Hi, I’m Tom Finley
I’m a WordPress developer with 15+ years of experience building scalable, maintainable websites for organizations that need clarity, technical depth, and long-term thinking.
About Me
I build WordPress platforms that are fast, accessible, and built to last. My approach centers on creating modular, future-forward solutions that empower teams long after launch. My most visible sites have run for nearly a decade in the form I built them because I prioritize sustainability over quick fixes.
I’ve led website initiatives for higher education, hospitality, life sciences, nonprofits, advocacy, and B2B services—often stepping in when projects needed clearer direction, better structure, or someone who could own the entire system end-to-end. I bring clarity to complex digital challenges by aligning business goals with user needs, building scalable WordPress solutions, and creating systems that teams can confidently manage themselves.
What I Do
- WordPress Development & Technical Leadership – Building custom WordPress themes, block-based solutions, and durable systems that reduce technical debt and empower teams to manage content confidently.
- Digital Strategy & UX – Translating business goals and user needs into clear, scalable digital experiences that drive engagement and conversion.
- SEO & Performance Optimization – Implementing SEO best practices, optimizing site performance, and using analytics to guide strategic decisions and demonstrate impact.
- Cross-Functional Collaboration – Working with designers, developers, marketers, and stakeholders to bridge technical and business requirements and deliver results.
How I Work
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 decision should serve a purpose. As an outdoorsman, I believe in leaving things better than I found them. That philosophy extends to every project I touch. I don’t just maintain sites, I improve systems, refine processes, and build frameworks that make future work easier and more effective.
Beyond the Screen
I’m an avid motorcyclist, father, and founder of PRÜF Creative, my consultancy 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
I build WordPress sites that are fast, accessible, and maintainable. I use data to guide decisions, prioritize performance and usability, and create systems that teams can confidently own after launch. I’ve managed large portfolios of client sites, led complex multisite platforms, and executed digital marketing strategies that drive measurable results. My work spans technical execution, strategic planning, and cross-functional collaboration—bridging the gap between what organizations need and what their users expect.
Digital Marketing Manager
SageWater • Alexandria, VA
April 2026 – Current
As the Digital Marketing Manager at SageWater, LLC I blend hands-on execution, data-driven optimization, and strategic thinking. In my production capacity, I maintain the corporate websites, build WordPress block layouts, author code, configure marketing campaigns, and analyze data to inform decision-making.
View details about this role
Own and continuously improve the digital ecosystem (website, digital campaigns, and analytics) to drive measurable business growth.
Establish and improve digital tracking, measurement, and attribution practices.
Produce standard data reporting to identify gaps, inefficiencies, and growth opportunities, and recommend solutions.
Serve as a trusted digital advisor to marketing leadership.
Own day-to-day production and management of company website(s), ensuring content accuracy, performance, security, and conversion optimization.
Execute and optimize digital campaigns to drive ROI—with responsibilities that include publishing, platform management, campaign setup, A/B testing, marketing list management and segmentation, analytics, etc.
Manage initiatives across SEO, SEM, email, social (organic and paid), display, audio, and video.
Enhance marketing mailing lists and apply best practices to ensure strong email deliverability.
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.
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.
View details about this role
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.
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.
View details about this role
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
AllisterSpeaks.com
High-energy keynote and training platform for a future-readiness speaker and author.
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.
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