Digital Marketing & Web Consulting

I have been working in digital marketing and website development for more than 25 years. In that time, I have found that many businesses approach their web presence by employing expensive and time-consuming tools and methodologies, often wasting resources trying to imitate organizations fundamentally different from their own. I've watched companies obsess over pageviews while their conversion rates plummet, or track dozens of metrics without moving the needle on sales. I believe that the modern focus on analytics in marketing is often a form of process addiction which drains both motivation, purpose, and money from a business with little to no return on the investment.

Instead, I advocate a focus on bottom-line digital strategy. While tracking select metrics remains valuable, I want to help you find where your business appropriately intersects with the digital landscape. Rather than drown clients in numbers, I seek to find the few that matter and spend most of our time and energy on moving them rather than counting them.

In my career, I have originated global campaigns, worked with stakeholders on high-profile web properties, and managed several small teams to success. I also have experience as a storyteller, voice-over artist, and video producer. I enjoy working with other people to create new and entertaining things - be they ad campaigns, products, or experiences.

Please review my services below to understand some of the ways I might be helpful to your organization, or just reach out directly via phone or email.

Case Studies

Marketing Analytics Optimization

Dynamic Signal San Bruno, CA

Load time reduction: 14s → 2.5s
Conversion rate: 100% increase
Time on page: 2x improvement
Organic traffic: 45% growth

At Dynamic Signal, I inherited a bloated WordPress installation that had accumulated technical debt through multiple agency handoffs. We had no source control, no analytics, and no strategy.

I rebuilt the theme using modern practices, eliminated unnecessary front-end plugins, and implemented version control. My team then worked with our stakeholders to identify key performance indicators that actually mattered to the business. By focusing our optimization efforts on these core metrics rather than trying to improve everything at once, we were able to demonstrate clear ROI.

The result was not just technical improvement but a shift in how the organization approached web analytics. The marketing team was able to make data-driven decisions without getting lost in excessive metrics, leading to more effective campaigns and better resource allocation.

Technical Leadership & Debt Reduction

Contentstack San Diego, CA

Codebase reduction: 50%
Development speed: 200% faster
Team size: 6 junior developers
Project completion rate: 3x improvement

At Contentstack, I was tasked with improving the output of a junior development team in Mumbai while overhauling the site development process. The stack we worked with was the company's core product - an enterprise headless CMS in combination with Gatsby.

I enlisted a number of different approaches to working with this team, including pair programming, general presentations on best practices, and regular one on ones.

A lot of what was needed here was context; when working with teams in multiple time zones, it is easy to lose the overall goals of a project. By regularly meeting with stakeholders and team members, I made sure that each individual understood their role and the role of the team as a whole. This allowed the team to move with greater agility and to feel more confident when making decisions on their own. The result was a significantly leaner codebase, and more activated productive employees.

Healthcare AI Innovation & Open Source Advocacy

HIE of One Arlington, MA

Development timeframe: 6 months part-time
Core deliverable: Application Development
Additional Deliverables: Website redesign, Social media presence
Tech stack: Vue.js, AI Integration

At HIE of One, I contributed to an open source healthcare initiative focused on patient data sovereignty and AI integration.

I developed a one page application called MAIA or Medical AI Assistant. MAIA ia a Vue.js application demonstrating how patient-controlled health records can safely leverage AI capabilities while maintaining privacy and regulatory compliance. The app serves as a proof of concept for healthcare providers considering open source alternatives to traditional EHR systems. Alongside this development work, I rebuilt the organization's website with new messaging that helped to articulate the technical and ethical foundations of the project.

While still in its early stages, the project has attracted interest from healthcare researchers in both the US and India.

Enterprise Content Strategy Transformation

2K Games Novato, CA

Systems consolidated: 5 → 1
Languages supported: 12
Annual content updates: 3,000+
Cost reduction: 60%

At 2K Games, I led the transition from agency-dependent web properties to a unified, in-house content management system. The challenge was maintaining high-quality content across multiple game franchises while supporting global localization needs.

By implementing a headless CMS architecture and establishing clear content workflows, we created a system that dramatically reduced publishing time while improving content quality. The system was so effective it became the standard for other departments and continues to serve as the foundation for 2K's web presence today.

We were able to leverage an open source product - an early API based CMS named Cockpit - and to hire the product's lead developer to add localization support with the help of my team. I was very pleased to have been able to both leverage and help pay for open source while in this role, and it is a goal for me to do this more often in future. As a regular contributor to open source, I think it is often the best, lowest cost choice for organizations over the long term, and when all things are equal I find open source to almost always be the best solution.

Services

Digital Marketing Strategy Development

Crafting a marketing strategy that aligns with both your business goals and the needs of the people who will implement it. My focus is on creating sustainable, adaptable marketing strategies that consider your team's dynamics and the flexibility needed in an evolving market.

Scope:: Initial consultations, a comprehensive strategy document, and a follow-up session to review and adjust.

Vendor Management & Outsourcing Consultation

Building strong relationships with vendors is essential for long-term success. I help you find and vet partners who align with your business values, ensuring open communication and a smooth handoff to those who will execute the work. The focus is on avoiding lock-in with proprietary systems, choosing decentralized, standards-based options where possible.

Scope:: Vendor search, recommendations, and communication management until the project starts.

Web Presence Assessment & Strategy

Your web presence is more than just a digital storefront—it's how your business interacts with its audience. I conduct a thorough audit of your site and digital channels, focusing on usability, SEO, and scalability, then provide a clear roadmap for improvement. The goal is to build a resilient web presence that grows with your business.

Scope:: Web audit, 1-hour presentation of findings, and a roadmap for improvements.

Digital Transformation Consulting

Helping businesses adopt modern, decentralized digital tools for long-term growth. Whether it's an eCommerce platform, CMS, or CRM, my approach is rooted in open standards to avoid vendor lock-in and ensure scalability. We'll work together to choose the right tools and make sure they integrate seamlessly into your existing operations.

Scope:: Digital tools assessment, strategy document, implementation plan, and follow-up sessions.

Marketing Campaign Direction

Marketing campaigns should evolve with the market. My role is to create an adaptable, people-centered campaign strategy, ensuring alignment with your brand values and flexibility to pivot based on ongoing results. I'll oversee the execution by third-party vendors, making sure your team and the external partners work in harmony.

Scope:: Initial campaign strategy document, regular check-ins, and final performance report.

Web Development Oversight

Managing the development of secure, standards-based web solutions, I focus on projects that prioritize open systems, scalability, and the long-term resilience of your business. I ensure that everything from frontend to backend is implemented using best practices and designed for future growth.

Scope:: Project oversight, code reviews, and ensuring delivery aligns with your business goals.

Technology Integration & Automation

Automating business processes and integrating new technology should be a seamless experience. I help identify the right systems, focusing on decentralized, open platforms to ensure flexibility and avoid vendor lock-in. Together, we'll implement solutions that grow with your business and improve operational efficiency.

Scope:: Tech assessment, integration plan, and oversight of implementation.

Multimedia Production

I have been involved in film and audio production for about 15 years. My initial foray into the field was as a line producer on an independent film. I worked as a DJ and MC for 10 years following, hosting pub trivia as well as weddings and other events.

When I moved into radio, I worked as a content producer and video production comprised about 50% of my time. I had a small team whom I coordinated to film interviews, live events, concerts, and in studio sketches. Since then I have been employed on and off as a voiceover artist in multiple scenarios. I am specifically skilled at production, voiceover, and web integration, but I also can edit, film, and engineer audio at an amateur level.