Leading CRM architecture and D2C growth systems
Leading CRM architecture for the UK IVA industry and driving UX, funnel, and conversion work across D2C revenue environments.
Currently at YAMU Media - open to interesting conversationsBuilder.
Builder.
Brewer.
Wanderer.
Helping brands scale through high-conversion UX, operational clarity, and AI-driven automation.
09
Years Building100+
Projects Shipped2M+
User Scale Worked On01 / NowCurrently
A live snapshot of what is moving right now: work, learning, coffee, fermentation, and the current book on the nightstand.
Updated Apr 2026Mastering MCP for local agent workflows
Tightening local AI workflows around better context, better tools, and fewer handoffs between thought and execution.
Vienna Roast
Third Wave Coffee · Blend
Espresso · Moka pot on slow days
EspressoMoka pot on slow days
Batch #43
Falsa & Ginger Lemon
Batch #43· Falsa & Ginger Lemon
Day 1 · Fresh brew
Black tea, just started
Day 3 · FermentingSCOBY getting to work
Om Swami
If Truth Be Told: A Monk's Memoir
An honest and unexpectedly gripping account of the path to monkhood. Less about religion, more about what it takes to commit to something completely. The kind of book that makes you sit with uncomfortable questions.
Current read
Log> analyzing conversion drop-offs/Log> debugging CRM sync issues/Log> testing local MCP workflows/Log> routing high-intent leads/Log> status: deep-work-mode/Log> analyzing conversion drop-offs/Log> debugging CRM sync issues/Log> testing local MCP workflows/Log> routing high-intent leads/Log> status: deep-work-mode/
02 / WorkSelected work
Nine years of making software people actually use. Three that say the most.
01 · My Debt Plan2024
Full tech and design stack for a UK debt management platform
Full ownership - decision engine routing 1,000+ leads/day across 100+ integrations, a large-scale CRM in active build, and day-to-day UX execution across the whole operation.
Product ownershipUXSystems
02 · Mohammed Bin Rashid Space CentreMay 2020 - Jul 2020
The official platform for the UAE's first Mars mission
45 days. Website, iOS app, Android app, and a satellite tracker global media used as their reference. 200,000 concurrent users on launch night. Zero major issues.
Frontend devProject mgmt0-1
03 · SkillstrainerJun 2021
Scaling an ed-tech platform from 300k to 1.5 million learners
Led UX and technology work supporting a 5x user growth without the platform breaking. Infrastructure decisions, design systems, stability under pressure.
UXScaleEd-tech
03 / LabMediaMen Services
Where I build things that don't have a brief yet.
ActiveIVA Industry
Custom WordPress IVA intake plugin
Existing plugins can't handle IVA data complexity. Building one that fits the industry.
Active
IVA IndustryCustom WordPress IVA intake plugin
Existing plugins can't handle IVA data complexity. Building one that fits the industry.
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ActiveAI Campaigns
AI marketing activation systems
Personalised video generation, custom graphics, WhatsApp-based flows. AI at production scale.
Active
AI CampaignsAI marketing activation systems
Personalised video generation, custom graphics, WhatsApp-based flows. AI at production scale.
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In progressContent AI
AI UGC & content pipelines
End-to-end content pipelines for consumer brands - from brief to final asset.
In progress
Content AIAI UGC & content pipelines
End-to-end content pipelines for consumer brands - from brief to final asset.
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Some experiments become client solutions. Some stay as internal tools. Some just teach me something useful.
04 / WritingFrom the archive
development · 5 min readFeb 2025
Personalize Your WordPress Website Based on Ad Campaigns (No Plugins Needed!)
Boost conversions by dynamically personalizing your WordPress website based on ad campaigns—without plugins! Learn how to use PHP and UTM parameters to deliver a tailored experience and increase engagement.
WordPressRead the piece →
philosophy · 6 min readOct 2024
Why (and why not) Framer?
Framer is quickly becoming a favourite for designers who also want to build. But is it the right tool for your next project?
FramerRead the piece →
5 articles · WordPress, UX, Product, ToolsAll writing ↗
05 / LifeOutside the work
Paris · Nov 2024 · Web Summit
Some things take longer than they should. Then they happen all at once, and you are standing in front of the Eiffel Tower at night wondering how you got here.
Read the full story ↗