Scorecards from the career.

Challenge

A brand refresh created the chance to rethink the website as more than a brochure for a $1B sales-driven business.

Approach

• Ran agency selection through an RFP and coordinated marketing, product, UX, technology, and analytics
• Launched a new headless WordPress site built for acquisition
• Built a data-driven UX and conversion team and removed friction from the application funnel

Result

Grew website-driven business from zero to $30M in annual revenue while improving application completion rates.

Challenge

Expanding into new installment and line-of-credit products required distinct brands, channels, and compliant messaging.

Approach

• Built four distinct lending brands
• Launched lead gen, affiliate, SEO, PPC, direct mail, email, and display channels
• Redesigned lifecycle operations and messaging across every touchpoint

Result

120% YoY growth, customer-to-agent efficiency 3x comparable lenders, and successful state audits with low complaint rates.

Challenge

Three consumer lending brands across four portfolios were competing with each other for the same customers.

Approach

• Rebalanced channel strategy to reduce internal competition
• Built a lifecycle platform spanning email, SMS, MMS, chat, phone, and voicemail
• Operationalized AI tools and Domo analytics to speed testing and sharpen targeting

Result

24% cumulative YoY growth across three lending brands with a lean team.

Challenge

Client lending portfolios needed more volume without letting acquisition costs climb.

Approach

• Built a diversified engine across PPC, SEO, affiliate, email, and display
• Partnered with risk leadership to optimize against true ROI with a custom tool
• Grew the team from 4 to 14 people

Result

20%+ annual growth, 14% lower acquisition costs two years in a row, and repeat business up 17% to 70% of the portfolio.

Challenge

The company looked for a backward integration move to strengthen its lead generation business.

Approach

• Led M&A evaluation across financials, technology, talent, and reputation
• Served as interim president through the founder transition
• Expanded the business into four new verticals

Result

The acquisition paid for itself in seven months.