Scott Backman

Own end-to-end brand, visual/motion design, content, and front-end for client/product sites. Developed a token-based design system and brand bible/messaging canon shared across properties. Design and QA include mobile-first responsiveness, reduced-motion/no-JavaScript fallbacks, WCAG AA contrast checks, and GA4-ready analytics events. Build conversion paths with clear CTAs, validated lead capture with consent, and iterative review rounds. Use AI-assisted production and custom QA to move from concept to launch while maintaining design control.

Owned CRM and marketing workflow platforms behind a $4M+ annual pipeline. Improved processes by turning stakeholder discovery into dashboards, forecasting, and repeatable workflows. Led tooling adoption and change management across established teams through documentation and training.

Owned the inquiry-to-enrollment and retention journey for 10,000+ prospects per year, including communication flows and decision touchpoints. Improved conversion and retention by 15–25% through structured test-and-learn and ongoing journey optimization. Led requirements discovery and Talisma CRM rollout across five departments; hired, trained, and coached teams up to 50.