I approach digital marketing as a connected business system, not a collection of isolated channels. Search visibility, paid media, content, email, social, UX, analytics, and conversion all affect one another.
My strongest value is at the intersection of strategy and execution: diagnosing where a digital system is losing effectiveness, identifying the practical levers that can improve performance, and working across teams to turn those improvements into measurable business outcomes.
Core capabilities: Search Engine Optimization | AI Search Visibility / Generative Engine Optimization | Paid Search & Performance Marketing | Email & Lifecycle Marketing | Social, Community & Video Strategy | UX & Conversion Optimization
SEO has been a core part of my work for most of my digital marketing career. I think about SEO as a combination of technical accessibility, content quality, search intent, and business relevance.
The goal is not simply to rank. The goal is to appear for the right searches, attract the right visitors, and give those visitors a clear path toward a useful next action.
My SEO work has included:
At Smooth-On, one of my earliest high-impact contributions was diagnosing and resolving a technical SEO issue that caused Google to de-index interior site pages. Fixing that problem restored visibility for deeper product and category content and improved alignment between searcher intent and landing-page experience.
I have always viewed SEO as more than a traffic channel. It is a way to understand what customers are trying to solve, how they describe their problems, and whether the website is structured to meet that demand.
Generative Engine Optimization, sometimes called Answer Engine Optimization, is an extension of SEO. The fundamentals are familiar: content still needs to be accurate, useful, trustworthy, and authoritative. What changes is how that content may be discovered, summarized, and represented by AI-powered systems.
My approach is practical rather than hype-driven. AI search visibility starts with strong information architecture, structured content, clear entity relationships, schema where appropriate, and content that answers real customer questions with authority.
At Smooth-On, I worked on early AI-search visibility efforts by analyzing how structured content was interpreted by AI tools and using those findings to inform web development and content recommendations. I also monitored emerging traffic patterns from chatbot and answer-engine referrals through custom analytics filters and supported reporting with tools such as Ahrefs Brand Radar.
The goal is not to “game” AI systems. The goal is to make brand, product, and educational content easier for both humans and machines to understand, trust, and cite.
Paid search is most effective when it is managed as part of a broader acquisition system. It should not operate separately from SEO, landing-page quality, conversion tracking, or sales outcomes.
My approach to SEM is disciplined: identify where paid search adds incremental value, control wasted spend, monitor branded and competitor activity, and evaluate performance against business outcomes rather than surface-level traffic metrics.
In B2B environments, this can be especially difficult. At INetU Managed Hosting, paid search operated in a competitive market with an average 18-month lead-to-close cycle. That made traditional campaign evaluation too slow to guide active decisions.
To improve visibility, I worked with Sales leadership to tag and track leads to their sources and developed an early lead scoring model that projected expected value after the first sales conversation. This allowed marketing spend to be evaluated against likely future revenue, not just immediate lead volume.
That is how I prefer to manage SEM: not as isolated ad buying, but as a measurable acquisition channel connected to lead quality, sales feedback, and CAC/LTV discipline.
Effective email marketing depends on relevance, timing, clarity, and restraint. The goal is not to send more email. The goal is to send the right message to the right audience at a moment when it can influence action.
My email marketing work has included list management, campaign execution, subject-line testing, segmentation, reporting, and lifecycle communication strategy. I also bring a strong copywriting and testing background, including recognition in a subject-line writing contest sponsored by Moz and evaluated by MarketingExperiments.
At Smooth-On, I worked with executive leadership on an email strategy focused on pacing, segmentation, and list engagement. Instead of sending frequent one-off messages for every event, product update, or announcement, we moved toward a more consolidated newsletter approach.
That strategy reduced communication fatigue and helped improve engagement, contributing to a 10%+ lift in open and click-through rates.
My philosophy is simple: email should earn attention. It should respect the audience, communicate value quickly, and move the reader toward a clear next step.
I approach social media as community strategy, not just content distribution.
At Smooth-On, many of the company’s strongest markets already had active online communities: mold makers, prop makers, cosplayers, taxidermists, artists, fabricators, and hobbyists sharing techniques and finished work. The opportunity was not simply to post more often. It was to recognize where customer enthusiasm already existed and build a strategy around amplifying it.
I recommended a social strategy centered on customer-created content. By showcasing customer projects across brand channels, Smooth-On could reward loyal customers with visibility, strengthen community trust, and generate a steady stream of earned media.
This approach worked because it aligned with the way customers already used the products. Many of Smooth-On’s best customers were also educators, creators, and influencers in their own niches. Amplifying their work strengthened both the customer relationship and the brand’s credibility.
My social media work has also included influencer opportunity vetting, campaign tracking, YouTube strategy, and coordination between social, video, technical sales, and web teams. In one major example, I helped shift Smooth-On’s YouTube strategy toward personality-led educational content that generated millions of video views and strengthened long-term audience engagement.
For me, social media is strongest when it does more than fill a calendar. It should build trust, surface customer proof, extend content reach, and deepen the relationship between brand and audience.
The most effective digital marketing strategies do not stop at acquisition. Once visitors reach a website, the experience has to help them find information, evaluate options, trust the brand, and complete meaningful actions.
At Smooth-On, I was responsible for digital strategy across 11 corporate web properties. That required thinking beyond traffic alone. Each site had different business goals: ecommerce sales, product education, lead generation, support deflection, distributor information, brand positioning, or technical documentation.
My UX work focused on questions like:
Information architecture also plays a major role. On a complex product site, content must be grouped, labeled, and presented so users can find specifications, documentation, tutorials, case studies, support tools, and product recommendations without unnecessary friction.
A focused example of this approach is my ecommerce case study, where I helped lift net sales 20% by identifying shipping-cost friction, working with leadership on pricing strategy, and improving how the free-shipping offer was communicated in the shopping experience.
If your team needs a digital marketing strategist who can connect channel execution, technical fluency, user experience, and business outcomes, I would welcome a conversation.