PrimeFish Seafood Co.
Ongoing operational ownership for a US DTC seafood brand: Shopify order operations, Gorgias support, community and moderation, all delivered async.
A DTC founder needing to take operational execution off their own plate.
PrimeFish Seafood Co. is a US DTC seafood brand. The founder was doing what most small DTC founders do: running the strategic decisions AND the daily execution, from customer messages to order issues to community moderation. The strategic work was suffering because the operational work was constant. The engagement is remote, async, and structured around progressively taking operational responsibilities off the founder's plate as trust builds.
Nearly 500 hours delivered so far across seven months of continuous operations.
A DTC brand generates operational load across a lot of surfaces at once.
For a growing consumer brand, operational work isn't concentrated in one place. It's scattered: orders, replacements, address changes, refund claims, customer support tickets, live chat, social comments, comments under paid ads, reviews across external platforms. Each of those channels has its own tooling, its own conventions, and its own tone requirements. Miss one and something breaks: a customer message goes unanswered, a shipping address stays wrong, a bad review goes unresponded.
The challenge was covering all these surfaces consistently, in the brand's voice, without the founder having to be the fallback for every decision.
Shopify at the center, Gorgias for the conversational layer, integrations tying it together.
Shopify order operations. Order processing, replacements, refund claims, address changes on customer request, edits to shipping details, everything that keeps orders moving through the fulfillment pipeline without the founder having to open Shopify. When issues escalate, they escalate with context and a proposed resolution, not as an open question.
Gorgias customer support. Front-line support via email and live chat on Gorgias, in the brand's voice. Handling repetitive tickets (order status, shipping ETAs, product questions) directly, escalating the ones that need a founder-level decision.
Gorgias AI response bots. Implemented and tuned Gorgias AI to handle the most repetitive queries automatically, so human attention concentrates on conversations that actually need judgment. Reduces response time on common questions from hours to seconds without losing brand tone.
Shopify app integrations. Configured and maintained integrations between Shopify and the support, marketing, and analytics tools, so data flows between systems without manual reconciliation. When something breaks in an integration, I fix it before the founder notices.
Community and reputation management. Moderation of social media comments, comments under paid ads, review responses on Trustpilot and BBB. Consistent tone across every external surface, so the brand reads as one coherent presence regardless of where a customer encounters it.
Supplier coordination. Progressively added responsibility, coordinating with suppliers on operational logistics so the founder isn't the single point of contact for every incoming supplier request.
~500 hours of operational load absorbed. Founder inbox is no longer the bottleneck.
Over seven months of continuous work, nearly 500 hours of operational execution taken off the founder's plate. Orders, support, community, and reputation now run in the brand's voice without requiring founder attention on individual decisions. The engagement continues to expand as trust builds, with more responsibilities transferred over time.
The founder now spends time on what only the founder can do. The rest runs in the background.
Tools & Platforms
- Shopify
- Gorgias
- Gorgias AI
- SproutSocial
- Trustpilot
- BBB
- Google Workspace