2018 - Present / eCommerce / AI Systems / Growth
BlackboxMyCar
Director of Marketing & New Business
Instead of using AI as a writing shortcut, I used it as an operating layer.
Pulling data, QA'ing attribution, surfacing revenue leaks, drafting executive-ready recommendations, monitoring customer demand, and turning fragmented systems into repeatable business workflows across 10+ platforms.
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eCommerce / AI Systems / Growth
Before
Disconnected systems, manual everything, and data nobody trusted
- The business had deep category expertise and strong customer trust, but growth created friction. The Shopify storefront, paid ads, email marketing, social media, product launches, and customer support all ran as separate silos with no shared data or process connecting them.
- Manual workflows dominated. Weekly price changes, promotions, and product feed updates were done by hand across two separate stores (US and Canada). The team of 7 had no standardized operating rhythm. Reporting lived in spreadsheets that took days to compile. Nobody trusted the numbers enough to make fast decisions.
- AI was available but was being treated as a writing shortcut. The real opportunity was deeper: building AI-assisted systems that could pull data, check it for quality, surface what mattered, and produce decisions rather than more spreadsheets.
After
An AI-powered operating layer driving measurable business decisions
AI-Powered eCommerce Command Centre
Built a connected operating system that turned fragmented data into faster decisions across the whole team. Instead of waiting days for spreadsheets, leadership got daily readouts on what mattered: revenue, channel performance, product winners, and tracking gaps. 1,600+ decision-ready artifacts replaced manual reports, giving everyone alignment on real data that actually moved the business forward.
Executive Reporting Automation
Automated reporting that turned raw channel data into clear business decisions. Built recurring daily sales reports, weekly paid media reviews, monthly marketing reports, and strategic CMO-style memos. Generated 100+ daily sales reports and 50+ weekly reporting deliverables, giving leadership faster readouts on revenue, AOV, order volume, channel performance, product winners, tracking gaps, and next actions.
Support Intelligence and Revenue Attribution
Turned customer support from a reactive inbox into a measurable revenue channel. Analyzed Gorgias ticket history, pre-sale tags, response coverage, AI handoffs, CSAT, macros, and Shopify order matching across 250K+ support-ticket metadata records. Discovered that replied pre-sale conversations converted dramatically better than unreplied ones, reframing support coverage as a revenue lever.
Paid Media Waste Reduction
Built AI-assisted workflows to audit Google Ads, Meta Ads, Merchant Center, GA4, and Shopify together. Identified products getting impressions or spend without conversions, then built exclusion and negative-keyword workflows to reduce wasted Shopping/PMax exposure. Cleaned conversion-goal noise so purchase actions stayed central to bidding. Created 590+ GA4 backfill artifacts, 120+ Shopify-to-GA4 reconciliation reports, and 40+ tracking coverage reports.
Feed Health Automation
Built feed-health monitoring and cleanup across US and Canada stores covering product approvals, disapprovals, availability mismatches, local feed issues, refurbished-product leakage, and ad/free-listing destination status. Ran 100+ feed-health and cleanup workflows, protecting thousands of product/variant records from bad feed states and wasted ad eligibility.
Competitive Pricing Intelligence
Stayed on top of competitors across US and Canada storefronts. We matched or dropped pricing whenever we caught a gap, enabling faster MAP changes, quicker promo launches, and cleaner execution across both markets. 600+ pricing intelligence runs kept us ahead of the competition.
Campaign Execution and Lifestyle Branding
Supported campaign operations from setup through post-campaign reporting: promo-code infrastructure, Shopify banners, landing pages, collection merchandising, redirects, email copy, and final analysis. Every campaign was designed to drive desire and build lifestyle branding, helping customers feel like the products were something they genuinely wanted. Urgency and excitement drove the creative, not discounts.
AI-Assisted Content, SEO and Brand Reputation
Built workflows converting search data, customer questions, and social signals into SEO blogs, content briefs, support articles, social scripts, and campaign emails. Produced 50+ dash cam trend reports and published Shopify content across US and Canada. Also built public brand monitoring for Reddit and social mentions with tracked response workflows connecting complaints to operational root causes.
The outcome
Instead of using AI as a writing shortcut, I used it as an operating layer: pulling data, QA'ing attribution, surfacing revenue leaks, drafting executive-ready recommendations, monitoring customer demand, and turning fragmented systems into repeatable business workflows.
Project gallery
AI Command Centre Architecture
Architecture diagram showing the AI command centre connecting Shopify, Klaviyo, Gorgias, Google Ads, Meta Ads, GA4, YouTube, TikTok, Instagram, and Descript into one decision-ready system across US and Canada storefronts.
Jack of All Trades
Brought HR into the company to support scalability and employee training as the team grew. When you're building a business, wearing every hat means setting up the systems that let people grow into real ownership.
New Product Launches
Launched over 5,000 SKUs into the company with financing, warranty, product protection, and package protection options. Built an experience that felt complete, making it easy for customers to find what they needed and keep coming back.
Email and SMS Marketing Automation
Built Zapier workflows to keep customers interested and engaged. Instant alerts for trends, virality moments, and important sales. Automated sequences that made sure we never missed an opportunity to connect with someone who was ready to buy.
AI-Assisted Workflow Automation
Used Google Ads and Meta Ads data to supercharge marketing decisions. AI-powered workflows surfaced what was working and what was wasting spend, helping the team optimize for what actually drove purchases. Less noise, more signal, better returns.
Team Operations and Marketing Rhythm
Built a YouTube content engine for BlackboxMyCar that generated 1,452 videos and drove over 16.1M views. Consistent publishing, product deep dives, and trend-driven content kept the channel growing and the brand visible.
In the news
July 15, 2026
There's nothing impressive about weaving in and out of traffic.
Joseph Choi on how social media has driven demand for dash cams, featured in The Wall Street Journal's coverage of young drivers, dash cams and TikTok content culture.
Read the full article on WSJ.com