01 Work
Stories about audiences, systems and digital work.
The projects are different on the surface. Underneath, most begin with the same question: how can information become something a team can actually use?
Selected case studies
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Turning a seven-year-old digital command center idea into a working intelligence dashboard
At GMA New Media Inc., I turned a digital command center idea first discussed in 2019 into a working, source-labeled intelligence dashboard through an AI-assisted development workflow.
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Turning nine legacy audiences into a system of roughly 40 targetable segments
Rebuilt nine legacy audiences in GA4, expanded them into roughly 40 targetable segments, and automated the monthly reporting process used across Sales, product, and editorial teams.
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Reframing social media as the beginning of an owned-commerce funnel
Developed a content and paid-media system that connected social discovery, marketplace acquisition, direct-site conversion, and repeat purchase for a confidential consumer brand.
More from the archive
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Building a private, modular content operations engine
A private, modular, multi-client system that automates recurring content preparation and month-end reporting, then prepares the corresponding billing through a connected module. Review and approval points remain intact. Client information, integrations, screens, workflows, and implementation details are intentionally withheld.
Private case study -
Building an editorial voice for a short-form commerce program
Developed the editorial strategy, topic pipeline, and 70 scripts for a short-form affiliate program across TikTok, Reels, and YouTube Shorts.
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Making branded content perform beyond publication
Managed a steady stream of native articles, social posts, and video campaigns, using editorial adaptation, audience targeting, paid media, and on-site discovery to deliver guaranteed targets within campaign budgets.
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Using evergreen content to demonstrate the value of search-led publishing
Developed and ran a search-focused publishing pilot that grew to around 50 articles from more than 20 writers, demonstrating how evergreen service content could perform beyond social distribution.
Product experiments
Independent prototypes exploring product ideas and interactions. These are not launched products or claims of measured outcomes.
Commerce prototype
Pinned Shop
A concept storefront for enamel pins and small collectibles, exploring how voice, collections, saving, cart, and checkout can make a fictional brand feel complete.
Travel check-in prototype
Pinned Travel
A private trip check-in concept built around routes, check-in windows, and sharing the latest plan with people you trust.
The name is a callback to #Pinned, a label a colleague and I conceived and developed for an evergreen SEO project at GMA. Editorial later approved its use for search-focused service pieces designed to remain relevant over time.