I have been designing websites since my first geocities page back in the 1990s, and have worked on thousand dollar websites to billion dollar websites! With a Bachelor's degree in Computer Science from Rutgers University, my background is in coding - but I have always believed that web design should emphasize *design*. I focus on agile development and creating beautiful responsive websites.

I love to figure out new things. I have created my own original responsive framework, experimental ideas & web design tools using the latest web technology. I have extensive experience creating custom web applications such as content management systems and tools that will help you streamline your business. I also have experience with online marketing encompassing SEO, email marketing (including responsive email design) and social media marketing. I consider myself an expert in web related programming languages such as HTML/HTML5, CSS/CSS3, JavaScript/jQuery, PHP, SQL and more, as well as Adobe Creative Suite including Dreamweaver and Photoshop.

I’m a laid-back person with high expectations, and welcome any opportunity to teach and learn from the people I work with. I love being the center of attention and, when not working, you can find me at the dance studio or rocking out with my cover band!


  • Education

    Rutgers University, Rutgers College, New Brunswick, NJ
    University of Urbino, Italy
    BS Computer Science and BA Italian (Double Major)
    Graduated January 2003

  • Skills

    Programming: Expert level HTML/HTML5, CSS/CSS3 and JavaScript/jQuery. React, ASP/VBscript, PHP, SQL. Extensive experience with back-end web development using mySQL & PHP only as it pertains to creating custom content management systems and web-based tools.

    Software: Expert in Adobe Photoshop and Dreamweaver, as well as other Creative Suite software such as Edge, LightRoom, Illustrator, Premiere. Sketch, Xcode, Axure & Microsoft Office Suite.

    Honorable Mentions: Certified in building accessible websites. Adept at achieving GREEN status on Google's PageSpeed Insights .

  • Experience: Sentient / W2O Group

    Sentient / W2O Group   Group Director of Development, March 2017 - Present

    Kim currently leads the 12 person development team for W2O Group / Sentient, where they work on high profile websites for clients such as Intel, Pfizer, NBC, Merck, IBM, Bausch + Lomb, Roche, and more.

    * Launched over 100 websites/applications and executed more than 200 deployments in 2017, resulting in growth of ~$18M of revenue in 2016 to $37M in 2017.
    * Made sure the dev team stayed on time and on budget by coordinating with the account and production teams and utilizing Jira.
    * Performed dev ops work including setting up AWS servers, pipelines (Jenkins) and managing Bitbucket / GitHub repositories.
    * Developed an iPad app for Abbvie Oncology and coded first build on new time-sensitive projects.

  • Experience: Toys"R"Us

    Toys"R"Us   Senior Lead Web Developer, March 2017

    Front-end and back-end web development for ToysRUs.com and BabiesRUs.com. Consult with the creative & marketing teams and work closely with the Information Architect to deliver responsive, highly optimized website experiences. Work extensively on responsive web pages that are cross browser and cross device compatible. Build internal tools to streamline workflow. Manage and train off-shore and in-house contractors.

    * Pioneered the mobile friendly movement by creating a custom CSS framework for responsive web pages that is now used to develop all Toys and Babies landing pages and experiences.
    * Upgraded the static Christmas Big Book landing page to a dynamic transactional experience, resulting in an increase in revenue from $1.9MM in 2015 to $5.2MM in 2016.
    * Developed the "Finder Engine" (e.g., Gift Finder, Bike Finder), resulting in an 81% higher conversion rate than the website average. The Finder Engine had strong conversion rates of up to 9.9% and drove over $3.3MM in revenue within the first few months of launch.
    * Increased expected annual revenue by $17MM by manipulating the DOM to implement a sticky search bar.
    * Reverse engineered a "quick shop" feature that was directly responsible for over $600,000 in revenue within 6 months, giving the web developers and cross-functional teams the ability to dynamically display product information and add an item to the cart.
    * Re-worked legacy code to improve site performance and in several instances reduced file sizes by 60% or more, resulting in faster load times.
    * Built 6 productivity-boosting web applications for internal use. Reduced digital department headcount need by 2 FTEs. Learn more about the Toys"R"Us and Babies"R"Us Great Deals Tool.
    * Taught regular "Lunch & Learn" sessions to foster learning and encourage growth of team members' technical skills.

  • Experience: 4 Site USA

    4 Site USA, LLC   Owner, 1999 - Nov 2013

    Provide website design, development and hosting to professionals and small/medium businesses. Consult with clients on Internet presence, website marketing and Search Engine Optimization. Specialize in Content Management Systems for Real Estate Brokers and Realtors.

    * Created industry-first user-customizable template websites for real estate agents and brokers.
    * Developed integrated real-estate marketing tools.
    * Grew client base to over 200 real estate agent and brokerage websites.
    * Managed private Windows & Linux Web Servers.

  • Experience: Informedia Group

    Informedia Group   Lead Web Developer, Dec 2002 - Dec 2003

    Designed and developed new products and websites focused on the residential real estate market. Developed secure corporate websites with database connectivity for the website design, sales, events and marketing departments. Maintained customer websites and provided customer service.

    * Developed new products resulting in annual sales growth of 18%.
    * Developed and implemented resource planning system that eliminated the need to hire additional personnel.

    Schering-Plough Pharmaceuticals   Database / Web Developer Intern, May 2002 - August 2002

    Siemens Corp.   Web Design Intern, January 2002 - May 2002

  • Experience: Schering-Plough & Seimens Internships

    Schering-Plough Pharmaceuticals   Database Admin / Web Developer, May 2002 - August 2002

    Siemens Corp.   Web Designer, January 2002 - May 2002


The site is absolutely wonderful and has gone beyond my hopes. Thank you so much. With out you guys I would not be doing the business I am doing. It is worth every penny I paid for the site and some. You are so helpful ... Kim you have a great career ahead of you if you treat every customer the way you treat me - Jeff Fulgham
Kim LaRocca - - is absolutely INCREDIBLE!!! I couldn't be more pleased with the service I have received thus far. She has taken care of everything. I am amazed - there is not a time that I send her an e-mail that I do not receive an immediate, kind and informative response. Even in the evening! Does she not take time off??? - Sidney L. Walker
I have nothing to say but good things about you. I can't think of a single negative experience we've ever had since you took over our website, and many times you have gone way beyond in helping me with my lack of technological abilities. We will be glad to be a reference for you anytime. - Margie J. Shine
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Contact Me

Yes! I am currently taking on freelance projects for web design & web development.

References available upon request. More details on website development / app projects also available upon request.


* Please note these were built for modern browsers, optimized in Chrome. Not fully tested in IE ;)

wicked framework

HTML & CSS Basics

dual direction scroll

Near Earth Objects

dual direction scroll

Dual Direction

kim larocca | responsive web design and web development

Countdown Clock

responsive tooltip generator

Tooltip Generator

kim larocca | responsive web design and web development

React / JSON
Product Grid

kim larocca | responsive web design and web development

"Hero's Journey"

responsive pinterest hacks


see more on github

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