Triple Crown Products
Full Stack Developer
Commerce speed + marketing publish
Overview
Triple Crown’s e-commerce needed to feel modern to customers and usable to marketing — legacy pages were slow, SEO was soft, and every content change waited on eng. I rebuilt the storefront experience and the publishing workflow behind it: React on top of .NET Core APIs and SQL, with a CMS marketing could actually schedule releases from.
Context
Shoppers bounced on slow pages; marketing couldn’t ship catalog updates without eng. SEO and conversion both suffered.
How it evolved
Modernized the customer UI in React while keeping .NET Core/SQL as the system of record, and added a CMS so marketing owned publishing.
Where it is now
Faster storefront, stronger organic traffic, marketing that can schedule content themselves.
What it delivered
~40% faster loads after frontend and caching work — speed as a trust signal for shoppers
~60% more organic traffic from SEO and content structure, not just ads
Marketing-owned publishing via CMS — shipping catalog and campaign content without eng tickets
How it ships
React storefront over .NET Core + SQL so the customer experience could move without rewriting the business data layer
Caching, asset strategy, and leaner frontend architecture aimed at perceived speed — resulted in ~40% faster loads
Technical SEO and content structure work that contributed to ~60% more organic traffic
Custom CMS with scheduling and release-style publishing so marketing wasn’t blocked on eng for every update
Reusable webstore patterns so new brand launches didn’t start from zero
Surfaces
Triple Crown Products webstores, APIs, and internal CMS tooling
Stack
Team
Full-stack IC working with design and marketing