Marketing, Analytics & Digital Experience
A decade-plus of digital marketing, SEO/SEM, conversion optimization, and marketing analytics, alongside full-stack development from the start — deepening over time into analytics platforms and software engineering.
The same instincts still drive the software and AI-assisted systems I build today: understand the audience, measure what actually matters, and iterate against real data instead of assumptions.
+40% organic traffic (6 months)
Pearson — Partner SEO & Conversion Relaunch
Conversion: <1% → 2.5%
Pearson — Partner SEO & Conversion Relaunch
Cost per lead: $1.21 → $0.45 (~63% reduction)
Liquid Gravity / Tech Guys Who Get Marketing — Brute Strength Training engagement
~20 hours/week saved across teams
Pearson — Nexus Analytics Platform
New-merchant onboarding effort: ~10 hrs → ~3 hrs
RocketGate — Developer Enablement
~30% fewer integration support tickets
RocketGate — Developer Enablement
The Throughline
The throughline has stayed consistent even as the balance between marketing, analytics, and software changed: use technology, data, content, and experimentation to help an audience understand, engage with, convert on, or adopt something new. That started with hands-on marketing and marketing-technology work — building landing pages, checkout flows, and CRM integrations alongside conversion optimization and paid acquisition — then shifted toward SEO/SEM and marketing analytics, then into building the analytics platforms that replaced manual marketing reporting, and has continued deepening into full-stack software and AI-assisted systems.
That background still shows up directly in the current software work. The RocketGate developer-enablement systems below exist to help a technical audience understand and adopt something new — the same underlying problem SEO and conversion work solve for an external audience, just aimed at a different one.
Where This Shows Up
Acquire & Convert
Getting the right audience to a page — SEO, SEM, and paid acquisition — and improving what happens once they're there through conversion optimization and continuous A/B testing.
Measure & Optimize
Turning fragmented marketing and analytics data — spend, campaigns, SEO, forecasting — into systems people actually check, not year-end exports.
This includes two separate systems worth telling apart: Nexus (unifying BigQuery and Salesforce into live dashboards) and the Marketing Forecasting Platform (replacing manual budget spreadsheets) — distinct tools, not one.
Educate & Drive Adoption
Translating complex technical material into something a new audience can actually use, and connecting that content to where people need it, when they need it.
Verbatim, Knowledge Exporter, and RocketGate's developer documentation are three separate systems that function together as one developer-enablement ecosystem: centralized technical documentation, a searchable, RAG-grounded knowledge base, and natural-language retrieval surfaced directly in the support-ticket workflow.
Build the Experience
The technical layer underneath the marketing strategy: implementing the pages, integrating the systems, and shipping the checkout and automation flows a campaign actually depends on.
Two Stories in Depth
Partner Online Degree Program: SEO & Conversion Relaunch
Challenge
A partner's online degree program page was underperforming in organic visibility, with a conversion rate below 1%.
Approach
Led the SEO-focused relaunch in partnership with the client: content-structure improvements, keyword targeting, technical SEO, and on-page conversion elements.
Outcome
Organic traffic increased 40% over the six months following launch, and conversion rate improved from under 1% to 2.5%.
Part of the broader SEO and analytics work at Pearson — see the fuller Pearson experience →
Brute Strength Training — Paid Acquisition & CRO
Challenge
Brute Strength Training's paid lead-generation program needed a lower cost per lead.
Daniel's Contribution
As part of the Tech Guys Who Get Marketing engagement, built and tested landing and funnel pages, set up optimization experiments, coordinated copy and design assets, refined ad targeting, and recorded client-facing performance walkthroughs.
Engagement Outcome
Over the course of the engagement, cost per lead fell from $1.21 to $0.45 — a reduction of about 63%.
Part of broader marketing-technology and CRO work at Liquid Gravity — see the fuller Liquid Gravity experience →
Let’s Work Together
Interested in working together or have a question? Reach out and let’s talk!