Services: User Journey Audit, CRO Audit, GA4 Audit, Search / Merchandising Audit, Product Positioning, Promotional Analysis

• Spearheaded CRO initiatives, significantly enhancing the overall testing win rate through comprehensive A/B and multivariate testing, successfully identifying high-performing variants across Internet Brands' extensive portfolio, spanning multiple verticals such as Law and Health.• Successfully completed testing cycles providing actionable insights on user preferences and behavior, and developed future data-driven roadmaps to prioritize pertinent initiatives, ensuring alignment with… Show more • Spearheaded CRO initiatives, significantly enhancing the overall testing win rate through comprehensive A/B and multivariate testing, successfully identifying high-performing variants across Internet Brands' extensive portfolio, spanning multiple verticals such as Law and Health.• Successfully completed testing cycles providing actionable insights on user preferences and behavior, and developed future data-driven roadmaps to prioritize pertinent initiatives, ensuring alignment with business goals.• Directed creative strategies for optimizing user experiences through data-driven improvements made to both content and design.• Provided strategic CRO support to product, SEO, and paid marketing teams, contributing to an overall increase in site traffic and user engagement, and partnered with the product team to refine features and user flows, enhancing the user journey and boosting product adoption rates.• Optimized landing pages through iterative testing, driving a 26% increase in conversions and improving user satisfaction, while implementing best practices for landing page design and content to ensure alignment with user expectations.• Conducted comprehensive user and consumer testing to build detailed audience profiles and tailor marketing strategies accordingly, and analyzed user behavior and feedback to inform testing hypotheses and improve targeting accuracy. Show less

Clients: Ariana Grande's r.e.m. beauty, MeatEater, Jen Hatmaker, MUDWTR, Joe Dispenza, LA Chargers, Devocíon, Hoplark, ClearstemCRO program increases client revenue an average of 40% YoY, website engagement an average of 186%, and AOV +44%. In my time with Fireside Digital, I have:• Gained an in-depth knowledge of all client’s website architecture, performance analytics, business model & marketing strategy to provide a holistic CX strategy, robust testing agenda and… Show more Clients: Ariana Grande's r.e.m. beauty, MeatEater, Jen Hatmaker, MUDWTR, Joe Dispenza, LA Chargers, Devocíon, Hoplark, ClearstemCRO program increases client revenue an average of 40% YoY, website engagement an average of 186%, and AOV +44%. In my time with Fireside Digital, I have:• Gained an in-depth knowledge of all client’s website architecture, performance analytics, business model & marketing strategy to provide a holistic CX strategy, robust testing agenda and technical consulting services.• Led comprehensive data research for extensive site projects, providing valuable insights into customer behavior metrics, search patterns, product analyses, and utilize brand-specific segmentation to evaluate landing page and linking strategies. From this I developed and implement tailored initiatives and project roadmaps aligned with client objectives to optimize user engagement and achieve desired conversion outcomes.• Consulted directly with internal teams within the agency on projects requiring analytics strategy, web analytics platform selection, dashboard development, testing • Designed and lead customer research projects on digital user experiences – ultimately leading to additional revenue opportunities from a lead generation, landing experience, product positioning, search, and merchandising perspective. • Developed quality assurance protocol for Google Analytics implementations to account for data accuracy. Occasionally provided additional code and implementation suggestions where digital customer experience lacked data collection methods. • Coordinated with business development team to develop capabilities presentations, pitches, RFP's, project estimates, and Statements of Work Show less

Responsible for developing and directing the merchandising strategy and execution for annual sales direct-to-consumer goods retailer; leading marketing strategy development and implementation; and overseeing improvements to omnichannel, product, and customer communications strategy to drive further awareness, engagement, and sales to fuel business growth.Commended by leadership for improving branding, increasing conversions, and engaging new users for 5,217 SKUsDrive… Show more Responsible for developing and directing the merchandising strategy and execution for annual sales direct-to-consumer goods retailer; leading marketing strategy development and implementation; and overseeing improvements to omnichannel, product, and customer communications strategy to drive further awareness, engagement, and sales to fuel business growth.Commended by leadership for improving branding, increasing conversions, and engaging new users for 5,217 SKUsDrive improvements to ecommerce standards, enhance homepage storytelling and content development, establish content calendar, social media, SEO promotion, and marketing analytics; work with company leadership to uphold brand and ensure plans are in alignment with corporate objectives.Spearhead ecommerce initiatives, collect metrics to understand current strategy shortcomings, develop updated collateral, including websites, sales funnels, and visuals; equipped team with advanced business intelligence, and contribute to sales meetings to educate personnel on programs.Improved landing page conversion rate by leveraging digital analytics to understand user demographics, behaviors, and up-and cross-sale opportunities, updating copy and images, and introducing new coupon popups.Track digital analytics closely to optimize the customer journey; measure leads, click through rates, time on site, abandoned carts, and conversions to optimize effort and spend; and update A/B campaigns and calls to action based on analytics to improve overall engagement and revenue.Partner with Ecommerce Manager and Company Executives, coordinate digital merchandising strategy, review sales trend analysis, and update key elements of web design. Show less

Supported art direction and design for landscape architecture projects; led digital and print design, worked directly with leadership on content and feature development, and oversaw improvements to outreach and engagement strategies.Commended for being creative lead on large projects, helping win key grant, creating collaborative environment to inspire and excite team members, and developing and editing white papers that won prestigious Metropolitan Water District Spring Expo Innovation… Show more Supported art direction and design for landscape architecture projects; led digital and print design, worked directly with leadership on content and feature development, and oversaw improvements to outreach and engagement strategies.Commended for being creative lead on large projects, helping win key grant, creating collaborative environment to inspire and excite team members, and developing and editing white papers that won prestigious Metropolitan Water District Spring Expo Innovation award.Created original artwork and designs, developed branding, marketing collateral, digital elements, promotional material, and web content, and ensured alignment with style guidelines, brand messaging, and offerings.Worked with stakeholders to develop concepts consistent with established branding, determined branding guidelines, presented engaging designs, answered questions, and finalized color, content, and branding.Managed $50K annual materials budget, outlined needed resources, spending, and preferred vendors, monitoring and tracking spending, team members work hours, and project KPIs; decreased project costs by 8% while reducing completion time by 23%.Served as the spokesperson at all public presentations, including Laguna Beach city council meetings, design review boards with community leaders, and local news features. Show less

Worked closely with Senior Principle on rendering conceptual designs; developed and executed comprehensive project plans, outlined requirements, and led change management actions, while adhering to established integration resource guidelines, standards, and processes. Conducted initial due diligence on construction and business requirements, developed project documentation, integration plans, timelines, resource requirements, personnel structures, and go-live implementation… Show more Worked closely with Senior Principle on rendering conceptual designs; developed and executed comprehensive project plans, outlined requirements, and led change management actions, while adhering to established integration resource guidelines, standards, and processes. Conducted initial due diligence on construction and business requirements, developed project documentation, integration plans, timelines, resource requirements, personnel structures, and go-live implementation schedules.Identified and resolved project risks, issues, and changes, including resource shortages, scope creep, requirement updates, and worked with leadership to address issues; ensured team adhered to approved project structures as new tasks, change requests, and functionality was being proposed. Created internal marketing materials, implemented new consistent design, brand, and visuals, clearly communicated value proposition, vision, and culture, and curated materials to feature across all channels; new marketing and outreach helped secure 7% increase in revenue.Developed digital library of project details for all team members, audited previous organization system, outlined new collateral tracking and filing, and led team of 3 to update database; streamlined design time, resulting in one project saving over 200 hours of work and $30,000 in additional costs. Show less