[{"data":1,"prerenderedAt":229},["ShallowReactive",2],{"home":3,"work-index":28},{"id":4,"education":5,"experience":5,"extension":6,"facts":7,"impact":5,"items":5,"lede":20,"meta":21,"panel":5,"paragraphs":5,"portrait":5,"skills":5,"status":22,"stem":23,"summary":5,"titleEmphasis":24,"titleLead":25,"workMeta":26,"__hash__":27},"pages\u002Fpages\u002Fhome.json",null,"json",[8,11,14,17],{"label":9,"value":10},"Currently","Manager, Creative Technology",{"label":12,"value":13},"Experience","10 years, design → data",{"label":15,"value":16},"Scale","160M+ communications a year",{"label":18,"value":19},"Team","10 technologists","Designer who codes, technologist who sketches. I work in the space between the creative and the customer data — and after 10 years, that's where I'm most useful.",{},"Open to lifecycle & personalization leadership roles","pages\u002Fhome","behave.","I make marketing technology ","Selected work · 2016—2026","dtfY-wPbp3L-UDVjLAquIsIRe6fyDA58xjctXcNpajg",[29,97,150,196],{"id":30,"title":31,"blurb":32,"body":33,"chips":44,"client":54,"cover":55,"description":39,"extension":56,"goal":57,"intro":58,"meta":59,"navigation":60,"order":61,"path":62,"problem":63,"role":64,"sections":65,"seo":93,"stem":94,"year":95,"__hash__":96},"work\u002Fwork\u002F02-odyssey.md","Lifecycle journeys that know who you are","Email, direct mail, SMS and display reading from one customer record — so the same person stops getting a different story on every channel.",{"type":34,"value":35,"toc":40},"minimark",[36],[37,38,39],"p",{},"Bringing this in-house meant owning the data model, not just the creative. That turned out to be the whole point.",{"title":41,"searchDepth":42,"depth":42,"links":43},"",2,[],[45,48,51,52,53],{"label":46,"tone":47},"Product dev","accent",{"label":49,"tone":50},"SFMC","warm","AMPScript","SSJS","SQL","Odyssey","\u002Fimages\u002Fcover-odyssey.webp","md","Engage customers through coordinated lifecycle journeys, built and governed in-house across 300+ locations.","Odyssey is a multi-channel customer lifecycle program: email, direct mail, SMS and online display, all driven off the same customer data record.",{},true,1,"\u002Fwork\u002F02-odyssey","Marketing spend was going out to external vendors and customer records were disjointed, so coordination was impossible.","Creative technologist",[66,71,76,82,87,90],{"eyebrow":67,"body":68,"media":69,"caption":70},"The journey","Every touch is triggered off vehicle ownership data rather than a calendar.","\u002Fimages\u002Fodyssey-email-flow.webp","Fig. 01 — the journey, end to end",{"eyebrow":72,"body":73,"media":74,"caption":75},"Email","Brand-aware templates assembled at send time with AMPScript.","\u002Fimages\u002Fodyssey-email-honda.png","Fig. 02 — dynamic template output",{"eyebrow":77,"body":78,"media":79,"ratio":80,"caption":81},"Direct mail","The same record drives the print run, so the mailer matches the inbox.","\u002Fimages\u002Fodyssey-directmail-toyota.jpg","16\u002F10","Fig. 03 — print, from the same data",{"eyebrow":83,"body":84,"media":85,"ratio":80,"caption":86},"Online display","Retargeting built from the same audience definitions, closing the loop.","\u002Fimages\u002Fodyssey-display-subaru.jpg","Fig. 04 — display",{"eyebrow":88,"body":89},"On-demand tools","Odyssey is also the name of the internal platform behind these journeys — a Vue app I built and host on Cloudflare. It gives the team no-code tools for the day-to-day work: the Newsletter Builder lets anyone assemble a send, preview it on desktop and mobile, test it, and schedule or deploy it, without touching a template.",{"eyebrow":91,"body":92},"Results","Bringing Odyssey in-house cut roughly $7M a year in external spend. It now runs 20+ journeys per location and 30+ for Driveway, sending 160M+ communications a year across email, direct mail and SMS — at 99%+ delivery and a 3.2% average click rate.",{"title":31,"description":39},"work\u002F02-odyssey","2021—2026","owwIpgK-06otKUqHOr4DZ1Q3Hnpz71mwS0IWsSKdmXY",{"id":98,"title":99,"blurb":100,"body":101,"chips":108,"client":117,"cover":118,"description":105,"extension":56,"goal":119,"intro":120,"meta":121,"navigation":60,"order":42,"path":122,"problem":123,"role":124,"sections":125,"seo":146,"stem":147,"year":148,"__hash__":149},"work\u002Fwork\u002F01-lithia-driveway.md","Modernizing a 300-store web presence","Dozens of dealer sites, no shared system, and a growth plan that was not slowing down. We drew the map before touching a pixel.",{"type":34,"value":102,"toc":106},[103],[37,104,105],{},"The thing nobody wants to hear on an acquisition-driven roadmap is that the first deliverable is a document. We wrote it anyway, and it is the reason the templates held.",{"title":41,"searchDepth":42,"depth":42,"links":107},[],[109,111,113,115,116],{"label":110,"tone":47},"Creative lead",{"label":112,"tone":47},"UX",{"label":114,"tone":50},"Figma","HTML","CSS","Lithia & Driveway","\u002Fimages\u002Fcover-lad.webp","Improve the experience across the whole web ecosystem with a documented, reusable system any team could build against.","Lithia & Driveway is one of the largest providers of personal transportation solutions in the United States. Growth through acquisition left the company with a sprawl of inconsistent websites and nothing written down.",{},"\u002Fwork\u002F01-lithia-driveway","Sites were built with little planning, so usability suffered. Every brand looked and behaved differently, and no team could tell you why.","Creative & technical lead",[126,131,136,141],{"eyebrow":127,"body":128,"media":129,"caption":130},"Information architecture","Before a single pixel moved, we mapped the ecosystem so every team could see what existed and where it belonged.","\u002Fimages\u002Flad-sitemap.webp","Fig. 01 — the ecosystem, mapped",{"eyebrow":132,"body":133,"media":134,"ratio":80,"caption":135},"Desktop","One grid, one type system, and templates that survive contact with dozens of dealer brands.","\u002Fimages\u002Flad-desktop-1.webp","Fig. 02 — the core template",{"eyebrow":137,"body":138,"media":139,"ratio":80,"caption":140},"Templates in use","The same components, restyled per brand without forking the layout.","\u002Fimages\u002Flad-desktop-2.webp","Fig. 03 — one kit, many brands",{"eyebrow":142,"body":143,"media":144,"caption":145},"Mobile","Most of the traffic is on a phone, so the phone layout was the one that had to be right first.","\u002Fimages\u002Flad-mobile-1.webp","Fig. 04 — mobile first, genuinely",{"title":99,"description":105},"work\u002F01-lithia-driveway","2022—2024","WAM_dr6Q-vM1P-UjPNusxVBEObYuQDk_C_asc1CAJy4",{"id":151,"title":152,"blurb":153,"body":154,"chips":161,"client":166,"cover":167,"description":158,"extension":56,"goal":168,"intro":169,"meta":170,"navigation":60,"order":171,"path":172,"problem":173,"role":124,"sections":174,"seo":192,"stem":193,"year":194,"__hash__":195},"work\u002Fwork\u002F03-greencars.md","Standing up GreenCars from nothing","A brand new property with no audience and no pipeline. I built the newsletter, the preference center and the feed that keeps them fed.",{"type":34,"value":155,"toc":159},[156],[37,157,158],{},"Launching a property with no list is mostly an exercise in building the machine before you have anything to put through it.",{"title":41,"searchDepth":42,"depth":42,"links":160},[],[162,164,165,53],{"label":163,"tone":47},"Martech",{"label":49,"tone":50},"XML","GreenCars","\u002Fimages\u002Fcover-greencars.webp","Build the acquisition and retention machinery: newsletter, preference center and an automated content feed.","GreenCars.com was launched to get the company ahead of the sustainable vehicle market.",{},3,"\u002Fwork\u002F03-greencars","A new property with no audience, no data pipeline and no sustainable way to keep content fresh.",[175,180,185,190],{"eyebrow":176,"body":177,"media":178,"caption":179},"Newsletter","Built with the Newsletter Builder inside Odyssey, the internal Vue tool I built and host on Cloudflare. The send comes together from the latest articles without anyone touching HTML, and it's scheduled and deployed from the same screen.","\u002Fimages\u002Fgreencars-newsletter.webp","Fig. 01 — automated weekly send",{"eyebrow":181,"body":182,"media":183,"caption":184},"Preference center","Letting people choose what they hear about beats guessing, and it keeps the list healthy.","\u002Fimages\u002Fgreencars-preference-center.webp","Fig. 02 — preference center",{"eyebrow":186,"body":187,"media":188,"caption":189},"Content feed","An XML feed makes the CMS the single source of truth for every send.","\u002Fimages\u002Fgreencars-xml.webp","Fig. 03 — the feed",{"eyebrow":91,"body":191},"The Newsletter Builder alone saves the team more than 40 hours a month that used to go into manual assembly.",{"title":152,"description":158},"work\u002F03-greencars","2022","4gaSk374CsL4DkVKkEYsYwaG3CXIpoWg8k5UphknUMw",{"id":197,"title":198,"blurb":199,"body":200,"chips":210,"client":214,"cover":215,"description":204,"extension":56,"goal":216,"intro":217,"meta":218,"navigation":60,"order":219,"path":220,"problem":221,"role":222,"sections":223,"seo":226,"stem":227,"year":95,"__hash__":228},"work\u002Fwork\u002F04-chatterr.md","Bringing review generation in-house","An NPS and review product running across every rooftop and Driveway, replacing a vendor that cost real money every month.",{"type":34,"value":201,"toc":208},[202,205],[37,203,204],{},"The product that shipped isn't the one I first drew. Reviews were the part the stores actually needed, so that's the part that got built.",[37,206,207],{},"An in-person, QR-code version is scoped and built, waiting on its production release.",{"title":41,"searchDepth":42,"depth":42,"links":209},[],[211,213,115,116],{"label":212,"tone":47},"Product design",{"label":114,"tone":50},"Chatterr","\u002Fimages\u002Fcover-chatterr.webp","Bring review generation in-house across every rooftop and Driveway, with a product a store team could actually run.","Chatterr is an NPS and review-generation product, live across Lithia & Driveway's retail rooftops and Driveway.",{},4,"\u002Fwork\u002F04-chatterr","Review generation was outsourced and generic, disconnected from the people walking through the door — and it cost real money every month.","Product & UX design",[224],{"eyebrow":91,"body":225},"Bringing review generation in-house is projected to save $450K a year in vendor fees across every rooftop and Driveway.",{"title":198,"description":204},"work\u002F04-chatterr","ks9EpbN2JoeghN3WFMell36kDcnPQFGEoAAvpnMkXMM",1791349983147]