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.
Get in touch →
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.
Won Webby AwardAI Experimental
My First Voice
Use AI to give non-verbal children a personalised voice that sounds like them, preserving local accent and cultural identity.
Won Webby Award
AI ExperimentalMy First Voice
Use AI to give non-verbal children a personalised voice that sounds like them, preserving local accent and cultural identity.
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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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CompletedContent AI
AI UGC & content pipelines
Created video ads with AI for a huge FMCG brand in India - from brief to final assets.
Completed
Content AIAI UGC & content pipelines
Created video ads with AI for a huge FMCG brand in India - from brief to final assets.
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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 · 6 min readJul 2026
How I Consolidated Judge.me Reviews Across 3,000+ Variants
A Shopify migration note on consolidating 2,600+ scattered product reviews across 450+ style-code parents without relying on product groups.
ShopifyRead the piece →
development · 7 min readJul 2026
I Built a WordPress Plugin Without Touching the Code. Here's the Setup.
How I used a local AI-agent workflow, WordPress Studio, WP-CLI, and a disposable sandbox to build Consentinel, a self-hosted cookie consent plugin.
WordPressRead the piece →
8 articles · WordPress, UX, Product, ToolsAll writing ↗
05 / LifeOutside the work
Paris · Nov 2025 · Web Summit
The struggle made the approval sweeter. The uncertainty made the arrival meaningful. Going solo made me realize I don't need perfect conditions to begin.
Read the full story ↗