See the opportunity.
Product strategy, customer acquisition, partnerships, and the commercial thinking to move an idea forward.
ENTREPRENEUR & ENGINEER · NEW YORK
I build companies.
And the systems
that power them.
I’m Jurell Tanksley, a founder, CTO, and full-stack engineer connecting business ambition with hands-on execution.
FOUNDER’S MINDSET. ENGINEER’S HANDS.SCROLL TO EXPLORE
10+
years building
technology businesses
95%
reduction in Shopify app
costs for a B2B client
End to end↗
from product strategy
to production systems
01 / THE APPROACH
The business matters.
So does the build.
I’ve spent my career moving between the founder’s seat and the codebase. I’ve raised seed funding, built an agency, led technology teams, and written the software that keeps commerce moving.
That experience shapes how I work: understand the business, build the right system, and stay close to the details. My work spans DTC brands, B2B commerce, custom applications, and the infrastructure underneath.
Build the system.
Hands-on full-stack engineering, platform architecture, APIs, and automation built around real operating needs.
Own the execution.
Infrastructure, releases, reliability, and technical leadership that connect the roadmap to day-to-day operations.
02 / SELECTED WORK
Ideas into businesses.
Code into impact.
A selection of ventures and platforms
where I’ve owned the thinking and the doing.
ENTREPRENEURSHIP + ENGINEERINGCommerce
Commerce
Without Limits.
Building a commerce platform for DTC brands, manufacturers, and distributors, with parallel storefronts, AI-driven automation, and a unified operating layer.
Rebuild the storefront.
Rethink the overhead.
Through Automate My Startup, delivered CTO services for a B2B commerce client: rebuilt the Shopify experience, brought app functionality in-house, and connected commerce with custom CRM tools.
A technology partner.
From the first conversation.
Founded and lead a full-service technology agency, delivering custom software, commerce platforms, and fractional CTO leadership since 2015.
Move the platform.
Keep the business moving.
Through Automate My Startup, led engineering for an e-commerce client: migrated Magento to Shopify and built a Rails application to document warehouse packing and support fulfillment claims.
03 / THE JOURNEY
A career built
by building.
An entrepreneurial journey spanning new ventures and ongoing client work through Automate My Startup, from technical leadership to hands-on engineering.
Find me on LinkedIn- JAN 2025 — PRESENT
Founder & CTO
Commerce Without Limits
Commerce platform architecture, AI-driven automation, product development, and go-to-market strategy.
- 2015 — PRESENT
Founder & Principal Engineer
Automate My Startup
Founded and lead a full-service technology agency, delivering custom applications, commerce platforms, solutions architecture, and fractional CTO services. Own the client relationship from strategy and proposals through engineering, infrastructure, and ongoing support.
Selected client engagements
2024 — 2025B2B commerce · CTO services
Technology strategy, Shopify development, CRM integration, and infrastructure. Reduced third-party Shopify app costs by 95%.
2018 — 2020E-commerce platform · Senior engineering
Platform ownership, Magento-to-Shopify migration, warehouse fulfillment software, integrations, and infrastructure management.
- AUG 2015 — JAN 2017
Co-founder & Technical Lead
Home Scene Pro · Iowa Startup Accelerator
Built a career-matching platform, raised $20,000 in seed funding, and led product development and institutional partnerships.
FROM THE EARLY DAYS / HOME SCENE PRO
Learning in public.
Building with people.
Some of the work happens on stage. Much of it happens in the conversations around it. A few moments from the Home Scene Pro and Iowa Startup Accelerator journey.
From a product idea
to a room full of people.
Home Scene Pro brought together product development, pitching, fundraising, and institutional partnerships. These photographs capture the community side of building the venture.
Start a conversation
More from the early days 03 PHOTOGRAPHS
04 / THE TOOLKIT
Depth in the code.
Breadth in the business.
The tools change. The goal stays the same:
build something useful, reliable, and sustainable.
- 01 Engineering
- Ruby on Rails / JavaScript / TypeScript / Hotwire / PostgreSQL / APIs
- 02 Commerce
- Shopify & Liquid / Magento / DTC & B2B / CRM & inventory integrations
- 03 Systems
- Distributed systems / AI automation / Sidekiq & Redis / Docker / Cloud & bare metal
- 04 Leadership
- Product strategy / Fractional CTO / Business development / Technical roadmaps
05 / WHAT’S NEXT