Brand: Sherwin-Williams
-
128,393 views in a niche nobody browses: The Finish Line on YouTube
A defect-troubleshooting video for industrial wood coatings has no business pulling 28,722 views. Except that one of mine did. This is the strategy behind The Finish Line, a 10-episode YouTube series that produced 128,393 views, 4,600 watch hours, and 1,200 net subscribers for a B2B brand most people outside the trade have never heard of.
-
Moodle to WordPress: when the move is the upgrade, and when it isn’t
How to migrate from Moodle to a WordPress LMS stack with user mapping, course parity, enrollment continuity, and reporting validation.
-
M.L. Campbell’s distributor training center: a custom LearnDash LMS
Active-learner attendance grew by an order of magnitude, and the platform cost a fraction of the system it replaced. This is the story of a custom WordPress + LearnDash LMS built to be the qualification layer underneath an entire distributor sales network, and what that architecture looks like when staff competence is the actual product.
-
When the website qualifies but the distributor closes
M.L. Campbell is an industrial wood-coatings brand sold through distributors. The website can’t sell anything: there’s no cart, no checkout, no direct purchase path. That one constraint reshaped every decision in the build: IA, product page layout, navigation, and the thing I called the buy button even though it isn’t one.
-
EmDash to WordPress Migration
EmDash to WordPress migrations for early-adopter teams who picked Cloudflare’s EmDash on launch and decided WordPress’s larger ecosystem or specific integration is the right next step. Ranking-preserving cutover, schema continuity, editorial training paired with the move.
-
Multi-brand shared-platform pattern on the M.L. Campbell estate
WordPress site for Sayerlack, a conversion-focused build designed to support technical buyers and distributors with credible product presentation and clear brand hierarchy.
-
M.L. Campbell: spec-sheet-as-product-page architecture, 2025
WordPress site for M.L. Campbell’s primary brand, a modernised web experience that preserves technical product credibility for a professional coatings brand sold through distributor channels.
-
The Finish Line: M.L. Campbell’s YouTube content discipline, 2022
Across the channel I produced 128,393 views, 4,600 watch hours, and 1,200 net new subscribers. That is not a beauty-influencer number.
-
Distributor LMS architecture
WordPress training portal for the M.L. Campbell Training Center, structured for practical learner access, ongoing content updates, and clear programme navigation.
