Delivering Results Through Strategic MarTech

I lead initiatives that blend data, UX, and content to scale SEO, engagement, and revenue. From 3.8M+ organic visits to 210K+ signups and $2.4M+ sales, I drive impact through experimentation. With product thinking and AI insight, I solve complex problems across cross-functional teams.

Audience Reach

+150K

Grew hyperlocal publication Mi Zona Hispana to 150K weekly print readers.

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Open Rate

+24%

Increased campaign open rate from 18% to 24% through targeted improvements.

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Revenue Growth

+359%

Scaled monthly Signature revenue from 2K retail clicks to 10K YoY with continuous UX and SEO.

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Audience Reach

+150K

Grew hyperlocal publication Mi Zona Hispana to 150K weekly print readers.

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Click to view case studies

Case Study: Organic Search Traffic Growth

Reversed post-COVID organic traffic decline on PenguinRandomHouse.com. Led technical SEO initiatives to restore visibility and drive measurable growth across traffic, content engagement, and commerce.

Skills Applied: Data Analysis Stakeholder Management Technical SEO

Challenge

Organic visibility declined.
Technical issues limited crawlability.
Downstream sales risk.

Approach

Audited schema, on-page SEO, accessibility, and Search Console.
Partnered with engineering to improve performance, structure, and crawlability.
Aligned content teams on SEO best practices and helpful-content improvements.

Results

Site Visits +47% YoY

Purchase Clicks +41% YoY

Visits to Content +29% YoY

Case Study: Always-On CRO Program

I launched Penguin Random House’s first always-on CRO program. Our experiments drove measurable lifts in subscriptions and revenue by leveraging A/B testing, QA, and tools like Lytics, Crazy Egg, and Google Optimize.

Skills Applied: CRO Strategy A/B Testing Experimentation Cross-Functional Leadership

Challenge

PRH had no formal testing program.
Insights were siloed across teams.
Drive outcomes without heavy lift.

Approach

Developed team charter and shared roadmap.
Managed test setup, QA, tracking, and reporting.
Partnered with content, design, and analytics.
Quick wins to influence future roadmap.

Results

Signup Rate Lift 42% to 52%

Audience Reach ~400K Users

Case Study: D2C Buy Button Acceleration

When COVID-19 triggered a traffic surge on PRH.com, I led a rapid one-week sprint to reduce friction in the purchase path, optimizing Add to Cart placement across key templates and driving measurable gains in D2C and retail conversion.

Skills Applied: Rapid Experimentation UX Optimization D2C Strategy Cross-Functional Leadership

Challenge

To optimize the site’s purchase experience.
The D2C Add to Cart button was deprioritized.
Avoid D2C cannibalizing affiliate retailer links.

Approach

Moved Add to Cart above the fold for easier purchase access.
Prioritized fix by high performing templates: Product Detail Pages and Listicles.
Launched early 2020 with regression testing and stakeholder alerts.

Results

Add to Cart Clicks +95%

D2C Conversions +150%

Retailer Clicks +25%

Retailer Sales +20%

Case Study: AI-Driven Product Strategy

As part of consulting for early-stage startups, I applied AI to accelerate strategic decision-making across product-market fit exploration, go-to-market research, and idea validation. Using AI reduced bottlenecks and helped founders pivot and focus.

Skills Applied: AI-Augmented Strategy Product Market Fit Go-To-Market Research

Challenge

Lack of resources and no full-time product teams.
No strategic clarity and product positioning.
No customer segmentation and go-to-market planning.

Approach

Created frameworks for customer segmentation and ICP brainstorming using AI.
Led various brainstoming sessions with founders.
Conducted a listening tour and facilitated demos.

Results

Enabled a strategic pivot from B2B to B2C with clear ICPs.
Cut GTM planning time from weeks to hours.
Replaced indecision with a repeatable rubric to vet new ideas.

Case Study: Cage Match (Unbound Worlds)

Unbound Worlds, a sci-fi vertical from Penguin Random House, hosted Cage Match, a sci-fi character tournament which only generated 57,000 votes in 2016. My task was to create a dynamic bracket for the 2017 tournament to increase engagement.

Skills Applied: User Research Stakeholder Management User Experience

Challenge

Static tournament format limited participation and repeat visits.
Voting experience needed a modern, time-bound interaction model.
Email acquisition opportunities were under-leveraged.

Approach

Formed a cross-functional content, tech, and email partnership team.
Ran surveys to collect qual and quant insights to guide prioritization.
Research 3rd party solutions to support features and reduce scope.

Results

Total Votes 140K+

Page Views 527K

Email Sign-ups 164K+

Case Study: Read to Sleep Wellness Campaign

I led the product execution of Read to Sleep, a consumer wellness campaign designed to drive engagement and email acquisition during a key seasonal moment. The experience blended editorial content, sweepstakes, marketing automation, and UX patterns optimized for conversion.

Skills Applied: Campaign Strategy Email Acquisition UX Optimization Cross-Functional Delivery

Challenge

Drive measurable engagement and email acquisition.
Balance editorial tone with conversion mechanics.
Batch content into reading milestones for email delivery.
Integrate a sweepstakes component.

Approach

Designed a conversion-forward wellness landing page.
Create custom triggers for deliver of serialized content.
Collaborated with Legal to establish participation rules and regulations.

Results

Sweeps Entry Rate 68%

Email Sign-up Rate 40%

New Subscribers 127K+

Case Study: Custom Marketing Tools

Increased adoption and utilization of a custom marketing platform that was at risk of being shut down due to low usage.

Skills Applied: User Research Stakeholder Management Growth Strategy

Challenge

Low usage threatened the platform’s continued investment.
Campaigns signup rate plateaued at 21%.
Campaign creation volume needed to increase to prove viability.

Approach

Conducted user interviews to identify friction and unmet needs.
Ran usability testing to validate changes before rollout.
Launched onboarding and training to accelerate adoption.

Results

Adoption Rate 45%

Campaign Utilization 40%

Sign-up Rate 57%

Case Study: Featured Snippets SEO Strategy

I implemented an SEO strategy focused on featured snippets and high-intent SERP surfaces to improve discoverability and capture incremental organic traffic from competitive query spaces.

Skills Applied: SERP Strategy Content Optimization Technical SEO Analytics

Challenge

Research and learn use cases of featured snippets.
Run a small scale test to validate improvements.
Partner with engineering to create plan to scale.

Approach

Joined seminars and SEO community boards for expert guidance.
Partnered with the content team to identify content types to test.
Measured lift on Adobe Analytics and reported final results to leadership.

Results

Organic Page Views +17% (YoY)

Retail Click Rate 10.70%

Affiliate Revenue +58% (YoY)

Case Study: Author Events Enhancements

Improved event discovery and engagement on PRH.com by validating user needs and shipping mobile-first UX enhancements.

Skills Applied: User Research UX Design Growth Strategy

Challenge

Users struggled to find events due to missing filters and unclear paths.
Mobile usability issues reduced engagement.
Needed measurable improvements without bloating scope.

Approach

Partnered with design to run usability tests and validate core needs.
Improved discovery UX (filters and flow), prioritizing mobile behavior.
Implemented a segmented email subscription CTA to drive retention.

Results

Page Views 5.9K (mo)

Avg. Time Spent 3.2 min

Case Study: Content Templates

I led the launch of a new series of structured article templates on PRH.com to replace the legacy blog known as “The Perch.” These new long-form templates were designed for SEO, UX clarity, and measurable retail performance.

Skills Applied: Data Analysis Stakeholder Management Growth Strategy Negotiation

Challenge

Two high-priority initiatives competed for the same resources.
Needed to prioritize based on business impact, not preference.
Legacy content required scalable template migration.

Approach

Assessed alignment to growth pillars and expected outcomes.
Identified UX and performance gaps versus target template design.
Modeled traffic and conversion impact to drive prioritization.

Results

Monthly Organic Visits 29.4K

Article Page Views 575K

% Lift in Retail Sales +40%

Retail Click-through Rate Up to 8.2%

Case Study: Downloadable Incentive Page

I led the creation of a premium downloadable content experience on Signature, a content vertical of Penguin Random House. The goal was to drive high-quality email acquisition by providing site visitors access to gated curated content.

Skills Applied: Email Acquisition User Experience Growth Strategy

Challenge

Signature lacked a premium gated content offering.
Needed a scalable acquisition flow without heavy content ops load.
Deliverable required both email delivery and direct download.

Approach

Built reusable frontend and backend UI across verticals.
Shipped a lean WordPress content type with minimal fields.
Implemented gated access and automated PDF delivery.

Results

Subscriptions 30K (in 2 months)

Open Rate 18% → 24%

Click-to-Open Rate 11% → 15.4%

Case Study: Subway Reads

Led the build of a mobile web app in partnership with NYC MTA to celebrate the roll-out of WiFi service in the subway. The mobile site, featured by the NY Times, provided riders free access to curated book excerpts during their commute.

Skills Applied: Partnerships Strategic Planning User Experience Design

Challenge

Underground connectivity limitations required offline-first UX.
Commute time constraints demanded fast content matching.
Experience needed to drive sustained engagement at scale.

Approach

Built smart payload downloading to support offline reading.
Implemented read-time filtering to match commute duration.
Partnered with MTA and Transit Wireless for rollout.

Results

Page Views 950K

Unique Visitors 234K

Avg. Daily Views 20K

Case Study: Today’s Top Books

Using our consumer segmentation data, I led the launch of Today’s Top Books, a data-driven, interactive book discovery microsite owned by Penguin Random House, to help light-to-moderate readers decide what to read next.

Skills Applied: Segmentation User Experience Design

Challenge

Readers needed a simpler way to discover trending books.
Relevance decayed quickly without real-time signals.
Experience needed to support campaign distribution.

Approach

Targeted casual readers as the primary segment.
Added trend indicators (new-to-chart, up/down, top-of-chart).
Used timers to communicate daily real-time updates.

Results

Page Views 97K

Visits 41K

Campaign Impressions 2.5M

Case Study: Signature

In 2015 I successfully launched Signature, a vertical of Penguin Random House, that provided consumers with essays, interviews, illustrations, and opinion pieces by authors, journalists, and experts, reaching peak performance in 2018.

Skills Applied: Leadership Growth Strategy Cross-Functional Collaboration

Challenge

Launch a new vertical with strong foundations for growth.
Drive engagement and repeat visits through content UX.
Build scalable acquisition and monetization levers.

Approach

Led designers, developers, and content creators to ship ahead of schedule.
Introduced incentives and acquisition paths to grow email subscribers.
Optimized SEO, performance, and content structure continuously.

Results

Retail Clicks (YoY) 19K → 88K (+359%)

Subscribers (YoY) 26.8K → 55K (+105%)

Organic Visits (YoY) 366K → 433K (+18%)

Case Study: Unbound Worlds

I spearheaded digital growth for Unbound Worlds, PRH’s speculative fiction hub. Through editorial strategy, search-optimized franchises, and gated incentives, I helped the brand double its audience and increase retail conversions in less than 18 months.

Skills Applied: User Research Stakeholder Management Growth Strategy

Challenge

Legacy brand and UX underperformed against growth goals.
Platform needed responsive design and SEO-forward structure.
Monetization and acquisition paths were limited.

Approach

Rebuilt platform with responsive design and affiliate integration.
Implemented interactive features to drive engagement.
Tested and shipped new email collection and retailer placements.

Results

Retail Clicks (YoY) 5.6K → to 19.7K (+251%)

Organic Visits (YoY) 312K → 745K (+138.9%)

Subscribers (YoY) 22.5K → 35K +55.4%

Case Study: Email Subscription Pop-ups

Legacy newsletter subscription CTAs were underperforming on PRH.com. Through rigorous A/B testing using Lytics, I designed and launched a scalable CTA Library with custom pop-ups tailored by segment and trigger behavior.

Skills Applied: A/B Testing Growth Strategy Segmentation

Challenge

Legacy pop-ups created friction and underperformed on conversion.
Needed a scalable system across multiple experiences.
Had to improve growth without compromising UX quality.

Approach

Developed A/B tests to validate copy, placement, and triggers.
Partnered with email team to design segmented strategies.
Used audience insights to personalize CTAs by segment.

Results

Newsletter Open Rate 25% → 35%

Submission Rate <1% → 2%+

Case Study: Harper’s Bazaar Responsive Redesign

As Product Manager for the Home Décor vertical at Hearst, I contributed to the full-funnel responsive redesign of Harper’s Bazaar’s website, addressing performance, SEO, and e-commerce integration while elevating the editorial voice.

Skills Applied: UX Strategy SEO Optimization Stakeholder Alignment Ecommerce Integration

Challenge

The legacy site lacked a modern mobile experience.
Outdated templates and slow load times impacted revenue.
The redesign needed to maintain brand editorial integrity.

Approach

Synthesized findings from surveys and stakeholder interviews.
Prioritized schema, load time, and mobile-first indexing.
Enabled cart visibility and contextual product placements.

Results

YoY Search Traffic ~5.5M → 10M (+82%)

Search Traffic Share 35% → 54%

Bounce Rate 73% → 39%

Page Views/Visit 1.8 → 2.5 (+38%)

Case Study: Town & Country Site Redesign

As part of Hearst’s digital transformation initiatives, I supported the Town & Country redesign effort to modernize templates, improve content discovery, strengthen SEO foundations, and align the experience to premium brand expectations across devices.

Skills Applied: UX Modernization Information Architecture SEO Cross-Functional Delivery

Challenge

Legacy site with outdated mobile experience.
Performance issueslimited engagement and discoverability.
Required updated SEO while maintaining editorial integrity.

Approach

Partnered across stakeholders to modernize templates and navigation patterns.
Improved SEO foundations through structure, performance, and content surfacing changes.
Supported rollout planning and quality assurance across key page templates.

Results

YoY Traffic Lift 3.1M → 4.5M (+44%)

Mobile Engagement 1.2 min avg → 1.8 (+50%)

SEO Visibility +36%

Ad Unit Viewability 35% → 93% (+58%)

Case Study: Elle Decor Site Migration & Redesign

I supported a major site migration and redesign for Elle Decor. The work focused on UX modernization, template improvements, and protecting search traffic through structural and content-driven updates.

Skills Applied: Site Migration SEO Preservation UX Strategy Cross-Functional Collaboration

Challenge

Prevent SEO and traffic loss.
First ever implementation of responsive design.
Data migration from two disctinc CMS platforms.

Approach

Partnered across teams to define migration requirements.
Focused on UX updates that supported performance and discoverability.
Supported rollout with QA and alignment.

Results

Annual Page Views +11% to 107M

Redirect Coverage 100% preserved

SEO Metadata Integrity 92% retained

Template Modernization 80%+ updated

Case Study: Print and New Media

Selected journalism work spanning hyper-local community reporting, entertainment coverage, and political analysis across print and web. These samples reflect on-the-ground reporting, audience-focused storytelling, and editorial rigor.

Skills Applied: Product Development Community Engagement Content Strategy

Print

Web

Results

Audience Reach 150K Weekly

Number of Copies 50K Distributed

Ad Revenue Growth $225K → $670K

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