Andrew Dunn

The Lifetime Value Co.

Feature ownership at LTVCO

At The Lifetime Value Co. I was Senior Product Manager, SEO, leading the team that owned the public surface of the brand portfolio: page templates, programmatic long-tail applications, high-value head-term pages, customer entry points into subscription flows, the CloudCannon CMS, and the integrations behind them. Portfolio figures and team size sit on the LTVCO record with their sources, and are not repeated here. Below, one entry per brand, grouped by whether the brand was a net-new build or an existing brand under an optimisation program: what the team designed and built, and where to see it.

Pattern

Programmatic directory patternTwo rows on the same grid. The address row runs three levels: state, then city, then street. The phone row runs four: the area code index, then the area code, then the exchange, then the single number. Each level is one template, and each links down to the level beneath it. The last box in each row is the record page the reader was going to, and is marked in the accent.AddressState/CO/City/CO/Denver/Street/{street}-addresses/PhoneIndex/phone/NPA/phone/303/NXX/phone/303/426/Line/phone/303/426/3333/
The pattern applied across the directory brands: one template per level, each level listing what sits beneath it, ending on the record page the reader wanted. Depth follows the data, not the design. NPA is the area code, NXX the exchange.

Net-new brands

Brands built during my tenure, from nothing to a public surface.

wingmate.com

net-new

Built

The team designed and built the coach persona template and the page set that runs on it, shipped as part of the 0-to-1 brand launch. Every coach page is the same template carrying a different persona: who the coach is, the situations it covers, and the route from reading about it into using it. The set was built to extend rather than to be finished, so adding a coach is a content decision instead of a new build, and the brand has added coaches since launch. Three of the personas are linked here; the template is the thing to look at, and it is the same one on each.

Owned
I owned the page architecture, the template specification, and the SEO structure across the set.
Decision
One template behind every coach rather than a page built per coach, which is what let the set grow afterwards without engineering time for each new persona.
See it

Capture pending. The linked pages are the evidence until it lands.

reversephone.com

net-new

Built

The team designed and built a programmatic directory for North American phone numbers, generated from internal and public data and running four levels deep: the index of area codes, the area code, the exchange inside it, and the individual number. Each level is its own template, and each one exists to hand the reader down to the next until the page they wanted is the page they are on. The four links below walk that hierarchy in order, so the pattern is visible by following it rather than by being described.

Owned
I planned the public page architecture and worked with engineering and the other teams on the API-backed generation behind it.
Decision
Four levels rather than a flat index of numbers, so each level has a reason to exist for a reader and a job to do in the path down to one number.
See it

Capture pending. The four linked levels are the evidence until it lands.

Optimisation programs

Existing brands, where the work was the architecture of the surface rather than the brand.

bumper.com

optimisation

Built

Three public surfaces ran under one roadmap. The team designed and built the VIN teaser, which returns a first look at a vehicle from NHTSA data before the reader is asked for anything; the head-term page set covering VIN checks, branded titles, accident history, and vehicle history reports; and the marketplace, where listing data served through an API was optimised and the filters were put through experimentation. The three are one surface to a reader arriving from search and three different jobs to the team that maintains them, which is why they were sequenced against each other rather than run in parallel.

Owned
I authored the roadmap and owned prioritisation and page architecture across all three surfaces.
Decision
Templates and indexation before content volume, because publishing volume into a template that has not been fixed multiplies the defect rather than the traffic.
See it

Capture pending. The four linked surfaces are the evidence until it lands.

Outcome
Tracked keyword growth across the roadmap window sits on the Bumper record with its source, and is not repeated here.