Skills
No percentages. Each skill says where I used it, what I actually did with it, and whether that was client work or my own. Open one to read the detail.
Showing 28 of 28 skills
Positioning & Pricing
Deciding who a thing is for and what it costs — subscription tiers, commerce pricing, and the offer itself.
Content Marketing & SEO
Technical SEO, topic architecture, and programmatic templates built to earn the index rather than pad it.
Analytics & Measurement
GA4, Tag Manager and Search Console wired so the numbers can be acted on — and so paid has something to optimise against.
Conversion Optimization
Funnel analysis, intent-matched CTAs and checkout paths — measured on the mix, not one vanity number.
Email Marketing & Deliverability
Lifecycle, triggers and transactional email — plus the authentication layer that decides whether any of it arrives.
Paid Acquisition
Paid search and paid social across client and own-brand accounts, run against analytics configured to make the spend legible.
Organic Audience Growth
Building an audience from zero on short-form video, with no paid distribution underneath it.
Product Strategy
Deciding what to build, what to leave out, and what the thing has to be worth to someone.
Subscription & Billing Lifecycle
Stripe, plan enforcement and the state machine that decides who has access to what, and when they lose it.
E-commerce Management
Running storefronts and marketplace channels day to day — Shopify, Amazon, catalogue, listings and the operations behind them.
Platform Migration
Moving a live business between platforms without losing catalogue, URLs or search equity.
Marketplace Architecture
Two-sided models — the ontology, the listing schema and the matching logic underneath them.
AI-Assisted Development
Shipping production software by directing coding agents — specification, decomposition, review and verification.
Multi-Agent Systems
Orchestrating several agents against one problem — decomposition, parallel execution, and review by something that did not write the work.
MCP Servers
Model Context Protocol servers, built and running — giving a model typed access to systems it otherwise cannot reach.
AI Integration
Wiring model capability into products — APIs, chat interfaces, and features that still behave when the model does not.
Vector Search & Retrieval
Embeddings, chunking and hybrid retrieval — getting a system to return the right thing rather than something adjacent to it.
AI Harnesses & Evaluation
Scaffolding that measures AI output instead of trusting it — held-out inputs, scored comparison, and gates that stop bad output shipping.
AI Logo Design
Generating brand marks that survive real use — at favicon size, in one colour, and next to type that has to be set properly.
TypeScript, React & Next.js
The stack most of my production work runs on — App Router, server components, typed end to end.
API Design
REST, tRPC, webhooks and MCP tool surfaces — designed around the caller rather than the schema.
PostgreSQL & Data Modelling
Relational schema design with Drizzle — migrations, types and query boundaries derived from one definition.
Infrastructure & DevOps
Containerised deploys, automatic TLS and CI pipelines — so shipping is a commit, not an evening.
Core Web Vitals
LCP, INP and CLS treated as a build constraint rather than a report you read afterwards.
Application Security
Auth, sessions, CSP and input validation — the OWASP list treated as a build checklist, not an audit finding.
Infrastructure Security
Server hardening, secrets discipline and guardrails that hold when someone is moving fast.
Design Systems & Tokens
OKLCH token pipelines, fluid type scales and component libraries where contrast is a build output.
Accessibility
WCAG contrast, semantic markup and keyboard paths — handled in the system rather than in a remediation pass.