brettaiello.com

Education

Created accessible, content-rich educational websites with intuitive CMS workflows, streamlined publishing, and optimized performance across all devices.

Designed and developed parent university web properties including multiple (80+) child themes/sites.
Built modular, CMS-friendly wordpress layouts, including support for complex academic content, customized testing, and multi-author publishing workflows.
In support of the above items, I've customized WordPress plugins and functionality for course catalogs, faculty directories, events systems, and student resource portals.
Implemented A/B testing frameworks to optimize landing page messaging, program navigation, and application funnels, driving measurable increases in engagement and conversions, resulting in over 23% engagement rate (GA4), over 12 months.
Collaborated with internal university teams to maintain UX consistency across multiple microsites, ensuring scalable and unified design patterns.
Optimized performance and accessibility to meet WCAG 2.1 standards, improving load times, readability, and usability for diverse student populations.

Publishing • Media

Built high-traffic sports and entertainment websites emphasizing site speed, user-journey optimizations and visually engaging user experiences.

Built custom WordPress publishing platforms optimized for large editorial teams, supporting complex post types, taxonomies, and rapid content workflows.
Created data-driven layouts and visual dashboards for crypto and financial analytics sites, improving clarity, engagement, and user trust.
Developed custom bet-tracking tools, odds comparison modules, and SEO-optimized content templates for leading betting advice platforms.
Architected performance-focused theme structures capable of handling high post volume, fast search queries, and peak traffic events.
Implemented advanced caching, CDN optimizations, and schema markup to improve page speed, search rankings, and overall discoverability.
Collaborated closely with editors and content teams to refine UX flows, improving readability, session duration, and reader retention metrics.

Learning Management

Developed and maintained custom WordPress learning platforms and prototypes with advanced user roles, course management, and seamless LMS plugin integrations to enhance learner engagement and performance tracking

Architected and maintained custom WordPress-based learning platforms for a variety of medical-based associations, incorporating advanced user roles, access levels, course layouts, and dashboards
Integrated and customized LMS plugins (LearnDash, LifterLMS, TutorLMS) to support complex course structures, quizzes, certificates, and reporting tools.
Created scalable prototype LMS solutions for Tesla to validate both mechanic and consumer user experiences. Technologies used included custom video.js functionality in both a React and Vue.js environment
Optimized performance and database structure for large multi-course environments, improving load times and learner throughput.
Built custom REST API endpoints to connect WordPress LMS platforms with third-party CRMs, HR systems, and analytics dashboards.
Led migration of legacy learning systems into modern WordPress architectures, reducing maintenance overhead and improving long-term scalability.

E-Commerce

Architected and customized Shopify and WordPress e-commerce solutions with a focus on strict branding guidlines, site speed and conversion optimization.

Architected and customized high-performance Shopify storefronts for Pagoda Snacks, Freschetta Pizza, and Bibigo, focusing on optimized user journeys and increased conversion rates.
Developed fully custom Shopify themes using Liquid, JavaScript, and JSON templates, enabling highly flexible content management and scalable design systems.
Optimized site performance by reducing render-blocking scripts, restructuring templates, and implementing image/CDN best practices for faster page loads.
Built custom checkout and cart-drawer enhancements that improved upsells, cross-selling opportunities, and overall average order value.
Implemented custom data-layer events and tracking setups for GA4, Meta Pixel, and Klaviyo to support advanced attribution and conversion analysis.
Managed full e-commerce migrations to Shopify, including data mapping, theme rebuilding, and SEO-safe URL structures to preserve ranking and traffic.

Technology • Sass

Designed and built modern WordPress solutions for SaaS and tech companies, integrating custom back end blocks and functionality with responsive front-end designs.

Designed and developed full-stack SaaS marketing websites for companies such as Intel and PKWare, creating high-conversion UI systems using Figma and Photoshop.
Collaborated with marketing teams to implement data-driven landing pages, optimizing messaging, layout, and user flows for lead generation and product onboarding.
Conducted A/B testing for CTAs, page structure, and visual hierarchy, leveraging analytics insights to boost conversion rates and reduce bounce rates.
Integrated advanced tracking setups across GA4, Tag Manager, Hotjar, and custom data-layer events to measure user engagement and identify optimization opportunities.
Developed interactive product demos, feature comparison tools, and onboarding UI components to improve user education and support sales funnels.
Partnered with product and growth teams to align design decisions with strategic goals, reinforcing brand identity while enhancing user trust and clarity.