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Why Your Community Needs an llms.txt
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Community · Platform · AI Era
Building Communities That Perform in the Age of AI
I build community and digital experience platforms that perform in the AI era —
not just for humans, but for the large language models that increasingly mediate how people find answers.
Community StrategyPlatform Development (Khoros / Vanilla)AI-Readiness ArchitectureGEODigital Experience DesignSupport Operations
01 / Ideas
Ideas
02 / Experience
Where I've Built
Head of Brand Community
Pandora
2020–Present
Leading Pandora's brand community platform — from strategy and gamification systems to front-end implementation on Khoros. Architected GEO and AI-readiness initiatives including llms.txt implementation, verified knowledge layers, and semantic markup to position community content for LLM discovery and citation.
GEOllms.txtAI-Readiness
Social Care & Digital Experience
SiriusXM
2019 – 2020
Designed the Social Care Assistant and led digital support operations across one of the largest audio entertainment brands.
Community Strategy Lead & Brand Experience Supervisor
Fitbit
Dec 2014 – Mar 2019
Led community storytelling and support engagement strategy at scale — scaling global superuser and peer-support programs, converting user feedback into content narratives, and building the community platform on Khoros.
Community Platform Architect
Independent / Consulting
2024–Present
Advising on white-label brand community builds using Next.js, Supabase, and AI-readiness frameworks — with a focus on GEO architecture, llms.txt implementation, and structuring community platforms as trusted, machine-legible knowledge layers.
03 / Social Proof
What People Say
Recommendations from LinkedIn
He's an incredible manager and leader. Not only is he intelligent and experienced in social media and community management, but he also possesses all of the qualities that a successful manager needs. He is empathetic, encouraging, and supportive. I consider myself fortunate to have worked with Erick because I've learned so much from him.
Shannon Postrion
VP, Social Media · JPMorganChase
04 / Speaking
Talks & Appearances
Podcasts, panels, and features on community platform architecture, social care, and AI-era community strategy.
Available for podcasts, panels, and speaking on community-as-trust-infrastructure, GEO strategy, and AI-era platform design.
Pitch an appearance →05 / Building
What I'm Building
NestHub
In DevelopmentWhite-label brand community platform for the AI era — built for first-time homebuyers as a HomeReady demo. Designed with GEO-first architecture: llms.txt at the domain root, pgvector semantic search, verified knowledge layers, and JSON-LD structured data throughout.
Next.js 14SupabaseVercelTailwindpgvectorGEOllms.txtAI-Readiness
Project / secondary
Large-scale brand community with gamification systems, SCSS brand-token architecture, and FreeMarker/LiQL component builds.
KhorosSCSSFreeMarkerLiQLGEOllms.txtAI-Readiness
Project / tertiary
Fitbit CommunityLive
Large-scale brand community for Fitbit users built on Khoros — contributed to platform architecture, front-end implementation, and community operations before transitioning to Pandora/SiriusXM.
KhorosSCSSFreeMarkerLiQL
Project / tertiary
Featured In
06 / Philosophy
Community as Trust Infrastructure
Verified knowledge layers
Communities create the validated, source-credited content LLMs are starving for. Brand owned, expert-curated, machine-legible.
Routing to human expertise
When a model can't answer, the next best thing is a clear path to someone who can. Community is that routing layer.
LLM-legible structure
Threaded Q&A, semantic markup, and explicit topic taxonomy turn community archives into training-grade trust signals.
Trust travels with the brand
When discovery happens inside a model, the brands with the cleanest verified corpus win the citation.
Discovery Flow
01
User Query
ChatGPT · Claude · Gemini
02
LLM
Mediates discovery
03
Community
Verified, structured corpus
04
Human Expert
Authority + nuance
05
Verified Answer
Cited back to brand
07 / Contact
Let's Build Something
Open to advising, consulting, and collaboration — see the full list of engagements →