04 Selected work

Case studies.

Short stories from the roles behind the sites: what the problem was, what I changed, and what happened next.

  1. 01Putting open roles on the map
  2. 02Reputation at 260-location scale
  3. 03Two domains, one new email platform
  4. 04Rebuilding the email engine around customer behavior
  5. 05Paid search across four markets, and a programs toolkit

Putting open roles on the map

A healthcare employer with a constant stream of openings needed its jobs to be understood by search engines, not just read by candidates.

The challenge

Every open role lived on the site as an ordinary page. Search engines had to guess at titles, locations and requirements, which left a steady source of qualified traffic on the table.

What I did

  • Implemented JobPosting structured data so each opening described itself to search engines in a standard, machine-readable way.
  • Paired the rollout with tagging, call tracking and analytics strategy, so the effect on traffic could be measured instead of assumed.

The outcome

Organic traffic rose 50% after the JobPosting markup went live.

  • 50%increase in organic traffic

Reputation at 260-location scale

Hundreds of rooftops and providers, each needing an accurate listing and a reputation worth finding.

The challenge

With more than 260 rooftop and provider locations, listings drift, details go stale and reviews arrive unevenly. At that scale, goodwill does not accumulate on its own.

What I did

  • Managed business listings for every one of the 260+ locations through Reputation.com.
  • Created an automated review request system, so asking for feedback became part of the patient journey instead of an afterthought.

The outcome

Reputation scores for Google Business Listings tripled.

  • 3×Google Business reputation scores
  • 260+locations managed

Two domains, one new email platform

Moving an e-commerce brand to a new ESP without losing deliverability, then using the data to grow every order.

The challenge

Two domains had to move to a new Oracle ESP, and for an e-commerce brand, email reaching the inbox is not optional.

What I did

  • Led the migration and deployment of both domains to the new Oracle ESP.
  • As channel owner, kept emails optimized and free of deliverability issues, and audited campaign workflows, improving them where needed.
  • Implemented data-driven workflows across the customer lifecycle and introduced product recommendations on site and in email.
  • Managed promotions, marketing calendars and promotional banner and content changes.

The outcome

Conversion rates and cart sizes increased as lifecycle workflows and recommendations came online.

  • 2domains migrated to a new ESP

Rebuilding the email engine around customer behavior

A new ESP, smarter segmentation and a testing habit that never switched off.

The challenge

A growing retailer needed email that responded to what customers actually did on the site, not just a calendar of blasts.

What I did

  • Managed the migration and deployment of a new ESP, Bronto.
  • Created automation and personalization workflows driven by on-site activity and purchase history.
  • Worked with developers to add customer fields for sharper segmentation, and represented marketing in developer sprint releases.
  • Ran A/B tests continually, kept templates responsive on every device and orchestrated promotions from concept to implementation.
  • Maintained SEO-optimized site content, slides, banners and landing pages.

The outcome

A behavior-driven, continuously tested email program on a modern platform, built in close step with engineering.

Paid search across four markets, and a programs toolkit

Brazil, Canada, China and the US, each on its own channel, plus the loyalty and growth programs around them.

The challenge

Each market called for its own channel and its own rhythm, while product pages and merchant listings needed to stay clean and competitive.

What I did

  • Owned Google AdWords for Brazil and Canada, Baidu for China and Criteo remarketing in the US, with daily bid adjustments and promotional ads across channels.
  • Rebuilt and oversaw the Referral Program, implemented and managed the Social Login Program, and ran Set & Save, the auto-ship feature.
  • Developed SEO initiatives for product pages, overcoming technical obstacles so pages were not treated as duplicate content.
  • Managed the Amazon Merchant account, covering more than 20K products.

The outcome

Four markets and channels run in parallel, a rebuilt referral program, and a 20K+ product catalog kept in order on Amazon.

  • 20K+products on Amazon
  • 4markets and channels