Multi-location Growth Infrastructure
Measurement, data, CRM, parent-experience, local-intelligence, and commerce work for a 50+ location education network.
Shared identity, source context and decision rules connect the products while each remains useful on its own.
The network’s growth work runs through ad platforms, website forms, CRM paths, school pages, parent conversations, local-search sources, and commerce systems. Each one sees a different part of the business.
The work did not begin as a platform plan. It began with practical breaks in the handoffs: a conversion without stable identity, school context that could disappear after a form submission, and dashboards that looked more certain than their sources allowed.
One problem, several handoffs
The first task was to preserve meaning as information moved.
I replaced the legacy website conversion logic with a verified first-party form contract and a custom WordPress attribution plugin. The contract gives each valid inquiry a stable event identity, guards against common false positives, and retains the fields needed downstream.
I also built and maintain the parent-form handoff. It carries school, program, and attribution context through the CRM delivery path. That continuity is useful, but it does not turn a submitted inquiry into proof of enrollment.
A governed foundation
Reporting across a franchise network needs a shared identity before it needs a more elaborate dashboard.
I established a governed BigQuery foundation and a canonical school model for the network’s 50+ locations. Website, media, CRM, search, and operating signals can be retained with their source and status visible rather than flattened into one confident-looking number.
That foundation preserves growth context. It is not the company’s enrollment or finance source of truth.
Products that made the work usable
The same operating discipline now appears in several products. Each solves a different problem, but all of them preserve enough context for someone to understand the signal and act on it.
Growth Command Center
An invitation-only operating view that brings school and network performance, parent insights, and source status into one working surface.
Owly Parent Insights
A diagnostic product for chatbot intent, readiness, answer source, fallback, quality, and conversation patterns. It makes the answer system observable and gives the team a practical way to calibrate it.
Local Presence Intelligence
A read-only local-search intelligence product across four Ontario schools. It combines 500 exact-place Google Maps checks with review, page, and local-demand context.
Commerce Rebuild
A Shopify rebuild with custom storefront, school-location, and bundle logic designed around how families browse and order.
Source status is part of the product
A metric is only useful when people know where it came from, who owns it, and what decision it can support. I built those distinctions into the interface instead of hiding them behind one blended score.
The same rule applies to automation and AI. A signal used for monitoring is not automatically ready for prediction or downstream action. The operating layer keeps those decisions explicit.
My role
I owned the measurement contract, system mapping, identity rules, product framing, and hands-on implementation across the website, CRM handoff, data foundation, dashboards, chatbot diagnostics, local-intelligence product, and commerce rebuild.
Private records and interfaces are replaced here with reconstructed diagrams and synthetic examples.