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.
Featured work
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.
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.
Amex GBT 2.0 / MVP
Applied integrated digital thinking to a consequential web experience while balancing customer needs, organizational complexity and delivery constraints.
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.
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.