GOOGLE FOR RETAIL · VIA HUGE
Cutting site builds from three hours to 25 minutes
Migrated legacy components to support a new static-site generator and CMS, so marketing content across 51 localized versions published faster.
WEB MARKETING · DIGITAL MARKETING · CRO
Hi, I'm Jessica. I make websites easier to find, better at converting, and simpler to manage.
I'm a growth and digital marketer with 15+ years of experience across digital marketing, analytics, UX, and web engineering. I've built and measured conversion experiments, launched marketing sites across global markets, modernized marketing publishing, untangled attribution for e-commerce brands, and improved website discoverability in search and AI answers.
I bring a foundation in CRM and e-commerce measurement with enough hands-on technical expertise to follow any problem to its root and then explain to stakeholders how to fix it.
Selected outcomes
Top 5
organic results, highest-intent local searches
Black Sea Tattoo, Regina · within one month
15
markets at launch
Chromebook Plus · Google via Huge
3
external awards
Webby Honoree, Webby nominee, Creativepool Bronze
86%
faster site builds
Google for Retail · 3 hours to 25 minutes
- Huge
- Google Marketing Sites
- SS&C Technologies
- lululemon
What I do
SELECTED WORK
What I found and what changed.
Each case study covers the problem, the strategy, what I did, and the result.
E-COMMERCE BEAUTY BRAND · CHECKOUT AND ATTRIBUTION
Finding the coupon leak at checkout
An open promo code field was sending customers who had already decided to buy off to find a discount, and once it was tucked behind a text link, coupon-attributed revenue fell while total revenue held.
My role: The hypothesis, the analysis across four independent data sources, and the recommendation the client's team implemented.
- Coupon-attributed revenue down
- Total revenue steady
- Checkout change shipped
GOOGLE MERCHANT CENTER · EXPERIMENTATION AND MEASUREMENT
Building and measuring layout experiments across three markets
Multiple rounds of page experiments in three English-language markets, including tests of layout and structure, with GA4 tracking that gave the analytics team a reliable basis for choosing winners, which were then implemented.
My role: Variant build, GA4 interaction tracking kept consistent across every variant, and QA across markets, working alongside the analysts who ran the comparisons.
- Multiple test rounds
- 3 markets
- Winning variants shipped
- Part of a 51-market property
GOOGLE CHROMEBOOK PLUS · PURCHASE PATH
The comparison that opened the Chromebook Plus purchase path
A comparison table built to work in 15 markets with different device lineups and variable feature data, on any screen and with a screen reader, so visitors could choose a category before clicking out to a retailer or manufacturer.
My role: Comparison architecture, accessibility, mobile behaviour, and GA4 tracking on video controls, within a cross-functional team.
- 15 markets
- Zero post-launch defects
- Webby Official Honoree
- Webby Best Practices nominee
- Creativepool Bronze
LUXURY TABLEWARE GROUP · ATTRIBUTION
Three brands, one cart, and orders nobody credited the same way twice
A question about what happened when a visitor arrived through one brand and shopped the others turned into a diagnosis of the client's attribution, and the affiliate program moved to commissioning on the line items each source actually drove.
My role: The question, the data tracing, and the finding, verified by colleagues before it went to the client.
- 3 brand sites on 1 cart
- Line-item commissioning adopted
BLACK SEA TATTOO, REGINA · SEO AND AEO
Top five in organic local search, from changes to the site alone
Filling in the blank SEO fields and making the studio's services and location explicit took it from off the first page into the top five organic results for its highest-intent local searches within a month, and into Google AI Overviews, without touching its Google Business Profile.
My role: A live audit with the owner, then a full audit and every SEO and AEO change, made directly in Squarespace.
- Top 5 organic within 1 month
- Included in AI Overviews
- No Business Profile changes
MORE WORK
SS&C TECHNOLOGIES
A design system for a six-product CRM suite
Built on Salesforce's Lightning Web Components, with spacing, colour, and type foundations I co-defined and documented, cutting custom component build time by more than half.
PARTIAL HISTORY
partialhistory.com, end to end
Positioning, messaging, information architecture, a Webflow build, accessibility, and analytics on inquiries and booking clicks.
LULULEMON · EATON CENTRE
Store-level email and social
Product notification emails built in ExactTarget, and a store Facebook page that grew its followers by more than 500% in four months.
UNDERSIGNED · BUILT WITH AI
Undersigned, a tool for a community letter campaign
An app that lets people create a form letter with multiple recipients and share a link, so anyone can customize the letter and send it from their own email address.
ABOUT
I'm a Toronto native who has been asking "but why?" since well before it was in my job description.
I studied marketing communications because I wanted to understand how companies know whether their marketing is working, and I chose digital and direct marketing over mass because that was where the measurement was.
That question took me from CRM and email at lululemon, Wunderman, and Track DDB into analytics and attribution at The JAR Group, writing tracking specifications for consumer brands, and then into engineering in 2017, because I wanted to understand the systems I'd been writing specifications for. On Google's marketing sites at Huge, I never left marketing; I was building the places where it happens.
I'm strongest where the website does most of the selling, the data exists but nobody has asked it the right question yet, and the job is to find the exact problem and explain it well enough that the right team can fix it.
Experience
Partial History
Founder, Growth & Web Marketing Strategist · 2025–present
Independent practice helping service businesses connect positioning, website experience, and measurement.
Career break
Professional development · 2024–2025
Improved my French in Paris and earned Salesforce Associate and Administrator certifications.
Huge
Web Engineer, then UI Engineer, Google Marketing Sites · 2021–2024
Conversion experiments and GA4 measurement for Google Merchant Center, CMS modernization across 51 localized versions of Google for Retail, and the Chromebook Plus launch in 15 markets.
Concordia Bootcamps and Juno College
Web Development and UX Educator · 2019–2021
Taught web development and UX, and wrote quick start guides to React that cut help-queue wait times by 40%.
SS&C Technologies
Senior Web Developer, UX Designer · 2017–2020
UX, information architecture, and a design system for a six-module Salesforce CRM used by 30,000+ people at six of the top 20 global financial institutions.
Inspira Financial
Account Manager · 2016
Revenue reporting for a North American healthcare lending portfolio of about $880K a quarter, including Salesforce reporting that tracked a shift in its customer mix.
The JAR Group
Digital Marketing Manager · 2014–2016
Measurement, attribution, tracking specifications, and KPI dashboards for consumer and e-commerce brands.
Earlier experience: CRM, email, and community marketing at Track DDB, Wunderman, and lululemon.
HOW I WORK
From a number that doesn't add up to a change someone can ship.
Most of my work follows the same five steps, whether the problem is one checkout field or a global multi-market launch.
- 01
Ask why.
I start with the number that doesn't make sense and keep asking why until I reach the cause rather than the symptom.
- 02
Check it more than one way.
A single report can mislead, so I test a hypothesis against several independent sources before I take it to anyone.
- 03
Make sure it can be measured.
Before anything ships, I settle what success looks like and make sure tracking counts it the same way in every variant and market.
- 04
Explain it to whoever fixes it.
I describe the problem precisely enough that engineering, design, or the client can act on it without a translator.
- 05
Read the result honestly.
I read the measure that matters beside the ones that could hide a trade-off.
AI IN PRACTICE
Where AI fits into my work.
I use AI to speed up research, analysis, test planning, and AEO work. The judgment about what's true and what ships stays with me.
Research and analysis
I use AI for broad market and category research, and to sort analytics exports, search queries, and checkout paths into patterns for testing.
- Input
- Market and category sources, analytics exports, search data
- My judgment
- I check every pattern against the source data before acting on it
- Output
- Findings and hypotheses worth testing
Experiments and AEO
I use AI to turn a funnel problem into hypotheses and variant copy, and to see how ChatGPT, Claude, and Gemini describe a business before and after changes.
- Input
- A funnel problem, a site's content
- My judgment
- What runs, how it's measured, and which answers matter
- Output
- Test plans and AEO baselines
Building and presenting
I use AI to build working tools like Undersigned, and to turn findings into presentations and visuals for stakeholders. This portfolio was built in Lovable from copy I wrote and edited, so the tool handled the assembly rather than the strategy and thinking.
- Input
- My copy, data, and requirements
- My judgment
- What each piece claims, and whether the evidence supports it
- Output
- A deployed app, this site, decks and visuals
Tools I use
Analytics and search
- GA4
- Google Tag Manager
- Google Search Console
CMS and website platforms
- WordPress
- Webflow
- Squarespace
- Contentful
- Brightspot
- Headless CMS
CRM and marketing automation
- Salesforce
- Salesforce Marketing Cloud
- HubSpot
Design and build
- Figma
- HTML
- CSS
- JavaScript
- TypeScript
- React
- Git
AI and prototyping
- Claude
- Lovable
- Netlify
Planning and collaboration
- Notion
- Miro
- Slack
- Google Workspace
- Jira
- Trello
- Asana
- Airtable
LET'S TALK
I'm looking for a role where asking why is as important as figuring out how.
I want to bring marketing strategy, website experience, and performance measurement together in a senior individual contributor or player-coach role, improving how people find, experience, and convert online. I'm drawn to product-led e-commerce and self-serve software, and to teams that would rather solve the right problem than deliver the obvious solution.
Based in Toronto, working remotely and asynchronously since well before 2020.