Selected Work

Examples by capability

Capability 01

Marketing Operations

What I do

I manage marketing programs and analyze the CRM, email, form, workflow, and attribution reporting that shows what happened.

HubSpot campaign management and analysis
CRM, email, form, workflow, and attribution reporting
Coordination across marketing, sales, technical and external partners

Example project

HubSpot Webinar Campaign System

I managed and analyzed a webinar campaign program for a portfolio of technical B2B businesses, coordinated promotional creative, and reviewed HubSpot campaign, email, form, workflow, and attribution reporting.

The webinar program created a repeatable system designed to support client engagement and new-customer relationship development.

form submissions: 70
new first-touch contacts: 12
influenced contacts: 763

What I owned

Managed the webinar campaign program
Monitored campaign sessions, contacts, and submissions
Analyzed email, form, workflow, and attribution reporting
Developed webinar promotional creative
Filmed, edited & deployed campaign video

webinar program infographic with campaign engagement figures — Webinar program campaign system and reported engagement.

I attended the live training session, personally captured the footage, edited it into a promotional video, and deployed it as a key creative asset within the webinar campaign.

Supporting evidence

1 of 3

webinar campaign system collage with creative, registration, and HubSpot reporting — Campaign creative, registration experience, and HubSpot reporting.

campaign reach and attribution report collage — HubSpot activity, contact metrics, and attribution sources.

HubSpot webinar workflow — Workflow configuration reviewed as part of campaign management.

Capability 02

Analytics & Measurement

What I do

I check whether marketing data holds up before it is used, and set up the tracking and reporting that decisions depend on.

GA4 and Looker Studio reporting
Data-quality checks and anomaly investigation
Conversion tracking audits across websites

Example project

Improving GA4 Data Quality

GA4 reporting was being distorted by unusually large volumes of international Direct traffic. I isolated the patterns by country and channel, quantified the problem, compared the analytics with crawler and security reporting, escalated the findings to the web team, and validated the results after technical controls were applied.

Before: July 31–August 29, 2026 After: August 30–September 28, 2026

Japan Direct · active users: 17,696→7
Singapore Direct · active users: 5,322→26
U.S. Direct · active users: 1,034→1,764
Engagement rate: 22.0%→59.6%

Total active users: 30,316 → 7,989
User key-event rate: 0.5% → 1.5%

Direct-Traffic Data Quality: Targeted Results infographic comparing Japan, Singapore and U.S. Direct active users across two 30-day periods — Targeted Direct-traffic results, July 31–August 29 versus August 30–September 28, 2026.

My role

Identified unusual traffic patterns in GA4
Segmented the activity by country and channel
Quantified the effect on users, engagement, and events
Compared GA4 findings with crawler and security data
Escalated the evidence to the web and security team
Reviewed the data again after technical controls were implemented

Supporting evidence

1 of 3

GA4 country-level active-user comparison for two 30-day periods — Country-level validation: GA4 active-user, engagement and event comparisons. This view is not broken down by Direct channel.

Earlier GA4 city comparison showing a Singapore traffic anomaly — Earlier GA4 city comparison: unusual Singapore traffic activity.

Crawler and security analysis dashboard — Crawler and security comparison: technical reporting used to cross-check the pattern.

Targeted controls sharply reduced the identified Japan and Singapore Direct-traffic spikes while U.S. Direct traffic increased. The result was a substantially cleaner dataset with stronger overall engagement and key-event rates.

Example project

Multi-Site Conversion Tracking

Created a centralized conversion-audit workbook and partnered with the webmaster to evaluate tracking across multiple business websites. The audit identified duplicate actions, legacy conversions, inconsistent goal settings, shared form destinations, and events requiring additional validation before implementation.

Multi-Site Conversion Audit: before-audit conversion actions compared with the audited target structure — Before audit compared with the audited target structure.

Turned fragmented conversion tracking into a documented, implementation-ready framework with defined actions, goal roles, verification requirements, and cleanup priorities.

Supporting evidence

1 of 2

Conversion-audit workbook showing the cross-site inventory — Audit workbook: Centralized conversion inventory across business websites

Conversion-audit summary with verification and cleanup items — Implementation plan: Verification requirements, ownership, and cleanup priorities

Challenge

Conversion actions were spread across multiple websites and platforms, with duplicates, legacy entries, shared destinations, and inconsistent goal settings.

Approach

Built a centralized audit workbook, evaluated forms, phone actions, modal registrations, and success events, and coordinated technical validation with the webmaster.

Deliverable

A prioritized tracking framework defining which actions to retain, consolidate, verify, implement, test, or archive.

Skills: GA4 · Google Ads · Conversion Tracking · Tag Auditing · Cross-Site Analytics · Webmaster Collaboration

Capability 03

Paid Media, Creative & Campaign Measurement

What I do

I plan and execute paid campaigns across search, social, video, programmatic, and location-based media: connecting audience strategy, creative production, conversion tracking, CRM evidence, and performance reporting.

My work often begins where campaigns, creative assets, platform data, and downstream results are fragmented. I bring those pieces together into a more measurable operating system while staying careful about what the available evidence can and cannot prove.

Paid Search: From Campaign Execution to CRM Evidence

Google Ads performance report, Q1 2026, for the reporting period — Improved click-through rate while reducing average cost per click during the reporting period, with conversion actions active for ROI measurement.

Objective

Run paid search that performs in the platform, make conversion actions active so results can be measured toward ROI, then check whether paid search appears in downstream customer records.

Approach

I actively managed the campaign and improved click-through rate while reducing average cost per click during the reporting period, with conversion actions active so performance could be measured beyond clicks toward ROI. I then analyzed downstream HubSpot deal records to separate overlapping order and invoice pipelines.

Tools and channels: Google Ads · HubSpot CRM · Landing pages · Conversion tracking

My Role

Campaign structure and search messaging
Landing-page alignment
Conversion tracking and reporting
Improved click-through rate while reducing average cost per click
HubSpot deal analysis by original traffic source
Separated overlapping order and invoice records

Evidence

Improved click-through rate while reducing average cost per click during the reporting period. In HubSpot, paid search was associated with $71.9K in closed-won order value across 52 order records from 2020 through 2023.

HubSpot source attribution supports an association with paid search; it does not prove that paid search independently caused every purchase. Campaign-level cost and transaction matching would be required to calculate defensible ROAS.

The Google Ads and HubSpot datasets cover different periods and should not be read as one continuous conversion funnel.

Google Ads campaign evidence, Q1 2026

impressions: 67,113
clicks: 15,683
click-through rate: 23.37%
average cost per click: $0.87

Improved click-through rate while reducing average cost per click during the reporting period. With conversion actions active in the account, performance can be measured beyond clicks toward ROI. Configured conversion actions are platform settings, not purchases or closed deals.

Downstream HubSpot evidence, 2020–2023

closed-won order value ($71,856.67): $71.9K
closed-won order records: 52
customer organizations: 12

Paid Search recorded as the original traffic source for every included order
A separate invoice pipeline held 52 records totaling $73,590.09
Order and invoice totals were analyzed separately and not combined
96 of 104 raw records belonged to customer-and-amount groups appearing in both pipelines

Supporting evidence

1 of 5

Infographic: $71.9K closed-won order value across 52 order records, 2020 to 2023, original traffic source Paid Search — Closed-won order value, order pipeline only.

Flow from paid search to HubSpot original traffic source to 52 closed-won order records and $71.9K order value — From paid search to recorded order value in HubSpot.

104 raw closed-won records separated into 52 orders and 52 invoices — Order and invoice records separated to avoid double counting.

paid search ad previews — Search messaging, extensions and mobile presentation.

paid search landing page — Landing page matched to the ad message.

What It Proves

Hands-on paid-search execution · Conversion-measurement experience · Connecting advertising and CRM information · Data-quality judgment · Honest attribution analysis · Communicating findings without overstating causation

Additional Digital Strategy Project

Example project

Multi-site SEO monitoring

Monitored organic traffic, keywords and site health across several websites in SEMrush, and turned findings into prioritized workbooks covering metadata, headings, broken links and content cleanup for the webmaster.

SEMrush AI Search and organic visibility dashboard showing traffic and keyword trends over six months — AI Search visibility, cited sources, organic traffic, and keyword-position trends monitored together.

Supporting evidence

1 of 2

multi-site SEO monitoring dashboard — Organic traffic, keywords and site health by site.

SEO implementation workbook — Findings organized into prioritized tasks.

Shows monitoring and prioritized task lists, not ranking or traffic outcomes.

Capability 04

AI-Assisted Workflows

What I do

I use AI tools for research, qualification and organizing repetitive work, with the output reviewed by hand.

AI-assisted research and qualification
Structured tracking workbooks

Example project

Personal project

AI-Assisted Booking Operations

Built an AI-assisted booking system for my band that combines opportunity research, qualification, personalized outreach, Gmail draft automation, and a purpose-built booking website/EPK.

Booking Tracker

Booking research workbook — Research pipeline: Opportunities organized and evaluated before outreach

View Live Booking Site & EPK

01
Research
AI-assisted discovery of venues, festivals, wineries, breweries, and compatible events.
02
Qualify
Evaluate location, audience fit, booking requirements, contact quality, and available dates.
03
Prepare Outreach
Generate venue-specific email drafts using the band profile and researched opportunity details.
04
Review & Send
Place prepared drafts into Gmail for morning review, human approval, editing, and sending.

Supporting evidence

1 of 3

Big Fir band website homepage — Booking Website & Electronic Press Kit: bigfirmusic.com homepage.

Big Fir booking website and EPK, extended view — Booking destination: Music, video, performance history, gallery, and inquiry form

Gmail sent folder with venue-specific booking emails, recipients blurred — Outreach execution: Personalized booking conversations managed through Gmail

Challenge

Finding legitimate booking opportunities, confirming contact information, and writing relevant outreach for each venue required substantial repetitive research and administrative work.

System Built

Combined AI-assisted research, structured opportunity tracking, personalized draft generation, Gmail integration, and a booking-focused website/EPK.

My Role

Designed the workflow, established qualification criteria, researched opportunities, reviewed every message, managed outreach, and created the Big Fir website and booking experience.

Skills: AI Workflow Design · Research Automation · Gmail Integration · Lead Qualification · Personalized Outreach · Web Design · EPK Development

Created a repeatable, human-reviewed booking workflow that moves opportunities from research to personalized outreach while giving talent buyers a professional destination for evaluating and contacting the band.