Design Engineer (Growth Marketing)

Rytr had dozens of AI writing modes and tones, but we were mostly just listing them on the website.

I pitched turning those features into free mini tools that people could find through Google and use without an account.

I designed and built the tools, worked with a product engineer on API access, and created a simple flow: two free uses, then a signup on the third that dropped you straight into the app.

We also built dedicated search pages around different writing modes and tones.

As Frase expanded beyond SEO into AI search, we wanted to get better at showing people the product's value as quickly as possible.

One of the things we built was a free audit right on the homepage.

Drop in your domain, get a preliminary GEO score and recommendations, and see what Frase could actually do. No email required to get started.

I worked with the team on the approach and helped build the experience using Frase's product APIs.

It turned the homepage into something people could actually use.

I built a reusable landing-page system for Frase's audience-specific pages and paid campaigns.

The interesting part was allowing headlines to change based on URL parameters. We could match the copy someone saw in a Google or Meta ad to the exact message they landed on.

Same underlying page. More relevant experience. No need to rebuild everything for each campaign.

Uplight has a long sales cycle. Building trust and demonstrating expertise matters a lot, and the team produces plenty of white papers, case studies, webinars, and other resources.

The problem was that everything lived in different places across the website.

I proposed bringing it all together into one resource library, with Pardot integrations for gated content and a publishing setup the marketing team could manage themselves.

Better for visitors. Easier for the team to keep updated.

Uplight frequently buys placements in industry newsletters, and each one needed a custom HTML email.

I was the person building them.

So I made an internal app that lets the marketing team plug in their images, copy, and CTAs, generate an on-brand email, and export everything as a ZIP.

Now they can handle that entire process themselves.

One less thing they need a developer for.

I've been Uplight's sole marketing developer for years, which means a lot of website work eventually comes through me.

I'm now leading a move away from WordPress toward an AI-native website workflow, using tools like Lovable.

The idea is to give the team more ownership. Start with everyday edits, move toward building complete pages, and eventually let them create more involved experiences without needing a developer for every step.

I've also spent the past year helping our designer get comfortable with AI development tools. He's now building genuinely useful internal apps himself.

This transition is still underway, but it's the direction I think these teams should be heading.