A constant learner, professionally & personally
Hey there! When I’m not working, I’m usually out exploring, staying active, or working on some kind of creative project.
Most weekends, I’m either loading up my truck or packing my backpack and heading out to camp somewhere remote. Backpacking and overlanding are my way of unplugging, seeing new places, and testing my limits in the outdoors.
I’m also a runner and regularly take on backyard ultras, pushing myself to see how far I can go. If I’m not out running, I like to take out my Specialized Stumpjumper, riding the trails in Sonoma County. Mostly, I like anything that gets me outside and moving.
Photography is another big interest of mine. I shoot landscapes, trail runs, and camping trips with my camera and drone, and I share my experiences on westsidehiker.com, a blog I built and manage myself (along with benboonedoesit.com). I also like working with my hands, whether it’s sewing my own gear, working on my truck, or practicing some type of woodworking.
At home, I spend a lot of time in my garden, both indoors and out. I keep a spreadsheet to track plant care, it’s probably overkill, but it’s pretty par for the course with me and it’s helped me keep them thriving over the years. I also love trying out new board games, and diving into old sci-fi novels; At the time of writing, I have been on a pretty big Vernor Vinge and Peter Watts kick.
At home, I bring the outdoors in with my indoor and outdoor gardening hobby. I fully embrace my plant-nerd side by keeping a spreadsheet with detailed care instructions and notes on each plant’s personality over the years.
Beyond all that, I just like spending time with my family. Whether we’re hiking, camping, or just hanging out, they make everything better.
I’m always looking for new experiences, pushing myself, and finding creative ways to bring my interests together.
I have experience working with a variety of Customer Relationship Management (CRM) platforms, but I’m best versed in HubSpot and Salesforce. A well-integrated CRM is the backbone of any successful marketing and sales operation, and I focus on ensuring seamless connections between marketing automation, lead tracking, and sales pipelines.
✅ Lead Capture & Nurturing – Automate lead collection from forms, landing pages, and paid campaigns, ensuring prospects are properly segmented and nurtured.
✅ Marketing Automation – Build workflows that trigger personalized email sequences, assign leads to sales reps, and move contacts through the funnel efficiently.
✅ Data Synchronization – Ensure clean and structured data across marketing, sales, and service teams, reducing redundancies and improving reporting accuracy.
✅ Pipeline & Deal Tracking – Customize dashboards and tracking systems in HubSpot and Salesforce to give sales teams clear visibility into customer interactions and opportunities.
✅ Analytics & Reporting – Set up and refine CRM analytics, tracking key performance indicators like conversion rates, customer lifetime value, and pipeline velocity.
While I’ve worked with various CRMs, my expertise lies in HubSpot and Salesforce, including their integrations with:
Whether it’s implementing a new CRM, optimizing an existing one, or integrating it with a broader marketing and sales ecosystem, I make sure businesses have a system that streamlines operations, improves lead tracking, and drives conversions.
In Marketing Operations, I am dedicated to creating efficient workflows and maximizing the impact of each campaign through thoughtful automation and resource alignment. This includes managing platforms like HubSpot and integrating additional tools to create seamless, automated processes that support lead nurturing, customer journeys, and data collection.
Implementing automation systems is a particular area of pride, as I enjoy leveraging a range of tools to streamline repetitive tasks, enhance personalization, and improve team productivity. By automating key processes, I ensure that campaigns reach the right audiences at the right time with minimal manual intervention, allowing the marketing team to focus on strategic, creative work.
I also prioritize maintaining data health across platforms, regularly auditing data and enhancing reporting capabilities to provide actionable insights for leadership. Standardizing processes across campaigns is essential to my approach, as it establishes a clear framework for tracking performance metrics, optimizing ROI, and adapting quickly to new campaign goals.
When I do marketing research, I go deep into the data to spot trends, understand customer behavior, and analyze the competition. The goal? To turn all that info into real insights that shape smart marketing strategies. Whether it’s breaking down audience segments, tracking market shifts, or figuring out what’s working (and what’s not) for competitors, I focus on pulling the right data to guide campaign decisions.
I’ve used a bunch of different tools to help steer my marketing campaigns, and while the list is long, what really matters is knowing which tool to use for what.
Google Analytics is my go-to for checking website traffic, user behavior, and conversion paths—it helps me understand who’s visiting, what they’re doing, and where they drop off. If I need to dig into SEO, backlinks, or competitor strategies, I turn to SEMrush or Ahrefs. But if I’m looking for where competitor traffic is coming from, SimilarWeb is a better bet. BuzzSumo is great for keeping an eye on trending content and key influencers, while SurveyMonkey or Mailchimp Surveys help me get direct customer feedback.
When I need to track consumer behavior and trends, I’ll check Google Trends for shifts in keyword popularity, use Statista for broader industry reports, or dive into Think with Google for the latest digital marketing insights. And if I need to see what people are actually saying about a brand, I use Hootsuite Insights, Sprout Social, or Brandwatch for social listening.
On-site behavior is a different game. If I want to see where users are clicking and how they interact with a site, Hotjar’s heatmaps and visitor recordings come in handy. I’ll use Mixpanel to track interactions and retention over time for deeper user analytics. When I need to fine-tune audience targeting, Facebook Audience Insights is a goldmine for breaking down demographics, interests, and behaviors.
But honestly, listing out tools is easy. Knowing when and why to use them is the real skill. Every campaign has different needs, and different companies find certain tools more valuable than others. There’s definitely some overlap, for example, I wouldn’t use SEMrush or Ahrefs to answer a stakeholder’s question about who is visiting a website. That’s a job for analytics tools, not SEO tools. But using all of these together gives me a holistic view of a brand’s data, and more importantly, I always know where to look to find the right answers.
When I think about content strategy, I see it as more than just planning blog posts, emails, or social media updates. Every piece of content fits into a bigger picture, one that builds trust, strengthens brand authority, and ultimately moves people to take action.
My approach is rooted in strategy, structure, and storytelling. I develop content frameworks that ensure every asset whether it’s a website page, an email sequence, or a thought leadership article serves a clear purpose and speaks to the right audience at the right time.
The goal is not just to create content for the sake of it, but to craft a strategic narrative that connects with people, meets them where they are in their journey, and guides them forward.
A strong content strategy starts with understanding the customer journey. Where does someone first interact with the brand? What questions do they have? What objections might be holding them back? I use these insights to map content to different touchpoints, ensuring that brand awareness, lead nurturing, and conversion-focused messaging all work together in a structured way.
I believe in building content pillars that define a brand’s expertise and serve as the foundation for an entire ecosystem of content. These pillars should be rooted in trust and expertise, answering the biggest questions prospects and customers have. For example, if a company specializes in medtech innovation, their content should not only educate on the latest advancements but also provide insights into regulatory approvals, clinical trials, and commercialization, helping establish them as the go-to authority on the topic.
Data plays a huge role in refining this process. By analyzing SEO trends, engagement metrics, and conversion data, I fine-tune messaging, optimize content for search visibility, and ensure that every asset is actually working toward business objectives, not just filling space.
Gated content is another critical piece of the strategy. Not everything should be free, some of the most valuable insights should be leveraged to capture and nurture leads. Whitepapers, eBooks, in-depth guides, and exclusive webinars create opportunities to exchange value by offering high-quality content in return for a deeper connection with the audience. But it’s not just about getting an email address. The best gated content feels like a natural step in the buyer’s journey, offering something meaningful at the right time to keep them engaged and moving forward.
At the core of all of this is one guiding belief: content should never exist in isolation. Every blog, every email, every piece of gated content should be part of a bigger strategy that tells a compelling story, builds trust over time, and ultimately turns audiences into long-term customers.
My CEO owns acreage in Napa and aimed to create a turnkey wine brand.
I collaborated closely with him and our Director of Marketing to research, develop, and launch the wine brand within a few short months. This project demanded both technical skills to set up the necessary software and processes, as well as creative skills to design and package the products.
I was trusted and tasked with researching and implementing all the tasks listed below.
Brand Development:
Legal and Regulatory Compliance:
Packaging and Labeling:
Distribution and Sales:
Marketing and Promotion:
Website and E-commerce:
Customer Engagement and Feedback:
Running PPC campaigns in the medical research and clinical trial space presents unique challenges, from niche targeting and ad saturation to strict compliance requirements. I developed and managed a comprehensive Google Ads strategy that aligned with business objectives, drove high-quality traffic, and maximized engagement while keeping costs low.
Keyword Research & Audience Targeting
Ad Copy & Landing Page Optimization
Overcoming Ad Saturation & Compliance Challenges
Medical research ads often face ad fatigue due to strict targeting limitations. I countered this by:
Performance & Cost Efficiency
Running PPC for medical research and clinical trials requires constant monitoring, adaptability, and a deep understanding of audience behavior. By staying ahead of ad saturation, leveraging data-driven insights, and maintaining a strong focus on conversion-driven landing pages, I was able to drive meaningful engagement while keeping costs efficient.
Objective: To enhance the website’s functionality and aesthetics, streamline form submissions, and integrate with a HIPAA-compliant CRM.
Description:
I specialize in leading complex projects from start to finish, ensuring everything stays on track, meets deadlines, and aligns with strategic goals. My approach blends strong leadership, careful planning, and risk management to keep teams moving efficiently while delivering results that meet client expectations.
I focus on budget management and cost control, making sure resources are used effectively without unnecessary overspending. Leadership and coordination are at the core of my process, bringing together cross-functional teams, keeping communication clear, and ensuring everyone is aligned on priorities. Time management and scheduling are just as critical, helping projects move forward without delays or bottlenecks.
To streamline workflows and improve collaboration, I use tools like Asana, Trello, Slack, ClickUp, and Google Workspace to track progress, assign tasks, and keep everything organized. Whether managing a high-stakes marketing campaign or optimizing day-to-day operations, my focus is always on efficiency, accountability, and delivering quality work on time.
I’ve specialized in Email Marketing for just over 5 years now. I leverage targeted strategies and creative content to build meaningful connections with audiences.
I’ve used skills I learned from my time designing website and landing pages to optimize CTRs on email campaigns and track conversions.
My expertise encompasses crafting personalized campaigns that not only engage and inform but also drive conversions and foster brand loyalty.
I particularly enjoy front loading the work with email campaigns by generating journeys, setting up a/b tests and letting the setup do the work for me.
I’m an expert in Pay-Per-Click (PPC) Advertising and excel at designing and managing targeted ad campaigns that maximize ROI.
I utilize advanced analytics and strategic keyword selection, I craft compelling ad copy and optimize bidding strategies to increase visibility, drive traffic, and enhance conversion rates for a diverse range of clients and industries.
I am Meta Blueprint and Google Ads certified and have been running digital PPC campaigns for 10 years.
If your business runs ads, I can help.
Skilled in Web Design and Development, I specialize in creating responsive and user-centric websites by leveraging the latest technologies and design principles.
My focus is on blending aesthetics with functionality to ensure optimal performance across all devices, delivering seamless online experiences that engage and convert.
I have brought dozens of websites from staging thru to production and am familiar with most page builders and processes.
