Actionable intelligence for digital commerce.
wheetrade
Editorial team

wheetrade.com editorial team

wheetrade.com is run by a standing editorial team. Each author has their own beats and voice — here's who is responsible for what.

Elijah Stanton

Data & Systems Architect

Covers: Data & Analytics · Retail Tech & Platforms

Former database engineer for a major global marketplace. Specializes in breaking down complex backend architectures and interpreting raw performance metrics.

Rachel Kaufman

Supply Chain Correspondent

Covers: Logistics & Fulfillment

Spent a decade managing warehouse operations and last-mile delivery networks across North America. Focuses on the physical realities, margins, and operational bottlenecks of e-commerce.

Hugh MacDonald

Behavioral Marketing Specialist

Covers: Conversion & Retention

Transitioned from UX research to retention marketing, helping D2C brands build sustainable loyalty programs. Obsessed with user psychology, friction-free journeys, and lifetime value.

Genevieve Russo

Growth & Acquisition Lead

Covers: Customer Acquisition

Managed eight-figure ad spends for hyper-growth startups across multiple social and search channels. Lives and breathes ROAS, CAC, and algorithmic bidding strategies.