Portfolio
Web, CRO & Digital Experience Leadership Portfolio
Selected work showing how I connect web strategy, WordPress execution, analytics, CRO, SEO, technical troubleshooting, client communication, and agency operating systems.
What this proves
This is not a collection of pretty screenshots. It is evidence that I understand the delivery system behind high-performing websites.
I can translate business goals into web work.
Landing pages, service pages, tracking plans, SEO priorities, and conversion paths all need a clear reason to exist.
I can build, fix, and ship inside real constraints.
WordPress, Elementor, forms, tracking, DNS, hosting, plugins, stakeholder feedback, and launch QA are familiar territory.
I can improve the system around the work.
The strongest leverage is better intake, scoping, QA, partner handoffs, reporting, and post-launch optimization.
Case studies
Four examples mapped to web, CRO, technical delivery, analytics, and agency growth.
For Urology Health, the useful work was not just improving a landing page. It was making the page measurable enough to learn from. Paid traffic needed a cleaner path from click to intent, and the team needed better visibility into what visitors were doing before they converted or dropped off.
My role
- Created a CRO-focused landing page iteration system in WordPress and Elementor.
- Planned CTA tracking, version comparisons, form behavior, and secondary conversion points.
- Used GA4, GTM, Mouseflow, Meta traffic context, and stakeholder feedback to guide improvements.
- Translated page behavior into reporting the client and account team could actually use.
Why it matters
This is the kind of work that turns a website from a static campaign destination into a performance asset: clearer measurement, better hypotheses, faster iteration, and a stronger link between media spend and user behavior.
R Public Relations needed more than a better agency website. The real opportunity was to clarify the service architecture, improve the way expertise was packaged, and make the site support higher-quality inbound opportunities instead of functioning like a brochure.
My role
- Developed a practical web growth roadmap around service pages, SEO priorities, and conversion flow.
- Connected website structure to positioning, content planning, lead quality, and follow-up workflows.
- Helped translate broad agency capabilities into clearer pages, offers, and pathways for prospective clients.
- Worked across strategy, content, leadership feedback, execution, and operational constraints.
Why it matters
This shows the agency-side judgment required for a role that has to balance client expectations, positioning, web execution, SEO, conversion architecture, and the commercial reality of how services are sold.
New Blue Construction was a practical build where the details mattered: clear service positioning, local search visibility, trust-building content, calls to action, mobile usability, and the technical work required to make a WordPress site launch cleanly.
My role
- Built a premium local-service website structure around service pages, FAQs, and service-area visibility.
- Handled WordPress and Elementor implementation with conversion-focused page sections and sticky CTAs.
- Troubleshot hosting, DNS, SSL, permalink, and launch issues that often slow down small-business sites.
- Connected copy, UX, local SEO, technical setup, and lead-generation goals into one system.
Why it matters
This is hands-on web operations experience: the kind of judgment that helps a leader spot risks, write better specs, understand implementation tradeoffs, and guide developers or partners without being detached from the work.
The fourth case study is the system I would bring to a leadership role: a practical operating model for making web delivery more predictable, measurable, and commercially useful inside an agency environment.
What I would standardize
- Intake briefs that capture business goal, audience, traffic source, CMS constraints, analytics needs, and definition of done.
- Estimate reviews that surface risk, partner dependencies, content gaps, and margin pressure before the client is promised a timeline.
- QA checklists covering responsive behavior, accessibility basics, SEO hygiene, forms, tracking, performance, and launch readiness.
- Post-launch reviews that turn website delivery into learning: conversion data, user behavior, technical issues, and next-best optimizations.
Why it matters
For a web/CRO leadership role, this is the difference between being good at projects and being useful to the business. Better systems reduce rework, improve quality, protect margin, and make web work easier for clients to value.
How I would lead the work
The common thread is not one platform or one tactic. It is the ability to connect strategy, execution, measurement, and operations.
Lead through standards
I would set practical standards for scoping, CMS architecture, tracking, QA, launch readiness, and post-launch review so designers, developers, account teams, and partners have a shared definition of good work.
Translate between teams
I can move between executive goals, client feedback, developer constraints, analytics needs, SEO priorities, paid media context, and the practical details of getting a page live.
Protect margin by reducing rework
Cleaner intake, better estimates, stronger acceptance criteria, reusable patterns, and earlier QA all help keep web delivery profitable without lowering the quality bar.
Make websites easier to optimize
The best web work is built to keep learning after launch: analytics, behavior data, conversion tracking, test ideas, technical hygiene, and client reporting should be part of the system from the start.
The thread across these examples is simple: I can help turn websites from one-off deliverables into measurable, maintainable, performance-oriented systems.