About William Barthman

William Barthman Jeweler has been a respected retailer of fine watches and jewelry in the Financial District since 1884.

William Barthman Jeweler featured watch brands include Rolex, Tudor, IWC, Bvlgari, Michele, Hublot, and Breitling among others. Jewelry designers include Roberto Coin, Pasquale Bruni, Damiani, Chimento, and more. They also offer a variety of luxury crystal gifts from Baccarat.

Digital Strategy & Audience Insights Optimization

Comprehensive Data Diagnosis & UX Overhaul:

Systematically utilized GA4 to identify critical performance bottlenecks and site inefficiencies. Led a targeted optimization of the site’s Information Architecture—specifically within navigation and service department pages—to ensure the user interface was intuitively aligned with high-value user intent

Persona-Driven Research & Traffic Calibration:

Following the launch of Google Shopping and Meta Ads, successfully drove a 45% surge in total users. To address initial relevancy gaps, spearheaded a rigorous "Buyer Persona" research project. This involved synthesizing quantitative GA4 behavioral data with qualitative insights gained through in-person interviews with sales representatives and key clients. By mapping the authentic "customer footprint" and pain points, I redefined our target audience profiles to prioritize quality over raw volume.

Cross-Functional Execution & Engagement Results:

Collaborated with the paid media team to recalibrate ad targeting based on the newly defined Buyer Personas, ensuring a seamless transition from ad creative to landing page content. By filtering out non-relatable audience segments and optimizing content for specific buyer stages, I achieved a 30% improvement in the overall Website Engagement Rate, significantly enhancing the efficiency of the lead generation funnel.

Heatmap Analysis

By analyzing heatmap data, I identified how users visually engage with key pages, including scroll depth and attention distribution. These insights allowed me to prioritize high-value CTAs above the fold, adjust content hierarchy, and reduce friction in critical sections—ensuring the most important actions are immediately visible and aligned with natural user behavior

Click & Interaction Analysis (Popular Clicks)

Through popular click and interaction tracking, I evaluated which elements and pages users actively engage with, as well as where misclicks or unexpected interactions occur. This data informed strategic optimization of navigation, internal linking, and CTA placement, enabling more intuitive user flows and improved engagement across high-intent pages.

Uncovering UX Barriers in the Appointment Booking Flow:

Troubleshooting UX and conversion issues by analyzing user behavior recordings. For example, I identified a high bounce rate on the appointment booking page caused by users not completing the required location field. Because this requirement was not clearly indicated, users were unable to select a date and assumed the booking system was malfunctioning, leading them to exit the page. Based on this insight, I flagged the issue as a UX clarity problem rather than a technical failure.

Social Media Optimization

I independently analyze social media performance data to understand audience behavior, identify high-performing formats, and determine what creative strategies resonate most. Using these insights, I develop and test data-driven content, resulting in a 24% increase in organic reach and a 20% growth in interactions.

Building on this analysis, I lead product and lifestyle photography for pre-owned watch website content, social media, and homepage banners. I manage the entire creative process—from concept and shooting to full post-production—editing all photo and video assets myself using Premiere Pro, Photoshop, Lightroom, and CapCut to ensure consistency, quality, and alignment with luxury brand standards.