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Work Background
MaxPrepsSports Photographer
Jan. 2024Florida, United States
Power Play PhotoSports Photographer
Jan. 2024Delray Beach, Florida, United StatesFreelance sports photographer based in South Florida, specializing in dynamic, story-driven coverage of youth, high school, and college athletics. Former college athlete, coach, and parent with a deep love for the game and a sharp eye for capturing its most meaningful moments. Contributor to MaxPreps and SBLive’s professional photographer networks. Founder of Power Play Photo.
ICBD HoldingsWeb Development Manager
Jul. 2022 - Jun. 2025Fort Lauderdale, Florida, United StatesLed web development and digital infrastructure for a parent company overseeing 40+ websites across 20+ healthcare brands, including autism therapy clinics, addiction treatment centers, and mental health providers. Focused on performance optimization, scalability, UX/UI design, and technical SEO to improve site speed, search visibility, and user engagement. Collaborated with marketing, operations, and executive teams to support cross-channel campaigns, enhance brand presence, and improve conversion tracking across all digital platforms. • Directed the development and maintenance of 40+ WordPress websites spanning 20+ healthcare and wellness brands, ensuring optimal uptime, performance, and SEO readiness.
• Managed all aspects of web infrastructure, including hosting, DNS configuration, domain registration, SSL deployment, and page speed optimization.
• Led a remote team of developers based in Medellín, Colombia, improving project velocity and code quality.
• Engineered clean, responsive code using HTML, CSS, PHP, and JavaScript to support user-friendly websites.
• Optimized site structure and design to maximize conversion and amplify both paid media and organic campaigns.
• Created and maintained over 500 call tracking numbers across 20 accounts to improve attribution accuracy, measure campaign ROI, and inform strategic decisions.
FineAwards.comSenior Director of Internet Marketing
Mar. 2015 - Dec. 2019Hollywood, FLLeading provider of custom awards and promotional products serving Fortune 500 companies, professional sports teams, and nonprofit organizations. Oversaw all digital marketing initiatives, including SEO, PPC, email marketing, and reputation management. Directed a major eCommerce website redesign and platform migration, while managing external vendor relationships and in-house strategy. Played a key role in driving online revenue growth, improving attribution models, and aligning digital efforts with overall business objectives. • Led company-wide digital marketing strategy across SEO, paid search, email marketing, social media, and reputation management, contributing directly to top-line revenue growth.
• Managed the complete redesign and migration of the eCommerce site from Magento 1.9 to 2.3, improving UX, mobile responsiveness, and site performance.
• Oversaw multiple third-party marketing vendors, including SEO agencies, paid media partners, and web developers, ensuring alignment with brand objectives and ROI goals.
• Implemented conversion tracking infrastructure for both online and phone orders, enabling accurate ROI attribution across channels and campaigns.
• Partnered directly with the CEO to influence company strategy, including digital transformation, vendor selection, and operational improvements.
• Optimized product pages and category structures for SEO, driving a sustained increase in organic search rankings and traffic.
• High-profile clients included Disney, Apple, NFL, ESPN, and FedEx.
NCCIWebmaster
Apr. 2002 - May. 2014Boca Raton, FLA national organization recognized as the leading provider of workers’ compensation data and analytics across the U.S., supporting nearly 40 state governments and over 900 insurance carriers, with $140 million in annual revenue. Held key responsibilities in enterprise-level website design, user interface development, and content management. Played a pivotal role in shaping usability standards, optimizing information architecture, and elevating the overall digital experience for both internal stakeholders and external users. • Designed and maintained enterprise-level websites and intranet platforms, enhancing usability, accessibility, and functionality for internal stakeholders and external clients.
• Established and implemented user interface design standards, usability guidelines, and development best practices to improve consistency and user satisfaction across all digital properties.
• Led efforts to optimize site architecture and navigation based on user behavior and data analysis, improving findability and task efficiency.
• Administered and customized the SharePoint content management system, supporting document workflows, collaboration, and knowledge sharing at scale.
• Collaborated with cross-functional teams, including IT, marketing, and compliance, to ensure web assets met business requirements and regulatory standards.
Lens Express Inc.Web Architect
Jan. 2000 - Jan. 2002Deerfield Beach, FLLeading direct marketer of replacement contact lenses, eyeglasses and designer sunglasses. Lens Express’ web site generated 8% of total business ($50 million) and 25% of all new customers. • Led comprehensive Search Engine Marketing (SEM) initiatives, including: • Pay-per-click campaigns (Overture, FindWhat) • Cost-per-thousand (CPM) keyword advertising (Google) • Banner ad placements based on keyword targeting (Yahoo, AOL) • Product feed optimization for shopping platforms (MSN)
• Built strategic partnerships and launched co-branded websites with Quixtar, More.com, and PlanetRx.
• Leveraged analytics tools to track search rankings, conversions, and key performance metrics.
• Drove a 300% increase in daily website traffic, surpassing 2,000 visits per day.
• Contributed to 300% revenue growth, reaching $4 million in online sales in 2000.
The Automark Group, L.L.C.Web Developer
Sep. 1999 - Mar. 2000Virginia Beach, VA• Designed, developed, and maintained interactive websites for high-profile automotive and marine retailers.
• Created intuitive front-end user interfaces integrated with Oracle-powered search functionality.
• Collaborated directly with clients to deliver customized, brand-aligned web solutions.
• Provided ongoing technical support, updates, and site maintenance to ensure optimal performance.
Power Play MarketingFounder, President
Nov. 1998Delray Beach, FLDigital marketing agency specializing in web design, SEO, PPC, and reputation management. Developed and executed customized marketing strategies for a diverse client base, helping small to midsize businesses grow their online presence and drive revenue. Notable clients included Duke Coach Mike Krzyzewski and ESPN Analyst Jay Williams. • Founded and scaled a full-service digital marketing agency specializing in SEO, PPC, web design, and reputation management for SMBs and high-profile clients.
• Led digital strategies that increased client visibility, traffic, and lead generation across diverse industries.
• Achieved first-page rankings on Google, Bing, and Yahoo through white-hat SEO and content strategies.
• Designed custom WordPress websites — managing UX design, coding, site architecture, and on-page SEO.
• Conceptualized and marketed mobile apps for iOS and Android that promoted client engagement and brand awareness at the local level.
• Advised clients on digital growth strategies, branding initiatives, and integrated online marketing approaches.
• Built and managed a cross-functional remote team of developers, designers, and virtual assistants, ensuring timely and high-quality project delivery.
• Delivered measurable ROI and maintained long-term client relationships, including notable names such as Coach Mike Krzyzewski and analyst Jay Williams.
Florida Panthers Ice Ventures Inc.Director of Marketing
Jan. 1998 - Aug. 1999Coral Springs, FL• Developed and produced a wide range of marketing materials, including direct mail campaigns, facility brochures, sponsorship proposals, and print advertisements.
• Managed departmental budgeting, tracking expenditures, and ensuring cost-effective operations.
• Designed, built, and maintained corporate websites to support brand visibility and marketing goals.
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