STRATEGY · 2024–2025Enterprise health · B2B SaaS
— Multi-vertical positioning for an enterprise digital health platform
b.well serves four buyers from one platform — health plans, health systems, life sciences, and consumer health — each with a distinct procurement cycle, regulatory context, and budget owner. Worked on the vertical-segmented messaging system: distinct landing tracks, vertical-specific content, ABM playbooks tuned to each cycle. The platform stayed the same; the way each buyer met it changed.
Deliverables: Vertical positioning · Modular content system · ABM playbooks · Regulated-industry copy
Enterprise health buyers don't read your homepage — they read the vertical page their colleague forwarded them. Get the four vertical pages right and the homepage almost doesn't matter.
GROWTH · 2020–presentIndependent bookshop · Ventura
— Subscription engine and community programming for a post-pandemic indie bookshop
Timbre opened in 2020 — the worst possible year to launch a brick-and-mortar bookshop. Built the growth infrastructure an indie needs to survive Amazon and outlast the Algorithm: a three-tier subscription box model (Fiction / Nonfiction / Picture Books, with 3-, 6-, and 12-month options), a packed event calendar (staff book clubs, genre clubs, author events), and partnerships with five Ventura-area schools for book fairs and educator programs. The shop runs on three revenue streams instead of one — retail, recurring subscriptions, and institutional partnerships — so no single channel owns the business.
Deliverables: Subscription product architecture · E-commerce site build · Event calendar system · School partnership framework · Community engagement strategy
The indie bookshops that survive aren't trying to out-Amazon Amazon. They're building what Amazon can't: a third place, a subscription relationship, a reason to come back every month that isn't just 'we sell books.'
BUILD · 2023–presentLarge-format printing · fine art · retail POP
— Two-audience e-commerce engine for a specialty print shop
Image Source serves two completely different audiences from one shop floor: independent artists ordering Giclée fine-art reproductions, and national retail brands commissioning hundreds of custom POP executions a year. Built the e-commerce side as a self-serve catalog for artists and photographers — product pages with material specs, paper-stock guides, file-prep instructions — while keeping the B2B side a relationship-led inquiry funnel with case studies, testimonials, and direct-to-the-shop contact. Two audiences, one brand, no compromise either way.
Deliverables: Self-serve product catalog · Two-audience IA · Material/spec system · B2B inquiry funnel · Testimonial capture
The artist ordering one Giclée and the GTM manager at HOKA ordering 100+ POP units are not the same buyer. The site has to know that — once it does, the conversion rate on each path doubles.