Selected engagements

The work behind the work.

A few recent engagements across product leadership, delivery, and senior living web. Client names are left out on purpose; the problems and the approach are real.

Product management · Fractional CTO

Leading the next-generation product for a senior living SaaS company

Client
Software company serving senior living communities and counselors
Services
Product management, fractional technology leadership, delivery management

The challenge

The company's core financial-planning product was central to its business, and it needed a modern counselor-facing version. Testing was inconsistent, delivery ran across several part-time specialists, and leadership needed a multi-year roadmap they could fund and staff.

What we did

  • Ran product management and delivery across back-end, front-end, design, and user acceptance testing
  • Built a weighted roadmap and capacity model with value-versus-effort views, quarterly plans, and staffing signals
  • Set up a stable acceptance-testing environment so releases were verified the same way every time
  • Kept the lead pipeline intact, with prospects flowing from the product into communities' Salesforce, Aline, and WelcomeHome CRMs
  • Planned the architecture, deployment, and calculation-engine migration for the new product

The result

Leadership got a ranked, capacity-checked plan they could make budget decisions from, and the team got one clear path to launching the next-generation product.

Web strategy · Delivery · SEO

Website transformation for a multi-state senior living operator

Client
Senior living operator with a large community portfolio, through an agency partner
Services
Website and product strategy, delivery planning, migration and SEO

The challenge

A legacy website carried years of technical debt and page-builder bloat, served several very different audiences, and had to change without losing the organic search traffic it depended on. Strategy, content, hosting, and build were split across multiple partners.

What we did

  • Defined the prototype: simpler navigation, persona-based paths, community search, and market and community page templates
  • Specified community-specific tour calls to action, trust signals, and accessibility and SEO requirements
  • Planned a WordPress production build that kept the platform but removed page-builder bloat
  • Wrote the migration and redirect plan, analytics instrumentation, and launch sequencing
  • Coordinated localized content across the community portfolio so launch didn't wait on every page

The result

A launch plan with search protection built in, including a realistic recovery window, and localized community content rolling out in phases instead of blocking go-live.

Web builds · CRM integration

Accessible community websites with direct CRM integration

Client
Senior living communities, through a marketing agency partner
Services
WordPress development, CRM integration, members-only portal

The challenge

The agency needed design files turned into accessible, responsive community websites quickly, without over-customizing the platform, and with inquiries reaching the CRM exactly once.

What we did

  • Built from approved designs on a reusable library of modules and patterns
  • Posted inquiry forms directly to WelcomeHome, which removed the duplicate CRM records the old setup created
  • Scoped and built a password-protected members area for one community's founding residents, with Aline CRM forms, events, and floor plans
  • Ran staging reviews and launch for each site

The result

Repeatable builds that launched in roughly ten business days after design approval, with clean single-entry lead capture.

Hosting · Tracking cleanup

Hosting migration and cleanup for a senior living campus

Client
Senior living campus with separate residential and healthcare websites
Services
Hosting migration, DNS, analytics and tag cleanup

The challenge

Two related websites needed new hosting, and the move exposed problems that had been building up: broken hero images, tag manager scripts loading twice, and email notifications that weren't reaching staff.

What we did

  • Migrated both sites and configured DNS through Cloudflare, with SSL validated on each
  • Repaired broken image references across the sites
  • Consolidated duplicate Google Tag Manager loading so analytics counted each visit once
  • Confirmed licensing and reconnected admin and inquiry notifications

The result

Both sites on new hosting with accurate tracking and inquiries reaching the right people.

Engagements are summarized and anonymized to protect client confidentiality.

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