EVOLVING A SERVICE OFFERING

Signal is a boutique marketing agency that built its reputation on strategic content—editorial planning, messaging frameworks, and brand narrative. As AI tools began reshaping what clients expected from content strategy, Signal's leadership recognized an opportunity: build a proprietary platform that could systematize their expertise and scale their delivery model.

I was brought in to own the build.

THE BUILD

The project required designing a platform from zero—a SaaS-style internal tool that would let Signal's team run multiple client accounts with consistent process and measurable output.

I led the development of four core modules: an SEO insights engine built from a keyword research process I designed from scratch, a rank tracker correlating brand signals with organic performance, a content syndication workflow reducing manual handoff between writers and publishers, and an analytics dashboard surfacing the metrics that mattered to each client segment.

Four people. Tight timelines. No inherited infrastructure. I made the call early to document every decision—what we built, why, and what it would unlock downstream.

WHAT IT DELIVERED

40% reduction in client reporting time — dashboard automation replaced manual weekly pulls
3x faster content syndication — workflow redesign cut handoff from 48 hours to under 16
SEO function built from zero — keyword research process now runs across 12 active client accounts
Platform now underpins Signal's expansion into a scalable retainer model