Category: Environmental, Social, and Governance (ESG); Digital Platform; Information Technology; Social Impact

Key Deliverables:

• Rolled out WordPress as an alternative to Bubble.io for Content Marketing
• Created a Market Development Index for launching in different MSA based on local resources & constraints  
• Developed messaging by implementing A/B Campaigns for”Growth Hacking”/Conversion Rate Optimization
• Refined Audience Targeting & defined User Personas

Technology Used:

• Google Ads (Keyword Tools & Ad Manager)
• Meta Ads Manager (Facebook Business)
• Microsoft Advertising (Bing – Budget: $2,880/month)
• WordPress CMS with Divi Theme
• Bubble (Low Code Development Software)
• Miro (Visual Mapping Platform)

Key Priorities:

• Increase User Traffic
• Improve Quality of Traffic
• Optimize User Searches
• Boost Opt-ins
• Enhance Onboarding Completions
• Parse out campaign ownership and responsibilities between Marketing and Product departments

Achievements:

• Successfully transitioned digital marketing from Bubble low-code environment to WordPress platform
• Integrated analytics to capture conversions from awareness through to onboarding.
• Developed a framework (Market Development Index) based on incentives, lead generation, market interest, funding availability, and other factors.

Bottomline Impact:

• User Sign-Ups: Increased by 531% Month-over-Month (MoM)
• Conversion Rate: Improved by 56% MoM
• User Engagement: Grew by 1119% MoM

Category: Grocery/Food Distribution, B2B eCommerce, eCommerce Market Entry (CPG)

Key Deliverables

• Tested & scaled landing pages into a full-fledged eCommerce platform in 4 weeks.
• Organized a 6-week pilot, leveraging Agile methodology, to validate a technology strategy with a budget of $15,000 for site development and campaign management, and $6,200 in ad spend.
• Executed multiplatform digital advertising campaigns and managed them effectively.
• Developed & operationalized a data-validated innovation strategy.
• Maintained product and user analytics to identify trends and to iterate upon hypotheses in weekly campaign sprints

Timeline:

• Weeks 1-4: Assemble project requirements and product data, test messaging.
• Weeks 5-10: Refine user experience using Agile sprints.
• Weeks 11-12: Finalize project results and strategy presentation.

Technology Used:

• Shopify
• Airtable
• Meta Advertising
• Google Ads, Analytics & Data Studio
• Microsoft Advertising
• Google Suite (Sheets, Slides, Pages)
• Proprietary Databases

Key Priorities:

• Define barriers to entry into CPG market from wholesale distribution
• Understand technological constraints and transition sticking points.
• Gauge audience interest in potential value propositions.

Bottomline Impact:

• Identified bottlenecks in proposed innovation strategy and demonstrated pathways to profitability.
• Guided technology investments at a minor level to mitigate risks upon scaling up investment.
• Exposed significant bottlenecks & provided foundational insight for two strategic acquisitions.

Category: App Development, Tech Startup, B2B Sales Platform, UX Analysis, Content Strategy, and Data Science

Project Summary: Focused on transforming Bizhappy’s approach from a disorganized creative playground to a strategically driven project with a coherent approach to sales enablement. Despite efforts in process optimization, content strategy, and market analysis, the project faced delays. Any traction was ultimately overshadowed by the strength of market incumbents (Yelp, FourSquare), leading to a pivot and eventual funding shortfall.

Strategic Implications/Benefits: Highlighted the importance of timely market entry, strategic planning, and the dangers of feature creep and unfocused creative efforts in startup environments. The project underscored the need for clear executive vision and market-driven strategies in technology startups.

Technologies:

• Camtasia (Video Recording software)
• HubSpot (Integrated Digital Marketing Platform)
• MailChimp (Foundational Email Marketing Platform)
• Adobe Photoshop (Graphic Design)
• Microsoft Excel (Data Analysis & Visualization)

Problem Statement:

• Overdue technical development
• Feature Creep due to executive team’s technical unawareness
• Excessive, unproductive meetings
• Changing technical specs and creative direction
• Lack of marketing/sales strategy and pricing
• Market redundancy and lack of unique value proposition
• Unfocused creative spending

Solution Overview:

• Educated executives on best practices around sales enablement for technology products
• Implemented AGILE methodology to coordinate remote workers
• Established “SCRUM-lite” for accountability
• Defined pricing through market participant interviews
• Developed onboarding videos, promotional content, and tutorials
• Organized user testing and conducted UX copywriting

Key Deliverables:

• Executive Training on DevOps & Sales Enablement
• Data-based Market Development timeline
• AGILE process redesign
• Client profiling and pricing strategy
• Multimedia content creation
• UX copywriting and email campaigns

Achievements and Impact:

• Developed a comprehensive strategy for application launch
• Created effective marketing and UX content
• Formulated a data-based market development timeline, targeting top US MSAs

Category: Technology Consulting; SaaS; System Integration; Information Technology Entrepreneurship

Problem Statement: Faced critical challenges with low conversion rates and ineffective SEO/content marketing, hindering their ability to convert freemium leads into paying customers.

Solution Overview: Took a comprehensive approach to enhance online sales capabilities and streamline internal processes. Strategic changes began at content optimization but eventually evolved into addressing product offerings, sales enablement materials, data management protocols, user experience issues and the creation of a data-based content marketing strategy.

Key Deliverables

• Comprehensive, actionable analysis of proprietary information
• Defined personas (Advanced audience targeting)
• Overhauled sales enablement materials & digital collateral
• Data-driven (efffective!) social media strategy & content promotion strategy
• Developed of an internal Wiki (Confluence)
• Transitioned creative production to visual project management platform (Monday.com)
• Segmented customers and created more personalized “nurture” marketing campaigns 
• Technical rework of all SEO content, on-page (website) experience, and navigational architecture

Technology Used:

• Confluence
• ActiveCampaign
• Google Data Studio
• Google Analytics
• Google Adwords
• SEMRush
• Ahrefs.com
• Trello
• Monday.com

Achievements and Impact:

• Dramatically improved Lead Quality (40% opportunity conversion) 
• Increased search impression share (+107.2%)
• Reduced Adspend (-9.64%)
• Improved Click-Through Rate (CTR) (+15.8%)
• Grew Monthly Recurring Revenue (MRR) 500% in 16 months

• Category: Digital Transformation, E-Commerce, Data Mining
• Problem Statement: Streamlining product offerings for an effective e-commerce transition.
• Solution Overview: Refined product catalog for optimized online presence and coordinated the transition to a new ERP system.
• Key Deliverables: E-commerce Platform Optimization, ERP System Transition (Epicor Prophet21), Companywide Training and Orientation.
• Technology Used: Epicor Prophet21 ERP System
• Achievements and Impact: Generated $2.3M in online revenue, accounting for 19% of annual earnings; successfully implemented a new service culture.
• Project Summary: Conducted systematic product refinement and led the implementation of a new ERP system, aligning with digital transformation goals.
• Strategic Implications/Benefits: Enhanced online sales capabilities and streamlined internal processes.

• Problem Statement: Redefining a tourism-dependent economy after a devastating wildfire.
• Solution Overview: Created a digital community platform to connect local businesses, promote events, and showcase community projects, fostering local pride and support.
• Key Deliverables: Website Design, Multimedia Content, User Experience Testing, Social Media Management, Event Calendar, Email Marketing, Business Development, Public Relations.
• Technology Used: Web-based Community Interface
• Achievements and Impact: Significant participation increase in local events, +30% year-over-year increase in restaurant gross receipts, 41% community participation in 90 days.
• Project Summary: Collaborated with local stakeholders to develop and promote a community-focused digital platform.
• Strategic Implications/Benefits: Centralized community activism and support for local artisans and institutions.

• Solution Overview: Created a supportive culture around gifting with the “Heal Comfortable, Feel Beautiful” campaign, leading to increased sales through Gift Bundles.
• Key Deliverables: Market Research Focus Groups, Video Interviews Series (BrobeTV), Website Rebranding, Media Calendar, Product Development Focus Groups.
• Key Achievements and Impact: Launched 6 new products, improved Website Sales (+19.0% QoQ), increased Average Order Value (+20.3%), increased Returning Visitor Rate (+65.5%), increased Customer Lifetime Value (+8.2%).
• Project Summary: Targeted specialized retailers for market expansion, notably entering Lori’s Gifts. Rebranded the website and created an upscale presence.
• Strategic Implications/Benefits: Established a strong brand presence in the niche market and diversified the product range.
• Available Artifacts: 30-page Recovery Booklet, Interviews, SXSW Campaign Article, Multimedia Survivor Interviews, Focus Group Booklet, Product Screenshots

• Problem Statement: Broward County faced high unemployment rates following the financial crisis. TASF needed to integrate their curriculum with the Workforce Investment program to support displaced workers. Additionally, they faced challenges in filling advanced technology course classes and lacked an effective digital presence for marketing and recruitment.

• Solution Overview: We spearheaded a campaign for a training RFP, then organized a comprehensive 70-page response for the Workforce Board, leading to new program approvals and grant eligibility. Thereafter, we organized the community through in-person meetings and onsite presentations. We hosted informational sessions, established a new learning resource facility and created an internship program to give newly certified professionals the opportunity to attain marketable experience.

• Key Achievements and Impact:
  • Tripled standard enrollment at the Fort Lauderdale campus through community development
  • Secured $750,000 in Workforce Grants to retrain and certify displace IT workers.
  • Facilitated high employment rates among grant recipients, impacting the regional employment crisis.
  • Established TASF as a leading certification provider in South Florida.
  • Created practical internship opportunities through local company partnerships.

  Strategic Implications/Benefits:

  • Enhanced TASF’s role in addressing the employment and education crisis in the region.
  • Fostered relationships with workforce centers and local businesses, strengthening community ties.
  • Improved TASF’s market position and expanded its capacity to offer advanced courses.
  • Provided a sustainable model for educational institutions in similar situations.

  Project Summary:

  This project represented a strategic pivot for TASF, addressing both economic challenges and educational needs in Broward County. Through thoughtful planning, stakeholder engagement, and innovative solutions, TASF not only enhanced its operational capabilities but also made a significant impact on the community, setting a precedent for educational institutions in crisis management and growth strategy.

• Revitalized eCommerce operations, leading to a 754% increase in revenue ($3.617m from $480,000) on Amazon.
• Managed product research, procurement, merchandising, and warehouse operations, significantly improving operational efficiency.
• Expanded digital presence internationally, establishing successful partnerships with online retailers and daily deals platforms like Groupon.
• Implemented a complete overhaul of eCommerce processes, establishing a Master Inventory Database and optimizing product information.
• Outsourced shipping logistics and developed SOPs for fulfillment and new product intake, enhancing team focus on technical aspects of eCommerce.
• Successfully negotiated with major vendors for wholesale contracts and opened new channels in AmazonUK & Amazon China, boosting international sales.

• Industry: Direct Response Marketing, e-Commerce, Retail, Health & Beauty
  Key Tools: Groupon, YouTube, OpenCart CMS, Amazon Vendor Central, Amazon Seller Central

  Problem Statement: Legacy Direct Marketing mogul and inventor needed to originate an end-to-end eCommerce operation from scratch, only having video assets and physical products on hand.

  Solution: The focus was on utilizing existing video content to create product data and establish online marketing channels. A new inventory tracking system was developed from scratch.

  Outcomes: Significant restructuring led to a 400% increase in sales within 90 days, improved customer satisfaction, and a rise in international sales.