What I do
What I do, and how
I do it differently.
Every service I offer is grounded in genuine enterprise experience — platform migrations, production code, cross-functional development teams, and growth strategy at scale. Now accelerated by AI-native tooling, and applied with the same rigour that shaped the work before it existed.
AI Web Development
Zero to production. Fast, resilient, and done right.
Most AI-assisted builds move quickly on the surface and quietly accumulate problems underneath. Brittle architecture, absent tracking, code that works until it doesn't.
I build differently. Lovable for rapid structural prototyping, Windsurf and Claude for production development, Shopify and Vercel for integration and deployment. The tooling drives the pace. The enterprise background — migrations, Core Web Vitals, GTM architecture, cross-functional development teams — determines what gets built underneath it.
You get the velocity of a startup and the structural integrity of an engineering team.
Who it's for
Brands that need something built properly the first time. Not a template, not a no-code approximation — a real digital product with a foundation that earns its keep.
Engagement
Project-based or retainer
What this looks like in practice
- —Full storefront builds on Shopify or Next.js/Vercel
- —Campaign sites and conversion-focused landing pages
- —Rapid prototypes built in real code, so they become foundations rather than throwaway work
- —GTM and analytics architecture implemented from day one, not after launch
- —AI-accelerated iteration that doesn't carry technical debt into your next phase
GEO · Generative Engine Optimization
Your customers are searching differently now. Is your brand part of the answer?
Google is no longer the only place discovery happens. ChatGPT, Perplexity, Claude, Gemini — AI tools are becoming the first stop for product research, brand evaluation, and purchase decisions. They surface curated responses drawn from structured data, authoritative content, and brand signals that most ecommerce sites have never been built to provide.
If your brand isn't appearing in those responses, you're not losing to a competitor in search results. You're being left out of the conversation before it begins.
GEO is the discipline of changing that.
Who it's for
Brands that have invested in SEO and are beginning to notice AI tools don't seem to know they exist. Founders who want to establish presence in generative search before their category becomes crowded.
Engagement
Project-based audit + implementation, or retainer
What this looks like in practice
- —AI visibility audit across ChatGPT, Perplexity, Claude, and Gemini
- —Structured data and schema implementation for AI parsability
- —Content architecture optimised for generative citation
- —Brand authority signals and entity establishment
- —Ongoing monitoring and optimisation as the models evolve
AGO · Agentic Growth Optimization
Growth systems that work while you sleep.
Most ecommerce growth work is manually operated. Someone runs the test, pulls the report, decides what to change, updates the content. That person is the ceiling — and at a certain point of scale, that ceiling becomes the primary constraint on growth.
Agentic Growth Optimization is what happens when you replace that model with AI-powered systems embedded into your stack: smarter personalization, automated workflows, agentic processes that learn and adapt without a human hand at every step.
Not a chatbot. A redesign of how your operation grows — with AI as infrastructure rather than a surface feature.
Who it's for
Brands that are growing but running on processes that weren't designed to scale. Teams that want genuine AI-powered leverage, not content generation dressed up as strategy.
Engagement
Project-based or retainer
What this looks like in practice
- —Ecommerce workflow automation and AI agent implementation
- —Personalization infrastructure and dynamic content systems
- —A/B testing programs with agentic iteration
- —CRO systems designed around AI-assisted analysis
- —Stack integration and API orchestration built to enterprise standards
Bespoke Solutions
Your brief. Your problem. Built to spec.
Some of the most valuable work doesn't fit neatly into a category. A custom quiz experience with branching logic and a product recommendation engine wired directly into Shopify. A headless setup decoupling the frontend from the commerce layer entirely. A backend automation connecting platforms that weren't designed to talk to each other. A mobile commerce experience built for the way people actually shop on their phones. Database integrations, Shopify CLI theme development, landing page personalisation systems — the list is genuinely open.
This is the service for briefs that need a builder who understands the full stack and can work out the right approach from first principles, not from a menu.
Who it's for
Brands with a specific problem and a clear outcome in mind. Teams that have outgrown what standard tools can do. Founders who know what they need but haven't found anyone who can scope it yet.
Engagement
Project-based
What this looks like in practice
- —Custom quiz experiences with branching logic and Shopify product integration
- —Headless Shopify setups decoupling frontend from commerce layer
- —Database architecture and third-party integrations
- —Mobile commerce experiences built for native-feeling performance
- —Backend automation workflows replacing manual processes
- —Shopify CLI theme development and store updates
- —Landing page systems with personalisation and performance tracking
- —API integrations across tools that weren't designed to connect
- —And that's a partial list.
How I work
My Process
Brief
You send your brief. I read it carefully and respond with a straight assessment: what I would do, how I would approach it, and whether I'm the right fit for what you need.
Audit
Before any build or strategy, I audit what already exists — your stack, your content, your data, your visibility. Every recommendation is grounded in what's actually there, not assumptions.
Architecture
The foundation is designed before anything is built. Infrastructure, tracking, content structure — shaped for where you're going, not just where you are today.
Build and Implement
Fast execution using AI tooling, disciplined by enterprise engineering standards. The speed is real. So is the quality underneath it.
Measure and Iterate
Everything I build is measurable. I report on what matters — revenue, visibility, performance — and iterate based on what the data shows.
Let's talk about your project
Send me your brief — what you need, your timeline, and any technical context. I'll come back with a straight assessment.