Data-driven conversion leader with 10+ years turning user behavior into business outcomes. I work at the intersection of analytics, UX, technology and strategy, creating effective experiences for users and business.
Case studies, research projects, and program builds — the work that actually moved the needle.
A full redesign of a university application form — from discovery through rollout — that became one of the highest-ROI initiatives in the program's history.
Read the case study →Paid media landing page optimization across multiple channels — two tests out of 100+ that illustrate what a mature, rigorous testing program looks like in practice.
Read the case study →There was no optimization program. I built one — the testing framework, the research function, the reporting structure, and the cross-functional relationships that made it all run.
Read the case study →Launched a subscriber acquisition program from scratch — concept, setup, site integration, and growth — hitting 6,000 new subscribers per month within the first quarter.
Read the case study →Led a full VoC research project from stakeholder alignment through synthesis and executive presentation — research that shifted how the organization understood its audience.
Read the case study →Designed and launched an internal sales support platform at an analytics startup using design thinking principles — built for how the team actually worked, not how it looked on paper.
Read the case study →Growing up working on a cattle ranch, I learned something that stuck: while I love a good looking fence, what ultimately matters is that the fence keeps the cows safe and contained. That instinct, that bias toward working solutions over perfect designs is how I approach every project.
I spent a decade deliberately building technical depth before moving into strategy. Web development before SEO. SEO before testing programs. I worked at ObservePoint (founded by the founder of Omniture) and got a ground-floor education in web analytics, data accuracy, and how websites actually work at the infrastructure level. Then I earned an MBA with heavy emphasis on root cause analysis, because most managers are solving the wrong problem.
That foundation gives me something that's genuinely hard to replicate: the ability to hold business strategy, UX, analytics, A/B testing, and technical architecture in the same frame simultaneously. I find the actual problem — not the surface symptom — and build practical, working solutions to fix it.
I've built and led optimization programs from thr e ground up, run 450+ A/B tests, delivered 150+ qualitative research studies, and driven $35M+ in attributed revenue growth. I've managed teams of employees, contractors, and agencies. I present to C-levels and work alongside engineers. I do the work and I understand the work.
Outside of work, I'm a husband and dad. Being genuinely present with my family is something I take seriously. I live in rocket city (Huntsville), Alabama. I'm curious and a bit creative: I experiment with AI music, refinish thrifted furniture, and cook things from scratch on Sunday afternoons.
Tools built for real problems, and writing on the topics I care most about — optimization, research, analytics, and web strategy.
A local web crawler that audits any site for broken links and exports a CSV report. Runs on your machine in under a minute. No login, no subscription, no nonsense.
Writing on conversion optimization, research methodology, and building programs that actually work. (Worth the wait, I promise.)
Coming soonWhether you're building an optimization program, need a conversion audit, want a research partner, or you're looking to add someone to your team who can do all of the above — I'd like to hear about it.