Case Studies
Across finance, operations, SEO, and digital strategy, my work has focused on one core capability: bringing structure to complex, evolving systems.
Selected work
These case studies highlight projects where I’ve worked across fragmented systems, unclear processes, and changing environments—designing solutions that enable clarity, stability, and impact.
Making performance measurable: Turning complex data into a usable system
~4,500 URLs · 5+ years of data · multi-source performance system → How I turned disconnected traffic and conversion data into a system teams could actually…
Restructuring a fragmented content ecosystem through a multi-phased approach
2+ years process | ~70% post reduction | 13% YoY growth → How I transformed a large, unstructured blog into a focused, high-performing content system, while…
De-risking a high-complexity domain migration during a full rebrand
3,500+ URLs mapped | ~20 subdomains | 3-week recovery → How I helped ensure a multi-layered transformation (domain, structure, and brand) was executed without traffic loss….