Brian Leckrone — Director of Product & Technology

01 — About

What I believe.

I've spent my career at the intersection of product, technology, and customer experience — most recently directing product and technology at Because Market, a consumer-facing DTC ecosystem on Shopify, aligning web, mobile, subscription lifecycle, and AI-powered CX channels.

Before that, I built and scaled the product and technology organization at Tone It Up from its earliest days through a ~$60M valuation — leading all digital products including web, ecommerce, and a consumer mobile app with 1M+ users and $10M+ annual revenue.

I care about the details that compound: clear metrics, honest experiments, tight feedback loops, and teams that trust each other enough to ship fast.

Ship to learn

Experiments beat opinions. Get it in front of people, measure what happens, and iterate.

Clarity is a feature

Good roadmaps, dashboards, and scorecards don't just track work — they align teams.

AI with guardrails

Automation should earn trust, not just cut costs. Measurement and human oversight aren't optional.

Listen at scale

The best roadmap inputs come from customers — support calls, communities, and the signals between the lines.

02 — Experience

Where I've been.

Director, Product

Because Market

Feb 2024 — Mar 2026
San Francisco, CA

Promoted from Senior Product Manager

Owned the full product and technology roadmap for a consumer-facing DTC ecosystem on Shopify — aligning web, mobile, subscription lifecycle, and AI-powered CX channels into a sequenced plan balancing business goals, customer needs, and engineering capacity.
Designed and launched AI-powered support and sales experiences across voice, chat, and SMS — including conversational design, guardrails, human handoff logic, QA scorecards, and performance measurement — improving self-service resolution and reducing cost-per-contact.
Built the operating system for decision-making (experiment pipeline, voice-of-customer feedback loops) to reduce ambiguity, surface tradeoffs early, and drive from insight to prioritized action.
Created quality governance frameworks for high-intent customer interactions. Standardized QA scorecards, coaching rubrics, and calibration protocols and benchmarked AI agent performance against human and vendor channels.
Led platform modernization for discoverability and performance, including AI-first SEO / “answer engine optimization,” vendor evaluation and build-vs-buy decisions, and content architecture improvements.
Drove measurable conversion and unit-economics gains across revenue-critical journeys by diagnosing funnel friction, defining success metrics, and partnering cross-functionally to ship iterative UX improvements and experiments.

VP of Digital Product

Tone It Up

2010 — 2023
Manhattan Beach, CA

Previously Director of Product; Product Manager

Led all digital products (web, ecommerce on Shopify, and a consumer mobile app with 1M+ users and $10M+ annual revenue) for a high-growth fitness/lifestyle brand, contributing to a ~$60M valuation.
Built and scaled the product and technology organization as the first employee. Growing from IC PM to VP, leading ~15 people across engineering (web + mobile), product management, QA, data analytics, and customer support.
Led major platform migrations: consolidated three legacy web properties into a unified Shopify stack, migrated backend infrastructure from Rackspace to AWS, and rebuilt the mobile app from native Swift to React Native.
Owned product strategy, roadmaps, and IT end to end. Managing all vendor relationships, third-party software, and infrastructure for an in-house video post-production studio and 35-person office.

Education

Miami University

BA Political Science — Minor Economics · 2003–2007 · Oxford, OH

Recognition

JWP Annual Conference — Speaker

2017 · New York, NY

03 — Focus Areas

What I do best.

🤖

Human+AI Experiences

Conversational agents, guardrails, evaluation scorecards, and human handoff — across voice, chat, and SMS.

📈

Growth & Experimentation

CRO, A/B testing frameworks, funnel diagnostics, and operating cadences that turn data into decisions.

🔄

Subscriptions & Retention

Lifecycle programs from activation through churn — LTV/CAC modeling, pricing tests, and renewal UX.

🛒

DTC Ecommerce

Deep Shopify ecosystem experience across storefronts, migrations, third-party integrations, and subscription platforms.

🎯

Product Strategy & Roadmaps

Translating complex, multi-surface journeys into clear, sequenced plans orgs can ship against.

⚙

Platform & Quality Systems

QA governance, SEO modernization, analytics infrastructure, and cross-functional alignment frameworks.

Building where
customer experience
meets product strategy.

What I believe.

Where I've been.

What I do best.

Let's talk.

Building wherecustomer experiencemeets product strategy.

What I believe.

Where I've been.

What I do best.

Let's talk.

Building where
customer experience
meets product strategy.