• Led roadmap and delivery for website platform optimization, partnering with engineering, design, and marketing to scale site architecture for performance, SEO, and experimentation.

• Led CMS migration and site rebuilds (including blog.cloudflare.com), doubling site performance and reducing editorial support requests by 70%.

• Integrated LogRocket, Amplitude, GA4, Adobe Analytics, and Zaraz to enable full-funnel attribution and performance monitoring.

• Defined MVP requirements and launched a self-service redirect app that cut configuration time by 90% and reduced dev dependencies by 85%.

• Translated ambiguous stakeholder needs into prioritized product backlogs, balancing short-term delivery with long-term platform scalability.

• Implemented cookie consent governance via OneTrust across web properties.

• Spearheaded internal tool improvements and site migrations from GCP to Cloudflare Workers, enhancing scalability and reducing costs.

• Coordinated the launch of a 30+ page A/B Journey test in collaboration with the marketing and design teams.

• Developed an on-page optimization strategy and roadmap to increase order conversion from SEO pages, resulting in an 63% increase in net orders and 67% increase in NARR QoQ.

• Managed implementation of 500+ SEO focused TOFU landing page redesign across various product verticals to drive acquisition key metrics.

• Developed reporting dashboards to track acquisition success metrics (ARR, CTR, LTV, engagement) for the 3D product vertical and SEO content marketing pages.

• Aligned cross-functional Marketing and business stakeholders to define go-to-market strategy and customer acquisition roadmap for the 3D design space.

• Developed a backlog of experiments to drive incremental user growth and used A/B testing and analytical tools to measure success.

• Collaborated with marketing to create value props and navigation menu titles for A/B tests

• Utilized data to inform strategic initiatives and presented findings to executive leadership in roundtable meetings.

• Led the internal development team, driving the hiring process and defining team roles and responsibilities.

• Successfully defined and executed the roadmap for the development of a CMS-based website and migrated content from legacy platforms, resulting in the successful deployment of the MVP in under 4 months.

• Developed a comprehensive attribution and tagging strategy, including the creation of an internal attribution rule-set and tracking mechanism.

• Managed the integration of 3rd party applications with the front-end architecture, ensuring seamless functionality and user experience.

• Built custom reporting tools to measure traffic growth by channel, providing valuable insights for optimization and improvement.

• Collaborated with key stakeholders to improve customer acquisition tools and processes, resulting in increased efficiency and effectiveness.

• Partnered with marketing and design teams to create personalized and engaging digital experiences, driving customer engagement and satisfaction.

• Led Agile development team and facilitated all Agile processes, including release planning, user stories, backlog refinement, user acceptance testing (UAT), development reviews, and KPI reporting.

• Collaborated with business stakeholders: Coordinating with cross-departmental teams to; clarify digital project requests, define OKRs and strategic direction, negotiate implementation timelines, achieve stakeholder alignment, and translate business cases into approved stories for the development team.

• Developed product strategy, roadmap, project plans, and user stories to optimize the value for the consumer and the company.

• Worked closely with technology leads, product owners, marketing strategists, content designers, senior executives and external partners to map, plan, stage, launch and manage Umpqua Bank's digital presence.

• Identified digital performance improvements using insights from, KPI analysis, a/b testing, user experience testing, information architecture and design adjustments, content engagement and search optimization strategy.

• Evaluated the effectiveness of digital communication and marketing channels in achieving OKRs and presented findings to leadership stakeholders on a monthly cadence. Focussing on areas of optimization and growth.

• Implemented various technology integrations including; Yext Location Pages, Yext Knowledge Graph and Hubspot APIs to inform leadgen routing and scoring activities from web pages, as well as other MarTech systems within the internal tech stack.

• Administered MarTech stack cloud systems including Episerver/Optimizely, OneTrust, Enplug, and Google Analytics/Search Console.

• Managed the end-to-end publication of new content for a 500+ page website encompassing 4 business verticals.

• Administered and provided support for the integration of a website CMS.

• Worked in collaboration with Marketing and business stakeholders to maintain a consistent content strategy across the organization's digital properties.

• Coordinated with stakeholders to develop and deploy content across multiple product verticals.

• Served as the CMS subject matter expert, providing training and support to users across the company.

• Defined the event tagging strategy for digital marketing engagement analytics reporting.

• Reduced risk by maintaining a working knowledge of the Bank Secrecy Act, Regulation CC, Regulation E, Bank Security and other regulations and implementing regular content reviews with subject-matter experts and ensuring compliance with written policies and procedures.