Enterprise Orchestration

OMNICHANNEL LOGISTICS & LEGACY
SYSTEM SYNTHESIS.

Engineering a Unified Omnichannel Ecosystem—consolidating $100M+ in legacy distribution networks into a single, reactive logistics engine for TBC Wholesale while maintaining Institutional Logic Stewardship.

Role & Approach

Staff Product Designer (UI/UX) & Systems Architect (IC)

Focus

Logistics Architecture & Legacy Synthesis

Strategic Partner

TBC Corporation (Michelin JV)

Equivalency Scale

Halfords & Kwik Fit combined x10

Network Position

North America's 2nd Largest Wholesale Network

SYSTEM UPTIME

24/7

Mission-critical ordering

NETWORK COVERAGE

90+

Metro areas served nationwide

ARCHITECTURE

Co-Built

From ground up w/ Lead Engineer

LIFETIME GMV

$100M+

Platform lifetime value

Strategy & Leadership

"I functioned as the Architectural Sync across the enterprise. I prioritized systemic reusability over bespoke feature debt, ensuring the platform survived the transition from legacy SAP to modern edge services."

Leveraging 15 years of pattern recognition to pre-architect scalable solutions.

The Influence

Attributed $100M+ Annual GMV
40% Technical Debt Reduction via Orchestration.

Daily Alliances

PMsStakeholdersAnalyticsMarketingEngineers

Ownership:Retail Tire Kingdom, NTB, Merchants | Franchise: Big O Tires Ecommerce + CMS ecosystem | Wholesale: TreadXpress, NTW, Brand websites | TBC Corporate Site

THE OBJECTIVE

MODERNIZING B2B
WHOLESALE ORDERING.

THE FRICTION

TBC's wholesale ordering ran on a fragmented legacy system — manual order entry, freight consolidation handled mostly offline, and zero post-purchase visibility for buyers.

THE LEVER

Wholesale buyers value speed and confidence over aesthetics. Leveraging the Material UI Design System allowed for a “Material-lean” experience: clear and Predictable.

THE OUTCOME

I co-built a unified B2B platform for bulk wholesale tire ordering and shipment. Scaled to serve 90+ metro areas with 24/7 reliability.

PHASE 1 · 2019

BUILDING THE CORE PLATFORM.

Technical Discovery: Core Platform

Loading Artifacts

TECHNICAL DISCOVERY

Phase 1: Core Platform

The initial baseline: A centralized wholesale operations interface managing orders across 110+ distribution centers.

TECHNICAL DISCOVERY

Phase 1: Core Platform

NETWORK AUTONOMY

"Managing 4 sets of live pricing and shipping SLAs in a single state-bar required a decoupled cart logic that could calculate freight routing on-the-fly without performance degradation."

LOGISTICS UX

"To prevent 'choice paralysis,' we implemented an intelligent DC filter, allowing users to toggle specific warehouses based on their immediate JIT (Just-In-Time) needs."

THE FRICTION.

NETWORK COMPLEXITY / ARCHITECTURAL DEBT

TBC's wholesale network relied on a fragmented, manual ecosystem where 110+ Distribution Centers operated as siloed units. Freight consolidation, JIT routing, and order entry were handled via phone and fax, creating an opaque supply chain with zero real-time visibility for high-volume buyers.

NO UNIFIED INTERFACE

System Fragmentation.

Buyers were juggling phone calls, faxes, and emails across 110+ siloed locations.

MANUAL LOGISTICS

Logistics Overhead.

Freight routing (FTL/LTL) was handled by hand, causing constant errors and delays.

BROKEN DISCOVERY

SKU Discovery Gap.

Finding specific products across 10,000+ SKUs was near-impossible without search.

ZERO VISIBILITY

Data Blindspots.

Once an order was placed, buyers had no tracking, ETAs, or way to see invoices.

THE LEVER.

END-TO-END DISTRIBUTION UX

DISCOVERY

Predictive search & high-volume filters.

Designed for power-buyers who manage thousands of SKUs daily.

CHECKOUT

Intelligent carts.

Handling automated freight routing, pricing tiers, and DC-network selection.

MANAGEMENT

Post-purchase visibility.

Real-time tracking & automated invoicing suite for enterprise logistics.

PHASE 2 · THE FUTURE

THE UNIFIED PLATFORM.

Phase 2 focused on enterprise-level scale—consolidating TreadXpress and NTW into a single omnichannel experience driven by Coveo High-Fidelity Discovery and a Parallel Cart Architecture.

Unified Omnichannel Experience (Phase 2 Preview)

ADAPTIVE DASHBOARDS

IAM-DRIVEN PERSONALIZATION.

A multi-tenant system where user roles dynamically reshape the interface, serving five distinct buyer personas through a single core platform.

ARCHITECTURAL FLUIDITY

PARALLEL CART LOGIC.

Decoupled micro-funnels allowing buyers to curate high-volume FTL (Full Truckload) orders while simultaneously executing time-sensitive JIT (Just-In-Time) purchases.

View Technical Strategy & Logistics Nuance

Network Orchestration

Consolidated logistics logic across 110+ distribution centers into a unified state machine, allowing for real-time inventory visibility and automated freight routing.

High-Fidelity Discovery

Integrated Coveo AI to replace legacy keyword search, surfacing relevant SKUs based on historical purchase data and localized regional inventory trends.