The Shipping Log
Proof that I can find what is holding growth back, build the change, and hand over working systems. Featured work first, then the chronological log all the way back to 1999.
Featured Work
Positioning and direction
Level Up Product
Repositioned a product consultancy that had gone quiet for a year, then built the content engine to carry the new position.
- One clear position: user discovery and activation
- Five approved LinkedIn posts before handoff
Demand and customer experience
Juniper Real Estate
Rebuilt a brokerage site on a publishing system after an agency had stalled on it for months.
- About 20x search impressions across matched 110-day periods
- Articles cited in Perplexity, Claude, and ChatGPT
Demand and customer experience
AP Workflow Solutions
Took over a buried product site after an agency delivered nothing, and rebuilt the brand, the site, and the lead flow.
- Qualified inbound leads grew from roughly 3 to 30 a month
- 10x ROI in 18 months
My own products
- Kinship Careers. An original job database of 100,000+ listings from 1,500+ companies, shaped by about 75 beta users. Read the build story
- Do More Dealie. A patented product I sold worldwide, with a 33,000+ Instagram community and an appearance in HBO's High Maintenance.
Everything I've Shipped
Level Up Product (Jon Shutt)
Repositioned Level Up Product, a product consultancy that had gone quiet for a year, from general product consulting toward user discovery and activation. Rewrote the website messaging, turned twenty years of shipped work into a voice-gated engine the founder runs by dictation, trained him on the workflow, and shipped five approved LinkedIn posts before handoff.
Read the case studyCasita Score
Built casitascore.com, a property analysis tool on public data: San Diego County parcel and zoning records plus federal sources, used to estimate whether a property can take an ADU and what it might return. Tested a report offer with Google Ads. Feedback from real estate professionals pointed to broker-branded client reports as a possible next direction. Strategy, design, build, and marketing.
ViewNorth Park Coffee Guide (Juniper)
Data-driven coffee shop guide for North Park, San Diego. Review data from Google Maps and Yelp, 8 shops profiled with real quotes and ratings.
ViewADU Permits Article (Juniper)
Deep-dive on San Diego ADU permit data (1,122 permits in 2025 vs 538 in 2024). Cited in Perplexity, Claude, and ChatGPT. Ranking on Google.
ViewBergitup.com Rebuilt in Astro
Migrated bergitup.com from WordPress to a pure Astro codebase. Faster, cheaper to host, more secure, less infrastructure to manage, and better CI/CD. No themes, no plugins, no CMS overhead. Just code. Built with Claude Code and Cursor.
Juniper Content Engine Launch
Built a publishing system for a San Diego real estate firm on local public data, with automated WordPress publishing. Strategy, positioning, interlinking, and articles on ADU permits, neighborhood analysis, and market trends.
ViewKinship Careers News Section
Built editorial content engine for the Kinship Careers platform. Industry analysis pieces on AI hiring, labor market shifts, and workforce trends.
ViewKinship Careers Platform
Built the Kinship Careers platform from scratch: an original database of 100,000+ listings sourced directly from 1,500+ companies, nightly scrapers, potential ghost-job flags from posting history, and personalized matching. Strategy, design, development, and content.
ViewPodcast Guest Pitcher GPT
Finds and researches potential guests, compiles dossier with outreach angles. Multi-hour savings per guest.
Founder Comms Digest
WhatsApp + Calendar rolled into a prioritized summary for fast-moving founders. Fewer critical misses, faster responses.
RFP Digest (AP)
Automated procurement monitoring into a prioritized daily brief. 24/7 monitoring saves hours of manual checking.
bergitup.com Launch
Launched bergitup.com. Positioning, branding, and site build from the ground up.
On-brand Content GPTs (AP)
Custom GPTs that convert notes and transcripts into publishable content while maintaining brand voice. Consistent output at scale.
Teacher Communication Bot
Drafts parent updates, tracks tone notes, and supports ClassDojo posts. Saves ~5 hours per week and reduces emotional load.
Monize Medical Website
Boutique medical office homepage and services. Full website buildout and strategy.
Lead Enrichment Flow (AP)
Gravity Forms to Zapier to OpenAI to Slack/Email to Google Sheets. Cleans and enriches each submission, pings sales, and logs it for tracking.
AP Workflow Solutions Rebrand
Took over after an unsuccessful agency engagement and rebuilt the brand, site, and positioning. An AI content engine later rewrote every page. Qualified inbound leads grew from roughly 3 to 30 a month, with 10x ROI in 18 months.
AP Byline Content
Shipped content that received an Associated Press byline.
Technical Emmy Recognition (AP)
Contributed to newsroom systems and MOS protocol work recognized with Technical Emmys in 2016 and 2021, alongside integration work with 30+ technology partners including Adobe, Grass Valley, and Sony.
Do More Dealie, LLC
Invented patented product (U.S. Design Patent D844,228 S, 2017). Built a 33,000+ Instagram community from zero, shipped globally, and reached top 5% Shopify traffic. Dealie Buddy appeared in the series premiere of HBO's High Maintenance in 2016. Strategy, content, and social media from the ground up.
Zapier Integration Strategy (AP)
Brought Zapier to AP and helped the team create integrations between broadcast solutions and modern products that were not possible with existing API or skills at the time.
MOS Protocol Website Rebuild (AP)
Rebuilt the website for MOS Protocol, a broadcast automation and integration protocol used globally in news and media. Helped design workflows, partner application methodology, and user workflow documentation.
ViewWikimedia Self-Install Knowledge Base (AP)
Built a self-install knowledge base for help desk operations using Wikimedia. Early bet on documentation-as-infrastructure.
College WordPress Blog
Ran a WordPress blog for college friends with multiple authors.
NEED A NERD
First company. President from April to December 2001. Started building before most people had broadband.
Southwest Regional Youth Group Website
Created a website for the southwest regional youth group.