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Portfolio

My portfolio encompasses the wide range of unique businesses and exciting projects that I have been honored to be a part of. My approach to digital marketing and e-commerce is multi-faceted. I believe that Google & Bing paid search and shopping, SEO, product messaging, online merchandising, UX and customer experience and conversion rate optimization together are one job and should be handled by a professional with experience across the entire ecosystem.

Recent Websites

Before

Zest Dental website BEFORE.png

After

Zest Dental Website AFTER.png

Zest Dental Magento E-Com Website Redesign

  • Built credibility with CFO to get the project green lighted

  • Analyzed data to build out financial projection reports for the project

  • Presented to Expense Committee to get budget for project

  • Full accountability for budget and project timeline

  • Collaborated with CS to redesign the product categorization structure

  • Helped manage front end dev team using agile methodology

  • Teamed up with a UX designer to redesign every aspect of the website

  • Worked with IT Director to select mobile responsive theme and extensions

  • Flew to Vegas to present website to Sales leadership prior to launch

  • Micro-reported on a daily basis post-launch to CTO and stakeholders

Results

  • Immediate and sustained 10% increase in average order value

  • Immediate and sustained 20.5% increase in desktop conversion rate

  • Combined results of 23% revenue growth, as projected in initial estimates

Before

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After

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Case Study: Local Dental Office in Fresno, CA

  • In an effort to learn more about customer perception of Zest Dentals new flagship product I am testing customer acquisition tactics locally for them.

  • I rebuilt their Google & Bing PPC accounts to drive more high ROI consults

  • Because an agency owns access to their website I rebuilt their site, with better UX, on a platform that they own and can easily update themselves.

  • I set up fresh GA4, Google Search Console and Google Tag Manager.

  • New site is built from the ground up for local SEO.

  • One of my biggest goals was to improve readability of their website.

  • I will be making training Loom videos before turning their new advertising set up and website back over to them so they can be self sufficient.

Results

Will update after case study is concluded, but they love the new website!

Paid Search Account Overhauls

Home Decor E-Commerce SEM Optimization

Month over month - without changing the account budget - I was able to:​

  • Increase clicks by 41.5%

  • Increase Click-Through-Rate by 42.6%

  • Decrease click cost by 6.3%

  • Decrease Cost-Per-Conversion by 24.1%

  • Increase Conversion Rate by 32.3%

  • Increase number of e-commerce orders by 87%

Before Home Decor PPC.jpeg
AFTER PPC decor.jpeg

Dental B2B E-Com Google & Bing Search + Shopping

Brought In-House & Completely Rebuilt in May 2022

  • Rebuilt all Search PPC campaigns to be multiple tiers in order to drive traffic to best keyword

  • Built global negative keyword list from past year of actual search results to block junk clicks

  • Added layers of negative keywords designed to prevent ads from showing for patients

  • Added Bing as a new channel (Bing is great for B2B dental and denture demographics)

  • Reinvested click waste savings into new keywords, display and remarketing campaigns.

  • Grew revenue while hitting "impossible" ROI levels, impressing CFO and finance dept.

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KPI's for my Agency SEM accounts from
Before (Week 1) I handed them off vs. 
After (Weeks 2-4) I handed them off

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A unique perspective, as you seldom get to see how accounts perform after you are no longer managing them.

Businesses I've Launched

The Sales Tracking Calendar App

I designed this app to combine performance with scheduling. You added your goal and the deadline into the goal tracking part of the app, then you would use it just like any other scheduling app but after your appointments with potential customers you would be prompted to add the results of those appointments. At the end of the day you would record how many calls you made that day and how many resulted in appointments. This allowed The Sales Tracking Calendar App to use your personal conversion rate and AOV KPI's to calculate exactly how many calls you needed to make and how many appointments you needed to have per week in order to hit your goals by the deadline. The app also tracked your prospect pipeline, which could easily be emailed to your sales manager.

I used App Store Search Optimization (ASO) to grow downloads.
I outranked Salesforce on most of our common searches.

ASO for sales tracking calendar app.jpeg

I deployed a creative variety of guerilla marketing techniques to get my app to show on a variety of organic searches without having to rely heavily on PPC. This helped the app get picked up and written about in online posts as well as a national magazine article. 

Despite selling the app in 2018 and the new owner letting it fall by the wayside, the app continues to hold organic search rankings.

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