insight-powered creative direction since 2008.
Troyer Architectural Group
To elevate the digital presence of Troyer Group, a premier architectural firm in business for over 50 years, I led a comprehensive brand transformation encompassing end-to-end website redesign, search, and content strategy.
With this sophisticated digital-first approach and a talented team of designers, copywriters, and developers, we built a lead-generation engine that significantly expanded their market reach and moved visitors down the funnel, delivering:
233% year-over-year increase in leads,
19% lift in organic search traffic,
27% boost in overall website engagement (2025).
AllModern
Animation, social media, email, and digital advertising creative direction, including A/B testing framework and strategic performance insights, for Wayfair’s modern lifestyle brand that:
Established a repeatable, efficient approach to animation for e-commerce, email, paid, and organic social channels
Drove increased engagement across email, web, and social channels
Drove awareness and increased sales of key brand initiatives
Naturally Fresh Cat Litter
Digital strategy and creative direction, including a comprehensive website redesign and annual email marketing plan for a sustainable cat litter brand that helped to deliver:
1,820% year-over-year increase in email subscribers (2024)
16% average email open rate (2024)
12% increase in web engagement rate following the launch of the new site in 2025.
Brilli Wellness Lighting
Full-funnel lifecycle email strategy and creative execution for a $90M venture-backed startup, including the brand's first promotional campaigns, that turned the channel into a primary driver for customer engagement and retention, delivering:
Average 20% email open rates across all campaigns
Highest day of sales since brand launch (Black Friday Cyber Monday email campaign)
Reduced CAC (customer acquisition costs.
Pathfinders Marketing Agency
Digital transformation of the 47-year-old marketing agency’s website and email marketing, search, and lead strategy that resulted in:
125% more leads in the first year of launch (2025)
Increased digital share-of-voice by 40% through next-generation technical (SEO) and semantic (AEO) enhancements
Better-than-benchmark email open rates that averaged 15% and click-through rates that averaged 4%.
Brilli wellness lighting
Social media and influencer strategy that positioned a revolutionary wellness brand as a home and healthy-lifestyle essential for Millennials, new moms, and biohackers, and delivered:
3.45% average engagement rate
strategic collaboration and vendor management with Nike Communications, an influencer agency
Increased content efficiency and ROI by negotiating extended image usage rights
Joss & Main
Strategic insights- and testing-informed shift of email strategy for Joss & Main, Wayfair’s premier lifestyle brand, that:
Increased customer engagement across email and social channels
Established a non-promotional content strategy that protected profit margins and reduced potential unsubscribes
Identified a new email audience segment for personalization
Sony Playstation & Visa
Landing page strategy and design direction for Sony PlayStation’s Visa card program that bridged the gap between gamer behavior and credit card reward structures to deliver:
Millions of impressions and significant YoY growth in cardholder acquisitions
100% alignment with Sony PlayStation’s brand, core customer demographic, and financial compliance guidelines
Editor rating of 4.7/5 on WalletHub.
BrILLI WELLNESS LIGHTING
Creative, art, photo, and video direction for a venture-backed pioneer in lighting technology that achieved:
Retail and e-tail partnerships with Target and Home Depot
Media coverage from Fast Company, Forbes, People Magazine, and more
$24M record annual revenue (2021).
Better Homes & Gardens (Walmart)
Packaging redesign direction that elevated Walmart’s Better Homes & Gardens lighting collection.
From premium composite imagery to better informational graphics and interactive QR codes, this was a full transformation that delivered:
Improved customer engagement, both in-store and online
Increased product sales
Digital advertising opportunities through QR-code-based retargeting campaigns.
Bright Clean Antimicrobial Lighting
Brand strategy, including identity, naming, and mobile app product management for a ground-breaking anti-microbial LED product. These initiatives helped to secure the brand:
Nationwide retail and e-tail distribution at Home Depot and Lowe’s
Clean House Product Award by Better Homes & Gardens (2021).
