Selected Work
THE
WORK
strategy, systems, and results.
Most Recent Role
Enterprise Web Strategy
J.B. Hunt
Transport Services
Led web strategy for one of North America's largest transportation companies, responsible for the direction, governance, and execution across seven enterprise web properties, including the migration of all marketing sites to Adobe Experience Manager.
Web properties
AEM Migration
Directed the migration of all J.B. Hunt marketing properties to Adobe Experience Manager, reducing operational costs and improving scalability.
Instant Quote Tool
Led the cross-functional launch of the tool that gave customers instant access to freight quotes, growing sign-ups 30% in the first quarter after launch.
Case Study
Making Enterprise Content Legible to AI
Technical SEO for a search landscape that stopped being a list of blue links
Search stopped meaning ten blue links. Customers and job candidates increasingly ask an assistant instead of a search engine, and most enterprise sites are effectively invisible to those assistants. Content renders in JavaScript that bots never execute, and there is no machine-readable summary of what the site is even for.
Working with J.B. Hunt's SEO manager, I built the fix. Every web property got an llm.txt file describing its purpose and structure in a format language models can parse. On the career sites, where the stakes were highest, we had developers serve plain HTML to scraping bots instead of JavaScript-rendered pages, so crawlers and assistants could actually read the job listings.
Result: 12% increase in job applications, attributable to the change.
Case Study
Attribution That Paid for Itself
Driver recruiting was spending real money on media without a reliable read on which sources produced qualified applicants. I built a custom Google Tag Manager implementation with custom dimensions and a disciplined UTM architecture, so every lead traced back to its true source.
The media budget never changed. What changed was knowing where to point it.
Result: 30 additional qualified driver leads per day, on a flat budget.
Case Study
An AI Agent for Executive Reporting
Executive reporting meant pulling numbers out of Google Data Studio dashboards by hand every month, then reformatting them into something a leadership audience would actually read. I built an agent on Microsoft Copilot to read the dashboards, extract the findings that mattered, and draft the reporting, with a human review pass before anything went out.
Result: eight hours a month back, every month.
Earlier work, 2008 to 2020
Web Design · Podcasting
Meyer Negotiation
Dr. Chris Meyer, Associate Professor of Business at Baylor University, needed a site and podcast launch. Built a platform that made it easy for him to publish new episodes and articles without technical help.
View site
Web Design · Photography · Video
Los Vaqueros
A Fort Worth Stockyards staple that needed a stronger web presence. Built the site, shot most of the photography, and produced all of their video content to give the restaurant something that matched the character of the place.
View siteVideo Production
Corporate · Community · Event
"Tree of Life" Mural Unveiling
TFNB Your Bank for Life joined partners Creative Waco, Waco ISD, and local artists Vincent Thomas and Cade Kegerreis to unveil the "Tree of Life" mural on the Southwest wall of the bank's East Waco location. The celebration brought together local artists, musicians, and community leaders.
Documentary · Award
CrossFit Runner-Up: "Stoops"
Documentary following a Train Waco member who overcame diabetes through CrossFit. Entered into a worldwide video contest and placed runner-up overall.
Non-Profit · Series
Charity Champions: No Limitations
No Limitations, Inc. provides athletic and social opportunities for those with special needs in the community. Recognized as the first Charity Champion of the 2019 Baylor football season.
Corporate · Industrial
Athlon: a Halliburton Service
Series of videos for Athlon, a Halliburton specialty chemical division. This overview video explained their water and process treatment services to industrial customers.
Podcasting
Started as an AFN radio DJ in Tokyo in 2003, co-hosting the classic rock request show "Rock of Ages." After the Navy, that audio instinct turned into three podcasts and hundreds of episodes.
History · Local
Waco History Podcast
Co-founded and co-hosted with Dr. Stephen Sloan, Director of Baylor University's Institute for Oral History. Grew to 26 episodes, and still in production today, six years after I handed it off.
Leadership · Business
High Performance Leadership Podcast
Built from scratch as CMO of 360 Solutions to grow the High Performance Framework brand. Ran five years and reached an international audience, with guests including the former CEO of Calvin Klein.
Non-Profit · Community
Charity Champions Podcast
An extension of the TFNB Charity Champions program, giving Waco-area nonprofits a longer format to share their stories.
Background
Web design goes back to 1996. More than 40 client sites built over the years, across banking, media, food service, consulting, fitness, and more. Degree in Digital Media from Tulsa Community College, with an emphasis in web design, alongside the enterprise work at J.B. Hunt.
Get in touch
LET'S
TALK.
Whether you're looking to fill a marketing leadership role or have a project that needs a strategic hand, I'd love to hear what you're working on.
Also available for freelance web and analytics projects. WordPress builds, GA4 and tag manager implementations, attribution cleanup.