ROLAND WORKS

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Hi! I’m Roland, your seasoned User Experience Director, stationed in the charming [yet soon to be underwater] paradise of South Florida. With over two decades in web marketing, I’ve fine-tuned the art of crafting immersive experiences that captivate and convert. Explore my work, get to know me better, and when you feel the urge, select a mode and dive into my digital universe.

As a User Experience Executive, I've mastered the art and science of web marketing.

Not your average marketer.

Throughout my journey, I’ve had the joy of collaborating with esteemed brands and mastering a wide spectrum of technology crucial for the success of today’s websites.
My toolbox includes HTML5, CSS3, cPanel, WordPress, Google, Salesforce, and more…
Wizard? Maybe.
Working alongside some of the most brilliant minds in the industry and weaving magic into websites, you might assume I’ve launched a dot-com or two by now. Surprisingly, I’ve also contributed to the creation of some remarkable ventures along the way. You might even spot a few familiar brands among my collaborations.
anixter_logo
bylinebank_logo
deltana_logo
miabrands_logo
prbusiness_logo

My journey as a User Experience Director has led me to explore various facets of digital marketing.

True vision in digital artistry.

I’ve built teams, created opportunities, assembled visions, and orchestrated award-winning campaigns that have left a lasting impact. My experience in user experience and web marketing has allowed me to bring a unique perspective to each project, ensuring that the final product not only meets but exceeds expectations.
Here are 5 projects I’m proud of. ↓

Officer UX Website Marketer

Byline Bank

In my role as Officer UX Website Marketer at Byline Bank, I led the digital roadmap, optimizing SEO, UX/UI, and ensuring ADA compliance. My work included managing Datorama integration within Salesforce, enhancing website performance using data insights, and collaborating with business lines to streamline digital tactics and manage campaign landing pages.
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See the work

Senior WordPress Developer

pr.business

As a Senior WordPress Developer at pr.business, I spearheaded the transition from Wix to WordPress, optimizing the website infrastructure. My responsibilities included leading a diverse team of 13, establishing SEO standards, implementing a rigorous 30-point quality control system, and streamlining client onboarding via form integration into Salesforce CRM.
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See the work

Inside Sales Executive

Anixter

At Anixter, I had the opportunity to manage a $2.2 million revenue desk, achieving the highest increased gross margin companywide for 2018. My role involved strategic planning, project management, and collaborating with cross-functional teams to drive business growth and profitability.
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Supply Account Representative

Deltana

Working with Deltana was a rewarding experience where I contributed to various digital marketing initiatives. My responsibilities included developing and implementing online marketing strategies, managing website content, and ensuring a seamless user experience. My efforts helped to increase brand visibility and drive user engagement.
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Account Acquisitions Director

MIA Brands

At MIA Brands, I played a key role in developing and executing digital marketing campaigns that resonated with the target audience. My work included managing website content, optimizing user experience, and leveraging data analytics to inform marketing decisions. My contributions helped to elevate the brand’s online presence and drive business results.
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See the work

My journey doesn't stop at web marketing.

A couple
of other
tidbits.

In my role as a User Experience Executive, I’ve ventured into unconventional projects that, while not fitting the conventional mold, have been immensely rewarding. Whether it’s sculpting SEO-centric content or transforming client call processes, my diverse skill set empowers me to confront challenges directly, devising innovative solutions that yield tangible results.
Here are some non-wizard things I’m proud of. ↓

Apocalypse Records

Elevated the brand's visual identity through comprehensive branding and logo development, encapsulating the essence of Miami's vibrant music scene.

AVAT

Sculpted the band's image with cohesive branding, logo development, and visually stunning apparel and merchandising design that resonated with fans.

Selgas CPU

Transformed the brand's digital presence through meticulous branding, logo development, social media, and website design, solidifying its position in the Miami tech landscape.

Sindicate Computers

Pioneered innovative branding and product development strategies that differentiated the brand in the competitive tech market.

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.

Your satisfaction is not just expected; it's guaranteed.

So follow.

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© 2024 Roland Velazquez | @rolyvee
For unparalleled work, cutting-edge websites, and transformative re-brands, your search ends here. Download my CV to get started.
Download my CV
© 2024 Roland Velazquez | @rolyvee
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.

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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.

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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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