Less friction. Tighter execution. Faster teams.
Claude Code agents running my marketing ops in production
Full CRM replatform — 40K contacts, zero data loss
Idea to live SaaS product, built solo with Claude Code
Reduction in spam complaints after governing the data
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.
These days the fixing is a team effort — me and the 13 Claude Code agents I built to run audits, ship pages, and write reports. Yes, they have names. Yes, the names are vaguely witchy. No, I will not be taking questions.
The thing about good ops work is that it's invisible. Clean data, automations nobody babysits, reports that used to eat a full day now landing in minutes — when it's all running right, nobody notices a thing.
Nobody except me. When the last piece clicks and the test comes back green, the team Slack hears about it immediately, celebratory gif attached. Some people do a quiet fist pump. I am not those people.
Quiet systems. Loud celebrations. 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.
I'd rather spend a day building the workflow than a year doing the task by hand. And my automations still get check-ins — even the reliable ones earn a performance review.
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 take the work dead seriously and myself far less so. I'll make you laugh in standup, remember your dog's name, and still have the attribution pipeline rebuilt before lunch.
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
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Internal Product Build
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
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Developer Marketing
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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Brand, Site & Checkout
For Dr. Gary Sanchez and R360 Global's Michael Cole: a new luxury brand, an invitation-only site, a $10,000 Stripe checkout inside an existing account without disturbing it, and a tracker that logs every application and payment on its own.
Same-day launch · $10K live checkout · 0 manual data entry
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