Web strategy, journey optimization, and growth programs designed for customers, internal teams, and the AI systems now shaping how people discover and decide.
Case studies, research projects, and program builds — the work that actually moved the needle.
A full redesign of a university application form — from discovery through rollout — that became one of the highest-ROI initiatives in the program's history.
Read the case study →Paid media landing page optimization across multiple channels — two tests out of 100+ that illustrate what a mature, rigorous testing program looks like in practice.
Read the case study →There was no optimization program. I built one — the testing framework, the research function, the reporting structure, and the cross-functional relationships that made it all run.
Read the case study →Launched a subscriber acquisition program from scratch — concept, setup, site integration, and growth — hitting 6,000 new subscribers per month within the first quarter.
Read the case study →Led a full VoC research project from stakeholder alignment through synthesis and executive presentation — research that shifted how the organization understood its audience.
Read the case study →Designed and launched an internal sales support platform at an analytics startup using design thinking principles — built for how the team actually worked, not how it looked on paper.
Read the case study →Growing up working on a cattle ranch, I learned something that stuck: while I love a good looking fence (love stepping back and looking at the work I did), what ultimately matters is that the fence keeps the cows safe and contained. That instinct, that bias toward working solutions over perfect designs is how I approach every project.
I spent a decade deliberately building technical depth before moving into strategy. Starting with web development, and adding technical SEO. I worked at ObservePoint (founded by the founder of Omniture) and got a ground-floor education in web analytics, data accuracy, and how tracking on websites and website tracking works. Then I earned an MBA with heavy emphasis on root cause analysis. One key take away rom my MBA was that solving the problem is worthless, unless it is the right problem. The need for root cause analysis is crucial.
That foundation gives me something that's amazing: the ability to create and optimize products on multiple fronts, including: business strategy, user experience, SEO/GEO, conversion science and technical architecture. I do the work and I understand the work. Because of this range, I work well with executive leaders to techincal contributors. When tackling a new project, I go back to my foundation to find the core problem, not surface symptoms, and then build practical, working solutions to fix it. I present to C-levels and work alongside engineers.
I've built and led product optimization programs from the ground up. In this time, I've created countless analyses, run 450+ A/B tests, delivered 150+ qualitative research studies, and driven $35M+ in attributed revenue growth. I've managed teams of employees, contractors, and agencies.
Outside of work, I'm a husband and dad. Being genuinely present with my family is something I take seriously. I live in rocket city (Huntsville), Alabama. I'm curious and a bit creative: I experiment with AI music, refinish thrifted furniture, and cook things from scratch on Sunday afternoons.
Tools built for real problems, and writing on the topics I care most about — optimization, research, analytics, and web strategy.
A local web crawler that audits any site for broken links and exports a CSV report. Runs on your machine in under a minute. No login, no subscription, no nonsense.
Writing on conversion optimization, research methodology, and building programs that actually work. (Worth the wait, I promise.)
Coming soonWhether you're building an optimization program, need a conversion audit, want a research partner, or you're looking to add someone to your team who can do all of the above — I'd like to hear about it.