Projects & Case Studies

A selection of web strategy, experimentation, and experiential marketing work from my time on the Growth / Web Strategy team at NBCUniversal, supporting Peacock (peacocktv.com). Each project notes the problem, my specific role, and the outcome.

4+ yrs

Web strategy & CRO at Peacock / NBCUniversal

~81%

of Peacock web new-customer conversions run through the homepage I own

22,612

incremental subscribers from a single homepage hero test (+$4.3M CLV)

200+

Originals landing pages governed under my strategy framework

Experiential & Interactive Experiences

High-immersion, agency-built experiences that turn a show's world into an interactive acquisition moment. I lead this work from concept and agency RFP through creative direction, launch, and internal case study.

Screenshots & screen recording coming soon

Experiential · Creative Direction · Agency Management

Fight Night: The Million Dollar Heist — "The Fight After Party"

For the launch of Peacock's true-crime drama Fight Night (Kevin Hart, Taraji P. Henson, Don Cheadle, Terrence Howard, Samuel L. Jackson), a fully interactive experiential website set in "Black Vegas" — the show's 1970s Atlanta underworld. Live at peacocktv.com/afterparty.

My role: Web strategy lead. Authored the agency RFP (goals, audience, timeline, budget tiers), selected and managed Trailer Park Group, ran weekly creative-feedback cycles with the Scripted, Legal, and Cyber Security teams, and presented the finished case study at an internal MarTech summit.
What was built: A 360° explorable environment (desktop + mobile) with character motion-portraits, an in-world TV clip and locations poster; a playable animated Blackjack game against "The Firm"; and a heist finale that resolves into a "Join Peacock" CTA. Supported by custom homepage banners, a :15 promo, CRM email/push, a four-part Instagram story arc, and a Peacock Blog post.
Impact: One of the team's largest creative "swings," presented internally as a repeatable Product Marketing tactic.

Chatbot walkthrough & wireframes coming soon

Experiential · Strategy · Wireframing

Mrs. Davis — Experiential AI Chatbot

Teaser-phase experience for the Peacock Original Mrs. Davis, a series built around an AI antagonist. Designed and built in early 2023, ahead of the mainstream AI-chatbot wave. Live at peacocktv.com/stream-tv/mrs-davis.

My role: Strategy lead and presenter. Authored the landing-page strategy, the wireframe options deck (agency-built vs. CMS-built), the chatbot script concept, and the rationale for SEO visibility, immersion, and backend needs — then presented the project end to end to leadership.
What was built: A flow that lands users on a search-optimized "Coming Soon" page with the "She Wants to Talk to You" teaser, then routes to a standalone, intentionally unbranded chatbot where users try to guess who or what Mrs. Davis is — every path converging on one result to simulate a real AI conversation — before funneling back to the plan picker.
Impact: Cited in the team's "Leveraging MarTech in Web Strategy" retrospective as a flagship example of low-cost, high-immersion experiential marketing.

Conversion Rate Optimization & Experimentation

Structured A/B testing across Peacock's highest-traffic acquisition surfaces. Every test pairs a clear hypothesis with a measured result, and winners are scaled sitewide.

Before / after hero variants coming soon

CRO · Experimentation · Stakeholder Alignment

Homepage Hero Testing & Experimentation

The Peacock homepage hero is the single highest-leverage unit on the site — the homepage drives ~81–83% of web new-paid-customer conversions and ~60% of prospect traffic, and roughly 40% of desktop / 35% of mobile visitors never scroll past the hero.

My role: Web strategy owner and test lead. Author the experiment scope docs and creative briefs, run cross-functional alignment, and own the Figma "Homepage History" workspace documenting three years of hero redesigns.
What I tested: A multi-year program evolving the hero from promo sizzle reel → Motion Tile Wall → static and truncated variants — a 4-up truncated hero to surface more content above the fold on mobile, a static (non-video) Motion Tile Wall for page speed, a static hero with NBCU brand pillars (Bravo, NBC, Universal Pictures), and plan-tier CTAs in the hero.
Impact: The related truncated static hero test alone drove +22,612 incremental new paid customers and +$4.3M in customer-lifetime-value impact — one of the highest-performing tests on the team's record. Learnings now guide sports, partnership, and tentpole hero strategy sitewide.

Apple TV+ and Peacock bundle landing page

CRO · Partnership Launch · Copy Strategy

Apple TV+ Bundle — Landing Page & Testing

NBCUniversal's Apple TV+ & Peacock bundle launch (October 2025), coordinated directly with Apple's marketing team — one of the company's highest-visibility partnership launches.

My role: Web strategy lead. Directed the bundle landing page — hero, instructions/FAQ copy, legal disclaimer placement, and the "how to link your Apple TV+ account" module — partnered with Design and Partnerships on homepage treatment and default plan-picker behavior, and serve as the ongoing point of contact with Apple for monthly content refreshes.
What I tested: "Bundle and Save" vs. "Bundle and Save Over 30%" hero copy; CTA anchoring to the plan picker vs. the dedicated landing page; default plan-picker selection; merchandising placement; and de-emphasis tests to protect full-price Peacock inflow as the bundle matured — results presented monthly to UK / Sky leadership.
Impact: Apple TV+ bundle purchases reached ~128K–248K across web and IAP, roughly 8–10% of total NBCU purchases since launch; consumer-insights work I contributed to found convenience and Peacock content were the top motivators, directly shaping messaging.

Web Strategy · Partnership Launch · UX

STARZ Add-On — Landing Page & Testing

Peacock's STARZ Add-On (MVP June 2026) — the first premium content add-on sold through Peacock's own web checkout.

My role: Web strategy lead. Owned the dedicated "STARZ on Peacock" landing page (hero, 7-day free-trial messaging, description, FAQ), the new- and existing-user journey mapping, the homepage banner, and programmatic single-title pages for every STARZ title — and presented the full strategy deck directly to the STARZ team.
What I tested: A high-funnel homepage promo banner, a mid-funnel STARZ upsell module in the checkout flow, and a low-funnel post-checkout splash upsell for newly converted subscribers.

CRO · SEO · Design Templating

NBA Web Strategy Launch

Peacock's first dedicated NBA landing page and season-long web strategy, built from scratch across pre-season, launch, in-season, and playoffs (Q4 2025 – Q1 2026).

My role: Supported the build — SEO and discoverability strategy, homepage hero rotation for NBA moments (All-Star, Playoffs, Finals), and a custom design template built to scale to other sports leagues.
Impact: NBA-related homepage and sports-page tests contributed to major performance gains per team reporting — traffic +116%, NPCs +1,616%, and CVR +0.62pp during the playoffs.

CRO · Personalization · Competitive Benchmarking

Student & Young Adult Discount Funnel

Ongoing optimization of the Student & Young Adult discount acquisition funnel at peacocktv.com/student.

My role: Lead. Ran competitive benchmarking against HBO Max, Paramount+, Disney+, and Amazon Prime, and a Zenapse-powered personalization test on the hero CTA and subheader timed to back-to-school season.
Impact: Builds on personalization wins already proven on the homepage, Bravo hub, and NBA hero, which drove CVR lifts as high as +12.36%.

Content & Franchise Landing Pages

Strategy, governance, and optimization for the landing pages behind Peacock's Originals slate and flagship franchises.

Tier examples & template comparisons coming soon

Web Strategy · Governance · Process Design

Peacock Originals Landing Pages — Strategy & Governance

Strategy, prioritization, and ongoing maintenance for every Peacock Originals landing page — Tentpole, Paid Priority, Talent & Owned Priority, and Remaining Slate (The Traitors, Poker Face, Twisted Metal, Bel-Air, and dozens more each year).

My role: Owner of strategy, governance, and upkeep for the full Originals landing-page slate.
What I built: The annual Originals Landing Page Strategy deck — a tiered framework assigning each title to a Bespoke SEO, Coming Soon, Direct Response, Blog, or Programmatic page by priority tier and content availability — plus the team's standing Originals Landing Page Guide, and a shift from per-episode tiles to season tiles and evergreen modules.
Impact: The framework governs landing pages across every genre; template evergreening cut ongoing maintenance by roughly nine pages' worth of workload, freeing capacity for newer verticals like Microdramas and Add-Ons.

Web Strategy · GTM · Design Direction

Microdramas Landing Page

Peacock's mobile-first Microdramas vertical — 1–2 minute serialized vertical-video mini-series. Because the format can't be reliably deep-linked through app stores, the web landing page became the critical acquisition path. Live May 2026.

My role: Web strategy lead. Built peacocktv.com/microdramas as the primary conversion destination for TikTok and paid-social traffic ("Snackable content. Stackable watchlist."), directed multiple hero design rounds with Platform Design, and coordinated a phased GTM with Performance Media, CRM, and Social plus a companion homepage-rail A/B test.
Impact: All 10 launch titles live on platform by launch day with the landing page and blog article; the landing page and rail test now inform the mobile habit-formation strategy expanding into Peacock Originals microdramas.

Landing page & Serendipities UI coming soon

Web Strategy · SEO · Personalization

Love Island — Landing Page & Digital Experiences

Web presence for the Love Island USA franchise across seasons 6–8 — one of Peacock's flagship unscripted franchises.

My role: Owner. Authored the bespoke SEO landing page (cast bios, host/narrator features, episode info, conversion CTAs) and supported homepage hero rotation, key-art swaps, and merchandising for premieres, Casa Amor, and the finale/reunion.
What I tested: The Zenapse "Serendipities" personalization experience — an interactive, quiz-like content-recommendation unit — directionally positive on CTR (+1.06%) and CVR (+0.26%) across 4.5M+ visitors. The framework is now reused for other franchises.

Partnerships & Promotional Offers

The connective tissue between Partnerships, Legal, Commerce, and Design for new monetization surfaces on peacocktv.com.

Web Strategy · Geo-Targeting · Attribution

Xfinity / "Harmony" Partnership

Peacock's cross-company "Harmony" initiative with Comcast / Xfinity.

My role: Authored the web strategy — an always-on, geo-targeted promotional experience to activate inactive Xfinity subscribers' free Peacock entitlement and drive net-new Xfinity growth, including the Wunderkind banner-campaign implementation and the attribution plan.

Web Strategy · Cross-Functional Leadership

Partnership & Offers Ecosystem

The broader partnerships and offers program across peacocktv.com.

My role: Lead web strategy for new account-linking pages (Amazon Prime Video, Roku, YouTube) and Black Friday / seasonal offer landing pages, coordinating Partnerships, Legal, Commerce, and Design for every new monetization surface.

Full creative walkthroughs, decks, and additional detail are available on request.

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