Principal Digital Experience Strategist
Creative leadership that moves metrics
Digital experience problem solver with 15+ years owning web strategy, creative direction, AI powered merchandising, search, and end-to-end site experience for complex B2B & B2C e-commerce platforms.
$71M
Web revenue grown from $38M over five years
$847K
Incremental sales from a single content-led campaign
+50%
SEO impressions via content architecture
+40%
Click-through rate via AI-powered IDP redesign
UX & Digital Strategy
Creative Content Leadership
AI-Powered Merchandising
CMS Governance
Integrated Campaigns
SEO & Content Architecture
Agency Direction
Multilingual Publishing
UX & Digital Strategy
Creative Content Leadership
AI-Powered Merchandising
CMS Governance
Integrated Campaigns
SEO & Content Architecture
Agency Direction
Multilingual Publishing
Selected Work
Case studies
01 — AI & Replatform
Web Replatform & AI-Powered IDP Redesign
Led UX strategy for AI driven faceted search, algorithm powered item page redesigns, and typeahead enhancements across 7 e-commerce sites in 4 languages.
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400%
KPI increase on AI widgets
02 — Creative Strategy
Creative Content & Brand Strategy
Built scalable content frameworks, campaign toolkits, and asset packages across global digital properties from briefing through cross channel delivery.
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$847K
Incremental revenue at campaign launch
03 — Homepage Redesign
Homepage Redesign & Revenue Optimization
Redesigned the full homepage experience and integrated AI recommendation widgets, measurably lifting revenue metrics and cart size across the site.
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+25%
Revenue metrics increase
04 — Search UX
Visual Typeahead Search Experience
Designed and launched a visual typeahead search upgrade, improving product findability and driving significant search-to-purchase revenue gains.
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+29%
Search revenue increase
Accomplishment Highlights
Leading Strategy to Grow Metrics
Every project I lead follows a consistent pattern of strategy, design, and cross-functional coordination with IT, CX, marketing, and analytics from initiation through final QA and launch measurement.
- 400%+ growth in ATC metrics and 20%+ growth in revenue revenue from AI driven cross sell and upsell widgets strategically placed on well-trafficked site locations.
- 15%+ site revenue and AOV growth through UX led replatforming, search & merchandising strategies, and AI driven cross sell and upsell enhancements.
- $38M to $71M domestic web revenue growth over five years through UX led collaborations with PMs and CX to ease customer pain points with key content, services, and strategies serving customer needs.
- Generated $847K+ in incremental revenue through a content led AOV calibration campaign combining landing pages, cross-sell messaging, and email & site creative.
- 50% increase in SEO impressions through structured UX and content page enhancements using organic searches and LLM scrapes to land users on top useful pages.
- 40% click-through rate improvement that grew cart size 25% via IDP widget redesign and AI driven search/facet enhancements.
More Work
Additional projects
Web & Mobile Design
Sears Holdings / mygofer
Email Design
Campaign creative & scheduling
Video Direction & Editing
MAT Holdings national campaigns
Packaging Design
Home Depot, Sears, AutoZone
Catalog & Manual Design
MAT Holdings product lines
User Flows & Documentation
Customer journeys, requirements
Expertise
What I bring
Digital strategy
UX, CMS governance, AI merchandising, replatforming, multilingual publishing
Creative content
Campaigns, brand voice, content architecture, toolkits, editorial planning
Team leadership
Agency direction, designer mentorship, stakeholder communication
Performance
SEO, A/B testing, Google Analytics, Qlik, Glassbox, conversion optimization
Ryan Sherwood
Principal Digital Experience Strategist
15+ years of translating ideas into content and problems into solution .