Work
The work, documented.
Published case studies with real numbers, real problems, and what actually shipped. The AIOS deployment is in here — so are two decades of editorial, media, and enterprise work.
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.
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.
mlcampbell.com: 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.
A $61,847 Sunday afternoon
Fourteen hours on my own site, $30,800–$61,847 of senior WordPress delivery on the work log, and a 64% measurement gap the file itself surfaced before I did. The case study for AIOS, the internal system that produced both numbers.
Three Ridgeway shops, one junior practitioner, one senior advisor
Three Ridgeway businesses. A new gallery launch, a cinema that sold annual memberships, a consignment shop that increased sales. One award-winning practitioner executed the work. Here is what senior advisory looks like when you step back and let someone else lead.
Postmedia WordPress VIP Migration: Eleven Papers, One Parent Theme
In 2011–2012, when Postmedia moved its network of major Canadian daily newspapers onto WordPress, I was part of the team that built the platform — starting with the National Post as the flagship, then cascading to papers including the Calgary Herald, Montreal Gazette, Ottawa Citizen, Vancouver Sun, and seven more. This is the architecture behind that rollout, and what it meant to prove WordPress could carry a national daily at a moment when that was still contested.