Joe P.

About Joe P.

The gap between question and execution has narrowed. A single prompt can now produce direction, but turning that into results still requires structure. Commerce growth has shifted. Discovery is no longer centralized — it’s spread across AI search, feeds, marketplaces, and assistants, driven by micro-engagements at the query, product, and intent level. Most teams haven’t fully adapted. They’re adding tools while execution still breaks. Catalog, pricing, and marketing don’t align, so teams end up stitching systems together manually. That gap is where I focus.I build commerce systems that turn product data, catalogs, and teams into revenue across marketplaces and performance channels — improving P&L and driving sales growth.My career began at iHerb as the first webmaster, working directly with product data and learning how catalog structure, user behavior, and margin drive performance — and how demand translates into revenue.I later led go‑to‑market execution for iHerb‑owned brands on Amazon — launching brand stores, navigating compliance, and winning appeals early — using that expertise to unlock expansion into markets like the UAE and Japan.That work contributed to over $1B in supplement sales and helped iHerb scale into a multi‑billion‑dollar global business serving 10M+ customers — and that discipline still shapes how I operate today.I work across strategy, systems architecture, and digital marketing — owning the parts most teams overlook: feeds, schema, catalog rules, strategic merchandising, and marketplace compliance.That’s where execution breaks — and where performance is won. Today, I lead Digital Growth at Vitamin World, driving 30%+ gains in revenue and orders by tightening fundamentals and applying AI where it creates real leverage. Track Record Generated $50M+ across Amazon, Walmart, and Target+ Built Love.com → 700+ brands, 20K+ SKUs Advised Temu on U.S. marketplace expansion Led Shopify Plus builds, migrations, and unified commerce initiatives Focus Structured commerce systems across Shopify, Amazon, and Google Product data quality and compliance at scale AI-enabled workflows that improve speed, conversion, and margin What I’m Building FeedZip.ai — product data quality and compliance as an agentic operating layer LogicShop.io — building blocks for AI-ready commerce teams AOSReport.com — framework for evaluating real-world AI usage based on output, not claims SupplementZip.com — exploring the future of supplements

Experience

1. Head of Ecommerce Growth & Innovation

   Vitamin World

   Jan 2026 — Present · Beverly Hills, CA, US

   Leading the transformation of a 40+ store retail brand into a modern omnichannel business, aligning digital, marketing, and customer service around growth and execution. Expanded visibility across AI-driven search and discovery channels, advancing early agentic commerce initiatives Led migration from Shoplaza to Shopify Plus, deploying a full cross-channel tech stack (email/SMS, TikTok Shop, Meta, Bing, Google) Supported international expansion into Canada and Mexico, including Spanish localization Strengthened omnichannel capabilities (reviews, loyalty, Shopify POS) Partnered with marketing on data-driven campaigns focused on engagement, repeat purchase, and margin efficiency Deployed AI tools to improve segmentation, streamline catalog workflows, and increase operational efficiencyEarly Impact (First 4 Months):30%+ growth in orders and revenue, improved conversion rate, and reduced promotional discounting—driving margin gains while scaling

Education

• Rio Hondo College

  Whittier, Ca

• UCLA Extension

  Certificate, Digital Marketing Technology