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ENGAGEMENT · 8 YEARS EMBEDDED
The Online Dog Trainer
DOGGY DAN · ONLINE EDUCATION + COMMUNITY · NEW ZEALAND
MEMBERIUMINFUSIONSOFTWP FUSIONHETZNERWORDPRESS
8+ yrs
EMBEDDED SINCE 2018
124,827
MEMBERS ON PLATFORM
"I really don't know where I'll be without Danica. She's been a lifesaver, and I'm very, very grateful. If she can help you, just say yes and get her started as soon as you can."
Graeme Taylor
CO-FOUNDER · THE ONLINE DOG TRAINER
THE SITUATION
Ten years of growth had outpaced the infrastructure. Multiple products, multiple membership tiers, each with its own funnel — and the automation keeping it together had grown into what Graeme called "a ball of spaghetti." Tags were inconsistent, campaigns were misfiring, and members were getting the wrong content, receiving duplicate emails, landing in the wrong places. The help desk was overwhelmed. When the move to Infusionsoft and Memberium began, Graeme knew he needed someone who understood membership tech at depth — not another generalist.
WHAT WE DID
Came in and did something no one had done before: organized the entire Infusionsoft account from top to bottom — tags, campaigns, automation flows, all mapped and named with intention. From there, the scope expanded to the full platform. Recommended and executed the migration to Memberium, then later led the transition to WP Fusion as the stack matured. Navigated a security breach, three page builder migrations, and an infrastructure move from WP Engine to a Hetzner dedicated server. Built and leads an embedded team handling web development, video editing, and daily platform operations — Monday through Friday with backup coverage and no downtime. Eight years later, still the technical backbone of the business.
"The first Infusionsoft account they'd ever seen organized this way."
FEEDBACK FROM THE CLIENT'S OWN MARKETING TEAM
OUTCOMES
Infusionsoft account reorganized end-to-end — first of its kind, per the client's own marketing team
Memberium migration completed with zero disruption across 124,827 members on platform
Infrastructure migrated from WP Engine to a Hetzner dedicated server — major cost reduction and performance improvement
Full stack evolution led over 8 years: security incident response, 3 page builder migrations, CRM expansion, WP Fusion transition
Embedded team delivers web development, video editing, and daily operations with no-downtime coverage
WHAT WE BUILT
Inside the platform.
01 / 09
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