I run him with more defensive runes and masteries (armor pen/armor/mresist)
Build a phage then brutalizer.. Then build them into frozen mallet and cleaver. Proceed to get tankier items.
In teamfights use your ult, I usually don't use it right away.
I really don't know what else to tell you.
Why would you max his W before his E? His E is what you use to start all of your fights and is where you get a lot of utility. Leveling W only increases damage and I believe cooldown reduction, but leveling E gives you more armor shred, damage, and coolodwn reduction.