[{"data":1,"prerenderedAt":222},["ShallowReactive",2],{"work-\u002Fwork\u002F01-lithia-driveway":3,"work-nav":65},{"id":4,"title":5,"blurb":6,"body":7,"chips":18,"client":29,"cover":30,"description":13,"extension":31,"goal":32,"intro":33,"meta":34,"navigation":35,"order":16,"path":36,"problem":37,"role":38,"sections":39,"seo":61,"stem":62,"year":63,"__hash__":64},"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":8,"value":9,"toc":14},"minimark",[10],[11,12,13],"p",{},"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":15,"searchDepth":16,"depth":16,"links":17},"",2,[],[19,22,24,27,28],{"label":20,"tone":21},"Creative lead","accent",{"label":23,"tone":21},"UX",{"label":25,"tone":26},"Figma","warm","HTML","CSS","Lithia & Driveway","\u002Fimages\u002Fcover-lad.webp","md","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.",{},true,"\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",[40,45,51,56],{"eyebrow":41,"body":42,"media":43,"caption":44},"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":46,"body":47,"media":48,"ratio":49,"caption":50},"Desktop","One grid, one type system, and templates that survive contact with dozens of dealer brands.","\u002Fimages\u002Flad-desktop-1.webp","16\u002F10","Fig. 02 — the core template",{"eyebrow":52,"body":53,"media":54,"ratio":49,"caption":55},"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":57,"body":58,"media":59,"caption":60},"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":5,"description":13},"work\u002F01-lithia-driveway","2022—2024","WAM_dr6Q-vM1P-UjPNusxVBEObYuQDk_C_asc1CAJy4",[66,125,143,189],{"id":67,"title":68,"blurb":69,"body":70,"chips":77,"client":85,"cover":86,"description":74,"extension":31,"goal":87,"intro":88,"meta":89,"navigation":35,"order":90,"path":91,"problem":92,"role":93,"sections":94,"seo":121,"stem":122,"year":123,"__hash__":124},"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":8,"value":71,"toc":75},[72],[11,73,74],{},"Bringing this in-house meant owning the data model, not just the creative. That turned out to be the whole point.",{"title":15,"searchDepth":16,"depth":16,"links":76},[],[78,80,82,83,84],{"label":79,"tone":21},"Product dev",{"label":81,"tone":26},"SFMC","AMPScript","SSJS","SQL","Odyssey","\u002Fimages\u002Fcover-odyssey.webp","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.",{},1,"\u002Fwork\u002F02-odyssey","Marketing spend was going out to external vendors and customer records were disjointed, so coordination was impossible.","Creative technologist",[95,100,105,110,115,118],{"eyebrow":96,"body":97,"media":98,"caption":99},"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":101,"body":102,"media":103,"caption":104},"Email","Brand-aware templates assembled at send time with AMPScript.","\u002Fimages\u002Fodyssey-email-honda.png","Fig. 02 — dynamic template output",{"eyebrow":106,"body":107,"media":108,"ratio":49,"caption":109},"Direct mail","The same record drives the print run, so the mailer matches the inbox.","\u002Fimages\u002Fodyssey-directmail-toyota.jpg","Fig. 03 — print, from the same data",{"eyebrow":111,"body":112,"media":113,"ratio":49,"caption":114},"Online display","Retargeting built from the same audience definitions, closing the loop.","\u002Fimages\u002Fodyssey-display-subaru.jpg","Fig. 04 — display",{"eyebrow":116,"body":117},"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":119,"body":120},"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":68,"description":74},"work\u002F02-odyssey","2021—2026","owwIpgK-06otKUqHOr4DZ1Q3Hnpz71mwS0IWsSKdmXY",{"id":4,"title":5,"blurb":6,"body":126,"chips":132,"client":29,"cover":30,"description":13,"extension":31,"goal":32,"intro":33,"meta":136,"navigation":35,"order":16,"path":36,"problem":37,"role":38,"sections":137,"seo":142,"stem":62,"year":63,"__hash__":64},{"type":8,"value":127,"toc":130},[128],[11,129,13],{},{"title":15,"searchDepth":16,"depth":16,"links":131},[],[133,134,135,27,28],{"label":20,"tone":21},{"label":23,"tone":21},{"label":25,"tone":26},{},[138,139,140,141],{"eyebrow":41,"body":42,"media":43,"caption":44},{"eyebrow":46,"body":47,"media":48,"ratio":49,"caption":50},{"eyebrow":52,"body":53,"media":54,"ratio":49,"caption":55},{"eyebrow":57,"body":58,"media":59,"caption":60},{"title":5,"description":13},{"id":144,"title":145,"blurb":146,"body":147,"chips":154,"client":159,"cover":160,"description":151,"extension":31,"goal":161,"intro":162,"meta":163,"navigation":35,"order":164,"path":165,"problem":166,"role":38,"sections":167,"seo":185,"stem":186,"year":187,"__hash__":188},"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":8,"value":148,"toc":152},[149],[11,150,151],{},"Launching a property with no list is mostly an exercise in building the machine before you have anything to put through it.",{"title":15,"searchDepth":16,"depth":16,"links":153},[],[155,157,158,84],{"label":156,"tone":21},"Martech",{"label":81,"tone":26},"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.",[168,173,178,183],{"eyebrow":169,"body":170,"media":171,"caption":172},"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":174,"body":175,"media":176,"caption":177},"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":179,"body":180,"media":181,"caption":182},"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":119,"body":184},"The Newsletter Builder alone saves the team more than 40 hours a month that used to go into manual assembly.",{"title":145,"description":151},"work\u002F03-greencars","2022","4gaSk374CsL4DkVKkEYsYwaG3CXIpoWg8k5UphknUMw",{"id":190,"title":191,"blurb":192,"body":193,"chips":203,"client":207,"cover":208,"description":197,"extension":31,"goal":209,"intro":210,"meta":211,"navigation":35,"order":212,"path":213,"problem":214,"role":215,"sections":216,"seo":219,"stem":220,"year":123,"__hash__":221},"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":8,"value":194,"toc":201},[195,198],[11,196,197],{},"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.",[11,199,200],{},"An in-person, QR-code version is scoped and built, waiting on its production release.",{"title":15,"searchDepth":16,"depth":16,"links":202},[],[204,206,27,28],{"label":205,"tone":21},"Product design",{"label":25,"tone":26},"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",[217],{"eyebrow":119,"body":218},"Bringing review generation in-house is projected to save $450K a year in vendor fees across every rooftop and Driveway.",{"title":191,"description":197},"work\u002F04-chatterr","ks9EpbN2JoeghN3WFMell36kDcnPQFGEoAAvpnMkXMM",1791349983507]