Ethan is a turnaround CEO and full-stack growth operator who makes stalled consumer brands profitable, then scales them. At PrimePutt he took the business from losing money to profitable within a single quarter and has grown it every quarter since, running a lean team with heavy use of AI.
Before PrimePutt, Ethan was Director of Ecommerce and Marketing at Congo Brands, where he grew Alani Nu’s online channel from $20M to $30M in a year and helped launch PRIME. As a fractional CMO, he advised seven- and eight-figure consumer brands, including on one of the biggest single-day book launches on record.
Ethan spent five years at Shopify, advising more than 50 enterprise brands on ecommerce technology and growth. He holds a Bachelor of Engineering in Mechanical Engineering from the University of Guelph.
At Mechanism, Ethan owns PrimePutt’s P&L and every function of the business, reporting to the board.
