Ecommerce architecture
Shopify delivery, migrations, catalogue governance, subscriptions, marketplaces and operational workflows.
Jared Collum · Founder
Practical ecommerce and digital operations leadership.
I founded Xtradite Digital to help organisations move from diagnosis to implementation without losing accountability between strategy, technology and day-to-day operations.
Profile
Operator experience applied as a consultancy.
My background covers ecommerce leadership, customer lifecycle management, analytics, digital operations and implementation across retail, consumer and subscription businesses.
Xtradite Digital engagements are structured around clear ownership, governed evidence and practical delivery. Recommendations are separated from approved facts, and public claims are not published without an attributable source and review status.
I am based in Brighton and work with UK and international teams remotely, with on-site collaboration arranged where it materially improves discovery, alignment or delivery.
- Role
- Founder and Digital Consultant
- Based
- Brighton, United Kingdom
- Professional status
- Shopify Technical Partner · Klaviyo Partner
- Focus
- Ecommerce · CRM · Analytics · Operations · AI enablement
Areas of expertise
Work spanning commercial, technical and operational delivery.
CRM and lifecycle
Customer journeys, segmentation, consent-aware measurement and delivery across platforms including Klaviyo and Braze.
Measurement
GA4, GTM, reporting design, conversion controls and decision-ready performance analysis.
Operating models
Ownership, process design, prioritisation, cross-functional delivery and controls that remain usable after launch.
AI enablement
Governed automation and AI-assisted workflows designed around a defined business process rather than novelty.
Programme delivery
Turning requirements into sequenced implementation, acceptance evidence, launch controls and accountable handover.
Career context
Leadership experience across ecommerce and digital operations.
Previous roles and consultancy work include ecommerce, strategy, analytics and customer experience leadership. Named outcomes are published only where evidence and permission support them.
01
Ecommerce leadership
Commercial ownership across DTC, marketplaces, international growth and customer operations.
02
Analytics and implementation
Measurement design, conversion analysis and technical delivery for ecommerce organisations.
03
Consultancy delivery
Hands-on programmes covering Shopify, CRM, operating models, governance and automation.
Published work
View the insights archive
Insights by Jared Collum.
The insights archive covers ecommerce, digital operations, measurement, customer lifecycle management and practical AI adoption.