Asma Irfan

WordPress Website Designer & Maintenance

Aviva Labs

Jan 2022 - Present • 4 yrs 6 mos

I currently work with Aviva Labs, a global leader in organic and professional sunless tanning products, serving customers, distributors, and beauty professionals in more than 110 countries worldwide. Aviva Labs is recognized for its science-based approach to spray tanning solutions, educational resources, distributor network, and eCommerce platform. As the lead WordPress developer and website maintenance specialist, I am responsible for maintaining, optimizing, and continuously enhancing the company's online presence while developing new features to support business growth, customer engagement, and product sales. Key Responsibilities & Achievements: Maintain and support the company's WordPress and WooCommerce-powered website, ensuring high availability, security, and performance. Develop and implement new website features, custom functionality, and user experience improvements based on evolving business requirements. Enhance product pages, educational content, distributor resources, and landing pages to improve customer engagement and conversions. Optimize website performance through caching, database optimization, image compression, and front-end improvements to deliver faster page-loading speeds. Manage WordPress core, plugin, and theme updates while ensuring compatibility across all website systems. Implement technical SEO improvements, structured content layouts, metadata optimization, and internal linking strategies to strengthen search engine visibility. Build and customize marketing-focused landing pages, promotional campaigns, and lead-generation funnels. Monitor website security, uptime, backups, and overall health to maintain a reliable and secure eCommerce environment. Troubleshoot and resolve technical issues, layout inconsistencies, broken functionality, and plugin conflicts across the platform. Support WooCommerce functionality, including product management, checkout processes, customer experience enhancements, and conversion optimization.

WordPress Developer & Website Maintenance

Medford Builder’s Exchange

Feb 2023 - Jan 2026 • 2 yrs 11 mos

I worked as a freelance WordPress developer and website maintenance specialist for Medford Builders Exchange, a long-established construction bidding and plan room service serving contractors across Southern Oregon and Northern California. During my three-year engagement, I was responsible for developing custom functionality, maintaining the organization's web platforms, and improving the accessibility of construction project information for members. Key Responsibilities & Achievements: Designed and developed a custom PDF document search portal, enabling contractors and members to quickly locate construction plans, specifications, bid documents, and project-related files from a large document repository. Built advanced search and filtering functionality to improve document accessibility and reduce the time required to find relevant project information. Maintained and enhanced multiple WordPress websites and member-facing platforms, ensuring consistent performance, security, and reliability. Implemented new features and functionality based on organizational requirements, improving the overall user experience for contractors, suppliers, and members. Performed regular WordPress core, theme, and plugin updates while ensuring compatibility across the platform. Monitored website performance, security, uptime, and backups to maintain a stable and secure online environment. Diagnosed and resolved technical issues, bugs, broken links, and layout inconsistencies to ensure smooth operation across devices and browsers. Optimized website speed and database performance to improve user experience and document retrieval efficiency. Assisted with content updates, project listings, member resources, and ongoing improvements to the online plan room system. Provided long-term technical support and maintenance, helping the organization deliver reliable access to construction bidding opportunities and project documentation. Through this role, I helped modernize document management pro

WordPress Designer, Developer & Maintenance

hoopLA

Dec 2023 - Sep 2025 • 1 yr 9 mos

I worked as a freelance WordPress Website Designer and Maintenance Specialist for hoopLA Blog, a Los Angeles-based lifestyle and entertainment publication covering local events, food, travel, wellness, fashion, and culture. During my one-year engagement, I was responsible for website design improvements, blog formatting, content presentation, and ongoing website maintenance to ensure a seamless reading experience for thousands of visitors. hoopLA serves as a popular resource for discovering things to do in Los Angeles and regularly publishes curated lifestyle and event content. Key Responsibilities & Achievements: Designed and enhanced blog layouts to improve content readability, user engagement, and overall website aesthetics. Created and maintained consistent article formatting standards across hundreds of blog posts, ensuring a professional and visually appealing publishing experience. Optimized category pages, article templates, navigation structure, and content organization to help visitors easily discover relevant content. Ensured full mobile responsiveness across smartphones, tablets, and desktop devices for an improved user experience. Performed ongoing WordPress maintenance, including plugin updates, theme updates, security monitoring, backups, and performance optimization. Improved website speed and page-loading performance through image optimization, caching improvements, and front-end enhancements. Resolved layout issues, broken elements, and cross-browser compatibility problems to maintain a polished and reliable website. Assisted with publishing workflows, content management, and blog presentation to support the editorial team's content production process. Monitored website health, uptime, and functionality to minimize downtime and ensure a stable platform for readers. Implemented SEO-friendly content structures, internal linking improvements, and metadata best practices to support organic search visibility.