Full-stack developer
Natalie Oldroyd
Multidisciplinary creative and engineer. I've worked at Shopify and Expedia, and before that founded and scaled an activewear brand from scratch.
Experience
Remote · St. John's, NL
Technical escalation point and builder of internal tooling, working with enterprise merchants on custom apps and API integrations.
- Expanded an existing MCP service in Ruby on Rails to integrate GitHub issue discovery into support workflows.
- Contributed to AI-powered request routing tools that categorized technical issues and improved resolution speed.
- Partnered with enterprise clients on custom Shopify app development and complex API integrations (GraphQL & REST).
- Acted as an escalation point for high-priority technical issues across checkout, orders, and fulfillment.
- Ruby on Rails
- GraphQL
- REST APIs
- AI Tooling
- MCP
Full-stack engineering on high-traffic travel shopping and pricing experiences.
- Launched product detail features that generated $1.6M in incremental revenue.
- Enhanced pricing infrastructure, adding $370K in gross profit through improved change notifications.
- Integrated Affirm financing via GraphQL on high-traffic package pages, improving checkout flexibility.
- Ran A/B tests and built dashboards to measure feature performance and guide product iteration.
- GraphQL
- A/B Testing
- Pricing
- Front End
- Back End
- F
Remote · Greater Phoenix Area
Helped e-commerce merchants grow through storefront optimization, paid acquisition, and marketing.
- Optimized Shopify storefronts with SEO, analytics, and UX improvements to boost conversions.
- Designed and executed PPC campaigns (Google, Facebook, Amazon), reducing CPC by 20–30% and lifting CTRs by 30–50%.
- Created and deployed email marketing campaigns and managed end-to-end social media strategy and growth.
- Delivered site design, optimization, and ongoing maintenance for multiple Shopify merchants.
- Shopify
- SEO
- PPC
- Email Marketing
- UX
Cave Creek, AZ
Built an eco-friendly activewear brand with original artwork at the centre of every design — from sourcing fabric to running an in-house production studio.
- Founded and scaled an eco-conscious activewear brand on Shopify to $800K+ in annual revenue.
- Built an engaged social media community of 80K+ followers, driving organic growth.
- Expanded sales channels across Shopify, Amazon, and wholesale distribution.
- Led an 8-person team managing product lifecycle, operations, and marketing.
- Successfully exited the business in 2018 to pursue new opportunities.
- Creative Direction
- Surface Design
- Graphic Art
- Product Design
- eCommerce
I occasionally write on Substack.