Digital Growth  Consultant

Scalable Content Platform for Global Growth

TripAdvisor needed a rock solid WordPress theme built to meet a highly specific set of corporate requirements.

Using a headless WordPress backend, and a modern Angular powered frontend, I developed a unique theme that served specific content to 12 different localized domains: tripadvisor.es, tripadvisor.it, tripadvisor.de and more. By avoiding a traditional multi-site network we were able to drastically reduce the complexity and overhead of managing multiple sites using a single WordPress installation and a simple nginx reverse proxy.

The site was a major success, and remained online for just over 10 years before being pulled into their in-house Java stack for internal reasons. The custom theme supported 3 separate rebrands, directly connected to tripadvisor.com APIs, and had a 99.98% uptime during the course of its life. It was a great project to be a part of.

Lean & Minimal Build

Custom functionality plugins provided highly specific features with minimal amounts of code, resulting in a highly stable platform for over 10 years. It supported three major rebrands with ease, a direct result of the simple custom build approach.

Using WordPress in minimal ways rather than relying on heavy, one-size-fits-all plugins allowed this site to be extremely performance and secure. My approach allowed TripAdvisor to have a stable WordPress website that supported evolving brand and technical needs with minimal overhead.

SSO Integration

Custom authentication to connect with tripadvisor.com accounts was configured with SAML 2.0 authentication using a custom Single Sign-On (SSO) plugin, linking WordPress with their corporate authentication system.

Onsite Work

By working onsite with both IT and marketing teams I was able to meet all of the platform’s technical and branding requirements. Clear communication and collaboration with both teams allowed for very good coordination and an ideal outcome that met the needs of both SEO and security.

Enterprise WordPress

My work with TripAdvisor is a great living example of the advantages to building custom WordPress sites tailored to specific requirements. Unlike heavy plugins that add unnecessary complexity, a purpose-built stack makes for a stable, fast, and adaptable enterprise WordPress website.

Automated System for Critical Information Distribution

The World Bank hired me as a custom WordPress developer to create a unique PDF generation system that enabled the rapid publication and distribution of COVID-19-related reports for countries worldwide.

This system allowed the World Bank team to create and distribute these reports far faster than anticipated, supporting critical global information-sharing during the pandemic.

Challenges

The World Bank faced specific challenges in managing and distributing up-to-date reports:

• Rapid PDF Generation: Needed a reliable, automated system to generate and distribute COVID-19 reports across multiple countries.
• High-Volume Content Publishing: Required the system to handle over 480 individual reports with quick access and seamless management.
• Technical Constraints: The PDF generation solution needed to be powerful, flexible, and compatible with server requirements.

Solutions

PDF Generation System with WK HTML to PDF

• Developed a custom PDF generation theme using WK HTML to PDF, a powerful command-line utility that allowed for highly accurate PDF rendering.
• Implemented server-specific configurations to support the WK HTML to PDF utility, ensuring smooth and reliable PDF generation.

Headless CMS Setup for Report Management

• Created a headless CMS that enabled the World Bank team to manage, update, and publish reports efficiently.
• Set up modular content sections, allowing easy customization for each report while maintaining a consistent layout and format across all documents.

Scalable Solution for High-Volume Publishing

• Optimized the system to support over 480 PDF reports with fast load times and efficient management.
• Provided user-friendly tools for easy content updates and distribution, ensuring the system could keep up with the demand for timely information.

Results

This solution enabled The World Bank to:

• Rapidly publish and distribute COVID-19 reports to a global audience, supporting timely and critical information-sharing.
• Manage and distribute over 480 unique reports efficiently, with reduced time to publish each document.
• Maintain a high standard of formatting and consistency across all reports, ensuring a professional and cohesive presentation.

Future Outlook

The PDF generation system continues to serve as a reliable tool for The World Bank, providing a robust solution for publishing large volumes of reports quickly. This project demonstrated the power of a tailored, command-line-enabled WordPress system to meet high-stakes, global information needs.

High-Conversion Lead Generation Engine

SBLI is a major life insurance provider that sought my expertise to create a custom WordPress plugin for real-time pricing calculations on life insurance policies.

Over the years, our collaboration grew to include a full online application, advanced analytics, and advertising optimization to enhance their digital marketing strategy and reduce acquisition costs.

Challenges

SBLI faced several challenges, including:

• Real-Time Pricing Calculations: Needed a custom plugin to provide instant, accurate price quotes for life insurance policies based on real-time data.
• Complex Data Import & Storage: Required an efficient way to import rates from XLSX files into a SQL database within WordPress.
• End-to-End Analytics & Advertising Optimization: Sought a full-funnel analytics solution and optimized advertising to lower customer acquisition costs.

Solutions

Real-Time Pricing Engine Development

• Built a custom pricing engine using Angular with a WordPress custom database table that:
  • Allows for XLSX file imports of rates data, translated into SQL for WordPress.
  • Provides accurate, real-time price quotes using algorithmic calculations.
• Isolated the pricing engine from other WordPress aspects to ensure reliability and prevent downtime during updates.

Full Online Application (apply.spli.com)

• Developed apply.spli.com, an all-digital life insurance application platform using Angular and WordPress.
• Enabled a seamless, user-friendly application process for a fully online experience.

End-to-End Analytics & Advertising Optimization

• Implemented Segment analytics to track critical business events and behaviors.
• Configured offline events with external partners, ad agencies, and CRM vendors, establishing a complete funnel view.
• Integrated data with Google Ads, Facebook, and Bing to support conversion-optimized campaigns, lowering customer acquisition costs.

Results

Key outcomes of this partnership include:

• A real-time pricing engine live for 8 years, generating hundreds of thousands of leads with minimal upkeep.
• A streamlined online application process that supports user engagement and lead generation.
• Improved advertising efficiency and reduced acquisition costs through data-driven, conversion-optimized campaigns.

Future Outlook

Our collaboration with SBLI continues, with potential upgrades on the horizon, including a future transition to Laravel. This ongoing partnership keeps SBLI’s digital platform robust, efficient, and well-positioned for sustained growth.

Subscription Platform to Scale a Media Brand

Puck contracted me as a custom WordPress developer to support and extend their high-traffic, Sage-powered website, which serves over 4 million page views each month.

My work included creating a custom subscription management system, implementing GDPR compliance, and developing a complex mega menu to enhance the user experience.

Challenges

Puck’s site presented several unique challenges:

• High-Volume Traffic: With over 4 million page views per month, Puck required solutions optimized for performance and reliability.
• Custom Subscription Management: Needed a streamlined solution for managing memberships through Stripe without the overhead of WooCommerce.
• GDPR Compliance: Required a compliance solution that integrated with Google’s consent framework to align with privacy regulations.
• Advanced Mega Menu: Needed a complex mega menu system with daily variability by author, designed to match Puck’s branding.

Solutions

Custom Subscription Management Plugin

• Developed a custom subscription management plugin that connects directly to Stripe, handling membership management with minimal overhead.
• This approach provided a lightweight, precise alternative to WooCommerce, perfectly tailored to Puck’s needs.

GDPR Compliance Integration

• Implemented GDPR compliance systems that integrate with Google Consent through Google Tag Manager.
• Ensured that all user consent requirements were met, providing Puck with a seamless solution for privacy compliance.

Complex Mega Menu System

• Designed and developed a highly specific mega menu with daily variability based on author, fully customized to match Puck’s brand identity.
• Built the menu to dynamically update, ensuring users always have access to the latest, most relevant content.

Results

Through these enhancements, Puck’s site achieved:

• Efficient membership management with a custom-built subscription plugin, reducing overhead while supporting a seamless user experience.
• GDPR compliance integrated directly with Google’s consent management, aligning with privacy regulations.
• An engaging, brand-aligned mega menu that dynamically displays content based on author and updates daily.

Future Outlook

My ongoing support for Puck ensures their high-traffic site remains optimized, compliant, and user-friendly. This project highlights the power of tailored WordPress solutions to meet specific needs and support long-term growth.

Integrated Marketing Stack for a FinTech App

Cred.ai is a modern credit optimization bank/card that requires a highly skilled analytics consultant and WordPress developer to enhance lead generation, optimize SEO, and improve overall performance.

I collaborated with cred.ai to support their WordPress website, implement cross-platform analytics, and set up secure content APIs for B2B partnerships.

Challenges

cred.ai faced several challenges, including:

• Lead Generation Integration: Needed a custom, modular lead generation form within Elementor to facilitate onboarding between their marketing and signup subdomains.
• Cross-Platform Analytics: Required comprehensive event tracking across their website and mobile apps on Android and iOS.
• Headless API Setup: Needed reliable APIs to serve content to B2B apps supporting partnerships with Chipotle and Starbucks.
• SEO and Monitoring: Sought SEO optimization and continuous monitoring to ensure 100% uptime and a seamless user experience.

Solutions

Lead Generation Form Implementation

• Developed a custom Elementor widget for a lead generation form, allowing modular management of onboarding processes between marketing and signup subdomains.
• Facilitated seamless transitions for users, enhancing the overall user experience.

Advanced Analytics Configuration

• Defined a detailed analytics strategy, including key events to track conversions and engagement.
• Implemented events in Google Tag Manager, Google Analytics, and Firebase across the website and mobile apps for comprehensive user insights.

Headless Content APIs

• Established secure, headless WordPress APIs to deliver content to cred.ai’s B2B apps, enabling partnerships with Chipotle and Starbucks.
• Ensured high performance and security standards for consistent content delivery.

SEO and Performance Monitoring

• Enhanced organic SEO through Ahrefs and other tools, optimizing content to improve search rankings.
• Set up continuous monitoring to maintain 100% uptime, identifying and addressing any user experience issues across devices and browsers.

Results

Through these initiatives, cred.ai achieved:

• A seamless lead generation system, improving onboarding efficiency and user flow.
• Detailed cross-platform analytics that offer valuable insights into user behavior.
• Reliable APIs for B2B app partnerships, providing secure and stable content delivery.
• Improved SEO rankings and uninterrupted uptime, ensuring a flawless experience across all platforms.

Future Outlook

I continue to collaborate with cred.ai to support their lead generation and growth objectives. Moving forward, the focus will be on refining analytics, enhancing SEO strategies, and optimizing cross-platform user experiences.

Connected CRM for Better Lead Management

NetBrain hired me as an outsourced developer, working as an integrated member of their team to optimize and configure their multinational website for various global audiences, including ensuring access behind China’s firewall.

I collaborated with teams in the US, West Coast, and China, handling CRM integration, analytics, custom search, and content marketing to drive user engagement and lead generation.

Challenges

NetBrain faced several key challenges, including:

• Multinational Website Configuration: Required a site accessible in multiple regions, including behind China’s firewall.
• CRM Integration & Analytics: Needed modular CRM integration with Marketo and Zoho for consistent data capture and enrichment.
• Content Marketing & Organic Traffic Growth: Sought to leverage existing documentation and strategic content creation to increase organic traffic and reduce advertising spend.

Solutions

Multinational Website Configuration

• Configured the website for reliable access in both Western markets and China, overcoming firewall limitations and ensuring smooth content delivery globally.
• Managed localized content to address audience needs across different regions.

CRM & Analytics Integration

• Integrated Marketo as a CRM, with all forms feeding into it in a modular, consistent manner.
• Used Zoho for pre-filling forms to support data enrichment, increasing lead quality.
• Defined analytics events and implemented tracking with Google Tag Manager, Google Analytics, LinkedIn, Google Ads, and Reddit advertising to monitor site performance and optimize ad campaigns.

Brand Extension and Custom Search Engine

• Conducted design improvements to enhance brand consistency and quality across digital touchpoints.
• Developed a custom search engine on WordPress, delivering highly relevant, specific results based on custom logic unique to NetBrain’s business.

Content Marketing and SEO

• Assisted with content marketing, from eBook creation to topic generation, grounded in keyword and audience research.
• Repurposed older help documentation into fresh, SEO-optimized content for the blog and research areas, driving organic traffic growth.
• Implemented strategies to generate quality leads, increasing revenue and lowering advertising costs through improved search visibility and organic reach.

Results

This collaboration resulted in:

• A globally accessible, optimized website that performs well in diverse markets, including China.
• Enhanced lead generation and data capture through effective CRM integration, data enrichment, and conversion-focused analytics.
• A boost in organic traffic and lead quality by strategically repurposing content and targeting high-value keywords.
• Lower advertising costs and increased revenue from organic traffic and optimized ad campaigns.

Future Outlook

With a foundation built for scalability and adaptability, NetBrain’s digital presence is well-equipped to support ongoing growth and global engagement. My continued support ensures that NetBrain can navigate both regional and global digital needs effectively.

Streamlined Subscription System for Enterprise Clients

MIT Sloan Review, a publication from MIT, hired me as a back-end developer to create a unique corporate subscription system for their paid membership service.

This system needed to support block groups of subscribers—a feature not available through any existing plugins or tools. Additionally, I provided front-end and back-end development support, helping to streamline the site and optimize analytics and data processing.

Challenges

MIT Sloan Review faced several unique challenges, including:

• Corporate Subscription Management: Needed a custom solution to sell and manage block corporate memberships within Piano, their subscription management platform, which lacked support for this scenario.
• Data & Analytics Integration: Required a centralized data warehouse and integration with analytics and advertising tools.
• Theme and Plugin Optimization: The site had become overly dependent on third-party plugins and scripts, leading to performance issues.

Solutions

Custom Corporate Subscription System

• Developed a custom corporate subscription system designed to manage group subscriptions as block memberships, a creative solution compatible with the Piano subscription platform.
• Simplified the process, focusing on minimalism and efficiency, ensuring a smooth experience for administrators and users.

Data Warehouse and Analytics Integration

• Configured Gravity Forms to feed data into BigQuery for centralized data management.
• Set up BigQuery as a data warehouse to support data analysis and reporting.
• Worked with Google Tag Manager to configure analytics and advertising tools, enhancing tracking and campaign optimization.

Theme and Plugin Optimization

• Streamlined the site by reducing its reliance on third-party plugins and vendor scripts, improving site speed and overall performance.
• Provided front-end and back-end support to enhance the site’s functionality and maintainability.

Results

Through these initiatives, MIT Sloan Review achieved:

• A scalable and efficient corporate subscription system that supports group memberships within Piano, meeting a critical business need.
• Improved data management and analytics through BigQuery integration, providing insights into subscriber behavior and engagement.
• Enhanced site performance and reliability by reducing plugin dependencies and optimizing the codebase.

Future Outlook

The custom subscription solution and analytics enhancements have equipped MIT Sloan Review with a streamlined, resilient platform for subscription management and data-driven decision-making. The foundation set in place will support MIT Sloan Review’s ongoing growth and evolution in the digital space.

Secure, Compliant Lead Generation

Paperless Parts is a U.S.-based, ITAR-certified business needing expert WordPress development to maintain and enhance their digital presence.

The work involved upgrading and improving their custom Roots Sage theme build done by a local agency in the Boston area. During the process I worked as part of their in-house marketing team to improve all aspects of the website, ensuring high performance, security, and SEO.

Challenges

Paperless Parts faced several challenges, including:

• Theme Upgrade Complexity – Transitioning from Sage 9 to Sage 10 presented compatibility and functionality issues that required careful handling.
• Performance & Reliability – Addressing site performance issues related to caching, compiling, and deployment pipelines.
• Lead Generation & Analytics – Integrating HubSpot for lead generation and defining analytics events.
• ITAR Compliance & Security – Implementing security measures to align with ITAR standards.
• Advanced Search Capabilities – Developing a keyword-relevancy-based search with enhanced features.

Solutions

Theme Upgrade & Maintenance

• Successfully upgraded the Sage theme from version 9 to 10, ensuring seamless compatibility and enhanced performance.
• Resolved issues related to caching, compiling, and pipeline reliability to streamline deployment processes.

Lead Generation Integration

• Integrated HubSpot throughout the site to support lead generation efforts.
• Defined custom analytics events, implemented via Google Tag Manager, to track visitor engagement and conversions.

SEO Optimization

• Conducted a thorough SEO audit and implemented optimizations using Ahrefs.
• Increased organic search rankings by addressing Search Console recommendations, adjusting keywords, and optimizing page structure.

ITAR-Compliant Security Enhancements

• Implemented a Content Security Policy (CSP) and other advanced security headers to safeguard sensitive information.
• Established routine security scans and updates to maintain compliance and strengthen defenses against threats.

Advanced Search Capabilities

• Developed an advanced keyword-relevancy-based search with features like autocomplete, keyword highlighting, and custom ranking capabilities.
• Enhanced the search functionality to provide accurate, user-friendly results that prioritize relevant keywords and phrases.

Results

Through our ongoing partnership, Paperless Parts has achieved a significant improvement in their website’s performance, security, and SEO. Key accomplishments include:

• A more reliable and faster website with improved caching and deployment.
• Enhanced lead generation through HubSpot integration and custom analytics tracking.
• Organic search ranking improvements thanks to targeted SEO optimizations.
• Full compliance with ITAR security requirements through rigorous security measures.
• A robust, advanced search feature that enhances user experience and supports keyword relevancy.

Future Outlook

Our collaboration continues as I provide ongoing support and consultation to meet Paperless Parts’ evolving website needs. With a solid foundation now in place, we’re set to achieve further growth, security, and lead-generation enhancements in the future.

Headless CMS to Support a Complex Business Model

MIT Technology Review hired me as an in-house leader to completely re-architect their website, moving from a traditional Drupal system to a headless WordPress CMS, a cutting-edge approach at the time.

This project involved integrating advanced e-commerce systems, custom user account features, and a digital archive of legacy content dating back to 1901.

Challenges

MIT Technology Review needed a solution that addressed several unique challenges:

• Transitioning from Drupal to Headless WordPress: Required a modern, scalable CMS that could support a Node.js and React frontend.
• Alumni Access & Account Management: Needed an advanced e-commerce system to verify MIT alumni and offer free account access.
• Legacy Content Archiving: Required the digital preservation and accessibility of archives dating back to the early 20th century.

Solutions

Headless WordPress CMS Architecture

• Proposed and implemented a headless WordPress CMS, a forward-thinking solution at the time, connected through Heroku with a Node.js and React-based frontend.
• Enabled a seamless and highly flexible content management workflow for editors and contributors.

Advanced E-commerce and Alumni Account Integration

• Developed an e-commerce system that allows MIT alumni to gain free access after verifying enrollment.
• Included advanced user account features to enhance personalization, user engagement, and subscription management.

Legacy Content Digital Archive

• Digitally archived and organized legacy content dating back to 1901, ensuring historical content remains accessible and usable.
• Created a user-friendly interface for exploring archived materials, preserving MIT’s rich history.

Results

The re-architected MIT Technology Review site achieved:

• A scalable, high-performance CMS architecture that has reliably powered the website for over 7 years.
• Enhanced user account management and alumni access capabilities, improving engagement among the MIT community.
• A well-organized, accessible digital archive of legacy content, providing a valuable resource for readers and researchers.

Future Outlook

The headless WordPress CMS, combined with a React frontend, has provided MIT Technology Review with a robust foundation for ongoing success. The system’s flexibility ensures it can adapt to future needs, solidifying MIT Technology Review’s digital presence for years to come.

High-Performance Website for a Financial Institution

Coastal1 Credit Union is Rhode Island’s largest credit union, and they were in need of a custom WordPress theme to support a highly secure and modular site, designed to meet specific branding requirements.

My role extended to creating calculators, optimizing SEO, and implementing a robust analytics framework to support their conversion-optimized advertising campaigns.

Challenges

Coastal1 Credit Union faced specific challenges, including:

• Highly Secure, Modular WordPress Theme: Required a custom theme allowing flexible content management for changing rates, mortgage calculations, and other banking information.
• Custom Calculators: Needed mortgage and homeowner-related calculators for user engagement.
• SEO & Analytics Optimization: Sought organic growth through SEO and conversion tracking for digital advertising.

Solutions

Custom WordPress Theme Development

• Developed a secure, custom WordPress theme tailored to Coastal1’s branding, with modular elements for managing dynamic content, including mortgage rates and other financial data.
• Built custom modules for various rate types, allowing easy updates and real-time rate calculations.

Mortgage & Homeowner Calculators

• Designed and implemented custom calculators for mortgage and homeowner-related calculations, providing users with valuable tools directly on the site.

SEO and Organic Growth

• Conducted an in-depth SEO audit with SEMrush and Ahrefs to optimize content, keywords, and structure.
• Resulted in substantial organic search growth and increased visibility across search engines.

Comprehensive Analytics and Advertising Integration

• Defined critical analytics events throughout the site, configured them in Google Tag Manager, and integrated with Facebook, Bing, and Google Ads.
• Enabled conversion-optimized campaigns across advertising platforms, improving user targeting and increasing lead generation.

Results

Through this engagement, Coastal1 achieved:

• A highly secure and flexible website that allows for easy updates to dynamic content.
• Increased user engagement through custom mortgage and homeowner calculators.
• Significant SEO improvements with enhanced organic visibility and traction.
• Effective conversion-focused advertising, reducing acquisition costs and increasing leads.

Future Outlook

My partnership with Coastal1 Credit Union continues, supporting new developments and ongoing maintenance to adapt their digital ecosystem as needs evolve. Coastal1 is well-positioned for long-term digital growth and enhanced user engagement.