The Rep is one of St. Louis’s longest-running professional theatre companies, founded in 1966. Since joining in May 2025 I’ve had my hands across the entire operation — from day-to-day content edits and show page updates to full page rebuilds, accessibility remediation, Salesforce/PatronManager development, analytics infrastructure, and leading a full migration off the legacy Showtime CMS onto a custom-built WordPress theme. That theme is now live on repstl.org. Every public-facing page on repstl.org has gone through my hands at some point.
Day-to-day ownership
Live Site Edits
Ongoing content updates across the entire site — show listings, event pages, subscription info, staff pages, and seasonal promotions on a production CMS.
Show & Event Pages
Build and maintain individual show pages each season — production details, performance schedules, ticketing links, and cast/creative team listings.
Cross-Team Coordination
Work directly with Marketing and Development leadership on time-sensitive changes, translating business needs into front-end updates quickly and accurately.
Brand Stewardship
Enforce visual and content standards across every page — typography, color, layout, and tone — ensuring consistency as the site evolves.
CMS & Admin UX Design — repstl-theme
Custom WordPress Theme, Built From Scratch
Architected repstl-theme — a no-page-builder WordPress theme with custom post types for Shows, Subscriptions, and Events — as the replacement for the legacy Showtime CMS.
Customizer-Based CMS
Designed a Customizer-driven content layer so non-technical theatre staff can manage page content, layouts, and media without touching code.
Page Sections Meta Box
Built a custom meta box system giving staff a flexible, block-style way to compose page content, while keeping the front end consistent and on-brand.
Self-Service Admin Tools
Built a drag-to-reorder production photo gallery, a crossfade slideshow, and sponsor/hero image management — reducing staff reliance on developer support for routine updates.
PatronManager / Salesforce Development
Donation Rollup Batch Class
Built and deployed
DonationRollupBatch to production — a scheduled Apex class that runs nightly to calculate Total Gifts, Largest Gift, Number of Gifts, Last Gift Date, Last Gift Amount, and First Gift Date directly on Contact records.
Contact Follow-Up Reminder Flow
Built a record-triggered Salesforce Flow that sends scheduled email and in-app notifications to prompt staff follow-up on donor contacts automatically.
Diamond Anniversary Ticket Snippet
Built a scoped HTML snippet for the Diamond Anniversary Concert Series embedded in the Showtime CMS — handling ticket purchase presentation within PatronManager’s constraints.
Discount Code Research & Scoping
Researched and documented PatronManager’s limitations around donor-status-gated discount codes, delivering clear findings to inform future development decisions.
Analytics & Tracking
Google Tag Manager
Implemented GTM across repstl.org, establishing a scalable tag management infrastructure for all current and future tracking and marketing needs.
Google Ads Conversion Tracking
Researched and scoped conversion tracking across the PatronManager/Salesforce ticket purchase path — mapping the full funnel from ad click through completed transaction.
Case study — Subscription page redesign
Classic Mainstage Subscription page · Before → After · Designed in Adobe XD
Adobe XD
What changed & why
Visual hierarchy
The original page treated every element with equal weight. The redesign establishes a clear content order — hero, benefits, pricing, then purchase flow.
Subscription benefits layout
Collapsed accordion-style benefits replaced a wall of text, letting users scan quickly and expand what’s relevant to them.
Purchase flow clarity
Broke the checkout process into explicit numbered steps — Purchase, Check Email, Select Seats — reducing friction and drop-off.
Performance schedule grid
Restructured the performance schedule into a scannable week-by-week grid with consistent card components and clear pricing.
Seating chart presentation
Enlarged and recentered the seating diagram with clearer tier labels — Premium, Preferred, Choice — making seat selection more intuitive.
Brand consistency
Standardized typography, spacing, and color usage across the page to align with The Rep’s visual identity guidelines.
Broader contributions
Accessibility Audits
Full ADA compliance reviews across high-traffic pages. Resolved WCAG failures including contrast ratios, focus states, and screen reader issues.
Page Rebuilds
Rebuilt key pages in HTML/CSS to improve usability and mobile responsiveness within the existing CMS constraints.
WordPress Migration Lead
Led the full migration off the legacy Showtime CMS — architecture, build, and content migration onto repstl-theme. I ran the cutover itself — planning with staff, redirects, SEO checks, Search Console monitoring, and moving DNS to the new host — and the new site is live.
Technical Support
First point of contact for staff technical issues across the website, Salesforce, email, and Google tools — troubleshooting directly and coordinating with the managed IT provider on server issues.
DNS & Email Deliverability
Moved the site’s DNS to the new host at cutover and fixed Salesforce emails landing in spam by correcting the domain’s DKIM records.
Staff Training
Documentation and support for the staff members who now help with content on the new site, using the Customizer and Page Sections tools.
Migration roadmap
Phase 1 — Complete
Audit & Assessment
Full accessibility and technical audit of the existing site. Documented all issues, page structures, and content inventory.
Phase 2 — Complete
Proof of Concept & Proposal
Built a full WordPress theme demo for repstl.org and delivered a stakeholder presentation covering architecture, cost savings, plugin strategy, and migration roadmap.
Phase 3 — Complete
Stakeholder Approval
Migration proposal approved, clearing the way for full theme development and content migration.
Phase 4 — Complete
Build & Content Migration
Full theme development and content migration onto repstl-theme, including the Customizer-based CMS and Page Sections meta box system for staff self-service.
Phase 5 — Complete
QA & Launch
Cross-device/browser QA and a final ADA review, then production cutover: redirects, SEO checks, Search Console monitoring, and the DNS move to the new host. The site is live, and I continue to build on it while a few team members now help with content.
Stack & tools
View current site ↗
HTML
CSS
JavaScript
WordPress
PHP
Adobe XD
Adobe Photoshop
Google Analytics
ADA / WCAG
Git
DNS / DKIM
Salesforce Apex
Salesforce Flow Builder
PatronManager
Google Tag Manager
Google Ads