Led a realignment of our trial checkout flow after identifying messaging inconsistencies between the upstream marketing site and the cart UI. Discontinued addons offered, features misrepresented, value propositions contradicted the marketing page. Coordinated across design, marketing, and product to align the two experiences and ship a coherent trial flow.

Collapsed a 3-phase promo banner project into a single engineering touchpoint by meeting with Marketing upfront to understand the full scope; built a dynamic concatenation system that handled all variants, and submitted an RFC backed by UX research to arm designers with good placement strategy.

Sole engineer to diagnose and refactor a chronically broken billing messaging system spanning multiple repos, killing recurring customer-facing P0s that distributed contractor teams hadn’t cracked, becoming the de-facto dunning domain expert across billing, growth, and registration teams in the process.

Built custom Datadog dashboards tracking FCP, LCP, and CLS to diagnose landing page performance. Users in the Philippines and China were seeing 20+ second load times. Traced root causes to monolithic Bootstrap imports, absent code splitting, and a loading spinner that held users hostage while the entire app built. Inlined critical CSS, implemented code splitting, lazy-loaded non-critical widgets, and partnered with Marketing to kill dead GTM scripts. Reduced FCP by ~30%.

Discovered the team was tracking conversion funnels in Datadog while simultaneously paying for Heap Analytics!? Consolidated the analytics strategy, gained GTM access to remediate redundant scripts, and ran cross-team workshops so Marketing could self-audit going forward.

Led a team of 6 to architect a cross-platform component library using React Native Web. Interaction-heavy components like dropdowns received web-specific implementations for WCAG compliance, most others rendered universally. Established roadmap and milestones in coordination with the SMB team and served as technical lead throughout.

Rewrote Ruby-based CI monitoring scripts to add real-time failure reporting and Datadog logging across 70+ services because manually tracking build failures is objectively terrible.

Overhauled frontend developer experience across a Next.js microfrontend architecture. Migrated from Enzyme to React Testing Library ahead of React 18, built internal CLIs and libraries for APM logging, auth, and API integrations with Jest, Datadog, Sentry, and Pino.

To win brand-conscious enterprise clients like Google Cloud Platform, built a token-based white-labeling system enabling fully customizable branding and WCAG-compliant theming; designed the token/swatch scaffold so design could self-serve contrast compliance without engineering involvement.

Our UI was causing user confusion and frustration, so I audited the application for inconsistencies -- and lo, we had 7 distinct dropdown implementations and misaligned confirm/cancel patterns causing accidental saves and closures. Collaborated with design to formalize a component pattern library and sync it with Storybook as a shared reference for both teams.

A hiring spree stretched the design team thin, so I stepped into design reviews regularly, using my audit of the full UI to unblock engineers on the spot, make defensible interaction calls, document decisions, and hand design updated Figma components to adopt. Proposed simpler flows that were repeatedly accepted.

Architected a framework-agnostic component library not just to navigate an impending Angular-to-Vue migration but to grab Arabic-speaking clients that were passing us up. Designed components to be extensible for RTL behavior and enforced WCAG 2.1 requirements at the component level (keyboard navigation, ARIA labeling, focus states), wrote the migration roadmap, milestones and acceptance criteria, and served as shadow DOM SME throughout.

Tripled client intake for a small business by diagnosing a 60% mobile traffic rate against a desktop-only site with a 15-field intake form; rebuilt mobile-first, rewrote value propositions based on customer interviews, sourced testimonials, and cut form abandonment by breaking intake into a progressive multi-step flow.

Built headless storefronts and custom CMS tools for clients whose products were too granular for Shopify (architectural printing and signage, home decor consignment, independent creators) so non-technical owners could manage inventory and content independently. Stack varied by client: Saleor, WordPress, and custom PHP and JavaScript systems with MySQL.

Produced advertising creative for regional campaigns distributed through franchises like Lowe's across Texas.