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Identified a critical pain point: there was no way for brands and marketers to purchase ad placements on DealNews without going through a sales representative. Analyzed the B2B advertiser journey, competitor marketplace models, and Shopify's custom theme capabilities to define the product architecture. Mapped out user flows for both the merchant onboarding experience and ongoing account management.

Architected the full UI/UX framework for the marketplace microsite using Adobe XD, designing all primary pages and sub-pages before sharing with executive stakeholders for review. Created a clean, conversion-optimized layout with a bold visual language; minimal homepage copy, strong calls-to-action, and a streamlined application funnel. Built accompanying branded assets for a separate social presence dedicated to B2B audience acquisition.

Led the Shopify implementation using a custom theme, building out page layouts, uploading product listings, and configuring the storefront for a B2B purchase experience. Collaborated directly with the dev team by providing assets, specifications, and real-time feedback throughout the build. Post-launch, managed ongoing site updates including article publishing, FAQ revisions, and layout optimization to maximize conversion rates.