Director of Web Experience
Owning and scaling web experiences that drive measurable revenue, pipeline, and growth.
What I Do in 15 Seconds
The essentials of what I do.
Own web experience strategy, UX, and performance for complex B2B and e-commerce platforms.
Translate analytics into decisions that improve conversion, revenue, and lead quality.
Lead cross-functional teams to ship, measure, and optimize with business outcomes in mind.
Selected Client Wins
Highlights from projects where I improved performance.
Global Web Experience & Platform Transformation
Led end-to-end web strategy, scope definition, and client partnership for a full rebuild of Camfil APC’s digital platform, serving as the primary strategic owner and executive point of contact throughout the engagement.
Defined the experience vision and roadmap, guiding a migration to a modern CMS platform, the launch of a multilingual site architecture, and the integration of Microsoft Dynamics CRM forms to support scalable lead capture and reporting across regions.
Established long-term governance and measurement frameworks, aligning UX, content, SEO, and analytics to support sustained performance improvements.
The initiative resulted in a 35% lift in request-a-quote form submissions through redesigned navigation flows, clearer CTA structure, and optimized conversion paths—while also creating a foundation for ongoing KPI tracking and optimization.
Scalable Digital Growth Strategy & Funnel Optimization
Led the strategy and cross-functional execution of a scalable digital growth initiative designed to increase qualified micro-transactions across key audience segments.
Partnered with content, marketing, and operations teams to define a segment-driven content and conversion strategy, prioritizing high-intent downloads supported by streamlined, high-performing forms. Established end-to-end data flow by integrating submissions directly into Microsoft Dynamics via automated workflows, ensuring clean attribution, faster follow-up, and long-term scalability.
The initiative delivered a 17% month-over-month increase in micro-transactions, while creating a repeatable framework for launching future content-led growth programs tied directly to business outcomes.
9% Revenue growth in ecommerce sales
Led end-to-end ecommerce performance strategy for a revenue-critical platform, owning UX optimization, acquisition efficiency, and lifecycle performance while maintaining disciplined spend controls.
Prioritized high-impact UI enhancements, offer strategy, and conversion improvements across key user journeys, while refining Google Shopping and email programs to maximize return without increasing ad spend. Balanced experimentation with operational efficiency to drive sustainable growth in a live production environment.
The initiative delivered 9% year-over-year ecommerce revenue growth, achieved 867% ROAS, and generated nearly $1M in sales over a three-month period, all while maintaining flat advertising investment.
Led 6 in-person usability studies across the U.S., Europe, and China
Led a global UX research initiative spanning the U.S., Europe, and China to inform enterprise-wide web and digital experience strategy.
Planned and facilitated six in-person usability studies across multiple regions, partnering with product, engineering, and regional stakeholders to uncover structural and behavioral barriers impacting discovery, configuration, and conversion. Synthesized qualitative insights into a prioritized execution roadmap, directly influencing information architecture decisions, the development of new part-finder tools, and key enterprise system integrations.
The work established a shared, data-backed foundation for long-term experience improvements across regions—aligning global teams around user needs while supporting scalable platform and integration decisions.
Where I Add the Most Value
The areas where my experience creates the strongest impact.
Strategy, Measurement & Growth
- Define funnel strategy, success metrics, and prioritization tied to business goals
- Lead experimentation programs focused on conversion, revenue, and lead quality
- Translate performance data into clear decisions stakeholders can act on
UX & Web Experience Leadership
- Shape navigation, information architecture, and core user journeys at scale
- Establish experience standards for forms, templates, and landing pages
- Balance usability, performance, and business outcomes across platforms
Creative & Technical Direction
- Align design, development, and stakeholders around shared priorities
- Provide clear direction that accelerates execution and reduces rework
- Bridge strategy and delivery to ensure ideas turn into measurable results
Tools & Platforms
The platforms I rely on every day.
How I Lead Web Performance
A strategic operating model for building, measuring, and scaling digital experiences.
Set Direction
Define experience strategy, success metrics, and prioritization in partnership with stakeholders.
Align Teams
Establish shared goals, roles, and governance across design, engineering, marketing, and analytics.
Execute & Learn
Ship improvements, measure performance, and translate insight into next-step decisions.
Scale What Works
Operationalize wins through standards, roadmaps, and long-term optimization plans.
Brands I’ve Helped
From global manufacturers to high-growth ecommerce brands
About Me
15+ years leading UX, design, web development, and conversion strategy for B2B and B2C brands.
I combine deep technical experience with a revenue-focused mindset to build websites that actually perform — not just look good.