ROLAND WORKS

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Hi, I’m Roland. I build digital systems for brands, teams, and businesses that need more than a nice-looking website. Think UX strategy, WordPress architecture, technical SEO, conversion paths, governance, and the occasional questionable amount of care over spacing. Based in South Florida, somehow still above water.

I work where strategy, UX, content, code, and operations all collide.

Not your average marketer.

I’ve spent more than two decades helping brands turn messy digital ecosystems into useful, scalable systems. Websites, campaigns, content, analytics, automation, client workflows, sales paths. If it touches the user, the business, or the team behind the screen, I probably care about it.
My toolbox still includes HTML, CSS, WordPress, Elementor, analytics, Salesforce, Cloudflare, Figma, SEO, and enough platform weirdness to keep life interesting.
Wizard? Maybe. Systems goblin? Also possible.
anixter_logo
bylinebank_logo
deltana_logo
miabrands_logo
prbusiness_logo

I build the connective tissue between brand, website, content, and conversion.

True vision. Useful systems.

My work usually starts with a question: what is this supposed to do for the business? From there, I map the user experience, clean up the structure, shape the content, improve performance, and make sure the people managing it aren’t stuck with a beautiful mess.
Here are 5 builds, systems, and roles I’m proud of. ↓

Officer UX Website Marketer

Byline Bank

Led website strategy across UX, SEO, accessibility, analytics, and campaign landing pages for a regulated financial brand. Helped connect digital decisions to business-line needs, reporting, and measurable user behavior.
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Roland October 30, 2023

Transforming Byline Bank’s Digital Presence

Chicago, IL – Byline Bank is a top 5 SBA lender in the United States.

Background:

Byline Bank, a prominent banking institution, recognized the need to amplify their digital presence to cater to the evolving needs of their consumers and businesses. They required someone with expertise in UX, SEO, and web integration to align their procedures with the goal of increasing website traffic and enhancing user experience.

Objective:

To enhance Byline Bank’s digital presence through strategic UX, SEO, and web integration techniques, ultimately driving an increase in website traffic and improving ROI.

Challenges:

  • Develop strong landing pages to support high conversion rates for Small Business Capital.
  • Managing the Form migration to allow customers to contact Byline Bank’s many divisions.
  • Developing a mini-site to welcome newcomers to the Byline brand of banking from Inland Bank.

Solutions:

Byline Bank – User experience and SEO played a paramount role in the redevelopment process of its landing pages.

A cross-functional team was formed to oversee the re-development of Byline Bank’s landing pages, ensuring a smooth transition for both the brand and its customers.

Chicago, IL – High performing Forms created in part with both internal and external teams.

Meticulous planning and execution were employed to manage the existing form structure, ensuring that Byline Bank customers could easily contact Byline Bank’s many different divisions.

SEO – Re-tooled the Banks approach to building content with a focus on strengthening its search related content.

Several improvements implemented across the site with focuses in SEO. Completely customized Schema profiles were developed to provide search with all the necessary information to make a seamless transition from SE to Site and convert.

Chicago, IL – Byline Bank’s home page.

A modest but stout 21% year-over-year increase in website traffic was achieved through great copywriting, thoughtful consumer and business campaigns, and the successful integration of Inland Bank.

ROI has enjoyed much success, with the team currently implementing more thoughtful ADA standards throughout the Bylinebank.com website to .

More improvements underway include major redesigned elements.

Conclusion:

The strategic implementation of UX, SEO, and web integration techniques has significantly transformed Byline Bank’s digital presence. The team’s efforts have not only resulted in a substantial increase in website traffic but have also paved the way for future developments that will further enhance the bank’s digital footprint. The success of this project is a testament to the power of strategic digital marketing and the positive impact it can have on a brand’s overall presence in the digital realm.

Senior WordPress Developer

pr.business

Led WordPress production standards during a platform shift from Wix to WordPress, managed a 13-person team, and helped create repeatable QA, SEO, onboarding, and Salesforce-connected workflows.
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Roland November 13, 2023

Building The Right Team From The Ground Up

Founded in 2014, leading agency pr.business is based in Boca Raton, FL.

Background:

This case study focuses on the transformation of a department at pr.business during the challenging onset of the COVID-19 pandemic. Faced with the abrupt transition of team members and the shift to remote work, the department, under the guidance of the Senior WordPress Developer, underwent a significant restructuring.

The Pandemic Challenge and Initial Response

As the pandemic began, the department faced the sudden exit of key team members, coupled with the transition to remote work for two remaining members. This upheaval occurred amidst a critical period of managing extensive work for the company’s clients.

Objective:

To rebuild and restructure the department efficiently, enhancing its capacity to deliver quality services under new working conditions.

Key Actions and Strategies:

  1. Adapting to Remote Work: Rapid adaptation to remote work conditions, ensuring continuity in operations and effective communication.
  2. Role Diversification and Expansion: Expanded the team to include six distinct roles, each tailored to address specific departmental needs:
    • Onboarding Specialist: Focused on streamlining client integration and optimizing their initial experience.
    • Designer: Tasked with creating visually compelling and user-friendly designs.
    • Developer: Responsible for website development and technical solutions.
    • Copywriter: Dedicated to producing SEO-optimized content and marketing copy.
    • Webmaster/DevOps: Oversaw website management, server health, and operational efficiency.
    • Department Manager: Directed overall department strategy, coordination, and team leadership.
  3. Recruitment and Training: Focused on recruiting skilled professionals and providing them with the necessary training to thrive in their respective roles.
  4. Process Reengineering: Refined existing processes and implemented new ones to suit the remote working model and new team dynamics.

Outcomes and Impact

  1. Resilient Team Structure: The new team structure proved resilient and adaptable, successfully navigating the challenges posed by the pandemic.
  2. Enhanced Operational Efficiency: With clearly defined roles and revamped processes, the department experienced a marked improvement in operational efficiency.
  3. Improved Client Onboarding and Satisfaction: The introduction of a dedicated onboarding role led to smoother client integration and higher satisfaction rates.
  4. Quality and Throughput: The diverse skill sets within the team facilitated higher quality output and increased project throughput.
  5. Sustained Growth and ROI: Despite the pandemic’s challenges, the department sustained growth and continued to deliver a strong ROI for the organization.

Conclusion:

The transformation of the department at pr.business during the onset of the COVID-19 pandemic is a testament to the power of adaptive leadership and strategic restructuring. By swiftly redefining roles and processes and embracing remote work, the department not only overcame the immediate challenges but also positioned itself for sustained success in a rapidly changing business environment. This case study exemplifies how agility and strategic planning can turn a crisis into an opportunity for growth and innovation.

Inside Sales Executive

Anixter

Managed a $2.2 million revenue desk and paired sales execution with cross-functional planning, margin awareness, and account growth. Not every UX lesson came from a screen.
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Roland October 30, 2023

Supply Account Representative

Deltana

Supported digital marketing, website content, and online brand visibility for a hardware brand with a deep product catalog and a very real need for clarity.
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Roland October 30, 2023

Account Acquisitions Director

MIA Brands

Worked across acquisition, web content, UX, and campaign strategy to support brand visibility and business growth across a fast-moving portfolio.
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Roland October 30, 2023

The work doesn’t always fit neatly in a job title.

A couple
of other
tidbits.

Some of my favorite work happened outside the usual lanes: band identities, podcast brands, nonprofit campaigns, apparel, local businesses, and odd little creative problems that needed taste, structure, and a working deadline.
Here are some non-wizard things I’m proud of. ↓

Apocalypse Records

Brand identity and logo work for a Miami music project with just the right amount of end-times energy.

AVAT

Logo, apparel, and merch direction for a band that needed to look as heavy as it sounded.

Selgas CPU

Branding, website, and social presence for a local tech business.

Sindicate Computers

Early product and brand development in the custom PC space.

Earthside

Amplified the band's digital reach through compelling digital ads that captivated audiences and drove engagement.

Burning Sideways

Crafted a visually striking compact disc design for Earthside's Frank Sacramone, encapsulating the symphonic metal band's essence.

Youth vs Hunger

Revitalized the brand's identity through strategic branding development, amplifying the organization's impact in the fight against hunger.

Eagles Union

Bolstered the brand's image with comprehensive branding and brand development initiatives that resonated with its core values and mission.

Mejor Comida. Mejor Gente.

Reinforced the brand's message and values through strategic branding and brand development, fostering a strong connection with its audience.

Stay For Tonight

Cultivated a unique brand identity and creative online experiences that resonated with the band's pop-rock essence and engaged its fan base.

Boozin' Betties

Spearheaded branding and podcast media creation, crafting a unique identity that captivated listeners and elevated the brand in the podcasting world.

6 Feet Indieground

Pioneered branding and podcast media creation strategies that differentiated the brand and resonated with indie music enthusiasts.

Good work should feel clear before it feels clever.

So follow.

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© 2026 Roland Velazquez | @rolyvee
I build websites, systems, brands, and digital workflows with equal parts strategy, taste, and stubborn attention to detail. Download my CV, explore the work, or say hello if you’re building something that needs a steadier digital backbone.
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© 2026 Roland Velazquez | @rolyvee
Roland November 14, 2023

Case Study: Maximizing Revenue and Gross Margin at Anixter

Anixter International Inc. - is a company based in Glenview, Illinois, United States and founded in 1957.

Background:

This case study highlights the achievements and strategic approach employed during the tenure at Anixter, focusing on managing a $2.2 million revenue desk and attaining the highest increased gross margin companywide in 2018. It underscores the role of strategic planning, project management, and cross-functional collaboration in driving business growth and profitability.

Roles and Responsibilities

As an Inside Sales Representative at Anixter, the key responsibilities included managing a high-revenue desk, devising and implementing strategic plans, overseeing various projects, and collaborating with different teams across the company. This multifaceted role demanded a balance of sales acumen, strategic foresight, and effective teamwork.

Strategic Approach and Execution

  1. Revenue Desk Management: Efficiently managed a $2.2 million revenue desk, focusing on maximizing sales and customer satisfaction.
  2. Strategic Planning and Implementation: Developed and executed strategic plans aimed at increasing revenue and gross margin. This involved analyzing market trends, identifying opportunities, and tailoring approaches to different customer segments.
  3. Project Management: Oversaw projects from inception to completion, ensuring alignment with business objectives and timely delivery.
  4. Cross-Functional Collaboration: Worked closely with various teams, including marketing, product management, and logistics, to drive cohesive efforts and integrated strategies.
  5. Performance Analysis and Optimization: Continuously monitored performance metrics and adapted strategies to optimize results.

Challenges and Solutions

  1. Market Competition and Customer Retention: Addressed competitive market challenges by enhancing customer engagement and loyalty strategies.
  2. Aligning Cross-Functional Efforts: Ensured that all team efforts were aligned towards common goals through regular communication and collaborative planning sessions.

Outcomes and Impact

  1. Record Gross Margin Increase: Achieved the highest increased gross margin across the company in 2018, a testament to effective strategic and sales execution.
  2. Revenue Growth: Successfully managed and grew a $2.2 million revenue desk, contributing significantly to the company’s overall financial performance.
  3. Enhanced Team Collaboration: Fostered a culture of collaboration and synergy among cross-functional teams, enhancing overall departmental effectiveness.
  4. Strategic Customer Relationships: Built and maintained strategic customer relationships, leading to sustained business growth and customer loyalty.

Conclusion:

The tenure at Anixter as an Inside Sales Representative, culminating in a remarkable achievement of the highest increased gross margin in 2018, exemplifies the impact of strategic planning, adept project management, and effective cross-functional collaboration in driving business success. Managing a $2.2 million revenue desk and steering it towards record margins highlights a deep understanding of market dynamics, customer needs, and the importance of integrated team efforts. This case study serves as an insightful example of leveraging diverse skills and strategic focus to achieve outstanding results in a competitive business environment.

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Roland November 13, 2023
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Roland October 30, 2023
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