Growth Marketing Developer

Parcl and Parcl Labs

May 2021 - July 2023
Growth Marketing Developer at Parcl
Parcl and Parcl Labs

Project Overview

In my tenure at Parcl, an innovative real estate tech startup, I played a pivotal role as the Growth Marketing Developer. My journey involved a blend of technical expertise, creative problem-solving, and strategic marketing, all aimed at enhancing our digital footprint and user engagement.

Crafting Digital Experiences

I was at the helm of managing and enhancing Parcl's key websites, and My approach was hands-on, ensuring every aspect of the user's digital journey was engaging, informative, and seamless.


The primary goal was to make a cornerstone for user education and engagement, leading to increased adoption of our app ( This involved a meticulous focus on user-centric design, content strategy, and leveraging SEO to boost our visibility and authority in the digital space.

Innovations and Key Features

  • Data-Driven Development: Pioneered a program that seamlessly integrated with Parcl Labs API, bringing live, dynamic pricing data into our Webflow site. This not only enriched user experience but also showcased our commitment to transparency and real-time data.
  • A/B Testing & Experimentation: Implemented an innovative A/B testing framework by integrating Launch Darkly into Webflow. This allowed us to fine-tune user experiences based on real-time data and feedback.

Challenges and Solutions

  • Backend Integration: Integrating custom backend servers for dynamic data handling and A/B testing in Webflow was groundbreaking. I developed novel infrastructure solutions to achieve this, enhancing our site’s functionality and user experience.
  • Messaging for a Novel Concept: Communicating the unique value proposition of required a dynamic approach. I led the initiative in revising our website and messaging, ensuring clarity and appeal in our brand communication.

Impact and Outcomes

  • Efficient Traffic Management: The site's robust infrastructure successfully managed peak traffic of 10,000 users per minute during major marketing campaigns, demonstrating the scalability and reliability of my development work.
  • Significant User Acquisition: Our referral campaign was a major success, adding 42,000 subscribers, with a notable 11,000 in just one day. This was a testament to the site’s performance and the effectiveness of the marketing strategies implemented.
  • Analytics and Reporting: Built a comprehensive UTM and event/conversion system for in-depth marketing analysis. My biweekly reports were crucial in strategizing and measuring the success of our marketing efforts.

Personal Note

As a professional who values authenticity and real connections, I strive to bring a blend of technical proficiency and creative insight into every project. My goal is to not just develop solutions, but to craft experiences that resonate with users and drive business success.