Product Strategy & Roadmap Development- Develop and maintain a strategic product roadmap for WineEnthusiast.com and associated properties, aligned with overall business objectives.- Conduct ad-hoc market research, competitive analysis, and user research to identify opportunities and inform product decisions.- Prioritize features and functionality based on business impact, user needs, and technical feasibility.- Collaborate with stakeholders across the organization (editorial, marketing, technology) to gather requirements and ensure alignment.- Utilize data-driven insights to inform product decisions and iterate on existing features. - Work closely with the technology/development team to oversee the implementation and deployment of website updates, enhancements and feature launches.- Monitor website performance, analyze user behavior, and identify areas for improvement.Analytics and Optimization- Define and track key performance indicators (KPIs) to measure website success, performance and SEO metrics. - Monitor website analytics and SEO performance, track key metrics, and report on progress.- Stay up-to-date on the latest SEO trends and best practices.- Provide guidance on content strategy, keyword integration, and on-page optimization best practices.- Analyze content performance and identify opportunities to improve engagement and search rankings.User Experience- Champion user-centric design principles and advocate for a seamless and intuitive website experience. - Conduct user testing and gather feedback to continually improve usability and accessibility. - Stay aware of industry trends and best practices in website design and user experience.

This client presented the unique challenge of being both publisher and an ecommerce store in one site. The goal: how to make these two sides of the business amplify each other instead of merely coexisting separately on one website.Tech stack: headless Wordpress, Algolia, Magento Cloud, Fastly.Technical SEO: identified major issues with crawling and indexing (20x too many pages indexed, 20M crawl requests were mostly wasted on inappropriate URLs and portions of the site which don’t earn much revenue).Ecommerce SEO: went through three major categories, identified actual search behavior, and created strategies to realign existing inventory/categorization with actual search behavior. Needed buy-in from CMO and in-house category expert.Editorial SEO: worked closely with the editorial team — who produces 40+ new pieces every month — identified the SEO strategy for new content and improve internal linking practices. Introduced writing for the customer journey, particularly for commerce-related stories. Hands-on: I personally implemented the fixes for issues in Wordpress, our custom plug-ins and applications fueling it, and page speed optimization.

I'm an analytical self-starter with a 15-year history of successful remote work. I have worked at and for companies of many sizes, in many disciplines, both as an employee and as a consultant. I love SEO.I help site owners identify and prioritize technical issues on their sites as they relate to crawling and indexing, performance like Core Web Vitals, competitive analysis, content coverage, and topical authority. After resolving issues blocking crawling and indexing, I work with my clients and their teams to develop growth strategies. I create ways to show them how their content does (or doesn’t) align with their goals and steer the ship in the right direction. Sometimes that’s hands-on, but just as often it’s not.Some clients: Trovata (B2B, Fintech start-up), Wine Access (B2C, Ecommerce), Sports Business Journal (B2B, 1M+ URLs), Pettable (B2C, Start-up), WiseGeek+ (Publisher), The California Wine Club (B2C, Subscription), Home Mechanics (B2C, Local Services) and DesertStrawHouse (B2C, Local storefront).

Through a continuous cycle of product ideation, research, execution, testing, analysis, and revision, I grew WineClubReviews.net from an idea to $500k in affiliate revenue.I generate millions of dollars of revenue for subscription services. My partners tell me I generate great LTV — because I consider the user first and focus on revenue generation.Key insights that generated big wins:-- Wine delivery is heavily regulated. Each state has its own rules. Location-based selection matters to customers ready to buy.-- While a lot of the industry is focused on subscriptions, there was a lot of money to be made in one-time purchases so I scaled a dynamic feed-driven product catalog for wine gifts.-- As on-demand delivery services emerged, the landscape shifted and I pivoted to grow the non-subscription segment 10x.-- Sometimes less is more: reducing exposure to purchase price increased revenue per session by 50%.

Drought is a hot topic, but it's not just a current event. The "Dry West" barely has enough supply for our water-hungry demands. Homeowners can do their part by following simple steps to reduce water use in the landscape.Our online store, which sells water-efficient irrigation equipment and upgrades directly to homeowners, launched in June of 2014. We aim to help homeowners and small businesses through a growing portfolio of products including affordable and easy DIY projects, information, and online courses.

- User-experience advising and planning- Product management (specifications documents)- Project management (working with third-party and in-house engineers)- Revenue optimization planning and management- SEO & SEM consulting

Working with their development team to create an Information Architecture that supports browsing different types of content. Helping them understand how to reduce bounce rate and increase action conversion via page design and terminology. Focusing their redesign efforts around task-completion and prioritization based on the potential impact of the changes. Deliverables include wireframes and supporting documentation.

Product ManagementManaged a team of 3, worked to transition development team from waterfall project methodology to SCRUM-like development, crafted and executed product roadmaps, and managed search engine optimization.Revenue OptimizationSignificantly grew monthly revenues via optimization testing on transactional user behavior and exploration of various lead-gen opportunities.Business IntelligenceResponsibility for P&L extended to analyzing AB test results, daily reporting, monitoring inbound traffic sources and behavior, and making regularly updated revenue projections.Paid Traffic AcquisitionPartnered to explore paid traffic opportunities including keyword-bidding, hyper-targeted advertising in social media platforms, behavioral-targeted advertising, and traditional media campaigns.

Hit the ground running Immediately lead a six-person team in a massive redesign effort for the most profitable segment of the Edmunds.com properties. Rapidly learned the dynamics of a new business model, complex legacy code systems, enterprise-level software, and an Editorial staff.Consumer AdvocateDeveloped a strategy for user testing at different levels of prototype and production, moderated Usability Testing, and remote unmoderated Usability Testing.Revenue & Leads OptimizationWorked toward implementation of an Multivariate Testing platform and establishing a strategy to balance qualitative analysis with quantitative analysis.Tracking & PerformanceCreated a new concept called a Consumer Scorecard for tracking consumer behavior and loyalty throughout the automotive lifecycle via task-based analysis.

Work includes all Shopzilla.com and BizRate.com properties.As Sr. User Experience Strategist I focus on the user experience with our Search Engine & Taxonomy. Accountable for business success/failure for search-related projects, improved usability of the engine itself, increased revenue related to the search experience, and any taxonomy-related issues.As Sr. User Experience Designer:Product Development & Revenue Enhancements: Interpreted monthly Usability Tests, results of A/B tests, and competitor’s strategies to examine the relationship between user experience design and business logic and leveraged the business model to affect more than $15 million in growth. A/B Testing: Planned strategic use of our testing system, designed multivariate tests, and analyzed the resulting performance metricsDocumentation: Generated ideas for and completed more than 150 project specification documents for use by our team for production including engineering, QA, and web design.