Evan Nicoles

During my seven year tenure at SolarReviews, I progressed from Software Engineer to Head of Engineering, holding the official title of Chief Operating Officer but serving day to day as the company's de facto CTO and principal engineer. I was sort of like the organization's "fixer"; I was called in whenever systems broke, projects needed urgent attention, or teams required help. I was the go‑to person for turning raw ideas into production‑ready MVPs under tight timelines.

Architecturally, I designed an event driven Laravel + Vue marketplace that expanded SolarReviews' reach across solar, roofing, and broader home‑improvement verticals, scaling annual revenue from roughly $5 million to more than $60 million. I also built an internal CRM with integrated SMS and voice capabilities, plus a client dashboard that let users control campaign budgets and bidding rules. To keep pace with surging demand, I engineered a high throughput queuing and sorting system that qualified large lead volumes in real time and maximized revenue per lead.

I introduced Optimizely‑powered A/B testing and a company‑wide experimentation program that placed conversion‑rate optimization at the heart of our product strategy. Beyond experimentation, I automated content creation via Statamic CMS—significantly increasing organic traffic—and launched an ad automation service that managed and optimized Google and Meta campaigns handling over $20 million in annual spend. Together, these initiatives transformed SolarReviews into a data driven, product led organization positioned for sustained hyper growth.