Work
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.
Three prompts. Same theme. Three completely different reviews. The output you get from an AI theme audit is determined before you type your question — ask for validation and that is what you get. Ask for truth and you get a findings list that would stop a WP.org rejection cold. This is what the prompt…
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…
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…
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.
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 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.
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…