Michael Smethurst

1190 24th Street

Oakland, CA 94607
M: 510.898.8129
msmethurst@protonmail.com

Profile Creative and strategic e-commerce product development professional with over 25 years in
digital product development. Digital advertising and marketing veteran with excellent written
and verbal communication skills. Adept at solutioning and documenting eCommerce features
and functionality in a variety of eCommerce applications.

Skills Salesforce Commerce Cloud (SFCC), Hybris, Magento, Jira, Atlassian, Jira Portfolio,
ProductBoard, Product Management, Product Development, Requirements Elicitation and
Documentation, Technical Program Management, Agile/Scrum, Product Roadmapping,
Functional and Technical Solutioning, Team Leadership, Offshore Development Leadership
and Management, UAT Leadership, QA Department Design and Implementation, eCommerce
Administration Training, eCommerce Operationalization Planning and Management, SEO and
PPC Marketing, Analytics.

Experience Senior Manager, eCommerce Applications, Ariat International, SF Bay - 2019-Present

Transformation of dysfunctional e-commerce site and department into highly productive agile
development team based on ITIL principles. Manage all aspects of 3 complex SFCC brand
sites.

• Technical and functional Owner for SFCC website(s) for specialty footwear and apparel
brands.

• Set roadmap for feature, performance and UX modification to outdated SFCC site.

• Led re-platforming efforts from Site Genesis to SFRA including all integration and advanced
performance features (AMP, Server Side Rendering, progressive page loading). Established
automated QA and automated build process, and full regression testing for multi-country
SFCC B2C website

• Identified and formalized RFP requirements for various integrations (alternative payments,
shipping, CRM, CMS) and defined MVP for integrations

• Codified and created SLA, organized team and communications roles for production
incidents and support process.

• Established and mentored dev team and business on Scrum processes.

Functional Architect, CapGemini, SF Bay - 2017-2019

Functional Architect for eCommerce Consultancy, providing discovery, workshopping, gap
analysis and documentation.

• Established Object Oriented Documentation for inheritable components for SFCC and
Hybris requirements documentation.

• Rapid execution of requirements elicitation and documentation for multiple concurrent

eCommerce websites.

• Functional and technical solutioning of mobile-first features for multiple eCommerce

platform.

• Leadership of onsite discovery and UAT sessions with multiple clients.

Michael Smethurst 1 of 3 eCommerce Product Owner Resume

 Product Owner, Octus Holdings LLC, SF Bay - 2016-2017
Sole-proprietor consultancy providing functional and technical specification documentation
and business case justification for eCommerce websites on a variety of platforms. Pre-
platform requirements documentation for RFP and vendor selection activities.

Offshore development liaison services to eCommerce and ISV clients.

* Mobile first UX

* Internationalization and Localization

* Hybris Commerce

* SFCC/Demandware

* Magento

* SOLR Search Tuning

Account Director, EPAM Inc., SF Bay - 2014-2016

Managed $18MM book of business for offshore development company. Provided sales,
consultative selling,for large eCommerce sites and other technical projects (ERP, ISV Product
Development, BI). Leadership of functional requirements and technical discovery workshops.
Budgeting of project and resource across multiple client and multiple geographies. Clients
included:

* Sephora - eCommerce projects and staffing

* McKesson - DAM implementation

* Constellation Brands - ERP and BI implementations

* Magento - B2B feature product development

* Nasty Gal - eCommerce development, operations and support

Client Architect, Grid Dynamics, SF Bay - 2012-2014

Lead Functional Architect for eCommerce consultancy and ODC.

• Provided strategic advisory services to eCommerce top 50 clients on re-platforming, soft

launch, QA automation and CICD pipeline development.

• Managed engagement of key clients for eCommerce solutions provider (re-platforming,

search customization, CICD, QA Automation)

• Business analysis and solutioning for custom promotion and offers application

• Lead analysis of soft launch and cut-over program for Kohl’s

• Provided analysis and architecture for Solr search customization for e-commerce catalogs

EMC, Senior Consultant, Chicago - 2011-2012

Consultant providing strategic advice and technology expertise to help organizations exploit
information to its maximum potential. eCommerce focus.

Digital Methods Corporation, Chicago, eBusiness Strategist - 2009 - 2011

Provided management consulting for consumer- oriented technology initiatives with a focus
on cost effectively solving problems faced by marketers in the interactive channel.



Symmieri  Marketing Group, VP, Interactive, Chicago - 2008 - 2009
Managed interactive operations, interactive strategy and interactive creative practice for
Business to Business marketing services company.

Michael Smethurst 2 of 3 eCommerce Product Owner Resume

 OnIt Digital, Senior Digital Strategist, Chicago - 2007-2008
Provided digital strategic consulting services for advertising agencies and direct agency
clients

Amberleaf Inc., Interactive Analyst, Chicago - 2005-2007

Business analysis and requirements engineering for online media and publishing platform.
Additionally, worked on Unica Affinium implementation for subscription advertising
campaigns.


Radiant RM, President, Toronto. Canada - 2004-2005,

Radiant RM is a digital marketing agency with a focus on Relationship Marketing. Our
programs focus on customer acquisition, segmentation and activation.


Amplified Industries Inc., President, SF Bay  and Toronto Canada - 1999-2004

US and Canadian based digital marketing company. Clients included Vitasoy USA, Vivendi/
Universal, People PC, Diageo etc.

SFInteractive, Director of Production, SF Bay - 1998-1999

Founding manager responsible for rapid growth of company from 5 -125 people. Managed
major accounts including Netscape, Symantec, CBS Marketwatch, Sun Microsystems,
Hewlett-Packard, Discover Online Brokerage, Snapple.

America Online, Creative Producer, SF Bay - 1996-1998

Responsible for identifying and developing online content to justify media costs. Clients
included, Doonesbury, Marvel Entertainment, Late Night With David Letterman.


Big Top Productions,  Director of Production, SF Bay - 1995-1996

Provided executive guidance, departmental management, and business development
expertise to award winning digital entertainment studio.

Judson Rosebush Company, Director of Strategy and Production, NYC - 1992-1995

Founding member of small digital creative studio. Developed CD-ROM entertainment
products for Microsoft, Apple, Novell, The New York Times, CBS News and others.

The Sterling Group, Desktop Publisher, New York NY - 1991-1992

Creation of sales support materials for New York brand consultancy.

Education Hampshire College, Amherst, MA – BA - English and Creative Writing

Personal Graduate Colorado Winter Outward Bound, Ocean Sailing, PADI Certified, Dog Owner, Cook,
Musician, Writer, Songwriter, Raconteur

References Gladly provided on job offer.

Michael Smethurst 3 of 3 eCommerce Product Owner Resume