Huntsville-Decatur-Albertville Area
I build experiences that move people toward decisions and the systems that make those experiences work at scale. That means thinking about the person researching at midnight. The staff member handling the next step. The AI summarizing your page before anyone clicks. Designing for customers, internal teams, and the technology increasingly shaping how decisions get made. I've spent 10+ years at the intersection of web strategy, experimentation, product operations, and data. Not in any one of those lanes, across all of them simultaneously. I find what is actually broken, build the most functional path forward, and validate it with evidence before calling it done. The result: $35M+ in attributed revenue in data-led product improvements. I've created teams, systems and processes to gain insights through qualitative research, behavioral analysis, A/B tests, and usability studies (and more) and leverage these insights directly into product improvements. I work in cross functional teams spanning analytics, UX, engineering, research, and compliance.
Owns end-to-end product strategy for core prospect-facing digital experiences, including web properties, application forms, and key conversion surfaces across the student acquisition journey. Leads cross-functional initiative roadmap, aligning stakeholders across marketing, IT, legal, content, and product to ensure compliant, on-strategy execution of web and journey initiatives. Designed and implemented a centralized Jira intake and triage system, consolidating three fragmented boards into a single standardized workflow. Tripled team-wide visibility into incoming work, ensuring all requests are reviewed, scoped, and routed through a consistent process. Established twice-weekly triage and eliminated back-channel task creation, reducing duplicate work and improving overall team efficiency and coordination.
Drove $14.5M in annual revenue growth through paid media landing page optimization and cross-channel implementation, validated through A/B tests. Scaled optimization program budget from $120K to $675K in two years while building and managing a team of 2 FTEs, 10 contractors and 3 agencies. Identified friction points using ContentSquare and Usertesting, then partnered with teams across organization (SEO, paid media, IT, Legal, content, product, etc.) to design and execute experiments through Optimizely. Build a demand generation subscription program from concept through site integration, reaching 6,000 new subscribers per monthly within the first quarter. Led a full Voice of Customer research initiative from stakeholder alignment through presentation, shifting how marketing and enrollment how marketing and enrollment teams understand prospective student behavior. Implemented AI-driven tools to improve conversion tracking, reduce manual reporting, and increase task efficiency.
Drove $20.9M in annual revenue growth through a complete application form redesign, validated through user research, iterative A/B testing, and a phased rollout. Built the conversion optimization program from the ground up, including team structure, agency partnerships and reporting infrastructure. Improved lead quality and volume at multiple funnel stages by running iterative experiments on marketing pages and forms, targeting MQL and SQL performance. Led product marketing initiatives across digital marketing websites and prospect-facing features, combining behavioral data and analytics to drive the product roadmap.
Built and scaled the in-house optimization program, including a testing framework, research function, and experimentation reporting. Executed 300+ A/B tests and delivered 150+ qualitative user studies that drove customer insights and measurable UX improvements across critical conversion pathways. Directed major website overhauls across program pages, marketing forms, landing pages, and key journey touchpoints.
Established a rigorous experimentation framework including testing criteria, impact estimators, and product-level reporting which standardized how the organization evaluated and prioritized tests. Partnered cross-functionally with analytics, engineering, design, and business stakeholders in an environment to develop and execute targeted test plans.
Reduced page load time by 6 seconds through technical SEO improvements, directly impacting organic search performance and user experience. Designed and launched an internal sales enablement platform using design thinking principles, achieving strong team adoption and measurable efficiency gains. Led a full marketing project management overhaul, evaluating tools and implementing a solution that improved cross-team coo
Built and maintained B2B marketing websites using custom Wordpress templates and plugins, managing full site architecture and performance. Managed A/B testing and optimization projects using Google Optimize and Optimizely to improve user experience and conversion performance.