deBoer

I joined deBoer as marketing director in 2026 and found the job was mostly engineering. The brand sells wetsuits and racing swimwear to triathletes and swimmers in more countries than it has staff, on a Shopify store that needed rebuilding, with team programs that needed a backend, and with world-class athlete photography that had no system for becoming posts.

So I built the storefront on Dawn, the club and pro-am programs on Cloudflare Workers, a monitor that watches all of it, and the internal content studio the marketing runs from. On the film side, the brand's early shorts with Caeleb Dressel set the look, and the pipeline that turns a raw shoot folder into reels grew out of that work.