OVERVIEW: WEBRUNNER

Webrunner is a performance marketing agency specialising in the home improvement sector. As a Senior Conversion Designer, I managed a portfolio of 25+ accounts, overseeing the end-to-end performance of high-stakes funnels within an agency model that manages $21M+ in annual ad spend and has generated over $500M in revenue for contractors across North America.

EMPLOYER

Webrunner Media Group

PERIOD

2024-Present

ROLE

Senior Conversion Designer

SCOPE

End-to-End CRO Strategy, High-Performance Landing Pages, A/B & Multivariate Roadmaps, Scalable Frameworks & Operational SOPs, Integration Logic, Team Management & Training, Departmental Mentorship, and Multi-Channel Marketing Collateral

TOOLS

Instapage, HTML/CSS/JS, Figma, Adobe CC, Affinity Suite, Basecamp, Gsuite, Zapier, Gemini

ROLE

I lead the conversion strategy for a high-volume portfolio of 25+ home improvement accounts. My impact at Webrunner is defined by a dual focus on individual excellence and operational scalability: I remain the single most awarded employee in the company since my hire, a result of consistently high-quality output and handling the heaviest account load in the department.

Beyond individual performance, I function as department team lead, responsible for training, onboarding, and the ongoing development of the design team. I have personally trained 70% of the current team, developed the SOPs that govern our testing methodology, and held vendors accountable to our efficiency standards.

KEY ACCOMPLISHMENTS

400+ Days

Consecutively the most awarded and recognised employee company-wide.

>70% of Team

Personally onboarded and trained to completion using my training system.

25+ SOPs

Created, maintained, updated, and deployed regularly.

30% of Accounts

Managed by myself, in a team of 7. Comprised of our trickiest accounts.

PROCESS ARCHITECTURE

To move past stagnant A/B testing, I leveraged our Instapage partnership to integrate their CRO experts into our workflow. I created a Kanban roadmap that transformed audits into structured, actionable tests. By moving from superficial "button-color" A/Bs to industry-vetted hypotheses, I established a new baseline for testing that consistently pushed conversion boundaries and developed our best practices.

MENTORSHIP & TRAINING

I redesigned the employee onboarding experience, replacing "sink-or-swim" tasks with a tactile dummy-onboarding system. This safe-environment training allowed new hires to master our tech stack without risk to live accounts. To date, I have successfully mentored four designers through this program, drastically reducing their time-to-competency.

EFFICIENCY EFFICACY

I co-managed a master template library, utilising custom JavaScript and fluid-grid blocks to maximise page speed and responsiveness. By modernising our templates, I successfully boosted Mobile PageSpeed scores from 60 to 88 and Desktop scores from 80 to 98. This library serves as the agency’s performance backbone, ensuring every new account launches with our top-tier, performance-vetted components.

TECHNICAL ADVOCACY

I worked on the transition of integration responsibilities from Design to a dedicated department, reducing designer overhead. I co-developed a global form system via Webhooks, which eliminated redundant data-entry and slashed error rates. To ensure team-wide adoption, I authored a 15-point SOP that allowed designers to deploy complex integrations with minimal oversight, significantly simplifying a particularly technical hurdle.

WEB X DESIGN

Landing page performance data is some of the most honest, accurate data available. I used it, by bringing conversion insights directly into website redesign briefs, I established a formal feedback loop between the two teams that neither had previously had access to, and led to a website launch that developed the clients brand in a way that synergised immediately with our ad campaigns.

RESULTS

From day one, I absorbed the team's most complex accounts and built systems around what worked. I grew from the department's highest-volume executor to its operational lead, architecting the onboarding framework, authoring the core SOPs, and personally developing the majority of the active design team. The throughline has been consistent: take the hardest problem in the room, solve it, and make it repeatable.

Smooth Scroll
This will hide itself!