Expression of interest · Retail & E-Commerce, Dolphins
Brisbane local.Commerce operator.Ready for the Dolphins.
I'm Ben Robinson, a commerce operator with 10 years in the Shopify ecosystem, including five years at Shopify helping enterprise retail brands trade, scale and handle high-volume launches. phins.shop runs on Shopify, and I'd love to help it grow, working closely with the GM and the team.
- Brisbane native
- Available late 2026 / early 2027
Form guide
10+
Years in commerce
In store at Apple, online at Youfoodz and Shopify
50+
Merchants managed
Enterprise and high-growth Shopify retail brands globally
$25M+
Portfolio ARR
Annual recurring revenue in my Shopify portfolio
96to98%
Gross retention
Of that portfolio, over multiple years
Team list
What I bring to the squad
No role is advertised right now, so here's how I could help across retail and e-commerce. Where my experience transfers rather than matches, I've said so.
- 1Fullback
The online store
- Experience
- Five years advising 50+ Shopify brands on listings, collections, promotions and conversion. Owned the Shopify store experience at Youfoodz.
- How I'd help
- Run point on daily trading on phins.shop: range, product pages, promotions and content, measured against a baseline.
- 6Five-eighth
Reporting and partners
- Experience
- Revenue reporting and forecasting on $10M to $25M+ portfolios. Managed vendors at Youfoodz. Shopify analytics, Excel and Google Workspace.
- How I'd help
- Clear weekly and monthly trading reports, and steady communication with the kit partner, suppliers and other teams.
- 7Halfback
Launches and drops
- Experience
- Supported global sporting brands on Shopify, including Nike and Adidas, through high-volume fan drops and product releases.
- How I'd help
- Plan jersey and range launches with the team so the store holds up on the day and fans get their gear quickly.
- 9Hooker
Membership and checkout
- Experience
- Checkout, payments and fraud at Shopify, Primer and Sift. Helped Sift clients cut fraud losses 35% and chargebacks 20%.
- How I'd help
- Smooth membership sales and renewals alongside the shop, especially on high-demand opening days.
- 11Second row
Store and game day
- Experience (transferable)
- Specialist at Apple Chermside through launch and Christmas peaks. E-commerce for a home delivery business at Youfoodz.
- How I'd help
- Keep the store, game-day outlets and online in step: same range and pricing, stock where fans are, orders out on time.
- 13Lock · Captain
Working with the team
- Experience
- First Merchant Success hire in Southeast Asia. Onboarded and mentored new hires. Led engineers through sprints at Youfoodz.
- How I'd help
- Back the existing retail, membership and marketing teams, and work alongside them on the big days.
Previous clubs
Where I've played
Debut on a busy retail floor, then e-commerce in Brisbane, five seasons at Shopify and three commerce platforms in Asia Pacific.
-
2026 to now
LocaleLab
Co-founderConsulting · Asia PacificHelping Australian brands launch on Shopify and Asian marketplaces: store setup, product content, pricing and promotions.
-
2024 to 2025
Lexer
Customer Success & Growth Director, APAC & ANZSingapore · Customer data for retailersSet up regional customer operations for 10+ retail and commerce accounts, including health scoring and renewal forecasting.
-
2024
Sift
Senior Customer Success Manager, APAC & ANZSingapore · Fraud preventionManaged a $10M+ ARR portfolio. Helped clients cut fraud losses 35% and chargebacks 20%.
-
2023 to 2024
Primer
Senior Customer Success Manager, APAC & ANZSingapore · Online paymentsOnboarded and grew customers processing $50M+ a month. Lifted product usage 40% and generated $2M+ in expansion revenue.
-
2018 to 2023
Shopify
Senior Merchant Success ManagerMelbourne, Tokyo, SingaporeFirst Merchant Success hire in Southeast Asia. Advised 50+ enterprise and high-growth brands on merchandising, promotions, payments and customer experience.
- 96 to 98% gross retention on a $25M+ ARR portfolio
- Supported global sporting brands, including Nike and Adidas, through high-volume fan drops
-
2015 to 2018
Youfoodz
E-Commerce Project ManagerBrisbane · Home meal deliveryOwned the Shopify store experience. Led engineers through sprints, managed vendors and reported to the founders.
-
2013 to 2015
Apple
SpecialistApple Chermside, BrisbaneSold and supported customers in one of Queensland's busiest stores, through launch and Christmas peaks.
Debut
Dressing room
What teammates say
From written references by people who worked alongside me at Shopify and Youfoodz.
“Exceptional problem-solving, strategic thinking, and leadership that directly contributed to our growth in APAC.”
Worked together at Shopify
“An exceptional operator: always deeply prepared, generous with insights that lifted the whole organisation.”
Worked together at Shopify
“A dedicated team player… with a natural entrepreneurial spirit.”
Worked together at Youfoodz
Game plan
My first 90 days
I'm not here to change everything. Learn how things run, back the GM's priorities, keep what works and add value where the numbers say it counts.
-
Days 1 to 30 · Pre-season
Learn
- Meet the GM, retail, membership and marketing teams, and key partners
- Work game days and spend time in the store
- Learn phins.shop's setup, stock and fulfilment
Outputs
- Performance baseline
- Opportunities and risks, shared with the GM
-
Days 31 to 60 · Trials
Pick
- Agree priorities with the GM and team
- One or two pilots on phins.shop, each with an owner
- Support the 2027 range rollout with the team
Outputs
- Agreed roadmap
- Targets set against the baseline
-
Days 61 to 90 · Round 1
Deliver
- Measure the pilots and keep what works
- One calendar for kit, membership and events
- Weekly and monthly reporting in place
Outputs
- 90 day review
- Six month plan with the GM
What I'd measure
Baseline first. Targets agreed with the GM.
Online
- Revenue and margin
- Conversion
- Average order value
Launches and membership
- Launch-day sell-through
- Site speed on big days
- Membership sales and renewals
Stock and fulfilment
- Stock accuracy
- Sell-through
- On-time dispatch
Store and game day
- Sales per event
- Stock availability
- Customer satisfaction
Every jersey launch is a drop. I've helped global sporting brands get ready for them.
Why the Dolphins
I'm a Brisbane native who grew up on Queensland rugby league, playing junior footy in Townsville and Brisbane. The Dolphins story is a rare one: a Redcliffe club founded in 1947, more than 30 years of bidding, an NRL debut in 2023 and a first Preliminary Final in 2026.
At Shopify I spent five years helping brands, including Nike and Adidas, prepare for high-volume fan and sporting drops. phins.shop already runs on Shopify, so that experience carries straight across.
My family and I are moving home to Brisbane. I'm after a long-term role with a young club building on deep community roots.