Weekly lead growth from an ongoing experimentation program.
Senior Web & Digital Experience Leader
I own complex websites from strategy through performance.
I lead B2B websites across strategy, web operations, CRO, analytics, search, customer journeys, and the systems that keep everything moving.
I started in front-end development, so I’m comfortable setting the direction and getting into the details when needed.
Selected Impact
A few results I’m proud of.
SEMrush site health after rebuilding and migrating a large web ecosystem.
New-customer growth driven by the AROYA AI Irrigation launch.
Targeted accounts that expressed interest in an upgrade campaign.
Selected Work
The work behind the numbers.
Webflow · CMS Migration · SEO · Web Operations
Modernizing a 250+ page web ecosystem
Led the migration of two large corporate websites to Webflow, including CMS architecture, reusable components, redirects, analytics, QA, accessibility, performance, SEO, and launch readiness.
250+ pages migrated · 76% → 99% site health
02
CRO · Experimentation · Analytics · UX
Building an experimentation program that increased weekly leads 18%
Built an ongoing testing program around behavioral data, qualitative research, hypotheses, and measurable outcomes.
The team ran 2–3 structured experiments each week across high-intent website journeys.
+18% weekly leads · +27% conversion improvement from one form experiment
03
Personalization · ABM · CRM · Marketing Automation
Turning customer data into personalized journeys
Used Salesforce data, customer segmentation, behavioral signals, targeted advertising, and personalized landing experiences to change what customers saw and what happened next.
~35% targeted-account interest · ~30% Prospect → MQL
I grew up on the technical side of the web.
I started my career designing and building websites, then moved deeper into analytics, CRO, search, personalization, automation, strategy, and web operations.
That technical background still shapes how I work.
I’m comfortable moving between the big picture and the details — whether that means building a roadmap, figuring out why a funnel is underperforming, working through CMS architecture, or getting into the code.
Experience
- AddiumSenior Manager, Digital Experience & Web Marketing
- METER GroupSenior Manager, Web & Digital Marketing
- METER GroupWeb Developer
- CrystalCommerceFront-End Developer
People I’ve Worked With
Don’t just take my word for it.
“Equally comfortable setting the strategy or getting hands-on with code, design, analytics, and AI. He brings strong technical leadership without losing the ability to execute.”
Christian HertelVP of Marketing
“An excellent coworker and strong leader who connects the big picture with the details. He brings a constant stream of ideas and has the skills to build them, with a knack for finding broken processes and making them better. He holds a high bar for both strategy and execution,”
Conner NewboldDirector of Brand & Communications
“Incredibly reliable, calm, and technically sharp. He consistently turned design specs into polished results, improved how the marketing team worked, and made technical concepts easy to understand. Just a genuinely great person to work with."
Toya PhamDigital Visual Designer
“One of those rare people who brings both great work and great energy to a team. He’s thoughtful, collaborative, deeply cares about the customer, and consistently delivers. I’d recommend working with him without hesitation.”
Bryan StarbuckCTO / Founder
Hi, I’m Ross.
I like the messy middle between design, marketing, and technology.
Outside of work, I’m usually experimenting with AI, coding something that may or may not need to exist, cycling, taking photos, or finding something new to learn.
Have a website that needs an owner?
I’m looking for a senior web or digital experience role where I can own the strategy, operations, and ongoing improvement of a complex web experience.