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Madelyn EstesSystems strategist · Author · Speaker
Portfolio

The work, the decisions, and my part in them.

My work spans enterprise systems, digital programs, website and CRM operations, and the practical support people need to use what has been built.

Website projects come first, shown live. The case studies below cover my role, what I delivered and how the work changed day-to-day operations, with current engagements first. Most employer names are kept private.

Website design and administration

Websites built for real business operations

From mission-driven nonprofits to multi-site ecosystems, each site is built or maintained with the same systems thinking: clear structure, dependable upkeep, and a presence that works for the organization behind it. Previews load live from each site.

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Detroit Opera

Performing arts · Website administration

Client

Contracted website administrator for the Detroit Opera and Detroit Opera House websites: content accuracy and publication readiness, page and asset maintenance, event and performance updates, vendor coordination, GA4 reporting and website quality assurance. The sites themselves were designed by others; my work keeps them accurate and working.

  • Website Administration
  • Content Operations
  • GA4 Analytics
  • Multi-Domain Management
  • Quality Assurance
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One Percent Better Community

Leadership and personal growth · Multi-brand hub

Client

The hub for a Detroit personal-development company: keynote speaking, a speakers academy, an annual speakers conference and community programs for seniors, each with its own path for visitors. The work includes CRM integration and opt-in infrastructure, terms and privacy pages, and text-messaging compliance registration.

  • Multi-Brand Hub
  • Community Platform
  • Academy & Events
  • CRM Integration
  • SMS Compliance
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Empower Futures

Nonprofit · Community empowerment

Client

A web presence for a mission-driven nonprofit, organized so visitors find programs, resources and ways to help without friction. Built with the same care I bring to for-profit clients.

  • Nonprofit Web Design
  • Program & Resource Pages
  • Responsive Design
  • Website Hosting
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The Business Boutique

Detroit business hub · Workspace and virtual office

Owned venture

A mobile-first site for a Detroit business hub offering business addresses, mail handling, workspace and venue rental. Services and booking are laid out so visitors can act without a sales call.

  • Service Pages
  • Online Booking
  • Virtual Office
  • Mobile-First Design
  • Website Hosting
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Colorful Perspectives

Creative media · Artist portfolio

Partnered venture

The home of Colorful Perspectives Media Group, my creative partnership, covering music, visual art and storytelling. The layout lets the work lead, with media-forward pages that hold attention without overcomplicating the experience.

  • Artist Portfolio
  • Media Showcase
  • Custom Branding
  • Website Hosting
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TheGeekLink

Implementation and managed infrastructure

Ecosystem product

The front door of my implementation business, where the site is an entry point into scoped systems work. Clear service structure and a fit check help visitors decide whether a build is the right next step.

  • Service Architecture
  • Fit Check Routing
  • Professional Branding
  • Systems Consultancy
Visit website (opens in a new tab)
Case studies

Systems, programs and frameworks

Fractional Roles

Detroit OperaCurrent

Website administration, marketing intake, and measurement foundations

Context
Performing arts nonprofit · digital operations
Relationship
Client · independent contractor
My role
Website Administrator; Monday.com administrator for the marketing team
The challenge
Marketing requests, web updates and digital reporting were moving through different people and tools. Two public websites needed accurate, publication-ready content, and the marketing team needed a dependable way to bring work in and track it.
What I did
  • Administer the Detroit Opera and Detroit Opera House websites: content accuracy, page maintenance, digital assets, links and publication readiness
  • Manage web and blog content updates for performances, events, auditions and education programs
  • Coordinate web issues with internal stakeholders and outside development vendors
  • Manage Monday.com for the marketing team, redesign the marketing intake process and add workflow automations
  • Train the team to use the intake and workflow
  • Establish the foundation for GA4 event tracking and reporting
What changed
Marketing requests now come in through one redesigned intake, so work arrives with the details the team needs to act instead of being chased down later. Automations route and update requests that used to be handed off by hand, the team works from a shared view of status and priorities, and web updates move from request to publication with fewer handoffs. A GA4 event-tracking foundation gives the team reporting it can plan from.

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Digital Experiences

Total Entertainment Radio – Making the MogulCurrent

Websites and a branded theme song for a multi-property media brand

Context
Independent entertainment radio and media brand
Relationship
Client
My role
Website designer and builder; songwriter for the branded theme
The challenge
A media brand with several programs, including the Making the Mogul show, needed websites that gave each property a clear home, a consistent way to publish, and a sound that tied the brand together.
What I did
  • Planned site and page structure across the brand's properties
  • Designed and built the websites
  • Wrote and released the branded theme song
  • Support launches and ongoing updates
What changed
Each property now has its own home on the web and a consistent publishing structure, so new episodes, programs and announcements go live without rebuilding pages each time. One shared layout across the properties keeps upkeep simple, and the branded theme song gives the shows a recognizable signature across platforms.

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Enterprise Systems

An education technology SaaS companyCurrent

Business systems leadership and Salesforce product ownership

Context
Education technology · enterprise business systems
Relationship
Employer
My role
Business Systems Lead / Salesforce Product Owner
The challenge
Sales, customer operations and finance depend on a connected set of business applications that need governance, clear priorities and change management.
What I did
  • Lead business systems work, with Salesforce platform governance, requirements and prioritization
  • Coordinate cross-platform dependencies across sales, customer operations, finance and delivery
  • Support quote-to-cash modernization and integration requirements across the application stack
  • Develop an organizational change framework covering intake, classification, lifecycle gates and adoption readiness
What changed
Requests for system changes follow one intake and prioritization path, so teams know where work stands and fewer changes arrive unplanned. Clear lifecycle gates and adoption-readiness checks mean changes reach the people using them with training and documentation in place, which cuts rework after go-live. This work is in progress.

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Digital Experiences

One Percent Better CommunityCurrent

Websites, CRM infrastructure, and a multi-brand workspace

Context
Speaker-led leadership and personal-development brand
Relationship
Client of TheGeekLink
My role
Systems architect and builder
The challenge
A founder running several related brands needed public websites, compliant messaging and a CRM that could keep each brand's contacts and pipelines separate.
What I did
What changed
Each brand now has its own live website, pipeline and contact list, so leads route to the right program without manual sorting. One login replaces switching between separate accounts, and registered text messaging lets the team follow up compliantly from the same system.

Visit One Percent Better Community (opens in a new tab)

Creative & Brand

Colorful Perspectives Media GroupCurrent

A creative brand for books, music and custom projects

Context
Creative brand · coloring books, music, journals and custom creative projects
Relationship
Partnered venture
My role
Founding Partner
The challenge
Not every insight fits in a framework. Some of it needs room for reflection, sound and color, and creators, educators and brands need creative work made with the same care as a business system.
What I did
  • Created Lyrics & Lines: Create Your Own Colorful Perspective, a coloring book with QR-linked soundscapes that brings poetry, coloring and music together
  • Write and release original music, including In the Margins as OnycaMarie, with a catalog available for licensing
  • Develop journals and other reflective creative products
  • Produce custom songs, soundtracks and branded audio for nonprofits, podcasts, educators and content brands
What changed
The creative work now runs as one brand instead of separate side projects. Books, music, licensing and custom requests share one storefront and one request process, so a client can go from idea to finished, licensed audio without piecing together vendors, and each new product launches on structure that's already in place.

Explore Colorful Perspectives (opens in a new tab) Get Lyrics & Lines (opens in a new tab)

Frameworks & Products

SWIM™ — Scale WithIN MeansPublished

A framework for building around actual capacity

Context
Framework and book · Chic Geek Enterprises
Relationship
Owned framework
My role
Creator and author
The challenge
Ambitious people carrying more than one responsibility often plan as if their time, energy and support were unlimited.
What I did
  • Built the framework around three pillars: Capacity, Boundaries, and Rhythm
  • Wrote SWIM Lessons: The Story Behind the System
  • Created free companion worksheets
What changed
Readers get a repeatable way to plan around the time, energy and support they actually have, so commitments are sized before they're made rather than after they've overrun. The worksheets turn the framework into a weekly practice, and the dedicated framework site keeps it in one place.

Explore the SWIM framework (opens in a new tab)

Frameworks & Products

RAMP IT UP™Published

The Triple-Lens Framework for change

Context
Framework, book and certification · Chic Geek Enterprises
Relationship
Owned framework
My role
Creator and author
The challenge
Implementations get marked done while the people using them are still working around the gaps.
What I did
  • Built a framework that looks at process, technology and user perspective together
  • Wrote RAMP IT UP: The Triple-Lens Framework for Rapid Change in a Chaotic World
  • Developed a certification pathway
What changed
Teams can check a change through all three lenses before go-live, catching the gaps that usually surface as workarounds afterward. That means less rework, faster adoption and fewer changes that are declared done before the people using them are ready. The certification pathway lets practitioners apply the method consistently.

Explore RAMP IT UP (opens in a new tab)

Enterprise Systems

A global automotive manufacturerCompleted

Roadmaps and delivery governance for global brand websites and apps

Context
Automotive · global brand websites and mobile apps
Relationship
Contract engagement
My role
Digital Program Manager and UX Roadmap Consultant
The challenge
Customer-facing websites and mobile apps for several global vehicle brands needed one governed roadmap while legacy platforms were being modernized and multiple vendors were delivering at once.
What I did
  • Governed product roadmaps and delivery backlogs for global brand websites and mobile apps
  • Coordinated technical, UX/UI, content, brand, vendor and product stakeholders
  • Supported legacy platform lifecycle and modernization planning
  • Oversaw vendor delivery, program risks, dependencies and technology priorities
What changed
Brand, product and vendor teams worked from one governed roadmap and backlog instead of separate plans, so dependencies and risks surfaced before they became delays. Clear platform transition plans let modernization move forward without disrupting live sites and apps, and consistent reporting gave leaders one view of priorities.
What I carry from it
A roadmap only works when every team that touches it can see the dependencies it carries.

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Enterprise Systems

A global automotive manufacturerCompleted

Delivery coordination for a vehicle-launch e-commerce experience

Context
Automotive · vehicle-launch e-commerce
Relationship
Contract engagement through an agency
My role
E-commerce Program Manager
The challenge
A high-profile vehicle launch needed e-commerce components delivered while legal, compliance, finance, SEO, creative, UX and development teams all had requirements in play.
What I did
  • Led delivery coordination for the launch's e-commerce website components
  • Supported content and platform governance in Adobe Experience Manager
  • Coordinated business analysis, vendor implementation and development requirements
  • Built visual roadmaps, schedules, requirements, critical paths and executive communications
What changed
Every team worked from one schedule, one set of requirements and one critical path, so approvals from legal, compliance and finance landed before they could hold up development. Visual roadmaps and executive communications kept decisions moving, and the launch ran on a coordination layer the whole program could see.
What I carry from it
Launch dates expose every unanswered requirement, so the requirements work has to start early.

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Enterprise Systems

A global technology services companyCompleted

Business systems alignment across Salesforce, NetSuite and monday.com

Context
B2B technology · partner and marketing operations
Relationship
Employer
My role
Technical Program Manager / Business Systems Analyst
The challenge
Partner and marketing operations across the Americas, EMEA and APAC depended on CRM, ERP and work-management systems whose data and quote-to-cash processes needed to line up.
What I did
  • Led business process analysis, requirements definition and technology evaluation
  • Supported CRM/ERP data harmonization and quote-to-cash process alignment
  • Developed AI automation and governance approaches, including data boundaries and workflow controls
  • Turned strategic requirements into roadmaps, integration specifications, workflows and executive decision materials
What changed
Harmonized CRM and ERP data meant regions worked from the same records, which cut the manual reconciliation between systems and made quote-to-cash easier to trace end to end. Documented workflows and AI governance gave teams clear rules for automating safely, so they could adopt new tools without putting data at risk.
What I carry from it
Responsible AI use starts with knowing where the data is allowed to go.

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