[{"data":1,"prerenderedAt":223},["ShallowReactive",2],{"work-\u002Fwork\u002F02-odyssey":3,"work-nav":71},{"id":4,"title":5,"blurb":6,"body":7,"chips":18,"client":28,"cover":29,"description":13,"extension":30,"goal":31,"intro":32,"meta":33,"navigation":34,"order":35,"path":36,"problem":37,"role":38,"sections":39,"seo":67,"stem":68,"year":69,"__hash__":70},"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":9,"toc":14},"minimark",[10],[11,12,13],"p",{},"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":17},"",2,[],[19,22,25,26,27],{"label":20,"tone":21},"Product dev","accent",{"label":23,"tone":24},"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",[40,45,50,56,61,64],{"eyebrow":41,"body":42,"media":43,"caption":44},"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":46,"body":47,"media":48,"caption":49},"Email","Brand-aware templates assembled at send time with AMPScript.","\u002Fimages\u002Fodyssey-email-honda.png","Fig. 02 — dynamic template output",{"eyebrow":51,"body":52,"media":53,"ratio":54,"caption":55},"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":57,"body":58,"media":59,"ratio":54,"caption":60},"Online display","Retargeting built from the same audience definitions, closing the loop.","\u002Fimages\u002Fodyssey-display-subaru.jpg","Fig. 04 — display",{"eyebrow":62,"body":63},"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":65,"body":66},"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":5,"description":13},"work\u002F02-odyssey","2021—2026","owwIpgK-06otKUqHOr4DZ1Q3Hnpz71mwS0IWsSKdmXY",[72,91,144,190],{"id":4,"title":5,"blurb":6,"body":73,"chips":79,"client":28,"cover":29,"description":13,"extension":30,"goal":31,"intro":32,"meta":82,"navigation":34,"order":35,"path":36,"problem":37,"role":38,"sections":83,"seo":90,"stem":68,"year":69,"__hash__":70},{"type":8,"value":74,"toc":77},[75],[11,76,13],{},{"title":15,"searchDepth":16,"depth":16,"links":78},[],[80,81,25,26,27],{"label":20,"tone":21},{"label":23,"tone":24},{},[84,85,86,87,88,89],{"eyebrow":41,"body":42,"media":43,"caption":44},{"eyebrow":46,"body":47,"media":48,"caption":49},{"eyebrow":51,"body":52,"media":53,"ratio":54,"caption":55},{"eyebrow":57,"body":58,"media":59,"ratio":54,"caption":60},{"eyebrow":62,"body":63},{"eyebrow":65,"body":66},{"title":5,"description":13},{"id":92,"title":93,"blurb":94,"body":95,"chips":102,"client":111,"cover":112,"description":99,"extension":30,"goal":113,"intro":114,"meta":115,"navigation":34,"order":16,"path":116,"problem":117,"role":118,"sections":119,"seo":140,"stem":141,"year":142,"__hash__":143},"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":96,"toc":100},[97],[11,98,99],{},"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":101},[],[103,105,107,109,110],{"label":104,"tone":21},"Creative lead",{"label":106,"tone":21},"UX",{"label":108,"tone":24},"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",[120,125,130,135],{"eyebrow":121,"body":122,"media":123,"caption":124},"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":126,"body":127,"media":128,"ratio":54,"caption":129},"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":131,"body":132,"media":133,"ratio":54,"caption":134},"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":136,"body":137,"media":138,"caption":139},"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":93,"description":99},"work\u002F01-lithia-driveway","2022—2024","WAM_dr6Q-vM1P-UjPNusxVBEObYuQDk_C_asc1CAJy4",{"id":145,"title":146,"blurb":147,"body":148,"chips":155,"client":160,"cover":161,"description":152,"extension":30,"goal":162,"intro":163,"meta":164,"navigation":34,"order":165,"path":166,"problem":167,"role":118,"sections":168,"seo":186,"stem":187,"year":188,"__hash__":189},"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":149,"toc":153},[150],[11,151,152],{},"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":154},[],[156,158,159,27],{"label":157,"tone":21},"Martech",{"label":23,"tone":24},"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.",[169,174,179,184],{"eyebrow":170,"body":171,"media":172,"caption":173},"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":175,"body":176,"media":177,"caption":178},"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":180,"body":181,"media":182,"caption":183},"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":65,"body":185},"The Newsletter Builder alone saves the team more than 40 hours a month that used to go into manual assembly.",{"title":146,"description":152},"work\u002F03-greencars","2022","4gaSk374CsL4DkVKkEYsYwaG3CXIpoWg8k5UphknUMw",{"id":191,"title":192,"blurb":193,"body":194,"chips":204,"client":208,"cover":209,"description":198,"extension":30,"goal":210,"intro":211,"meta":212,"navigation":34,"order":213,"path":214,"problem":215,"role":216,"sections":217,"seo":220,"stem":221,"year":69,"__hash__":222},"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":195,"toc":202},[196,199],[11,197,198],{},"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.",[11,200,201],{},"An in-person, QR-code version is scoped and built, waiting on its production release.",{"title":15,"searchDepth":16,"depth":16,"links":203},[],[205,207,109,110],{"label":206,"tone":21},"Product design",{"label":108,"tone":24},"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",[218],{"eyebrow":65,"body":219},"Bringing review generation in-house is projected to save $450K a year in vendor fees across every rooftop and Driveway.",{"title":192,"description":198},"work\u002F04-chatterr","ks9EpbN2JoeghN3WFMell36kDcnPQFGEoAAvpnMkXMM",1791349983507]