MUD/WTR

I rebuilt MUD/WTR's master design system as the source of truth for the site's visual and interaction language, then led a UI refresh across the homepage, product pages, landing pages, collections and cart.

The system was designed to travel. New landing pages, product tests and the Amazon storefront now inherit the same direction, while a structured design specification helps AI-assisted workflows generate on-brand work by default.

I own the CRO roadmap end to end: finding opportunities, sizing their value, prioritizing the backlog, launching through Intelligems and sharing what we learned. By mid-July, the program had completed more than 30 tests and was on pace for roughly 50 by year-end.

The work ranges from simplified product pages and naming tests to buy-box architecture, landing-page message match and the 90-serving starter kit. A reusable landing-page system in Replo lets the team pair new ad concepts with relevant experiences more quickly.

• Weekly live-test cadence across high-traffic revenue surfaces
• ICE scoring tied to real 30-day traffic by site area
• Shared readouts that turn results into the next set of decisions
• Repeatable landing-page templates for faster campaign launches

I have helped lead MUD/WTR's adoption of AI beyond individual productivity—building shared systems that make the company faster, more informed and less dependent on knowledge living with one person. That includes contributing to a company brain that organizes customer intelligence, performance baselines, personas, churn drivers, experiment history and institutional knowledge into reusable context for the team.

I built numerous reusable Claude skills, most importantly an end-to-end CRO skill that moves from opportunity discovery and evidence gathering through prioritization, variant creation, launch planning and measurement. It connects signals from GA4, Shopify, Clarity, Recharge, Meta, Northbeam and Intelligems, analyzes a 73,000-review customer corpus and turns the findings into an ICE-scored opportunity backlog.

I paired that intelligence layer with a robust CRO dashboard built in Claude Code. It gives the team one place to submit ideas, review traffic-informed scores, manage upcoming and live tests, track completed results and preserve the learning from every experiment.

• Company brain that turns fragmented knowledge into durable, reusable context
• Reusable AI skills distributed across the team
• End-to-end CRO skill spanning discovery, prioritization, creation and measurement
• CRO dashboard connecting the roadmap, pipeline, results and experiment history

I expanded the product strategy into the subscriber experience, redesigning the Recharge customer portal and developing a gift rewards program aimed at intercepting cancellation intent at the moments churn occurs.

The pilot uses randomized holdouts across the August, September and October acquisition cohorts so the team can measure Day 30, Day 60 and Day 90 retention—not just engagement. The success criteria pair a five-point retention lift with a financial breakeven threshold, keeping customer value and business value in the same decision.

I built and shipped the Ritual Quiz, a branching product-match experience that moves from morning habits and goals to ritual type, flavor and a personalized recommendation. Quiz leads flow into Klaviyo with their match data for more relevant follow-up.

I also own the Amazon channel's creative and conversion strategy, including product-page carousels, A+ content and a storefront refresh connected to the new design system. Across the owned site, SEO and generative-engine optimization make key pages faster, clearer and easier for both people and answer engines to understand.

The lasting output is an operating model: customer and performance signals enter a shared system, opportunities are prioritized against reach and business value, and every launch adds to the team's knowledge rather than disappearing into a project archive.

I work as both leader and player-coach—setting strategy, aligning marketing, engineering, retention and creative partners, and stepping into the design or build when that is the fastest path to a useful outcome.