About
Marketing first, then the code.
I started in marketing and analytics: social and paid at Athletic Republic, then digital strategy for Banners.com, Decals.com and Stickers.com at Lakes Area Graphix & Signworx. It’s an unusual path into software, and a useful one. I learned which numbers a business acts on before I learned to build the tools that move them.
I started building because the tools I wanted didn’t exist yet. I needed to audit six hundred product pages the way I’d do it by hand, so I built an agent pipeline with Claude Code and MCP connections into Semrush and Search Console. It’s still the work I’m proudest of, because it turned a week of careful work into twenty minutes.
A site that doesn’t work for somebody is a site that doesn’t work.
That’s why I care about accessibility, and about speed on the phone in someone’s hand.
How I work
01
Build it, then instrument it
Every project ships with analytics already wired up, so the results are there to see from day one.
02
Static until proven otherwise
Most sites I build are static files on a CDN: fast, inexpensive to host, and happy to run for years without upkeep.
03
Accessible because people use it
Good contrast, keyboard navigation and real semantic HTML are part of the build from the first commit.
What I bring is a day job architecting agentic AI systems across a three-brand e-commerce portfolio, a habit of measuring everything I ship, and sites that are fast for real people on real phones.
I’m in Minnesota, and alongside the day job I run a small practice called webcraft: small-business websites in WordPress or Next.js and Sanity, plus the Google and Facebook Ads that bring them customers. Omnia Physical Therapy and Workout 24/7 both came through that door.
Education
B.S., Strategic Communications · North Dakota State University
Minor in Psychology · self-taught in software
Elsewhere