Whatever layer is breaking, I have probably worked somewhere close to it.
Client work and operational tools across digital strategy, brand and growth, web/UX, acquisition, measurement, ecommerce, data integration, BI, governance and delivery. Client identities are generalized where appropriate.
Brand, website, CRM and growth — designed as one launch system
Led a phased roadmap connecting brand building, web, SEO, content, CRM, paid media, retail activation and reporting across two markets.
Challenge
A growing industrial-products business needed more than a campaign plan. Brand positioning, website experience, lead generation, paid media, CRM, content and reporting had to work as one growth system across the U.S. and Mexico.
Approach
Built the strategic roadmap from awareness and consideration through lead generation, conversion and loyalty.
Planned the brand rollout, responsive website, SEO, content, social media, paid acquisition, retail activation and reporting as connected workstreams.
Structured CRM and first-party data requirements around HubSpot / Salesforce, lead capture, nurturing and loyalty workflows.
Created paid-media investment scenarios across search, display, social, video and B2B channels so budgets could be adjusted against performance.
Translated the strategy into phased roadmaps that cross-functional teams could execute.
Outcome
Delivered a unified growth operating plan instead of disconnected channel initiatives, with brand, website, acquisition, CRM, content and measurement aligned around the same customer journey.
Stack
Strategic planning · Brand strategy · Responsive web · SEO · HubSpot / Salesforce · Google Search & Display · LinkedIn · Meta · YouTube · Content · Reporting
Enterprise web · Automotive & EducationUX / SEO audit
Auditing a website as a business system, not just a page
Connected performance, usability, accessibility, technical SEO and conversion-oriented UX into a prioritized development roadmap.
Challenge
Enterprise websites showed issues that crossed disciplines: slow load times, navigation friction, mobile usability problems, accessibility gaps and technical SEO risks. Treating each symptom independently would have produced a fragmented fix.
Approach
Audited performance evidence and translated load-time, JavaScript and resource findings into developer-ready actions.
Reviewed navigation, forms, maps, chat, interactive components, responsive behavior and content presentation from a UX and conversion perspective.
Mapped accessibility requirements including ALT text, ARIA labels, keyboard access, contrast and semantic structure.
Recommended lazy loading, code/resource optimization and implementation patterns designed to preserve SEO while improving experience.
Outcome
Converted a broad set of technical and experience issues into a sequenced optimization backlog connecting usability, accessibility, discoverability, performance and conversion readiness.
Turning CPC, conversion rate and lead goals into a planning model
Built reusable forecasting tools for media planning instead of relying on repeated manual calculations and isolated platform estimates.
Challenge
Paid-media managers needed a faster and more consistent way to translate business targets into CPC, conversion-rate, CPL, keyword, traffic and budget scenarios without rebuilding calculations for every planning cycle.
Approach
Built a CPC / conversion-rate / CPL matrix showing which combinations would meet or exceed target acquisition costs.
Created keyword and lead-forecast models using bids, impressions, clicks, CTR, CPC, conversions and funnel stage.
Added geographic targeting and campaign-budget scenarios so planners could compare investment assumptions before launch.
Structured the calculators so media teams could change inputs without rebuilding the analysis.
Outcome
Created reusable planning tools that made campaign assumptions visible, comparable and easier to operationalize, reducing manual calculation work and improving budget conversations.
Measuring how people actually use content — not just whether they visited
Instrumented rich media interactions and turned them into a behavioral dashboard for UX and content decisions.
Challenge
Pageviews could not explain how users interacted with an embedded content experience. The team needed behavioral evidence that could inform content and UX decisions rather than treating traffic as the only signal.
Approach
Created 13 GTM tags covering seven interaction types, including play, pause, share, like and favorite behaviors.
Structured the event model so engagement could be analyzed by page and by specific content item.
Built reporting around total events, unique events, sessions with interaction and events per session.
Connected the interaction layer to a dashboard that could support UX, content and flow optimization.
Outcome
Added a behavioral analytics layer that showed how content was actually used, giving stakeholders evidence for experience and engagement improvements beyond simple traffic volume.
Stack
Google Tag Manager · GA4 · Custom events · Event taxonomy · Behavioral analytics · Looker Studio
Large entertainment conventionEcommerce funnel BI
From interactions to drop-off: making the ecommerce funnel actionable
Designed an interaction-based funnel showing progression, friction, channel behavior, ticket performance and revenue in one analytical view.
Challenge
A ticketing business needed to understand more than purchases. It needed visibility into how users moved from ticket intent through cart, checkout, purchase and confirmation, and where friction caused users to drop.
Approach
Modeled the funnel from ecommerce interaction data rather than relying on a single purchase KPI.
Calculated progression, completion, drop-off and user-loss views by funnel stage.
Added channel-level funnel performance to connect acquisition quality with downstream behavior.
Built ticket-level purchase and revenue analysis so merchandising and conversion performance could be reviewed together.
Outcome
Turned raw ecommerce interactions into a business-analysis layer that could support conversion optimization, merchandising and acquisition decisions.
Stack
GA4 ecommerce · Google Tag Manager · Funnel analysis · Channel attribution · Ticket / product analysis · Looker Studio · Revenue reporting
Global automotive groupCustom ETL reporting
When an off-the-shelf dashboard was not enough
Built a custom coded reporting environment for a high-volume automotive data program whose scale and requirements exceeded the BI tooling available at the time.
Challenge
A large automotive reporting program involved a volume and complexity of data that exceeded what the available Data Studio implementation could serve reliably for the requested experience.
Approach
Structured the project around an ETL layer and a purpose-built reporting product instead of forcing the requirements into an unsuitable visualization tool.
Designed a custom coded web experience for accessing and presenting the large underlying data set.
Separated data preparation from presentation so the reporting layer could remain usable as volume and requirements grew.
Prioritized repeatability and performance over tool convenience.
Outcome
Delivered a reporting environment tailored to the scale and business requirements, demonstrating that the architecture should determine the tool — not the other way around.
Stack
ETL · Large-volume automotive data · Custom web application · Custom reporting layer · Data transformation · Front-end reporting
European PropTechGrowth architecture
Acquisition, lifecycle and measurement designed as one operating system
Connected CRM, paid media, audience strategy, automation, funnel measurement and reporting instead of optimizing each channel in isolation.
Challenge
A European real-estate business needed a scalable acquisition and lifecycle ecosystem rather than disconnected campaign, CRM and reporting activities.
Approach
Architected a multi-platform environment integrating HubSpot, GTM, paid media, audience segmentation, marketing automation and real-time reporting.
Defined tracking, audience, funnel and lifecycle requirements and directed paid-media and technical teams through implementation and optimization.
Designed CRM and automation workflows for lead acquisition, nurturing, segmentation and downstream commercial reporting.
Evaluated MarTech vendors against integration requirements, scalability, data quality, adoption and business value.
Outcome
70% increase in qualified leads, 40% increase in conversion rate and 30% increase in organic traffic, with acquisition, lifecycle, measurement and reporting managed as one operating system.
European Real Estate PlatformWeb-to-CRM architecture
From website analytics to CRM: connecting the full lead journey
Rebuilt the analytics and consent foundation, moved reporting into BigQuery and Power BI, then connected CRM data to extend attribution beyond the website conversion.
Challenge
A new website had incomplete and inconsistent tracking, making it difficult to measure campaign performance, justify marketing investment and understand conversion behavior. After the web analytics foundation was stabilized, the next challenge was connecting website activity to the post-conversion lead journey inside the CRM.
Phase 1 — Measurement foundation
Overhauled Google Tag Manager and GA4 event tracking, including key metadata as custom dimensions.
Implemented consent management with Cookiebot / Consent Mode and aligned measurement with GDPR requirements.
Moved advanced reporting into BigQuery and built custom reporting layers in Power BI.
Created documentation and training so the marketing team could manage GTM and web tracking confidently after handoff.
Phase 2 — Post-conversion data architecture
Ran a discovery phase to identify gaps between website behavior, CRM activity and offline touchpoints.
Integrated HubSpot with BigQuery to consolidate contacts and activity after conversion.
Designed the architecture around first-party identifiers so website behavior could increasingly be matched to downstream lead activity.
Made the reporting model adaptable to future improvements in data collection and offline source integration.
Trained stakeholders and data specialists on pipeline logic, data connections and SQL replication.
Outcome
Created a more complete data narrative from acquisition through post-conversion activity, improving attribution and ROI analysis while establishing a future-ready single source of truth across web, marketing, CRM and commercial teams.
Stack
Google Tag Manager · GA4 · Cookiebot / Consent Mode · HubSpot · Zapier · BigQuery / GCP SQL · Power BI / Microsoft Fabric
Live experiences · TicketingArchitecture
End-to-end measurement across multi-domain ticketing journeys
Mapped acquisition through checkout and purchase across marketing sites, external ticketing and paid-media platforms.
Challenge
Enterprise live-event experiences relied on marketing sites, external ticketing flows and multiple paid-media platforms. The business needed reliable acquisition and revenue measurement without losing context as users moved from discovery to checkout and purchase.
Approach
Designed event, dataLayer, attribution and activation architecture across analytics, data and advertising platforms.
Mapped ticketing and ecommerce actions across add-to-cart, checkout, payment and purchase.
Implemented and troubleshot cross-domain measurement and browser/server-side conversion flows.
Created reusable schemas, naming conventions, QA procedures and implementation documentation.
Translated business requirements across Marketing, Engineering, Paid Media and client stakeholders.
Outcome
Created a more reliable path from campaign activity to transaction and revenue reporting, while establishing reusable standards for multiple implementations and clearer ownership of measurement risks.
Stack
GA4 · Google Tag Manager · BigQuery · Google Ads · Meta · TikTok · Server-side tracking · Ecommerce dataLayer · Cross-domain measurement · QA
Cross-channel reportingBI modeling
The dashboard wasn’t broken. The join strategy was.
Reworked grain, joins and metric logic when correct channel data produced incorrect executive totals.
Challenge
Each advertising source showed correct totals independently, but the executive overview did not. A multi-source FULL OUTER JOIN was being used as if it were a vertical union, causing channels to disappear or distort when grains and available rows differed.
Approach
Diagnosed the structural difference between joining sources horizontally and stacking channel facts vertically.
Separated overview reporting from campaign and publisher drilldowns so each use case operated at the correct grain.
Normalized dimensions and coalesced dates where sources covered different periods.
Recalculated CTR, CPC, CPA and ROAS from aggregated numerators and denominators rather than blending pre-calculated ratios.
Kept semantically incompatible conversion definitions out of shared totals.
Outcome
Restored trustworthy top-line reporting and created a reusable modeling pattern for cross-channel dashboards without silent row loss or grain mismatch.
Stack
Looker Studio · Supermetrics · Google Ads connector · Meta / LinkedIn / TikTok data · FULL OUTER JOIN · COALESCE · Calculated metrics · QA reconciliation
Global automotive brandRelease governance
Turning a live website change into a controlled QA process
Designed a cross-functional workflow for price updates with explicit validation gates, role ownership and client approval.
Challenge
Live pricing changes touched client requests, development, assets, forms, validation and time-sensitive publication. Without a controlled workflow, a small content update could create customer-facing or operational errors.
Approach
Mapped responsibilities across client, project manager, developer, tester and price validator.
Defined asset validation, update windows, real-time QA, issue correction and form reactivation.
Added explicit status checkpoints, evidence capture and approval gates before completion.
Structured the workflow so each role knew when ownership moved to the next stage.
Outcome
Converted a risky live-site operation into a repeatable release process with clearer ownership, validation and client approval.
From fragmented exports to a dependable decision layer
Automated marketing, sales and behavioral data flows so reporting no longer depended on manual reconciliation.
Challenge
Reporting depended on fragmented marketing, sales and user-behavior data. Manual reconciliation consumed time and introduced errors, limiting the speed and confidence of analysis.
Approach
Led measurement strategy and tagging architecture to support consistent downstream reporting.
Automated data pipelines with AWS Glue and API connections to consolidate multiple business and behavioral sources.
Structured the data flow around scalable reporting and decision support rather than one-off exports.
Used the integrated data environment to reduce manual analysis and improve reliability.
Outcome
50% reduction in reporting errors, 40% reduction in analysis time and 35% increase in user retention.
Stack
AWS Glue · APIs · ETL · Tagging architecture · Marketing data · Sales data · Behavioral data · Performance reporting
B2B & B2C portfolioProgram leadership
Managing 10+ digital projects without separating strategy from measurement
Led simultaneous web, SEO/SEM, analytics, tracking and performance initiatives while keeping KPIs, delivery and reporting aligned.
Challenge
A multi-client B2B and B2C portfolio required simultaneous delivery across analytics, web, SEO/SEM, tracking and performance marketing without losing visibility into business outcomes or stakeholder priorities.
Approach
Managed more than 10 digital projects at the same time across different industries and delivery teams.
Designed measurement strategies and KPI frameworks alongside web, SEO/SEM and performance work.
Built ETL-based reporting workflows to connect execution with decision-making.
Coordinated marketing, technical and client stakeholders through planning, delivery, QA and optimization.
Outcome
60%+ increase in organic traffic and 25%+ increase in CTR across managed initiatives, while maintaining coordinated multi-project delivery.
A single command center for channel spend, revenue and creative performance
Designed a reporting experience spanning paid-media performance, campaign drilldowns, ROAS, platform views, creative and user interactions.
Challenge
Performance lived across multiple advertising and analytics platforms, making it difficult to connect spend, transactions, revenue, campaign performance and creative behavior consistently.
Approach
Built executive and channel-specific views for spend, transactions, revenue, CPA, ROAS, CTR and CPM.
Added campaign and platform drilldowns instead of stopping at top-line KPI cards.
Extended the reporting layer into creative and interaction analysis where source data supported it.
Designed date and channel filtering so the same system could support recurring optimization and reporting.
Outcome
Created a multi-layer BI command center that could support executive reporting, media optimization and diagnostic analysis from the same reporting environment.
Stack
Looker Studio · Supermetrics · Meta Ads · Google Ads · TikTok Ads · StackAdapt · GA4 · Multi-source BI · Calculated KPIs
Live entertainmentAcquisition analytics
Connecting traffic, campaign, audience and funnel views for one event
Built a reporting suite that moved from acquisition and channel quality into campaign, audience, geography and ecommerce funnel analysis.
Challenge
An event team needed to understand not only traffic volume but also channel quality, campaign contribution, audience behavior, geography, device patterns and funnel progression.
Approach
Created acquisition, campaign, audience, geographic and funnel views within one reporting experience.
Combined engagement metrics with conversion and business-impact analysis.
Added new-versus-returning and device views to support audience and experience decisions.
Structured reporting so users could move from top-level performance into diagnostic drilldowns.
Outcome
Turned a collection of platform metrics into a structured acquisition-to-conversion analysis framework for recurring event optimization.
Diagnosed duplicate business events across browser, partner and server paths and redesigned the QA logic around transaction identity.
Challenge
A purchase implementation looked healthy because events were arriving, but deeper QA showed competing event sources, duplicate conversion risk and inconsistent ecommerce parameters.
Approach
Used GTM Preview and Meta Test Events to distinguish browser/browser duplication from browser/server deduplication scenarios.
Validated transaction IDs, event IDs, fire counts, value, currency and ecommerce payloads rather than checking only whether the tag fired.
Traced event origin across manual tags, native integrations, browser-side paths and CAPI.
Defined one authoritative Purchase per transaction and consistent event_id logic for future deduplication.
Outcome
Reduced the risk of overstated conversion reporting and created a repeatable QA checklist for event origin, deduplication, transaction identity and parameter completeness.
Stack
GTM Preview · Meta Events Manager / Test Events · Meta Pixel · Meta CAPI · Ecommerce events · transaction_id · event_id · QA
Enterprise event technologyAudit product
Turning one-off troubleshooting into a formal measurement audit program
Converted reactive investigations into four repeatable audit scenarios with standardized access, QA, findings and remediation outputs.
Challenge
Measurement issues were being investigated case by case across native integrations, custom GTM/dataLayer implementations and different products. The organization needed a repeatable audit structure that could distinguish product behavior from client implementation issues.
Approach
Defined four formal audit scenarios covering custom GTM/dataLayer, native integrations, native Meta/GA4 and custom implementation models.
Specified minimum access and test-transaction requirements.
Separated findings requiring engineering changes from configuration, documentation, best-practice or client-remediation issues.
Structured deliverables around findings, risk, recommended configuration and remediation direction.
Outcome
Converted reactive troubleshooting into a repeatable measurement QA process with a common comparison framework and clearer ownership across product, implementation and client configuration.
Three pixel initializations, multiple analytics IDs and hidden tracking conflicts
Used source inspection and runtime evidence to map parallel firing paths, hardcoded tags and trigger conflicts.
Challenge
A large event site showed evidence of duplicate tracking, but the real problem was broader: multiple layers of hardcoded, native and tag-manager instrumentation were firing in parallel.
Used runtime evidence and source inspection to distinguish static configuration from what actually fired.
Identified duplicate analytics properties, multiple pixel initializations and trigger conflicts caused by front-end behavior.
Converted the findings into a phased remediation plan based on single-source tag governance.
Outcome
Documented the parallel firing paths and created a reusable governance standard focused on one container per domain, runtime QA and removal of measurement logic outside the managed architecture.
Stack
Google Tag Manager · Tag Assistant · GA4 · Meta Pixel / CAPI · Google Ads · TikTok · CMS / ticketing integrations · Runtime QA
Shared ticketing platformRoot cause
A client tagging problem that turned out to be a platform-level limitation
Separated account health from a shared checkout capture gap and escalated the durable fix to the platform layer.
Challenge
Completed orders were missing from analytics even after the client container was cleaned and validated, suggesting the remaining loss was not an account-level tagging defect.
Approach
Isolated the loss to the shared checkout and confirmation mechanism rather than the client container.
Benchmarked behavior across accounts using the same ticketing surface.
Escalated the mechanism and obtained vendor confirmation of the browser-triggered capture limitation.
Designed a durable server-side capture direction independent of the confirmation page.
Outcome
Reframed an apparent account defect as a cross-account platform risk, preventing repeated client-by-client patching and giving engineering a clear architectural remediation path.
Stack
GA4 · Google Tag Manager · Shared ticketing platform · Cross-account benchmarking · Vendor root-cause confirmation · Server-side Sales API / webhooks
Complex ecommerce ticketingEvent architecture
Standardizing ecommerce events before they reach analytics and ad platforms
Designed a reusable event and dataLayer contract spanning ticket selection, checkout, payment and purchase.
Challenge
Complex ticketing journeys generated many business actions across calendar selection, ticket selection, checkout, payment and purchase. Without a consistent schema, the same user behavior could be interpreted differently by downstream platforms.
Approach
Mapped the journey into a standardized ecommerce event taxonomy.
Defined reusable dataLayer variables for event, ticket, transaction, time, coupon, value, currency and item-level attributes.
Standardized purchase identifiers and ecommerce payload structures for multiple downstream tools.
Included edge cases such as 100% discount coupons, missing value/currency and repeated firing in QA requirements.
Documented naming, validation and implementation expectations for repeatable deployment.
Outcome
Created a scalable measurement contract between business logic, engineering implementation and analytics activation while reducing the risk of invalid events, missing revenue parameters and platform interpretation drift.
Stack
dataLayer design · GA4 ecommerce · Google Tag Manager · transaction_id · Item arrays · Value / currency logic · Event taxonomy · QA documentation
Seasonal experiencePre-launch QA
Catching tracking risk before the campaign went live
Audited dormant purchase paths, vendor injectors, consent readiness and dataLayer structure before the sales season opened.
Challenge
A seasonal experience was not yet fully live, so the measurement review had to identify structural risks before ticket sales and campaign traffic could expose them in production.
Approach
Audited CMS injectors, hardcoded SDKs and platform-managed pixels that could create parallel firing paths.
Reviewed dataLayer initialization, ecommerce schema and consent readiness.
Assessed how purchase and confirmation behavior would be captured once the experience opened.
Prioritized critical risks and prepared implementation guidance before launch.
Outcome
Moved measurement QA upstream and gave the team a sequenced remediation path before live campaign data could be contaminated by preventable implementation issues.
Stack
Google Tag Manager · GA4 · Ad pixels · Consent Mode · Ecommerce dataLayer · CMS / plugin audit · Pre-launch QA · Implementation planning
The pattern
I do not treat these as separate professions.
Strategy defines the customer journey. Web and UX shape the experience. Acquisition creates demand. Tagging captures behavior. ETL makes the data usable. BI makes it legible. Governance keeps the system trustworthy. Project leadership gets the whole thing shipped.