same end-to-end thinking to consumer brands. I connect creative, product, merchandising, marketing, operations, and finance so strong ideas become well-positioned products and commercially sound launches.
“I connect the emotional reason a customer wants a product with the operational work required to bring it to market and make it perform.
In their words
What colleagues say.
His expertise reflects a rare blend of creativity, innovation, and a deep understanding of what resonates with consumers. What truly sets Ian apart is his exceptional leadership and team-oriented approach.
Ian is one of the strongest colleagues I have had the opportunity to work with. I have consistently been impressed by his strategic thinking, work ethic, and ability to turn complex challenges into clear priorities and practical action.
02
Selected work
Culture-led brand building
SOS.
Building a brand with a heartbeat.
I developed SOS from concept through assortment, production, ecommerce, merchandising, storytelling, and retail launch—giving Boise's skate, streetwear, music, and art community something that felt like its own.
- $500K
- Gross revenue
- 7,000
- Units sold
End-to-end brand operations
Future Goods.
One partner. The entire operation.
I built a full-service operation connecting product strategy, creative direction, ecommerce, marketing, sourcing, production, and fulfillment under one roof.
- $1.2M
- Revenue
- 20
- Client brands
03
Selected experience / Capabilities
From idea,
to market,
to growth.
I work across the full product lifecycle, connecting what a brand wants to make with what customers value and what the business can deliver well.
Explore selected workDTC & ecommerce
Building and operating customer-first commerce experiences across brands, storefronts, platforms, and markets.
Merchandising
Shaping assortments, reading category performance, and connecting product decisions to customer demand.
Apparel & artist merchandise
Creating products and programs that feel credible to artists, musicians, communities, and the fans who support them.
Sourcing & production
Coordinating vendors, physical production, quality, inventory, and fulfillment without losing the original idea.
Commercialization
Turning a product concept into a focused go-to-market plan across channels, teams, and customer touchpoints.
Brand & product storytelling
Positioning products with a clear point of view and giving customers a meaningful reason to care.
Cross-functional leadership
Connecting creative, product, merchandising, marketing, operations, finance, and the customer around one commercial goal.
04
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 guitarist and drummer, a retired touring musician, and someone who still writes music regularly. The touring chapter is behind me; the creative one isn't.
Less hustle culture.
More honesty.
05
Contact
Let's talk
shop.
Want to talk product, commerce, music, or what comes next? Send a message. I read every one myself.