Selected work
Systems built for complex digital work.
Examples of how I connect search (SEO, GEO, AEO), content, UX, analytics, experimentation and web strategy to create clearer decisions and more scalable execution.
A recurring pattern
Different problems. A consistent arc.
The work changes by organization and moment. The recurring pattern is connecting disciplines that are often managed separately, then building enough structure to make better decisions without slowing execution down.
01
Build
Create the capability, ownership, and operating structure the work needs.
02
Transform
Apply the system to a consequential customer or digital experience.
03
Scale
Extend the approach across greater organizational, market, and platform complexity.
04
Systematize
Turn evidence and learning into repeatable decisions teams can sustain.
Featured work
A consistent arc, applied to different challenges.
The examples below show how the same connected approach can build a capability, transform an experience, scale work across a complex ecosystem, and systematize decisions.
Build
Built and scaled a digital experience & search function
Created the capability, operating structure and shared practices needed to connect search, content, experience, analytics and experimentation.
307 position-one rankings in 2025, up from 237 in January.
Transform
Amex GBT 2.0 / MVP
Applied integrated digital thinking to a consequential web experience while balancing customer needs, organizational complexity and delivery constraints.
Scale
Operated digital experience across a complex global ecosystem
Built structure for digital work spanning 10 brands, 15 markets and 36 subdomains without turning governance into a bottleneck.
10 / 15 / 36 brands / markets / subdomains.
Systematize
Built an evidence-based content portfolio decision system
Turned scattered content decisions into a repeatable framework for prioritization, consolidation and reuse.
Case studies
Evidence belongs inside the story.
Detailed case studies are structured around the situation, what I saw, what changed, and what happened — with proof and artifacts added only when they are public-safe and materially useful.