Work

Bring me the problem, not the job spec.

Most of my work arrives as a symptom: numbers nobody trusts, tools that don't talk, work that shouldn't be manual. I find the system underneath, then build the fix into what you already run.

01 · Where it usually starts

It begins with a sentence like one of these

Measurement

“We don't trust our numbers.”

The situation

GA4 says one thing, the ad platforms say another, and the board deck uses a third. Nobody trusts the dashboards, so decisions fall back to gut feel.

What gets built

Event schemas designed around the questions you actually need answered
Tracking implemented across web, product, and backend sources
Attribution that survives scrutiny, including before identity exists
Reporting tied to revenue, not vanity metrics
Documentation your next hire can pick up

Segment
GTM
Mixpanel
Amplitude
GA4
Looker
Metabase

Event stitch · Amplitudeunified

Front endPage ViewedCTA Clicked

BackendOrder CreatedPayment Received

UTM · referrer · conversion before identity

Integration

“Our tools don't talk to each other.”

The situation

Every platform is fine on its own. The gaps between them are where data dies and manual work breeds. Leads fall through, lists go stale, and someone re-keys the same record twice.

What gets built

CRM, lifecycle, and ad platforms connected to one source of truth
Webhooks and syncs wired into existing workflows, not bolted alongside
Audience and contact data moving cleanly with monitoring
Closed-loop reporting back to the channels that spent the money

HubSpot
Segment
Customer.io
Klaviyo
Census
Hightouch
Zapier

Tool connectionssynced

Sources in · one truth · destinations out

Automation

“Everything depends on someone doing it by hand.”

The situation

Lead routing, list hygiene, reporting, follow-ups. The process works only because a person chases it. When they go on leave, the system stops.

What gets built

Manual, repeatable processes mapped as they actually run
Automations and agent systems with shared context, not isolated chatbots
Routing, enrichment, and alerts that run without babysitting
Handover your team can operate without me in the loop

HubSpot
Customer.io
Node.js
GCP
OpenAI
Zapier
Make

Ops rebuildrunning

01Map the manual path

02Encode rules + owners

03Route · enrich · alert

04Runs without chasing

Shared context · delegated execution

Activation

“We're sitting on data we've never used.”

The situation

Years of customer history doing nothing. Acquisition is funded; retention and reactivation are still spreadsheets and hunches.

What gets built

Pipelines that make historical data operational
Audiences synced to ads and lifecycle platforms automatically
Winback and lapse flows that trigger themselves
Churn and high-value signals surfaced while there's still time to act

BigQuery
Snowflake
dbt
GCP
Meta
Google
Klaviyo
Customer.io

booking dataBigQueryactivation

lapsed_90d synchigh_value sync

GCP · reverse-ETL · ads + lifecycle

Tooling

“We need something that doesn't exist yet.”

The situation

No vendor sells the thing you need. An internal tool, a product capability, or a workflow that has to be built around how your business actually works.

What gets built

Scoped product or internal tool from idea to shipped
Data model, backend, and front end built as one system
AI-assisted reporting or tooling where it earns its keep
A repo and architecture your team can keep shipping on

Next.js
Node.js
GCP
BigQuery
Vercel

Tracking audit · liveGCP

page_viewpass

identifypass

purchase propsflag

consent gatepass

Custom build · AI-assisted report

02 · How engagements run

Whatever the problem, the path is the same.

01Gather requirements

02Architect the solution

03Implement & integrate

04QA & verification

05AI enablement

06Sustainable growth

I work on a project or retainer basis. Engagements start with a scoping call, then a short discovery phase, then a defined scope of work. You work directly with me.

Let's look at your stack.

A 30-minute call. You describe the mess; I'll tell you honestly whether I can help.

Book an intro call