Hi, I’m Tom Finley
With over two decades of experience in digital design and marketing, I specialize in crafting compelling narratives that connect brands with people.
About Me
For over two decades, I’ve operated at the intersection of strategy, design, and development—building digital experiences that help brands communicate clearly, convert effectively, and grow sustainably.
I specialize in bringing clarity to complex digital challenges: aligning business goals with user needs, developing brand-consistent web ecosystems, and implementing scalable WordPress solutions that empower teams long after launch. My work spans industries including higher education, craft beverage, hospitality, life sciences, nonprofit, and B2B services—each informing a holistic approach rooted in usability, accessibility, and long-term value.
What I Do
- Digital Strategy & UX – Transforming customer insights into intuitive digital journeys that increase engagement and loyalty.
- WordPress Design & Development – Building custom, client-editable sites with a focus on performance, security, and sustainable content management.
- Content & Conversion Optimization – Applying SEO, messaging frameworks, and analytics to enhance visibility and drive results.
- Cross-Team Leadership – Collaborating with marketers, developers, and stakeholders to guide web initiatives from concept to execution.
How I Work
I believe great digital experiences begin with empathy. I listen first—to users, teams, and objectives—then build strategies that serve both audience needs and business outcomes. My approach is grounded in clarity, collaboration, and the conviction that every digital touchpoint should serve a purpose.
Beyond the Screen
I’m an avid motorcyclist, toddler dad, and founder of PRÜF Creative, my micro-agency focused on craftsmanship in both code and communication. I’m active in the WordPress community, speaking, organizing, and mentoring to strengthen the ecosystem that shaped my career.
My Expertise
As a seasoned cross-functional designer and digital strategist, I excel in developing and implementing comprehensive digital strategies that prioritize usability and accessibility alongside business goals. My approach is data-driven, ensuring each decision is backed by insights and analytics to achieve optimal results. I thrive on bridging the gap between customer needs and brand goals, creating cohesive and effective digital user experiences.
Web Developer
Berman & Company • Arlington, VA
Oct 2024 – Oct 2025
As a Web Developer at Berman & Company, I built and launched custom WordPress sites, maintained a portfolio of over 200 client properties, and collaborated across teams to deliver fast, secure, and impactful digital solutions.
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Building and launching custom WordPress sites using block themes and Advanced Custom Fields (ACF)
Maintaining 200+ client sites with updates, security checks, and performance optimizations.
Collaborating with creative and client teams to plan and execute web projects.
Writing clean, accessible HTML, CSS (BEM), and modern JavaScript.
Integrating third-party services and troubleshooting technical issues.
Using Git and generative AI tools to streamline development.
Web Strategist and Co-Owner
DC Beer Media, LLC • Alexandria, VA
April 2022 – Nov 2024
As Web Strategist and Co-Owner at DC Beer, I led the redesign and growth of a major community media platform, overseeing digital strategy, site development, and content initiatives to expand reach and engagement.
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Manage and maintain the DC Beer website, support editorial contributors in their creation and distribution of content via custom template design and development.
Steward the community events submission and publishing process.
Analyze site performance using Google Analytics, providing insights to improve content strategy and audience targeting.
Implement SEO best practices to optimize website content for search engines, improving visibility and organic traffic.
Creation of custom apparel and merchandise, and management of the related ecommerce, print-on-demand, and drop-shipping systems via WooCommerce and Printful.
Owner, Digital Strategist, and Multidisciplinary Designer
PRÜF Creative • Alexandria, VA
Jan 2020 – Current
As owner PRÜF Creative, I lead the design and delivery of custom WordPress solutions, uniting creative strategy, technical execution, and client collaboration to build high-performing digital experiences across diverse sectors.
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Custom WordPress design and implementation for diverse sectors including craft beverage, hospitality, life sciences, nonprofit, and real estate clients.
Overseeing the entire marketing life cycle, from lead generation and prospecting to sales, proposals, and marketing automation.
Managing end-to-end processes, including project management, training, documentation, billing, and client management.
Expertise in graphic design and web development, ensuring cohesive and visually appealing solutions to increase audience engagement.
Responsible for ongoing site maintenance to uphold optimal performance, security, and user experience.
Digital Marketing Specialist
ALLIED TELECOM • Arlington, VA
July 2017 – October 2019
As Digital Marketing Specialist at Allied Telecom, I drove the strategy and execution of web initiatives and campaigns, optimizing content, design, and user experience to strengthen brand presence and generate leads.
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Led the design, development, and maintenance of the company’s WordPress website, utilizing Genesis and Advanced Custom Fields to build custom solutions that filled the templating gap before the advent of Gutenberg blocks.
Created custom page builders that allowed for flexible content management, significantly improving the efficiency and effectiveness of the digital marketing team.
Developed and executed digital marketing strategies, including SEO optimization and performance tracking, resulting in increased website traffic and engagement.
Expertise in campaign data management, involving the generation of personas, contact lists, segmentation, and targeting.
Offering supplementary content support and overseeing vendor search and management.
Latest Work
People’s Pale Ale Label
Distinctive visual identity for a new collaborative pale ale
DrinkBelgianBeer.com
User-friendly beer-travel blog, focusing on rich editorial visuals.
TrackGirlz.org
Vibrant nonprofit website with a focus on storytelling and community engagement
Plugin Development
Testimonials
“As a one chair barbershop, in an alley with no foot traffic and as an owner with little knowledge of marketing, Tom has helped send more business my way than I could’ve imagined. They built my barbershop a great website that really helps current and potential customers get a good feel for who I am, as an individual and as a business owner. The reaction to my new web site has been overwhelmingly positive as my customers have noticed the small, personal details. If you are on the fence about your website needs, I can’t recommend PRÜF Creative enough.”
Georgette Watje
Owner, The Barber Collective
Tom Finley has provided us with amazing web space development and support for over 10 years. His talent is immeasurable and professional approach reassuring. When you hit a bump in the road Tom is always there with a quick, complete, concise solutions. With Tom, there is reassurance the job will get done, timely, complete and on budget. He elevated our entire business online through innovative ideas while always listening to our crazy out of the box ideas bringing them to manifestation in the most amazing ways!
Kathy Reeder
Owner, Hempen Hill BBQ