Senior Director · Digital & AI
Building DigitalExperiences
Full-stack developer and designer crafting modern web applications, stunning designs, and innovative digital solutions.
Trusted by leaders at
My Approach
Strategy that ships, execution that proves it.
Three things I optimise for in every engagement. They are deliberately ordered: get the bet right before you start building, and instrument it before you call it done.
Strategy
Bet on the right problem.
I read the org, the data, and the market — then write the brief that gets aligned. No theatre, no slideware: a sharp problem statement and a sequenced bet.
Execution
Ship something that runs.
Working software in production beats consensus on a Miro board. I lead small senior teams from prototype to launch, with a bias for measurable customer-facing wins.
Measurement
Prove the dollars moved.
Every initiative gets an instrumented metric and a horizon. If the number does not move, we cut it; if it does, we double down. The scoreboard is the deliverable.
How we work
Four steps. Repeated until the number moves.
Step 1
Discover
Sit with the data, the team, and the customer. Identify the constraint that actually moves the number — not the one that sounds best in the deck.
Step 2
Design
Sketch the smallest end-to-end shape of the solution. Architecture, UX, and instrumentation written in the same brief, so trade-offs are explicit.
Step 3
Build
Ship to a real environment in weeks, not quarters. Tight feedback loops, working software, and a senior engineer on every important problem.
Step 4
Measure
Wire the metric in before launch, then make decisions on the live signal. If it works, we scale; if it does not, we kill it without ego.
Latest thinking
Notes from the work — AI, commerce, and leadership.
Field notes from running enterprise AI and digital programs. Short, opinionated, and grounded in what actually shipped.
