🚀 Overview
As Billtrust expanded through global acquisitions, its marketing website needed to evolve from a single-language WordPress implementation into a scalable, enterprise-grade digital platform. The new solution required multilingual support, personalization, regulatory compliance, and the flexibility to support continued international growth.
👤 My Role
Lead Web Technologist responsible for end-to-end delivery of the new global website, including platform architecture, frontend and backend implementation, and integration of marketing and analytics technologies.
⚠️ The Challenge
- Fragmented digital presence following multiple acquisitions
- Legacy WordPress platform limiting scalability and governance
- Need for multilingual support (EN, DE, FR, NL)
- Increasing regulatory requirements (GDPR, CCPA, HIPAA)
- Demand for personalization, advanced analytics, and marketing integrations
🛠️ The Solution
Led a full rebuild and migration to Sitecore, implementing a modern, scalable digital experience platform:
- Architected and launched a multi-language global website across four regions
- Migrated from WordPress to Sitecore with a new frontend and backend stack
- Integrated AI-powered search (Coveo) to improve content discovery and engagement
- Replaced Google Analytics with Piwik PRO for privacy-compliant analytics
- Implemented personalization and A/B testing (Mutiny)
- Integrated Marketo for multilingual forms and enhanced lead tracking
- Built custom tracking systems using YouTube and Vimeo APIs for video engagement insights
- Ensured WCAG 2.1 A accessibility compliance
- Deployed GDPR-compliant consent management (CookiePro)
- Implemented Qualified chat for real-time, personalized user engagement
📈 Impact
- 🏆 2023 Best SaaS Website Award (Design, UX, Innovation, Technology, Content)
- Increased page speed scores from low 70s → mid 90s
- Improved SEO authority score from 58 → 72
- Raised SEO health score to mid 90s
- Delivered a fully localized experience supporting global expansion
- Enabled real-time reporting dashboards using Piwik PRO
- Significantly improved engagement through personalization, search, and chat
🧠 Key Contributions
- Technical leadership across platform migration and rebuild
- Defined architecture for scalability, compliance, and performance
- Bridged marketing, analytics, and engineering systems into a unified platform
- Delivered measurable improvements in performance, SEO, and user engagement
🧰 Tech Used
Sitecore Cloudflare Microsoft Azure Smartling Coveo Piwik PRO Marketo Mutiny CookiePro Qualified Siteimprove Greenhouse
🧩 Featured Experience: Interactive AR Maturity Assessment Experience
As part of Billtrust’s broader digital transformation initiatives, I designed and developed an interactive six-step AR maturity assessment experience that helped finance teams evaluate operational workflows while guiding users toward personalized educational resources and solution pathways.
Built with semantic HTML, CSS, and vanilla JavaScript, the experience included dynamic scoring, progress tracking, contextual recommendations, session-based state persistence, and personalized result routing — all optimized for accessibility and performance without framework overhead.
Read the technical case study: Building an AR Maturity Assessment Experience with Vanilla JavaScript