Signal
Building the Platform Behind the Process
Evolving a Service OfferingRecom's SEO team was generating genuinely valuable keyword intelligence, but the process of pulling competitor data, identifying gap opportunities, and framing A/B testing recommendations was all manual. As the client portfolio scaled, that limitation became a business problem.
I built the SEO function from zero. Four people. A keyword research process developed from scratch. Within a year, we were expanding average product discoverability by 4,000+ keywords per listing. The process was working. The question became: what does this look like as a platform?
Signal - Rank Tracker
The BuildI partnered with product and engineering to scope Signal from concept to production. At its core is a proprietary Keyword Pursuit Score that cuts through the noise of thousands of SEO opportunities by evaluating semantic relevance, competitive positioning, and opportunity sizing across Amazon. In short, it represents the distillation of every optimization decision the SEO team had been making by hand.
I defined MVP scope, authored the PRDs, secured engineering resources, and led feature prioritization across two release cycles.
Signal - AI Recommendations
The best product decisions I made on Signal weren't technical; they were organizational, as I recognized that the SEO process we had developed was comprehensive enough to build an in-house platform around rather than adapt to a third-party tool's constraints.
The Results266% increase in ad conversions for one partner through Signal-informed headline testing
43% conversion rate improvement on product detail page updates for another
20+ hours of weekly manual analysis eliminated per optimization cycle
15–20% revenue lift projected across the client base as deployment scales
Signal - Brand Signals
Signal is now deployed across Recom’s partner accounts and is a centerpiece of Recom's new business pitch. What started as an internal operational fix became a competitive differentiator.
Signal - Rank Tracker