Workzone

// Context

Twenty-three years of customers. Zero years of a marketing plan.

// Process

How I did it

1. 01

   Write the plan before running a campaign

   Ninety days in, the company had its first full marketing plan: the channels we would build, the ones we would stop paying for, the numbers we would report and how often. The CEO's note in the company channel three months after I started said it plainly: for the first time, a solid marketing plan in place. The plan is why the rest of this page holds together instead of reading as a list of tactics.

2. 02

   Fix the numbers leadership runs on

   Nothing was tracked properly and some of it was not tracked at all. I set up SE Ranking in my first weeks and AI answer tracking in January, and rebuilt what existed. In GA4 I segmented by city and page, built a bot filter in GTM, and restated everything publicly. 78% of sessions in the audited period were bots. Demo events were overcounted roughly five times, 367 against a true 71. Leadership has planned against clean numbers ever since, and the Friday dashboard that reports them publishes itself. I would rather report a number I trust than a bigger one I cannot defend.

3. 03

   Reposition from evidence, not opinion

   I analyzed 85 recorded sales calls and a year of win/loss data before changing a word of positioning. Buyers never asked about industry fit, and sales was focused on the wrong competitor. The messaging that came out of that work attracted the buyers Workzone wins: the share of demos moving into active evaluation went from 41% to 58%, and win rate on closed deals rose from 14% to 19%.

4. 04

   Rebuild the channel mix so sales stops depending on outbound

   Channels that did not exist a year earlier went from 3% to 28% of sales-qualified demos. Paid search grew 6x, from 3 deals a year to 17. The free trial, co-launched with product, sourced 22 deals and became the largest single marketing demo source. AI search went from zero deals to six. I ended the pay-per-lead vendors on purpose, 26 bought demos the year before and zero since, because buying demos hides whether your marketing works. Marketing's share of sales pipeline reached 86%, and sales-qualified demos doubled year over year: 25 in Q3 2025, 53 in Q3 2026.

5. 05

   Make events worth attending

   Events had been a booth, a notebook and a pen. I replaced that with experiences people sought out: a rainbow-hat scavenger hunt with a live tracker app I built, swag people kept, grand prizes, and the new brand on the booth. Two fall shows produced 10 sales-qualified demos in three weeks, including four from a credit union conference we worked with no booth at all. Events were the #1 source of sales-qualified demos in October, at 36%, and October was the best event month in over a year.

6. 06

   Put AI in everyone's hands, not just mine

   I brought Claude Cowork, MCP and Lovable to Workzone and onboarded the teams. The CEO now builds his own customer-facing tools. Customer Success automated QBR follow-ups. The company's AI integration roadmap came out of a 65-tool shortlist I ran in a week. Twelve AI-built internal tools, from dashboards to approval workflows to the event app, replaced software purchases and never touched the engineering queue. Claude agents pull five sources every Friday and publish the pipeline dashboard without me. I treat AI like a team I manage: clear jobs, checks, and a review.

7. 07

   Make every organic visit worth more, then win the AI answers

   Search is moving from ten blue links to AI answers, and I planned for where buyers are going rather than where they were. Organic conversion went from 0.26% to 0.72%, nearly triple, and organic form submissions rose 71%. I mapped 2,549 split queries across 54 duplicate URLs, won CEO sign-off on 18 consolidation decisions through an approvals app I built, and shipped every redirect myself. Within a month, competing queries in those clusters fell 46% and 7 of 10 keeper pages climbed. Monthly organic traffic value doubled, priority keywords in the top 10 went from 8% to 19%, and the first site audit's 245 errors are now 12. In AI answers, Workzone holds the best average position of 16 tracked brands, ahead of Asana, Monday and Smartsheet, and I wrote the most-cited page myself.

// Builds

Three things I built for this job.

Eight Lovable apps are live for Workzone. These are the three that changed how the company works.

Brand

Rebrand OS

The whole brand written down and made usable: voice, messaging pillars, visual identity, an AI search section and a pre-flight checklist anyone can run before something ships. I pitched the rebrand to leadership, won it in July 2026, and built this so the agency, freelancers and the team had one source of truth.

Leadership greenlit the full rebrand of site and app. The design system this portfolio runs on came out of it.

Open the app → (opens in a new tab)

Events

Find the Hat

A live tracker for a credit union conference we worked with no booth. Two giant rainbow hats, QR flyers, and a page that told attendees where we were standing, updated from a private admin screen in one tap.

Four sales-qualified demos from a show with no booth, and the format that made events the #1 demo source in October.

Open the app → (opens in a new tab)

Product

On Deck

A working rebuild of the Workzone in-app dashboard, designed from what customers said in reviews and sales calls rather than from internal opinion. New-account onboarding, a setup tracker, saved views and a first-project flow, built as a clickable app so leadership could use it instead of imagining it.

Pitched to the CEO and CTO as the way to make the self-serve bet pay off. Direction approved; the CTO now owns feasibility.

Open the app → (opens in a new tab)

// What leadership said

In their words