Ed is currently unavailable
Ed Cupaioli
Verified Expert in Engineering
Software Developer
Sacramento, CA, United States
Toptal member since August 17, 2022
Bio
Ed is a user-experience-focused web developer with over a decade of experience as a technical lead in marketing, eCommerce, and nonprofit/government industries. Ed is three workers in one: a web developer, analytics engineer, and product manager. All he needs are the objectives and requirements, and he will handle the rest.
Portfolio
California Department of Pesticide Regulation
HTML, CSS, JavaScript, WordPress, Advanced Custom Fields (ACF), Twig, Timber...
Soundstripe
HTML, CSS, JavaScript, Mixpanel, HubL, HubSpot, HubSpot Marketing Hub...
Albertsons Companies
Adobe Launch, Adobe Analytics, Scrum, Documentation, Google Analytics 4 (GA4)...
Experience
- Documentation - 12 years
- Google Analytics - 9 years
- Web Project Management - 9 years
- Product Management - 9 years
- Jekyll - 8 years
- Google Tag Manager - 7 years
- Shopify - 5 years
- A/B Testing - 4 years
Preferred Environment
Google, Slack, Jekyll, GitHub, Shopify, WordPress, Webflow, HubSpot, Jira, Asana
The most amazing...
...thing I've developed is a polling place locator for the Democratic National Committee. It ensured voters knew where and when to vote in the elections.
Work Experience
WordPress Developer
2024 - 2025
California Department of Pesticide Regulation
- Designed, project managed, and developed an enterprise website for a state government agency.
- Developed a feature that adapted Timber and ACF to WordPress' block system so that content editors can easily build pages with repeatable components from the CA Design System.
- Managed feature backlogs and orchestrated the QA process to guarantee a timely launch and accessibility.
- Implemented a resource search feature that allowed users to easily find relevant content.
Technologies: HTML, CSS, JavaScript, WordPress, Advanced Custom Fields (ACF), Twig, Timber, Google Tag Manager, Google Analytics 4 (GA4), Google Search Console, UI Design, Analytics, Google Tag Manager, Digital Marketing, CSS Animations, Theme Development, Performance Optimization
HubSpot CMS and Email Developer
2024 - 2025
Soundstripe
- Translated Figma designs into a repeatable component system within HubSpot CMS to enable marketing staff to create and edit landing pages.
- Aligned web and UI styles to ensure consistency in customer journeys.
- Implemented and troubleshoot lead form analytics with Mixpanel.
- Developed interactive features that showcased music for prospective users.
- Created repeatable components within HubSpot email so that marketers could create emails from a simple drag-and-drop interface.
Technologies: HTML, CSS, JavaScript, Mixpanel, HubL, HubSpot, HubSpot Marketing Hub, HubSpot Content Hub, Google Ads, Meta Ads, Analytics, Google Tag Manager, Digital Marketing, HubSpot CRM, CSS Animations, Theme Development, Performance Optimization, Shopify SEO
Analytics Solutions Engineer
2023 - 2024
Albertsons Companies
- Defined business requirements and acceptance criteria for analytics solutions for cross-functional web and app teams, ensuring high-quality standards and on-time releases within set deployment schedules.
- Authored technical documentation in Confluence and designed and implemented solutions for Google Analytics/Tag Manager, Adobe Analytics/Launch, and Google Retail Search initiatives.
- Participated in scrum ceremonies by managing the feature backlog, writing user stories in Jira for developers, coordinating delivery with non-technical teams, and contributing to project roadmaps and sprint planning.
Technologies: Adobe Launch, Adobe Analytics, Scrum, Documentation, Google Analytics 4 (GA4), Google Analytics 360, REST APIs, Search Engine Optimization (SEO), Google Search Console, Core Web Vitals, APIs, Marketing Analytics, Google Ads, Google Cloud Platform (GCP), Meta Ads, Analytics, Google Tag Manager, Digital Marketing, Performance Optimization, Shopify SEO
Webflow Developer
2023 - 2023
Smarter Sorting
- Provided error resolution and content editor documentation and support for a B2B SaaS website on Webflow.
- Created a feature page in Webflow that allowed users to dynamically insert content about product features.
- Designed and implemented lead conversation tracking for interest forms and demo tools built in Webflow and React.
Technologies: HTML, CSS, JavaScript, Webflow, Google Analytics 4 (GA4), Google Tag Manager, Marketing Analytics, Google Cloud Platform (GCP), Analytics, Google Tag Manager, Digital Marketing, CSS Animations, Theme Development, Performance Optimization
Webflow Developer
2023 - 2023
Wonderbolt LLC
- Implemented the Scrum framework in order to gather product requirements, create acceptance criteria, and complete client objectives within 10 hours.
- Fixed a UI issue and implemented animated features with GSAP.
- Performed extensive quality assurance testing within acceptance criteria in order to guarantee no issues after project conclusion.
Technologies: JavaScript, Lazy Loading, HTML, Webflow, jQuery, Site Speed Optimization, Documentation, GreenSock Animation Platform (GSAP), CSS Animations, Theme Development, Performance Optimization
Website Analytics Expert
2023 - 2023
University of Tulsa
- Organized and cataloged a Google Tag Manager instance for simple identification of ad campaigns and analytics events.
- Engineered solutions and provided documentation on Google Analytics 4 and advertiser pixel tracking solutions.
- Correlated KPIs with user events on the website to provide detailed analytics reporting.
Technologies: Google Analytics, User Experience (UX), User Interface (UI), WordPress, Ajax, REST, JSON, Documentation, Google Analytics 4 (GA4), Google Search Console, Core Web Vitals, APIs, Google Tag Manager, Marketing Analytics, Google Ads, Google Cloud Platform (GCP), Meta Ads, Analytics, Google Tag Manager, Digital Marketing, Performance Optimization
Shopify Developer
2022 - 2022
Mikuna
- Developed a solution using Liquid to resolve an issue with a subscription integration on Shopify.
- Created a press page with repeatable sections for content editors to easily make page updates.
- Established an agile project management board in Trello to effectively manage feature requests and errors.
Technologies: Shopify, Shopify Liquid, Membership Sites, Analytics, Google Tag Manager, Digital Marketing, CSS Animations, Theme Development, Performance Optimization, Shopify SEO
Web Developer
2021 - 2022
Storyteller Overland
- Coordinated with back-end engineers, designers, stakeholders, and internal support staff to design and develop a UI for dealers and owners of Storyteller Overland Vans.
- Implemented usage data tracking with Google Analytics 4 and instant error reporting with Sentry.
- Provided technical support for the customer facing Shopify site.
Technologies: Shopify, Gatsby, NetSuite API, HTML, CSS, JavaScript, Sentry, Sanity Studio, React, Google Tag Manager, Google Analytics 4 (GA4), Marketing Analytics, UI Design, Google Cloud Platform (GCP), Analytics, Google Tag Manager, Digital Marketing, HubSpot CRM, CSS Animations, Theme Development, Performance Optimization, Shopify SEO
Director of Experience
2020 - 2021
eStreet
- Established the web development and user experience department for a marketing agency.
- Collaborated with designers and client leads to reduce time to launch and streamline discovery with Agile methodology.
- Developed, managed, and optimized eCommerce and marketing websites on WordPress, WooCommerce, Shopify, Commerce7, Snipcart, and Jekyll.
- Implemented conversion tracking for eCommerce and CRM platforms with Google Analytics, Google Tag Manager, Google Ads, and Facebook Business Manager.
Technologies: Product Management, A/B Testing, IT Management, eCommerce, Jekyll, WordPress, HTML, CSS, UI Development, User Experience (UX), Responsive UI, Web Project Management, Liquid, Web Development, Google Analytics, SCSS, jQuery, HTML Email, Front-end, Sass, Landing Pages, SEO Tools, Figma, Adobe Experience Design (XD), User Interface (UI), HTML5, Web UI, Web UX, Pixel Perfect, Responsive Web Design (RWD), JavaScript, CSS3, PHP, Responsive Design, Politics, Quality Assurance (QA), Shopify, WooCommerce, Liquid Template, API Integration, Web Design, Content Management Systems (CMS), Shopify Design, Shopify Customizations, Ajax, Single-page Applications (SPAs), REST, JSON, Site Speed Optimization, Documentation, Google Analytics 4 (GA4), Search Engine Optimization (SEO), Shopify Theme, Shopify Liquid, Google Search Console, Core Web Vitals, APIs, Google Optimize, Google Tag Manager, Marketing Analytics, UI Design, Google Ads, Google Cloud Platform (GCP), Meta Ads, Analytics, Google Tag Manager, Digital Marketing, CSS Animations, Theme Development, Performance Optimization, Shopify SEO
Web Developer
2018 - 2020
Arcadia Power
- Served as the developer and subject matter expert for the Jekyll website, blog, and Zendesk support center as part of the marketing team.
- Designed, implemented, and analyzed A/B tests for landing pages in coordination with the growth marketing manager to significantly increase conversions.
- Gathered product requirements and collaborated with engineers to implement custom front-end solutions for marketing initiatives.
- Took ownership of brand consistency across all web platforms for multiple rebrand efforts while maintaining the accessibility compliance and implementing SEO best practices.
Technologies: A/B Testing, Jekyll, REST APIs, Zendesk, HTML, CSS, UI Development, User Experience (UX), Responsive UI, Web Project Management, Product Management, Liquid, Web Development, Google Analytics, SCSS, jQuery, HTML Email, Front-end, Sass, Landing Pages, SEO Tools, Figma, User Interface (UI), D3.js, HTML5, Web UI, Web UX, Pixel Perfect, Responsive Web Design (RWD), JavaScript, CSS3, Responsive Design, Quality Assurance (QA), Liquid Template, API Integration, Web Design, Content Management Systems (CMS), Ajax, Single-page Applications (SPAs), REST, JSON, Site Speed Optimization, Documentation, Search Engine Optimization (SEO), Shopify Liquid, Google Search Console, Core Web Vitals, APIs, Google Optimize, Google Tag Manager, Marketing Analytics, UI Design, Google Ads, Google Cloud Platform (GCP), Meta Ads, Analytics, Google Tag Manager, Digital Marketing, CSS Animations, Theme Development, Performance Optimization, Shopify SEO
Front-end Developer
2015 - 2018
Democratic National Committee
- Managed the appearance and functionality of the official Democratic Party website, Shopify store, and all associated front-end tools.
- Served as the technical representative of the engineering department for the digital department by gathering technical requirements, implementing quality assurance best practices, and translating static designs into responsive websites.
- Developed front-end tools with JavaScript and jQuery to support volunteer, officer election, and voter activities.
- Created a responsive, mobile-ready template for rapid response microsites, complete with a CMS that allowed non-technical users to easily make changes and create new pages.
Technologies: JavaScript, REST APIs, Jekyll, WordPress, HTML, CSS, UI Development, User Experience (UX), Responsive UI, Liquid, Web Development, Google Analytics, SCSS, jQuery, HTML Email, Front-end, Sass, Landing Pages, SEO Tools, User Interface (UI), D3.js, HTML5, Web UI, Web UX, Pixel Perfect, Responsive Web Design (RWD), CSS3, Bootstrap, PHP, eCommerce, Responsive Design, Politics, Quality Assurance (QA), Shopify, Liquid Template, API Integration, Web Design, Content Management Systems (CMS), Shopify Design, Shopify Customizations, Ajax, Single-page Applications (SPAs), REST, JSON, Site Speed Optimization, Documentation, Search Engine Optimization (SEO), Shopify Theme, Shopify Liquid, Google Search Console, Core Web Vitals, APIs, Google Tag Manager, Marketing Analytics, Google Cloud Platform (GCP), Analytics, Google Tag Manager, Digital Marketing, CSS Animations, Theme Development, Performance Optimization, Shopify SEO
Web Developer
2014 - 2015
Self-employed
- Designed and developed WordPress and Drupal websites for clients in education, nonprofit, and political sectors.
- Gathered product requirements, analyzed data, and worked closely with stakeholders to optimize content management and user experience for a Drupal website.
- Led training sessions on content management, SEO, and user experience for non-technical audiences.
Technologies: WordPress, Drupal, HTML, CSS, UI Development, User Experience (UX), Responsive UI, Web Development, Google Analytics, SCSS, jQuery, HTML Email, Sass, SEO Tools, D3.js, HTML5, Web UI, Web UX, Pixel Perfect, Responsive Web Design (RWD), JavaScript, CSS3, Bootstrap, PHP, Responsive Design, Politics, Quality Assurance (QA), Web Design, Content Management Systems (CMS), Ajax, REST, JSON, Documentation, Search Engine Optimization (SEO), Marketing Analytics, UI Design, Analytics, Digital Marketing, Theme Development, Performance Optimization
Web Communications Specialist
2013 - 2014
Office of the State Superintendent of Education
- Served as the technical expert for the communications department by managing the agency's Drupal website, social media platforms, WordPress blog, and internal SharePoint site.
- Led discovery sessions and analyzed Google Analytics data to reorganize the content of the agency website, resulting in a significant drop in bounce rates and an increase in search engine referral traffic.
- Developed responsive HTML email templates with GovDelivery and Mailchimp for stakeholder newsletters and public outreach.
- Established an editorial process for edits to the website to keep content organized and deliver new pages and edits in a timely manner.
Technologies: WordPress, Drupal, HTML, CSS, UI Development, User Experience (UX), Responsive UI, Web Development, Google Analytics, HTML Email, SEO Tools, HTML5, Web UX, Pixel Perfect, Responsive Web Design (RWD), CSS3, Politics, Quality Assurance (QA), Responsive Design, Web Design, Content Management Systems (CMS), Documentation, Search Engine Optimization (SEO), Marketing Analytics, Analytics, Performance Optimization
Experience
Soundstripe Website and Email
https://edcupaioli.com/project/soundstripe-homepage/This project started as a deliverable contract for a single homepage, and then evolved into more pages along with an entire re-usable component system that I aligned with their existing design system.
CA Department of Pesticide Regulation
https://edcupaioli.com/project/ca-department-of-pesticide-regulation/The government website is built on WordPress and the CA State Web Template.
This was a labor of love since government sites have so much content to organize and keep updated. It was a perfect use case for relational content.
This was a labor of love since government sites have so much content to organize and keep updated. It was a perfect use case for relational content.
Storyteller Overland Portal
https://edcupaioli.com/project/storyteller-overland-portal/Storyteller Overland needed a user portal for their owners and dealers, but all they had was a bulleted list of actions users could take and a partially completed design. No problem for me, as I wear many hats. I built this portal with Gatsby to act as a front end for NetSuite and used Netlify Identity to connect users to their data without giving them NetSuite access. I worked with a great designer and a team of back-end engineers to get this massive but rewarding job done.
Arcadia Website
https://edcupaioli.com/project/arcadia-power/When I started working at Arcadia Power, they had a website that looked great but wasn’t optimized and lacked a lot of functionality. I refactored their website and shaved significant load time, improving new account conversions. Along with the tuneup, I added many pages that helped my marketing team achieve its goals.
DC Gay Flag Football League
https://edcupaioli.com/project/dcgffl/As a league member, I had to use their old WordPress site, and I was thrilled when they sent out an RFP for their new site. I built this on my speed, search engine optimized Jekyll template and gave them a custom CMS to manage both on and off-field communications. Every single line of text and image is fully editable, and they don't have to worry about plugin updates or security so that they can focus on their mission instead of bugs. Read more about my approach to the design and user flows.
Farmer Murph
https://edcupaioli.com/project/farmer-murph/Although I love creating great web experiences, Farmer Murph has the best job in the world—gardening and spreading his hobby all over California like a west coast Johnny Appleseed.
The mission here was fairly straightforward—create a website for Farmer Murph to sell his wares. I used my Jekyll template and integrated it with Snipcart’s eCommerce tool, allowing him to easily manage content. Farmer Murph can edit everything on the site if he needs to transplant or propagate.
The mission here was fairly straightforward—create a website for Farmer Murph to sell his wares. I used my Jekyll template and integrated it with Snipcart’s eCommerce tool, allowing him to easily manage content. Farmer Murph can edit everything on the site if he needs to transplant or propagate.
eStreet Website
https://edcupaioli.com/project/estreet-co/Before I came to eStreet, they had a DIY WordPress site and zero search presence. I worked with designers to create an agency website that put its best foot forward with clean designs that emphasized our creativity while optimizing performance. I also set up our portfolio so that staff could easily add a diverse array of projects and content feeds into features on the site like the homepage carousel.
Tolenas Winery
https://edcupaioli.com/project/tolenas/Though this site was designed before I arrived at eStreet, the outsourced developers built a buggy website that wasn't even connected to Tolenas Winery’s eCommerce provider! I didn’t fret; I created a fast Jekyll-based website with a forestry CMS and seamlessly integrated Commerce7 for simple wine buying.
Republic Restoratives Distillery
https://edcupaioli.com/project/republic-restoratives/Fun fact—I got married at Republic Restoratives Distillery, and my good friends established it, so when they asked if I could build them a website, I jumped on it. There's a saying about not mixing friends and business, but they were a perfect cocktail of flexible and goal-oriented.
Before we came along, they had a broken WordPress site that was expensive to host but not functional. I created a lightning-fast Jekyll site with a CMS that allowed them to easily keep every aspect of the site up to date. I worked with our designer at eStreet to create a functional, minimalist, yet sleek and beautiful website. It's one of my favorite websites.
Before we came along, they had a broken WordPress site that was expensive to host but not functional. I created a lightning-fast Jekyll site with a CMS that allowed them to easily keep every aspect of the site up to date. I worked with our designer at eStreet to create a functional, minimalist, yet sleek and beautiful website. It's one of my favorite websites.
Arcadia Blog
https://edcupaioli.com/project/arcadia-blog/I took an old, broken WordPress blog and rebuilt it with Jekyll. Our content managers were able to easily make posts and add components to posts like calls to action and sliders with the simple click of a button. I also created AMP versions of the page to boost the search rankings.
Mikuna Press Page
https://edcupaioli.com/project/mikuna-press-page/Most of my work with Mikuna was making fixes to their Shopify site, including figuring out a solution for single-quantity purchases, but I did get to create a new press page for them as well. This page works with Shopify's content management system and allows users to easily drop in new press clippings.
Umbrella Consulting LLC
https://edcupaioli.com/project/umbrella-consulting-llc/I created this site for my friend's consulting business. I wanted to build a WordPress template completely from scratch and without the help of any plugins (with the exception of the custom fields plugin, which allows users to edit custom fields I added). Everything is customizable by the admin user. From the meta text to the slider, everything has an editable field for my admin to change to his delight. Not that most would notice, but I used the Google Static Maps API to generate a background image map of Umbrella Consulting's address, so if their address changes, so will the map!
Education
2005 - 2009
Bachelor's Degree in Political Science/Marketing
University of Arkansas - Fayetteville, AR, USA
Certifications
MARCH 2024 - PRESENT
Certified HubSpot CMS Developer
HubSpot
Skills
Libraries/APIs
jQuery, Liquid, React, Facebook SDK, REST APIs, NetSuite API, D3.js
Tools
Jekyll, GitHub, Google Analytics, Google Optimize, Figma, Adobe Experience Design (XD), Shopify Plus, Advanced Custom Fields (ACF), Adobe Analytics, Jira, Asana, HubSpot Content Hub, Sentry
Languages
HTML, CSS, SCSS, JavaScript, Sass, HTML5, CSS3, Liquid Template, Shopify Liquid, GraphQL, PHP, Timber, HubL
Paradigms
Responsive Web Design (RWD), REST, Search Engine Optimization (SEO), UI Design, UX Design, Web UX Design, Scrum
Platforms
Shopify, WordPress, Google Ads, Google Cloud Platform (GCP), Zendesk, Drupal, WooCommerce, Webflow, HubSpot, Mixpanel, Netlify, Google Analytics 360, GreenSock Animation Platform (GSAP), Sanity Studio
Storage
JSON
Frameworks
Bootstrap, Twig
Industry Expertise
Web Design
Other
Google Tag Manager, Web Project Management, Product Management, A/B Testing, Optimization, Data Analysis, eCommerce, Content Management Systems (CMS), Landing Pages, UI Development, User Experience (UX), Responsive UI, Front-end, Web Development, HTML Email, User Interface (UI), Web UI, Web UX, Pixel Perfect, Responsive Design, Quality Assurance (QA), API Integration, Shopify Design, Ajax, Site Speed Optimization, Documentation, Google Analytics 4 (GA4), Shopify Theme, Google Search Console, Core Web Vitals, APIs, Marketing Analytics, Analytics, Google Tag Manager, Digital Marketing, CSS Animations, Theme Development, Performance Optimization, Shopify SEO, SEO Tools, Politics, Shopify Customizations, Single-page Applications (SPAs), Meta Ads, Gatsby, Leadership, IT Management, SEO Audits, NetSuite, HubSpot Marketing Hub, Lazy Loading, Adobe Launch, Membership Sites, HubSpot CRM
Collaboration That Works
How to Work with Toptal
Toptal matches you directly with global industry experts from our network in hours—not weeks or months.
1
Share your needs
Discuss your requirements and refine your scope in a call with a Toptal domain expert.
2
Choose your talent
Get a short list of expertly matched talent within 24 hours to review, interview, and choose from.
3
Start your risk-free talent trial
Work with your chosen talent on a trial basis for up to two weeks. Pay only if you decide to hire them.
Top talent is in high demand.
Start hiring