Led the migration of a high-traffic enterprise website from a legacy .NET code setup to a Content Management System (Sitecore), optimizing content workflows, Agile development lifecycle, and coordinating cross-functional teams.
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This project involved a complete rebuild of the company’s main digital presence. I managed a team of developers, content strategists, and stakeholders to ensure a seamless transition. The project required extensive planning to maintain URL structures, reduce downtime, and integrate all site sections into a content Management system.
Over 1,000 pages have been migrated into the Sitecore CMS, which has led to a large reduction in IT maintenance tickets (70%), and a large decrease in time to market for marketing initiatives (50% reduction).
Oversaw the transition from Google Analytics to PIWIK Pro across 20+ web properties, designing a scalable tracking infrastructure and enabling technical standards and processes across several teams.
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This initiative required implementing new tracking methodologies while ensuring seamless data continuity. I worked closely with engineers to set up custom tracking parameters and collaborated with legal teams to ensure all data collection met privacy requirements.
In addition, I helped oversee project management of this cycle using Agile methodologies. Data architecture for the insurance division was necessary, as well as breaking down our silos of data tracking across about a dozen different teams. Tracking has become more efficient, and a new standards and process has been implemented.
Spearheaded a multi-phase initiative to enhance UX, optimize performance, and improve accessibility for a major healthcare provider’s digital platform.
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The project involved auditing the existing platform, identifying key pain points, and implementing performance improvements. My role included coordinating between design, development, and QA teams to deliver a smoother and more efficient user experience.
Owned product strategy and roadmap for a large-scale SMS and push notification engagement system, operating in a highly regulated healthcare environment with strict compliance requirements.
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Defined journey logic including segmentation, behavioral triggers, and targeting rules across millions of users. Partnered with data and engineering teams to design AI-enabled decisioning systems that personalized engagement at scale.
Built measurement frameworks covering ROI, engagement rates, and system reliability. Navigated the complexity of a regulated environment — HIPAA compliance, consent management, and cross-functional legal review were embedded throughout the roadmap.
Authored a comprehensive analytics governance document that repositioned analytics from a tooling concern into a governed product: defining policy, tagging architecture, data ownership, and organizational standards.
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The playbook established enterprise-wide tracking standards: how events are named, how data flows between systems, who owns which data layer, and how tagging is implemented and maintained across CMS, app, and third-party surfaces.
The core argument of the document: analytics is a business value driver, not just a tooling decision. The playbook created shared language between product, engineering, legal, and marketing — reducing rework, improving data quality, and enabling faster decisioning.
Designed a routing and scheduling optimization system for a trades business, focused on reducing drive time and increasing jobs completed per day through KPI-driven operational modeling.
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Defined key performance metrics: close rate, appointments per rep, revenue per appointment, and drive time per job. Mapped current-state workflows and modeled the performance delta achievable through route optimization.
Conducted a structured build-vs-buy evaluation (including tools like OptimoRoute) to determine the most cost-effective path to ROI. The deliverable was an implementation recommendation with projected impact on throughput and labor efficiency.