Less friction. Tighter execution. Faster teams.
Contacts migrated with zero data loss
Reduction in manual list prep time
Annual savings across systems & workflows
Reduction in spam complaint rate
I came up through social and content. I was fine at it — but I was bored, and boredom, for me, is a signal.
What lit me up was the infrastructure underneath the marketing: the automation, the logic, the systems. The day I watched a single well-built workflow do what an entire campaign team had been doing by hand every week, forever — I was done. I wasn't a content person anymore. I was an operations person who'd finally found her footing.
At WHY Institute I grew from Email & Social Manager into the person who owned everything that kept the marketing org running: the CRM, the tech stack, the reporting, the project infrastructure, the cross-functional glue. Nobody assigned me most of it. I saw what was broken, understood why, and fixed it.
My best work is invisible. Clean data. Automations nobody has to babysit. A report that used to eat a full day and now takes minutes. A team that stops spinning its wheels and starts moving the needle.
I'm also the person who quietly cheers when an automation runs clean on the first try. A little dorky. I've made my peace with it.
That's the work I'm here to do.
I need to see the impact. Work that moves something forward is work I'll pour myself into.
Breaking down complexity gives me energy. If I can make something simple and repeatable, I will.
Problem solving is where I come alive. Give me a mess of information and I'll make it make sense.
If a task happens twice, I'm already building the workflow. I'd rather spend a day automating something than a year doing it by hand.
If only one person knows how something works, that's a liability — not job security. I document so anything I build can be handed off cold.
A workaround is just a bug with good PR. I dig until I find why something actually broke, then fix it there — so it stays fixed.
I care deeply about the systems and the people running them. I'll also make you laugh in stand-up and remember your dog's name.
AI Product Build
Spotted the retention gap after a $97 assessment, designed the daily habit that closes it, and built the product solo: an AI coach, a member community, a free tier with a paid unlock path, an acquisition funnel, and the admin analytics to run all of it. Live in production, in beta with real members.
2 tiers live · 33 tracked events · solo build · in beta
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Systems Architecture
A 13-agent Claude Code operations system, organized like a real marketing org, with a 5-layer shared knowledge library and a two-gate approval workflow (Bella in ClickUp + Aidan ship). Zero auto-publishes. Versioned, append-only outputs across audits, recs, briefs, and builds.
13 agents · 5 KB layers · 2 approval gates · 0 auto-publishes
View Case Study →A JV partner's team suggested removing a step to cut friction, and it did drive more traffic to the registration page. Conversion fell from 55% to 18%, so the funnel produced fewer actual registrants. The change log I keep narrowed it to a removed context page and a form pushed below the fold on mobile. Fixed both with the dev team, back to 55% in days.
55% to 18% to 55% · 37-point swing · diagnosed from the change log
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Marketing Analytics
A unified, event-driven analytics infrastructure across Segment, Mixpanel, and GoHighLevel. An 11-step funnel. For the first time, we could see exactly where leads were dropping — and build a plan to do something about it.
11-step funnel · 4 systems unified · 1st full-funnel visibility
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Analytics & Reporting
Built an interactive HTML funnel visualization board mapping all 11 conversion steps, 16 email touchpoints, and 2 purchase paths — deployed to GHL so leadership, investors, and the marketing team could see the entire funnel in a single live view.
11 funnel steps · 16 email touchpoints · 2 purchase paths
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Email & Automation
Designed a 3-email self-segmentation system for a dormant list of 11,275 WHY Assessment completers that had no nurture flow and no signal. The automation tags and routes passive subscribers by behavior — generating the first audience intelligence this list ever produced.
11,275 contacts · 3 behavioral segments · first audience data ever
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Workflow Design
The Beyond Your WHY podcast had been running for 3–4 years on a process that lived entirely in one person's head. When leadership decided to bring production in-house, there was no playbook. I built the whole system from scratch.
$18K saved annually · 2 weeks → 2 days · 0 missed deadlines
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Event Operations & Project Management
Three years of end-to-end ownership of WHYCon — WHY Institute's flagship annual coaching conference. Budget construction, vendor management, on-site execution, and post-event analysis. Under budget all three years.
$150K managed · 15–27% under budget · 3 consecutive years
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Event Operations & SOP
Built the end-to-end SOP and automation that runs WHY Institute's webinar and JV partner program — registration workflows, live-event coordination, and CRM-wired post-event follow-up sequences. A repeatable operating system that turned one-off webinars into a documented, hand-off-ready process.
1,078 registrants · $5,078 attributed revenue · full SOP built
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Campaign Ops
Built a joint venture campaign with MathCTC from scratch, then spotted a critical conversion bottleneck mid-flight — 30% open rate but only 0.5% CTR. Diagnosed the gap, rewrote the landing page, and fixed it before the second send. Partner returned for Round 2 unprompted.
$3,972 revenue · bottleneck diagnosed & fixed · Round 2 secured
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Systems / Deployment Engineering
Engineered an idempotent Python patcher with a pre-deploy backup snapshot to safely ship a 10-variant upsell page, where a URL parameter serves a different WHY archetype from the same template. The system guarantees no two variants collide and every deploy is reversible — the rewritten pain copy was simply the payload.
10 variants · 20pp gap to baseline · 14d measurement window · 0 collisions
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Campaign Architecture
Research-first webinar funnel for a 2,000-person non-buyer audience. N=39 survey identified scam-fear as the load-bearing objection, not price. Phased B → A → C rollout, landing page with sticky CTA, exit-intent popup with built-in expiry, and a confirmation flow that stacks value against the $47 ask.
2,000+ contacts · 48 R1 attendees · 4 R1 purchases · 10pp baseline
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Community & Campaign Ops
Built WHY Institute's coach community on Mighty Networks from scratch — platform architecture, launch strategy, recurring events programming, and an Acceleration Program for new coaches. Turned it into a measurable selling point for the Coach Certification product.
233 members · new certification selling point · monthly events cadence
View Case Study →Built the team's live scorecard app solo: a two-layer EOS-style scorecard with three-tier pace charts, a categorized revenue ledger with Stripe auto-pull and reconciliation, and the full weekly-huddle surface. Live at team.whyinstitute.com, where the whole team now runs its huddle.
2-layer scorecard · 1 revenue ledger · live in production
View Case Study →Built the Free WHY acquisition funnel as a route group inside the production Next.js 16 + Supabase app: shipped dark behind a feature flag, fail-closed ingest endpoints, CI-gated deploys, and database-stored copy a teammate edits with zero deploys.
0 deploys for copy changes · shipped dark · CI-gated
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CRM Migration
Led a full HubSpot → GoHighLevel migration in 52 days against a hard deadline. 40,000+ contacts moved with zero data loss, 20+ automation workflows rebuilt from scratch — and $12K in annual martech spend eliminated.
$12K saved annually · zero data loss
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