By Luciano Vannelli

Cécred · Ongoing development for Beyoncé's haircare brand

Cécred is Beyoncé's haircare brand, operating a high-traffic Shopify Plus store with a complex tech stack built across multiple agencies. I joined as the development team responsible for maintaining and extending the store, inheriting code and infrastructure I hadn't built.

The most technically demanding piece on arrival was a custom quiz built by a previous agency. The quiz logic lived partially in Liquid and partially in a serverless architecture on AWS: questions, options, and recommendation rules stored as metaobjects in Shopify, with state management and processing handled by Lambda functions. No documentation. I reverse-engineered the full flow, understood the data model, migrated the infrastructure to a new AWS account, and got it running. When something breaks in that system, I diagnose and fix it.

Beyond the quiz, the store runs a significant marketing tech stack: Klaviyo for email automation with custom data integrations beyond the native connector, Attentive for SMS, custom tracking pixels for Meta, TikTok, and Instagram, Rebuy for personalization, Recharge for subscriptions, Videowise for video commerce, Globo Pre-Order for presales, Crazy Egg and Triple Whale for analytics. A recurring part of the work is implementing new apps the marketing team wants to adopt, integrating them correctly with the existing stack, and making sure data flows where it needs to go.

Analytics work has been a consistent thread. The store had a fragmented GA4 setup with custom pixels that had stopped firing correctly at some point. I diagnosed the issue, untangled what the native Shopify-Google integration was handling versus what the custom layer was supposed to add, and documented the state clearly so the team could make informed decisions about what to fix and how.

A consistent part of the work is advising on Shopify-specific decisions: whether to use Markets or separate stores for international expansion, how to approach platform migrations, which native features replace third-party apps, and how to sequence changes without breaking what's already working.

Cécred Shopify Theme Performance & Analytics Metrics