Summary
Overview
Work History
Education
Skills
Websites
Timeline
Generic

Canaan Nelson

Charlotte,NC

Summary

Dynamic and results-driven eCommerce leader with 6+ years of experience scaling DTC and B2B revenue through performance marketing, platform optimization, and strategic oversight. Proven ability to own P&L, lead cross-functional teams, and convert underperforming channels into multimillion-dollar growth engines. Combines technical fluency with data-driven decision making to drive sustainable profitability.

Overview

8
8
years of professional experience

Work History

Director of E-Commerce

Houzer Inc.
01.2025 - Current
  • Report directly to the CEO as executive owner of all online business, uniting DTC, marketplace, and omnichannel revenue streams under a single growth strategy.
  • Drive cross-platform P&L, digital operations, and campaign planning to support Houzer’s continued 20% YoY growth.
  • Scaled underperforming channels into $1M+/yr contributors with 30%+ gross margins.
  • Command omnichannel strategy across SEO, SEM, paid/organic social, SMS, influencer, affiliate, and marketplace ads (Amazon, Home Depot, Wayfair, Walmart).
  • Maintain majority impression share in key categories using predictive CPC modeling, pacing strategy, and post-click optimization.
  • Led full-site rebuilds, migrations, and performance initiatives in collaboration with external vendors and internal dev teams.
  • Own digital roadmap, vendor management, performance forecasting, and stakeholder alignment.
  • Fluent in Shopify, Magento, BigCommerce; experienced in ERP, PIM, and DAM integrations.

DTC Manager

Houzer Inc.
12.2023 - 01.2025
  • Led Houzer’s first direct-to-consumer initiative — developing the business model, customer journey, and marketing infrastructure from scratch.
  • Built DTC into the company’s most profitable business segment within 12 months.
  • Owned customer acquisition, retention, and lifetime value strategy across paid search, social, SMS, email, and affiliate.
  • Directed operations, merchandising, UX flow, and CRO strategy to boost revenue and conversion.
  • Partnered with developers/designers to improve site speed, mobile UX, and customer experience.
  • Achieved seven-figure revenue milestones while preparing DTC infrastructure for enterprise scale.

E-Commerce Manager

Houzer Inc.
08.2022 - 12.2023
  • Owned omnichannel e-commerce operations across marketplaces, distributors, and partner platforms.
  • Managed listings, product data, and performance marketing for Amazon, Wayfair, Home Depot, and more.
  • Coordinated merchandising, content, and ad campaigns across internal and external teams.
  • Optimized cross-channel performance through ERP, PIM, and catalog alignment.
  • Identified DTC potential and laid operational groundwork for its successful launch.

Marketing & E-Commerce Specialist

Vintage Tub & Bath
Mountain Top, PA
11.2019 - 11.2021
  • Managed advertising campaigns and product feeds across Google, Meta, Amazon, Pinterest, Walmart, and Wayfair.
  • Introduced B2B revenue stream alongside strong DTC operations.
  • Led complete website/server migration improving speed and UX.
  • Directed SEO/SEM, launched SMS and video advertising campaigns.
  • Optimized product listings on various e-commerce platforms for maximum visibility and engagement.
  • Generated weekly reports that tracked key metrics such as revenue growth, customer acquisition cost, average order value.

Chief Operating Officer

Y Bird Airways LLC
New York, NY
08.2017 - 11.2019
  • Raised $250K+ and expanded services nationally.
  • Oversaw contracts with enterprise, government, and private sector clients.
  • Managed operations, R&D, investor relations, and project delivery.
  • Achieved 30% average cost/time savings using robotics-based inspection methods.

Education

B.S. - Aeronautical Engineering

Clarkson University
Potsdam, NY
01.2016

Skills

  • E-Commerce Strategy & Channel Ownership
  • Paid Media (Google, Meta, SEM, Affiliate, SMS)
  • UX, CRO, Full-Funnel Optimization
  • Site Migration & Dev Team Leadership
  • Forecasting, P&L, CAC, CPA, ROAS Management
  • Shopify, Magento, BigCommerce, ERP, PIM, DAM
  • SEO, Organic Content, Influencer Strategy
  • Vendor & Contractor Management
  • Market trend analysis
  • Competitive analysis
  • Website management
  • Product management
  • Content strategy

Timeline

Director of E-Commerce

Houzer Inc.
01.2025 - Current

DTC Manager

Houzer Inc.
12.2023 - 01.2025

E-Commerce Manager

Houzer Inc.
08.2022 - 12.2023

Marketing & E-Commerce Specialist

Vintage Tub & Bath
11.2019 - 11.2021

Chief Operating Officer

Y Bird Airways LLC
08.2017 - 11.2019

B.S. - Aeronautical Engineering

Clarkson University

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