Hi, I'm Will.
I lead the team behind SiriusXM's DTC digital checkout experiences—supporting 35M visits and 4.5M annual transactions—and have delivered a 15% YoY conversion rate lift through product improvements and experimentation.
On the side, I like to build useful and fun web apps using AI tools.
Professional Experience
I have been at SiriusXM for over 4 years. In that time, I have achieved two promotions, navigated leadership and organizational changes, and worked to implement changing company strategies into my day-to-day work. The projects I am most proud of are:
- Building a new checkout experience that does not require a user to identify their vehicle pre-purchase. Now, just asking for an email puts the checkout experience more in line with user expectations and industry standards.
- Introducing SiriusXM's first customizable add-on product to the market, which enables users to select and pay for only what they want to listen to—Music, Sports, Talk, News, or All Access for the best value.
Director, Product Management (2024–Present)
I lead SiriusXM's DTC checkout experiences and drive conversion growth through experimentation, funnel optimization, and identity innovation. My work powers millions of annual transactions and has delivered a sustained 15% YoY lift in digital sales.
Associate Director, Product Management (2023–2024)
I led new acquisition programs and built scalable checkout experiences for partners and paid media channels, delivering high-volume sales impact and multiple 0→1 launches that became foundational to SiriusXM's growth engine.
Senior Manager, Product Management (2021–2023)
I owned conversion-focused initiatives across SiriusXM's digital funnel, launching new checkout designs, campaign-driven flows, and A/B-tested enhancements that materially improved both subscriber acquisition and onboarding engagement.
My 5 years at IBM started with an internship in the News Room, publishing press releases and conducting media monitoring where I saw the range of technology where IBM was making strides. My role as Communication Lead for IBM's Global Chief Data Officer was foundational for the rest of my career -- in this role during GDPR's introduction gave me insight into the importance of concepts like data governance, data quality, and customer privacy. Finally, at IBM Cloud, I learned how to create and optimize digital experiences for a global audience, digging in to data and using state-of-the-art tools and technology while working with world-class teams.
IBM Cloud
Senior Digital Strategist (2020–2021)
I drove experimentation and SEO performance for IBM Cloud's digital experience, launching hundreds of tests and optimizations that increased account creation volume and scaled organic traffic across priority pages.
Digital Strategist (2018–2020)
I managed web experience improvements across IBM Cloud's CMS, partnering with paid media teams to optimize landing pages, ad creative, and messaging that supported a multimillion-dollar acquisition program.
Global Chief Data Office
Communication Lead & Digital Strategist (2017–2018)
I developed executive messaging, speeches, and internal content for the Global Chief Data Officer, increasing engagement across IBM's internal data community through storytelling, video production, and strategic communication.
Personal Projects
NYC Vibe Check
A real-time dashboard that captures the pulse of New York City by combining weather, transit status, and sports scores into one quick glance.
This project aggregates multiple APIs to provide New Yorkers with everything they need to know about their city in a single view, from subway delays to game scores.
NYC Weather App
A weather app with authentic New York personality - weather descriptions that sound like a real New Yorker is giving you the forecast.
This project showcases creative UX writing and API integration, featuring humorous, NYC-themed weather descriptions that bring personality to everyday weather data.
NYC Restaurant Radar
A restaurant search tool that helps you discover highly-rated NYC restaurants tailored to your taste, location, and budget preferences.
Built with Replit, this interactive application features an intuitive cuisine selection interface and personalized restaurant recommendations based on user preferences.
Dog Data by Neighborhood
A data visualization project mapping dog statistics across NYC neighborhoods with interactive tooltips.
This project showcases my expertise in data visualization and geographic mapping, featuring choropleth maps with real-time data overlays and interactive user interfaces.
Charleston Street Guide
An interactive map featuring historical landmarks in downtown Charleston, SC that provides detailed information about each location.
This custom Google Map enables users to explore Charleston's rich history as they walk through downtown, with detailed information about landmarks accessible directly on their mobile device.
On This Day in Grateful Dead History
A daily discovery tool that finds Grateful Dead concerts from this date in history and provides links to listen to the shows.
Every time you visit, this app searches through decades of Grateful Dead concert history to find shows that happened on today's date, connecting fans with historical performances.
AstroNoir NYC Gallery
A fun AI-art experiment combining the iconic AstroNoir universe with recognizable NYC landmarks and scenes.
This creative project explores the intersection of AI-generated art and pop culture, reimagining AstroNoir characters and scenes in New York City settings.
Get in Touch
Have a question or want to work together? Feel free to reach out!