{
  "title": "Digital Experience Strategist | B2B Web Experience, AEM, Adobe Target, & Marketing Analytics",
  "summary": "B2B marketing and analytics operator with 10+ years architecting web experience, instrumentation, and continuous optimization across enterprise sales cycles. Built the business case and managed the Adobe vendor relationship for the Webtrends-to-Adobe Analytics + DTM + Target migration at Level 3 Communications (2011-2015), then extended that measurement backbone through five years inside Lumen's global demand gen and brand teams and a 10-month global B2B measurement lead role at PMI. Designed segmentation logic, A/B and multivariate testing roadmaps, and tracking frameworks that translated user behavior into prioritization for UX, content, demand gen, and engineering. Hands-on with AEM during the CenturyLink to Lumen rebrand, partnering with the dev team on critical website changes for the launch. Currently builds production AI marketing agents and automation workflows with Claude Code, n8n, Zapier, and MCP connectors to accelerate marketing execution and personalization experimentation. Former Lumen employee returning to a familiar operator context.",
  "competencies": [
    {
      "label": "Web Experience & Information Architecture:",
      "items": "B2B site structure and navigation logic | Cross-journey wayfinding | Funnel-stage content frameworks | Audience segmentation frameworks | Personalization rules and content conditions | Documentation for technical and non-technical partners"
    },
    {
      "label": "Marketing Automation & MarTech:",
      "items": "Marketo (expert) | Salesforce (expert) | Demandbase ABM | AEM (familiar - hands-on during CenturyLink to Lumen rebrand) | Adobe Target (expert - L3 platform origin, current through PMI / Trimble) | 6sense and intent data (familiar - AI education exposure) | Optimizely (familiar) | HubSpot (familiar)"
    },
    {
      "label": "Experimentation & Optimization:",
      "items": "A/B and multivariate testing roadmaps | Landing page and email testing | Conversion-rate optimization | Continuous testing cadence | Iterative improvement of journey performance | Adobe Target + Optimizely + Google Optimize fluency"
    },
    {
      "label": "Analytics & Journey Measurement:",
      "items": "Adobe Analytics (expert - implementation, segments, calculated metrics, fallout viz) | Google Analytics 360 / GA4 | Tableau dashboards | Snowflake data governance | SQL | Engagement and conversion metrics | Influenced pipeline"
    },
    {
      "label": "AI & Workflow Acceleration:",
      "items": "Claude Code | Prompt engineering (Claude, GPT-4) | n8n | Zapier | MCP connectors | Human-in-the-loop workflows | AI marketing agents | AI workflow transformation patterns"
    },
    {
      "label": "Cross-Functional Strategy & Delivery:",
      "items": "UX, content, demand gen, sales, and engineering partnership | Business Requirements Documents | Adobe Workfront | Enterprise marketing measurement and optimization | Strategic thought partner posture"
    }
  ],
  "experience": [
    {
      "header": "Marketing Performance & Analytics Manager | Project Management Institute (PMI) | Remote | Sep 2024 - Jun 2025",
      "bullets": [
        "Owned end-to-end measurement of marketing performance across paid, owned, and earned channels in a global B2B environment, serving as the embedded analytics partner to marketing leadership and reporting directly on journey conversion.",
        "Built Adobe Analytics workspaces and Tableau dashboards measuring the impact of major campaigns, content initiatives, and product launches across the full funnel, with explicit attention to audience segments and funnel stages.",
        "Authored complex Adobe Analytics segments, calculated metrics, and fallout visualizations to surface conversion friction and translate behavioral data into actionable optimization priorities for UX, content, and demand gen.",
        "Owned marketing data governance in Snowflake, standardizing metric definitions and removing reporting bottlenecks that slowed optimization cycles across teams."
      ]
    },
    {
      "header": "Digital Marketing Manager | Trimble, Inc. | Remote (Westminster, CO) | Apr 2023 - Sep 2024",
      "bullets": [
        "Architected Adobe Analytics implementation including variable taxonomy and multi-channel data-layer design - enabling consistent buying-signal capture across paid, owned, and CRM touchpoints across the full buyer journey.",
        "Built and managed Marketo-Salesforce lifecycle systems including lead scoring, nurture sequence design, and audience segmentation for a $140K/month B2B SaaS campaign.",
        "Designed integrated dashboards combining web analytics, marketing automation, and CRM data to report full-funnel KPIs from top-of-funnel impressions through closed-won revenue, surfacing journey friction for marketing leadership.",
        "Ran continuous experimentation across landing pages, nurture, and email content, with structured A/B and multivariate testing tied to engagement and conversion signals."
      ]
    },
    {
      "header": "Marketing Automation Manager | Lumen Technologies (formerly CenturyLink) | Remote (Denver, CO) | Jul 2018 - Apr 2023",
      "bullets": [
        "Embedded analytics partner to demand generation and revenue marketing leadership, translating campaign performance and customer engagement into pipeline impact for an enterprise B2B environment spanning demand gen and brand teams.",
        "Built reporting that combined Google Analytics, Marketo Analytics, and Salesforce data to measure email and nurture-program engagement across the full customer journey and against full-funnel KPIs.",
        "Designed Tableau reporting models that surfaced cross-channel attribution, replacing siloed channel reports with a unified pipeline-contribution view for the CMO.",
        "Defined tracking events, conversion goals, and segmentation logic for nurture campaigns, ensuring consistent measurement across buyer segments and journey stages.",
        "Owned the lifecycle measurement backbone that informed Lumen's global demand-gen campaigns, partnering with UX, content, and engineering on structural improvements to the digital buyer experience.",
        "Supported the CenturyLink to Lumen rebrand (2020) on the AEM side as a cross-team contributor - partnered with the dev team on critical website changes including page architecture, content updates, and launch readiness for the rebrand microsites, while the Marketo team remained the day-to-day owner of campaign execution."
      ]
    },
    {
      "header": "Digital Marketing Manager | GridGain Systems | Foster City, CA | Aug 2017 - Jul 2018",
      "bullets": [
        "Owned measurement, reporting, and tracking across all paid channels and built integrated dashboards across Google Analytics, Marketo, and Salesforce, surfacing journey and conversion signals for the global enterprise software and infrastructure audience.",
        "Managed landing-page optimization tests using Google Optimize to lift conversion rate and lead quality, feeding MQL volume into the sales team's enterprise pipeline."
      ]
    },
    {
      "header": "Digital Marketing Consultant | Actionable Results Consultancy (Client: Williams-Sonoma, Inc.) | Remote / San Francisco, CA | Sep 2016 - Jun 2017",
      "bullets": [
        "Ran deep-dive web performance tests across six high-volume ecommerce sites on desktop and mobile, isolating technical friction in the shopping-cart journey.",
        "Presented technical findings as a clear narrative correlating page performance with conversion rate, page views, and revenue for engineering prioritization."
      ]
    },
    {
      "header": "Digital Business Consultant | Tata Consultancy Services (Client: The Hartford) | Remote / Hartford, CT | Nov 2015 - Sep 2016",
      "bullets": [
        "Defined Adobe Analytics tagging, data-collection, and reporting requirements for 24 brand-awareness, lead-generation, and ecommerce web properties, including structural taxonomy decisions that downstream content and reporting teams consumed.",
        "Led stakeholder requirements sessions to identify KPI-driven measurement needs and authored Business Requirements Documents that translated business goals into documented tracking and reporting requirements.",
        "Audited applications and desktop/mobile sites to identify tagging gaps, partnering with design and build teams to validate clean implementation of all tracking and reporting."
      ]
    },
    {
      "header": "Web Analyst-Inbound Marketer | Level 3 Communications | Broomfield, CO | Jul 2011 - Jan 2015",
      "bullets": [
        "Led digital marketing and web analytics strategy across the B2B telecom vertical - owned web analytics implementation, analytics and testing vendor management, reporting, and insight delivery to senior leadership.",
        "Built the business case and secured the budget to migrate the company from Webtrends to Adobe Analytics, DTM, and Target across all customer-facing web properties; managed the Adobe vendor relationship for the company.",
        "Optimized Webtrends and Adobe Analytics (formerly Omniture SiteCatalyst) tracking across campaign microsites, the corporate blog, the main website, and all other customer-facing web properties.",
        "Led universal and local SEO strategy, content creation, and execution that delivered a 559% increase in organic search traffic, a 508% increase in entry page views, and a 347% increase in calls to the company's 25 regional offices.",
        "Ran the technical Sitecore CMS and server audit that identified 64 HTML, CSS, JavaScript, and XML bugs and server issues; coordinated fixes that lowered average page load time from 15.5 seconds to 3.5 seconds.",
        "Created and optimized AdWords PPC campaigns, driving cost-per-click from $25+ to under $10 while running A/B and multivariate tests to improve conversion performance.",
        "Consulted with Product, PR, and Brand campaign teams to optimize landing pages and ensure each had proper campaign tracking and incorporated A/B or multivariate testing where appropriate."
      ]
    }
  ],
  "education": [
    "B.S., Psychology - University of Wyoming, Laramie, WY",
    "M.S., Finance (1 year completed) - University of Wyoming, Laramie, WY"
  ],
  "military_note": "U.S. Army - Special Forces Medical Sergeant (MOS 18D), E-5, Honorable Discharge"
}