Featured
i.
The Dopamine Decor Edit
Five color-story sections built to revive a page already gaining organic traction — curated, written, designed, and built to convert a trend into a destination.
Selected work
Portfolio
A selection of projects spanning page design, content strategy, and editorial copy — each one built from brief to published page. Work shown here covers landing pages, brand experiences, curated edits, buying guides, collection hubs, and UX-driven improvements to the core product experience.
Page Design & Merchandising
7 projects
Featured
ii.
String Furniture Brand Landing Page
An immersive brand experience for one of the most customizable furniture systems in the world, with an embedded configurator for direct inquiry conversion.
iii.
The Newlyweds Edit
A curated wedding gift guide structured around four living moments, built to reduce decision paralysis and convert showroom interest into online browsing.
iv.
A+D Trade Program Page
A full revamp of Lekker’s trade program page, built from a Figma file in collaboration with Marketing, Sales, and Buying to increase applications and program visibility.
v.
Montana Brand Landing Page
An immersive, color-forward brand experience for a collection defined by personality — designed to convey the full range and earn inquiry from customers who couldn’t buy directly online.
vi.
Flowerpot Collection Landing Page
A GEO-optimized collection hub built to gather all Flowerpot models in one place, with comparison charts, FAQs, and structured editorial content that drove measurable AI referral traffic.
vii.
The Rely Collection
A single destination for 100+ products across 10 model families — built to give the sales team somewhere to send customers and give customers a way to navigate the full range.
Content & SEO
5 projects
Featured
i.
Furniture Delivery + Preparation Guide
A structured informational guide built to reduce delivery rejections, decrease support volume, and give customers the confidence to complete high-consideration purchases — written in Lekker’s editorial voice and designed to feel like an extension of the site.
ii.
Rug Size Guide
A room-by-room sizing guide that serves customers shopping independently and gives the sales team a credible resource to share — built with concrete rules, not vague suggestions.
iii.
Sofa Size Guide
A comprehensive buying guide covering size ranges by room, measuring and delivery checklists, seat depth and comfort dimensions, and proportion tips — going beyond length to address everything a customer needs to buy with confidence.
iv.
Thirty Years of Ethnicraft
A brand editorial blog post marking Ethnicraft’s 30th anniversary, weaving together the brand’s founding story, design philosophy, and Lekker’s 24-year partnership with them.
v.
Product Page Redesign
A self-initiated UX overhaul of Lekker’s product detail page template — developed with Sales, Buying, and Marketing to raise the standard across the full catalog.
Let’s make something beautiful and useful.
If you’re looking for an ecommerce manager who can move fluidly between strategy, design, and execution, I’d love to connect.