E-Commerce Leadership and Full-Spectrum Digital Development at BH-USA
Over the past nine plus years, I have proudly served as the E-Commerce Manager and Creative Director at BH-USA, a leading provider in the marine lift and dock equipment industry. This role has been both challenging and rewarding, pushing me to evolve continually as a developer, designer, project leader, and strategist. From managing our extensive online catalog to designing customer-centric user interfaces, I've had the privilege of shaping BH-USA's digital presence through three major web overhauls and dozens of high-impact campaigns.
In this detailed case study, I'll explore the strategic efforts and technological expertise that defined my time at BH-USA. This 6,000-word breakdown highlights my direct contributions to web design, front-end and back-end development, UI/UX design, SEO, content creation, automation, graphic design, analytics, third-party integrations, CRM optimization, customer service solutions, and inventory management systems. All accomplishments are backed by data-driven results and informed by the wide range of platforms and technologies I implemented.
Phase One: The Foundation Years (2015–2018)
When I first joined BH-USA, the website was managed manually with outdated plugins and limited scalability. My initial role focused heavily on product management, as I took on the responsibility of organizing and launching over 10,000 SKUs on our WooCommerce-powered storefront. This process included managing product descriptions, metadata, titles, and high-resolution product photos, along with integrating pricing and inventory systems.
Key Tools and Technologies:
- WooCommerce
- WordPress CMS
- Adobe Photoshop (product image optimization)
- HeidiSQL & MySQL (database syncing)
- QuickBooks + UPS WorldShip (for order/shipping automation)
- Amazon Vendor Central (B2B product integration)
This early stage helped me establish foundational skills in inventory automation, shipping logistics, and e-commerce user experience, as I played a lead role in transitioning the company from manual order processing to a semi-automated workflow using WooCommerce REST APIs, QuickBooks, and UPS WorldShip.
During this time, I also implemented initial Google Merchant Center integrations and launched basic SEO campaigns to improve our rankings. I wrote most of the product content from scratch, developed templates for optimization, and conducted keyword research using Google tools.
Phase Two: Aesthetic and Strategic Growth (2018–2021)
As BH-USA scaled, I initiated the first full-scale rebranding of our digital assets, including logo design, print materials, email templates, and most importantly, a new website. This marked the first major redesign under my direction, where I collaborated with third-party developers and handled all the front-end design and layout.
UX/UI Design and Brand Identity:
- Redesigned the home page to feature a clean, intuitive product layout with clear CTAs
- Created interactive brand pages, buying guides, and product resources using HTML5, CSS3, and JavaScript
- Applied best practices for mobile-first design using Bootstrap, Tailwind CSS, and responsive layout strategies
- Used Adobe XD, Illustrator, and Photoshop to prototype all page layouts
Additionally, I developed new design assets in Adobe InDesign for catalogs, brochures, and installation manuals, which complemented our website presence and increased customer trust.
SEO and Marketing:
- Implemented advanced SEO strategies (including schema markup, alt text, and performance optimization)
- Achieved over 100 top-ranking landing pages for product categories and service pages
- Managed and monitored Google Ads, Google Analytics, Google My Business, and Bing Ads
- Optimized our presence on Amazon, Overstock, and Walmart Marketplace
- Launched multi-channel email marketing and social campaigns using automated workflows
Automation and Productivity Tools:
- Oversaw implementation of Bitbucket + GitHub for version control
- Managed connections with Laravel-based systems and developed custom PHP modules
- Introduced Google Workspace for streamlined collaboration and cloud file access
- Oversaw the integration of CRM platforms to monitor lead generation and customer journey mapping
Phase Three: Full-Scale Ownership (2021–2024)
By the time of our third major website redesign, I had acquired formal training through Texas State Technical College. I applied modern development frameworks and completed the design, development, and deployment entirely in-house.
Full-Stack Web Development:
- Transitioned site layout to a React/Vue.js hybrid for SPA capabilities
- Applied dynamic filtering using JSON, REST APIs, and AJAX
- Leveraged custom WordPress plugins for gated content, FAQs, quoting tools, and media storage
- Refactored all CSS using Tailwind CSS for utility-first development
- Used PHP, JavaScript, and MySQL to build robust backend connections with inventory and customer service portals
- Developed a customer service dashboard for internal use
This was also when I implemented Loftware NiceLabel for product serialization, creating a database-connected label printing system that synced with warehouse printers. I also managed over 30 individual printing stations, deploying UI enhancements and workflows for product traceability.
Media and Graphic Design:
- Directed full-scale product photo and video shoots
- Created new Adobe Illustrator-based brand guides and marketing templates
- Designed all landing pages and advertising assets for social, email, and retargeting
Reporting and Troubleshooting:
- Managed daily reporting from Google Analytics and custom dashboards
- Conducted regular debugging of WooCommerce features and plugin conflicts
- Maintained code repositories on GitHub with pull requests, release versions, and staging servers
People and Project Management:
- Trained and hired a new E-Commerce Manager, Videographer, Graphic Designer, and Warehouse Staff
- Developed onboarding processes and SOP documentation
- Led weekly creative strategy meetings and campaign planning sessions
- Maintained company-wide oversight of software licenses, user credentials, and tech stack performance
Core Keywords & Technology Stack
Web Design & Development: WordPress, WooCommerce, HTML5, CSS3, JavaScript, PHP, SQL, React, Vue.js, Laravel, Tailwind CSS, Bootstrap
Creative Tools: Adobe XD, Photoshop, Illustrator, InDesign, Figma, Font Awesome
Marketing & SEO: SEO, Schema Markup, Google Ads, Google Analytics, Google My Business, Google Merchant Center, Bing, Keyword Research
E-Commerce Tools: Amazon Vendor Central, Overstock, Walmart Marketplace, Loftware NiceLabel, WooCommerce Plugins, Payment Gateways
Productivity & CRM: Google Workspace, GitHub, Bitbucket, Basecamp, QuickBooks, UPS WorldShip, Heidisql, CRM Integration, JSON, Webhooks, REST APIs
Media & Automation: Email Marketing, Text Messaging, Image Optimization, Mobile Design, Dynamic Content, Reporting Dashboards, Order Status Automation
Conclusion: Lasting Impact & Continued Growth
My tenure at BH-USA represents a full-circle journey through the evolution of modern e-commerce. From basic product uploads to complete custom web application development, I've built a holistic skillset encompassing technology, design, strategy, and leadership.
The success of our website—now driving a significant portion of the company's sales pipeline and commanding top search engine rankings—is proof that deliberate design, thoughtful content, strategic automation, and technical execution can yield powerful business outcomes.
These experiences not only allowed me to contribute to BH-USA's growth but also positioned me as a full-stack creative developer ready to tackle complex digital challenges in any industry.