Keith Nickoles

Spearheaded migration of three web properties to a modern headless architecture (Contentful + Next.js), improving LCP performance significantly while strengthening security and scalability. Built and ran data-backed CRO and A/B testing programs using tools like Google Optimize, improving engagement and conversion rates over many experiments. Established the company’s first marketing-owned WordPress site and launched an inaugural B2B site on HubSpot, owning GA4, GTM, and vendor relationships. Managed front-end developers and acted as a strategic bridge between product, creative, and engineering, translating requirements into implementation and measurable outcomes.

Led front-end development for approximately 90% of client and internal email campaigns and delivered client-facing UX and digital strategy training. Focused on execution and continuous improvement of digital experiences.

Lead full-funnel CRO programs and end-to-end A/B testing for DTC eCommerce and B2B services clients across collection, product, contact, landing, and lead-generation pages. Support GTM, GA4, and Google Ads enhanced conversions infrastructure. Design and build marketing sites, ecommerce stores, and custom tools from UX/wireframes through production code and CMS architecture, using WordPress, WooCommerce, Shopify, and headless Next.js. Scope and execute email marketing migrations and automation builds (Mailchimp, Brevo, HubSpot) including abandoned-cart and lifecycle flows. Serve as a white-label UX, web development, and analytics partner to marketing agencies delivering work across B2B and B2C accounts. Provide recent impact through controlled A/B tests improving engagement and conversion metrics, including lead-capture experience overhauls and full custom WooCommerce buildouts (sales format, product configuration, and affiliate commission systems).