Work
A selection of projects spanning website design, workflow automation, and reporting systems.
Each case study highlights the problem, the approach, and the outcome.
Sales → Ad Ops Workflow Automation (WJBF)
Cross-team intake and project pipeline system
Overview: WJBF’s Ad Operations team supports a high volume of digital campaign launches and creative requests coming from the sales department. This project focused on building a standardized intake and workflow system that improved handoffs, reduced back-and-forth, and created visibility across Sales, Ad Ops, and management.
The Problem:
Requests were being submitted through inconsistent channels (email, chat, verbal requests)
Intake information was often incomplete or missing key details
The Ad Ops team needed a reliable way to track work through each production stage
Sales and Ad Ops communication often lived in scattered threads with limited visibility
Management needed clearer oversight into request volume and status
Task distribution across the Ad Ops team needed to be more organized and scalable
My Role:
I designed and implemented the end-to-end workflow system, including the intake structure, automation logic, and team process alignment.
Workflow strategy + process mapping
Intake form structure + required fields
Automation logic + system integration
Trello board architecture + labels + pipeline stages
Cross-team communication workflow in Microsoft Teams
Documentation and training support
The Solution:
What I Built:
A centralized intake and workflow automation system that allowed Sales to submit standardized requests, automatically route them into the Ad Ops production pipeline, and keep communication organized throughout the process — from intake through delivery.
How It Worked:
The system connected multiple tools into one workflow:
Jotform submission → Confirmation emails → Trello card creation → Auto-labeling + pipeline steps → Teams channel notification → Dropbox delivery
Key automation features included:
Automatic Trello card creation for every submission
Labels applied based on product types and request categories
A Trello board structured around the team’s real production process (step-by-step pipeline)
Separate supporting boards to distribute work across team members
Automated Teams channel posting so Sales and Ad Ops could communicate in one place
Dropbox used as the standardized delivery method for final creative, documents, and reporting
Why It Mattered:
Standardized intake reduced missing information and repeated follow-up questions
Trello created a single source of truth for request status and ownership
Teams notifications ensured communication stayed tied to the correct request
The pipeline improved accountability and made workload distribution easier
Management gained visibility into volume, status, and bottlenecks
Delivery became consistent and easier for Sales to use in client meetings
Tools and Platforms:
Jotform, Trello, Microsoft Teams, Dropbox
The Outcome:
This workflow became the foundation for how Sales-to-Ad Ops requests were managed. It reduced friction between teams, created a clearer production pipeline, and made it easier for the Ad Ops team to execute work efficiently while keeping communication visible and organized.
What I’d Improve Next:
If expanding the system further, I would add:
SLA reminders for aging requests
standardized request categories for recurring campaigns
a lightweight reporting dashboard for management visibility
automated status updates back to Sales as cards move through the pipeline
What This Project Shows:
Cross-team process design and workflow ownership
Systems thinking and scalable operations
Automation across multiple platforms
Strong communication structure between departments
Training and documentation support for repeatable execution
Palmetto Wellness
Website redesign + service architecture for a functional medicine practice
Overview: Palmetto Wellness is a health and wellness practice offering functional medicine, hormone replacement therapy, and personalized weight loss programs. The goal of this project was to create a modern, trust-focused website that clearly communicated services, improved navigation, and supported future growth.
The Problem:
The existing site didn’t clearly communicate the practice’s services or approach
The overall layout and design needed to feel more credible and modern
The site needed a clearer structure to support SEO and user flow
Updates needed to be maintainable long-term without creating complexity
My Role:
I led the website redesign from structure to execution, including content improvements to support clarity and conversion.
Website strategy + UX structure
Visual design + page layout
Service architecture + content refinement
Development + implementation
Mobile responsiveness + performance considerations
The Solution:
What I Built:
A redesigned website focused on clarity, credibility, and ease of navigation. The new structure emphasized the practice’s core services and made it easier for visitors to understand the “why” behind Palmetto Wellness’s approach.
How It Worked:
The site was organized around three primary service categories:
Functional Medicine → Hormone Therapy → Weight Loss
Why It Mattered:
Improved clarity for first-time visitors
Reduced confusion between overlapping services
Stronger trust and professionalism (important in healthcare)
Better content structure for SEO and long-term growth
A design system that keeps future updates consistent
Tools and Platforms:
Website design + development, content restructuring, and on-page SEO best practices.
The Outcome:
The finished website presents Palmetto Wellness as a modern, credible practice with a clear service structure and a user experience built around trust. The new layout supports both conversions and long-term maintainability while giving the brand a more polished and professional digital presence.
What I’d Improve Next:
If expanding the site further, I would add:
a lightweight content strategy for ongoing SEO growth
a more robust internal linking system across related services
Campaign Reporting Framework (WJBF)
Standardized multi-platform reporting template
Overview: WJBF’s Ad Operations team pulled performance reporting from multiple sources, including vendor dashboards, Google Ad Manager, Meta, and Google Analytics. This project focused on consolidating scattered metrics into a single branded reporting framework that was consistent, easier to produce, and easier to train across the team.
The Problem:
Reporting data was spread across multiple platforms and dashboards
Reports were inconsistent depending on who built them
Pulling the “right” metrics often took unnecessary time
New team members had a steep learning curve for reporting
The reporting format needed to match brand standards and be client-ready
The team needed a reliable baseline report that could be expanded when needed
My Role:
I designed the reporting framework and built the reusable template used by the Ad Ops team.
Reporting structure + metric prioritization
Template design aligned to brand standards
Consolidation of multi-source metrics into one format
Process documentation + training support
Optimization for speed, repeatability, and consistency
The Solution:
What I Built:
A branded reporting template that consolidated the most relevant campaign performance information into a consistent format that could be completed quickly and reliably. The framework was designed to cover the majority of reporting needs while allowing for deeper detail when required.
How It Worked:
The reporting system focused on:
a standardized set of core metrics
consistent placement and hierarchy across every report
clear sections for each platform source
space for context and interpretation when needed
The result was a repeatable reporting process that could be followed regardless of which team member created the report.
Why It Mattered:
Reduced time spent building reports from scratch
Increased consistency and quality across the Ad Ops team
Made reporting easier to train and delegate
Improved clarity for Sales when sharing results with clients
Created a scalable base template that could be expanded for more complex campaigns
Tools and Platforms:
Vendor reporting dashboards, Google Ad Manager, Meta Business Suite, Google Analytics (GA4)
The Outcome:
The reporting framework became a reliable baseline for campaign reporting and improved both speed and consistency across the team. It also made onboarding and training significantly easier by giving new team members a clear reporting structure to follow.
What I’d Improve Next:
If expanding the system further, I would add:
standardized definitions for key metrics (to reduce interpretation differences)
optional report versions by product type (display, social, OTT, etc.)
automated data pulls where possible to reduce manual reporting time
a consistent “insights” section to encourage performance interpretation, not just metric delivery