My Story

Inspired by a message boldly written across a bread recipe, my core business philosophy is that sustainable success coming from a solid foundation , much like the essential nature of a staple bread recipe. 

In my family, food is the heart of all we do. My mom is the eldest of 11 kids and Italian immigrant parents. I discovered inspiration in my grandmother’s handwritten bread recipe which featured the simple yet powerful phrase, “No Substitutes.” Inspired by this bread recipe, my philosophy is built upon a foundation of authenticity, integrity and relentless encouragement.

I understand the unique challenges growing businesses face because I’ve lived them. My career began during the rise of e-commerce with pivotal roles at Borsheims and Hayneedle, where I gained invaluable experience in online sales, fulfillment, and customer experience. In 2007, I co-founded eCreamery Ice Cream, a business that has grown and thrived over the years. Along the way, I’ve honed my expertise in turning complex challenges into clear, actionable strategies that deliver measurable results — especially during the most demanding peak seasons.

I launched No Substitutes to share the lessons from my own eCommerce journey—helping businesses get their house in order so they can fully capitalize on the traffic they work so hard to attract. Through experience, I’ve learned that site optimization and the customer journey aren’t just details; they are the foundation of sales. No matter how much traffic you drive, if your website isn’t built to convert, you’re leaving money on the table. My mission is to help businesses fine-tune these critical areas so they can turn visitors into customers and growth into sustainability.

My role as a fractional COO and operational strategist allows me to work with leaders and teams to solve their most pressing operational bottlenecks. By blending strategic vision with tactical execution, I help organizations achieve more with less, unlocking untapped potential across every division.