Tru Western is the western fragrance vertical inside Tru Fragrance + Beauty, hosted on Shopify Plus. The brief was a full performance and infrastructure pass before a major drop, with the goal of cleaning out theme-level bottlenecks before paid traffic ramped up.
I audited 309 URLs across PDPs, collections, content pages, and the headless subdomains attached to the parent store. The output was a prioritized catalog: theme bloat, third-party scripts blocking the main thread, image pipeline gaps, structured data drift, and CDN/Cloudflare config items that were quietly costing seconds on PDP LCP.
Prioritization was ad-spend-aware. Items that touched PDPs receiving paid traffic ranked first, since LCP on those pages translates directly into wasted ad budget. The audit also prepared the ground for the Rodeo Soul Harmony Hydrogen launch that came right after, by establishing a clean baseline on the parent store.