Digital Marketing

Digital marketing projects spanning web development, SEO, content strategy, campaign analytics, and email marketing.

This page showcases my applied digital marketing work — from standing up a full measurement stack for a live brand launch, to auditing enterprise content systems, to analyzing competitive SEO landscapes. My target audience is marketing managers, agency directors, and academic search committees looking for a practitioner who can move between strategy and execution.

Rising Stars Muay Thai — Brand Launch & Campaign Analytics

I designed, built, and deployed the full website for Rising Stars Muay Thai and then ran an end-to-end digital analytics engagement across two live event cycles.

Web Development & Measurement Implementation

  • Built a responsive, audience-focused site from scratch and deployed it to production.
  • Configured Google Tag Manager with a complete event taxonomy: page views, scroll depth, form submissions, button clicks, and custom conversion events (ticket purchases, PPV signups).
  • Wired GA4 to capture the full on-site customer journey with custom dimensions for event type, traffic medium, and device category.
  • Established KPIs and reporting cadence aligned to ticket and PPV revenue goals.

Campaign Analysis & Growth Results

Within two months of launch, the site grew to 3,500+ unique visitors through a combination of organic search, social referral, and direct traffic from fight promotion.

Ongoing analytics work covered:

  • Channel quality analysis — volume vs. engagement rate by acquisition source (organic, paid, social, direct)
  • Device-level conversion rates — identifying mobile vs. desktop conversion gaps
  • Pre- vs. post-event traffic patterns — quantifying the “announcement spike” and measuring decay curves across event cycles
  • Lead generation funnel — form submission rates for fighter applications and newsletter sign-ups

SEO Strategy

  • Conducted keyword research aligned to local search intent (gyms, martial arts, events in the target market).
  • Structured page metadata, heading hierarchy, and internal linking to improve crawlability and topical authority.
  • Monitored organic impressions and click-through rates in Google Search Console to refine on-page optimizations.
Note

All client metrics and conversion figures are confidential. The analytical approach and pipeline structure are described without proprietary data.

See the GA4 → BigQuery → DuckDB data pipeline and conversion modeling behind this engagement →

SEO Competitive Analysis — Trauma Resource Institute

I conducted a comprehensive SEO audit for the Trauma Resource Institute (TRI) and benchmarked their performance against key industry competitors.

Approach

  • Web scraping — collected on-page SEO signals (title tags, meta descriptions, heading structure, page speed proxies, and content length) across TRI and competitor domains.
  • Keyword research — mapped the competitive keyword landscape for trauma-informed therapy and practitioner training.
  • Gap analysis — identified content gaps and structural weaknesses relative to competitors ranking for high-intent queries.

Deliverable

An interactive HTML report built in R with Quarto, featuring:

  • Side-by-side competitor comparison tables
  • Keyword opportunity visualizations
  • Prioritized, actionable recommendations for improving TRI’s organic search presence

Enterprise Content Management — Cascade CMS Automation

As part of a web operations engagement, I built a Python-based automation layer on top of the Cascade CMS REST API to transform manual content auditing and bulk publishing into scripted, repeatable processes.

What Was Built

  • Intelligent API Crawler (discovery.py) — a queue-based crawler that traverses complex folder hierarchies, extracts comprehensive asset metadata, and writes structured CSV inventory reports. Rate-limiting prevents server overload during large-scale crawls.
  • Headless CLI for AI & Automation (ai_client.py) — a machine-to-machine client designed for automated pipelines and AI-agent consumption. Outputs clean JSON to stdout (parseable by downstream systems) while directing all progress logs to stderr. Handles recursive traversal of deeply nested structuredDataNodes, programmatic workflow resolution, and batch metadata edits across entire sites.

Digital Marketing Impact

  • Turned multi-hour manual content audits into seconds of script execution.
  • Enabled AI models and automated scripts to read, modify, and publish CMS content without human intervention — a foundation for scalable content operations.
  • Delivered a reusable internal tool that reduced operational overhead for ongoing digital content management.

Email Marketing & HubSpot Analytics

Through my work at Cal Poly Pomona’s Center for Customer Insights and Digital Marketing (CCIDM), I developed and delivered a workshop on email marketing workflows and HubSpot analytics — one of the 13 workshops in the CCIDM series.

The workshop covered:

  • Building and segmenting email lists for targeted campaigns
  • Designing workflows for lead nurturing and re-engagement
  • Interpreting HubSpot analytics: open rates, click-through rates, bounce rates, and list health
  • Connecting email performance to broader funnel goals

In my role as Web Design and Media Analytics Team Lead at CCIDM, I also implemented HubSpot tracking across the organization’s website, establishing individual page-level and site-wide KPIs and creating the reporting infrastructure for ongoing performance measurement.

Digital Archiving & Web Development — The Chubb Archive

I created thechubbarchive.com as a personal project: a digital hub for preserving and sharing digitized family films hosted on YouTube. While small in scope, it demonstrates the full web development and analytics cycle — from content strategy and site architecture to Google Analytics integration for tracking engagement across geographically distributed users.

Skills demonstrated: responsive web development, digital content curation, YouTube channel management, Google Analytics implementation, audience-focused design.

CBA Innovation Symposium — AI Growth Lab

Presented at the Cal Poly Pomona CBA Innovation Symposium, this deck explores how AI tools are reshaping growth strategies across the digital marketing funnel — from content production and audience targeting to conversion optimization and analytics automation.

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