During a large-scale Magento 1 to Magento 2 migration, I designed a universal shopping experience spanning multiple e-commerce storefronts for International Vapor Group. My role centered on optimizing site performance, streamlining the customer journey, and introducing new features to enhance usability. To further drive engagement, I designed and developed a reusable landing page template featuring a dynamic product widget, integrated Yotpo to power a new customer loyalty program, and launched custom 'Brand Experiences.' These initiatives successfully improved SEO, boosted brand visibility, and unlocked new revenue opportunities.