Unified Commerce, Subscription, Experiential Retail & Phygital
I expanded Warner Bros.’ direct-to-consumer strategy by integrating e-commerce, membership subscriptions, and themed retail across the Harry Potter brand — then pushed the boundary into phygital with the launch of a smart hardware product tied to immersive storytelling.
Blending Digital, Physical, and Magical Product Journeys Across the Wizarding World Ecosystem
Project Snapshot
Drove over $1B in e-commerce revenue across DC Shop, Harry Potter, Ellen, and Be Kind Shop — with the Harry Potter Shop as a top-performing platform.
As lead strategist, I scaled merchandising operations, optimized international fulfillment, and led campaign-driven product drops aligned with the Wizarding World media calendar. The Elder Wand, House Trunks, and special-edition collections drove high-volume traffic and consistent conversion wins. The platform leveraged Shopify, Segment, and global API integrations, following the headless architecture established in DC Shop.
Harry Potter Shop
Magic Caster Wand
In tandem, I helped launch the Magic Caster Wand — a connected smart product that blended physical interaction with digital gameplay, fandom storytelling, and smart home integration. Released alongside the HBO Max special in 2023, the wand represented the future of phygital commerce and branded fan experiences.
My role spanned customer journey design, e-commerce product integration, and internal architecture planning. The wand brought together smart product innovation and fan engagement with real-time connected experiences.
Key Results
API-based checkout and identity architecture (Shopify + Segment)
Billion Dollar Revenue Generator per year
Part of a multi-billion dollar revenue generator across WB eComm ecosystem (DC Shop, Harry Potter, Ellen, Be Kind)
Strategic launches aligned with Wizarding World calendar
Seamless integration of smart hardware into DTC channels
Composable Commerce Tech Stack
Commerce Architecture & CMS
Composable Architecture (CommerceTools) · Shopify OMS · Oxygen/Hydrogen · Strapi CMS
Payments
Stripe · Shopify Payments · PayPal · Apple Pay · Google Pay · Affirm · Klarna · Afterpay
Analytics & CRM
GA4 · Segment · Klaviyo · Salesforce CRM · AWS · Bedrock · Localization Engine · CDN
Final Notes
This project blended high-scale commerce execution with product storytelling and immersive brand extension. The work laid the foundation for integrating physical goods, subscription experiences, and smart product innovation within Warner Bros.' most iconic IP.
