Joyful Wins
eCommerce is messy. Growth shouldn’t be.
Joyful Wins helps modern brands scale smarter — without the bloat, the fluff, or the agency runaround.
Pinpoint leaks and unlock wins with an outside-in view of your funnel, UX, and data signals.
Clarify positioning, tighten storytelling, and align every touchpoint to what makes your brand matter.
Store & funnel optimization
From PDP to checkout, improve the paths that move shoppers from curious to converted
Launch & campaign strategy
Plan, stage, and scale launches and promos with clear goals, tight messaging, and cross-functional lift.
Set up tracking that actually informs decisions - GA4, heatmaps, dashboards, and more.
Fractional leadership
Add senior digital strategy without a full-time hire - product, marketing, ops, and eComm leadership.
Platform & ops tuning
Clean up back-end mess, connect systems, and unleash the power of Shopify, ERP, and app stack.
Growth roadmap
Align stakeholders around a practical, performance-oriented plan - no fluff, just traction.
Why Joyful Wins Exists
I’m Alec Lasar - an eCommerce strategist and operator with 10+ years of hands-on growth experience. I’ve helped brands scale from startup traction to private equity-backed expansion, leading digital strategy across CRO, UX, and platform ops.
I started Joyful Wins to bring that experience to founders and teams who want clarity, momentum, and real results - without the noise.
Whether you’re refining your funnel, migrating platforms, or building your roadmap, I offer tailored support that blends sharp strategy with collaborative execution. No fluff, no agency runaround. Just honest partnership and performance that scales.