Projects

Challenge:

Prior CRM campaigns for a key software product had produced zero conversions in the previous year. When I joined the company, we secured MDF funding from the software creator on the condition that we generate leads from the public sector. This created added pressure to not just build visibility for the software manufacturer, but to deliver qualified leads in the appropriate sector.

Approach:

• Refined targeting to focus on specific public sector regions in the U.S., improving impression quality.

• Defined audience traits to align with the profile of decision-makers we needed to reach.

• Streamlined the conversion path by directing traffic to the contact page rather than general product content, reducing bounce rates.

• Developed landing page content that explained why flat pricing was not available and positioned our team’s expertise as the reason prospects should engage with us directly.

Results:

• Generated 12 qualified conversions within the first quarter of implementation.

• Increased MDF efficiency by focusing spend on high-potential public sector leads.

• Established a repeatable and scalable CRM campaign framework for future initiatives.

Role:

Led the campaign strategy and execution, including audience targeting, messaging alignment, landing page adjustments, and performance tracking.

Challenge

The company’s website was outdated, poorly structured, and built on dated CMS tools that were not being maintained on the back end. As a result, the site performed poorly on SEO metrics, raising concerns about its impact on CRM campaigns and its effectiveness in generating leads for the company’s portfolio of cybersecurity software products. With no in-house web developer, I was tasked with leading a complete redesign while simultaneously learning the necessary tools from scratch.

Approach

• Self-taught WordPress and cPanel (via GoDaddy) to manage both front-end design and back-end configurations.

• Built 80+ pages using a custom-developed theme and widget-based block editor to ensure consistent design and user experience.

• Produced and edited site imagery and developed copy aligned with leadership’s messaging direction.

• Created and managed subdomains for test environments, enabling development without disrupting the live site.

• Designed and launched microsites as satellite WordPress instances linked to the main site, each highlighting key cybersecurity solution areas such as SIEM and Application Security.

• Structured microsites around lead generation, using gated resources (e.g., whitepapers, solution briefs) tied to contact forms.

Results

• Delivered a fully redesigned website and microsite ecosystem, modernizing the company’s digital presence.

• Enhanced lead capture by aligning microsite content to vendor-specific solutions and directing users to gated forms.

Role

Independently led the project from concept to launch, self-teaching technical skills, building site architecture, and executing the content strategy.

Challenge:

The company’s quoting process relied on manually copying information from old quotes, which often resulted in inconsistent product descriptions, outdated pricing, and conflicting information. Generating a single quote could take over an hour, slowing operations and increasing the risk of costly errors. Although Zoho CRM was in use for tracking contacts, accounts, and opportunities, its quoting and inventory tools were left untapped.

To make matters worse, there was no accurate, up-to-date catalog of product packages, descriptions, or included materials. During my review, I discovered purchase orders being submitted with pricing more than a decade out of date—sometimes listing products at less than half of their current selling price. Prior to my arrival, these orders were frequently accepted without verifying standard pricing or confirming appropriate discounts. This practice led to substantial financial losses, with discrepancies reaching thousands of dollars per order.

Approach:

• Standardized all product descriptions, included materials, and pricing in a centralized Excel database.

• Self-taught Zoho CRM and inventory tools to import product data and configure accurate product records.

• Designed and implemented a dynamic quote template that auto-populated product and pricing details into PDFs, ensuring consistency and accuracy.

• Established checks within the quoting process to prevent outdated or incorrect purchase orders from being accepted.

Results:

• Reduced quote creation time from over an hour to 5–10 minutes.

• Established definitive product descriptions with accurate materials and pricing.

• Enhanced operational efficiency by fully leveraging Zoho’s quoting capabilities.

• Eliminated acceptance of purchase orders with outdated or incorrect pricing during my tenure.

Role:

Independently identified the issues, raised them to leadership, and led the initiative from analysis through implementation—including self-teaching Zoho, building the product catalog, and developing the new quoting system.

Challenge:

The company’s website suffered from significant usability issues, outdated and inaccurate content, poor navigation, and broken links. In many cases, pages were simply turned off by individuals unfamiliar with WordPress, leaving gaps in information. Product details were difficult to locate, and the site no longer reflected the company’s professional standards. Leadership sought a full overhaul to create a more functional, and accurate site. 

Approach:

I began by auditing the existing website and identifying key improvements in functionality, navigation, and content flow. While I was prepared to rebuild the site in WordPress with Elementor, leadership opted to bring in a developer and external design resources to accelerate timelines. I remained the strategic lead throughout the process by:

• Outlining site structure and taxonomy to organize the product lineup clearly.

• Writing all website copy to ensure accuracy and alignment with the company’s offerings.

• Defining key messaging to highlight and promote the company’s unique selling proposition.

• Providing direction on design flow and functionality to ensure usability.

• Coordinating the launch, resolving issues with the development team, and handling post-launch refinements.

Results:

• Delivered a fully modernized website that improved usability and accurately represented the product lineup.

• Implemented clear navigation and content hierarchy to better support customers, sales, and service teams.

• Ensured quality and accuracy by personally verifying content and correcting errors that slipped through during development.

Role:

Independently drove the website overhaul by auditing the existing site, defining structure and taxonomy, creating all copy, and guiding functionality decisions. Directed launch and post-launch refinements, while ensuring accuracy and usability across the finished site.