Web Strategy · SEO / AEO / GEO · B2B SaaS
I make websites that drive pipeline—and I saw where search was going before most people caught up.
Principal consultant and web strategy director with 10+ years building B2B digital systems that drive pipeline. Currently embedded with Firespring as Digital and Web Marketing Director. Open to senior in-house roles and fractional engagements.
Based in Roseville, CA · Remote.
By the numbers
8x Increase in form fills and demo requests
A cross-functional CRO initiative—translating behavioral data into a prioritized optimization roadmap that doubled demo requests. · Firespring
72% LCP Improvement in less than 28 days
Led the initiative that moved firespring.com from Google's "Needs Improvement" to "Good"—7.1s to 2.0s—directing technical execution across the team. · Firespring
$75k Closed attribution infrastructure
Closed a measurement gap by aligning GTM, GA4, CRM, and Ads—giving leadership visibility into pipeline that was previously invisible. · Firespring
Here's how I think about it.
- A website isn't a collection of pages hoping to get found. It's a tool—built to do something specific, useful enough that the people it's meant to serve actually use it.
- Every project starts with two questions: what is this website supposed to do? And: how will we know when it's doing it? Strategy, content, architecture, SEO—those aren't separate disciplines. They're how you answer both questions at once.
- AI search didn't change that. It confirmed it.
I wrote about what AI search actually changed—and what it didn't. → Read the essay
What I do
Strategy
Web strategy & roadmap ownership
Full-funnel web strategy for B2B SaaS—from sitemap architecture to pipeline attribution. I connect the dots between what buyers need and what drives revenue.
Conversion
CRO & UX optimization
GA4 and Hotjar behavioral data translated into prioritized optimization roadmaps. I don't guess at what to fix—I read what users are actually telling us, then lead the team to act on it.
Search
SEO / AEO / GEO
Intent-driven content architecture built to rank in traditional search and surface in AI-generated answers. E-E-A-T, schema markup, answer-optimized structure—all of it, applied as a single system.
Consulting
Fractional web strategy
Available for select fractional engagements: web and SEO/AEO audits, conversion architecture, content strategy, and team coaching. Referral-based practice. Long-term retainers preferred.